As of the First World War, the House of Alireza has had interests in the jewellery business. In 1920, they had offices in Paris and London, where the finest pearls from the Arabian Gulf were the showpieces.

The focus of its activity moved to Saudi Arabia as the Middle East developed into a prime market place for superior quality jewellery and gemstones. Jeddah was the obvious centre for business. In association with jewellers of international standing, the Company today trades in some of the world's finest jewellery and rare gems. Diversification into the complementary field of precision watches was a natural progression.

A model of a palm tree wrought from gold, fashioned for the Company some years ago, furnished the inspiration behind the name of the retail division - The Golden Palm.