Of Kerten Hospitality’s four pillars - community, art & design, wellbeing, collaboration —which one speaks most directly to EÉRA’s DNA, and why?
While community and collaboration are both central to EÉRA’s values, art & design speaks most directly to our DNA. EÉRA was founded on the belief that jewellery can be both bold and unexpected, offering a fresh perspective on contemporary design while remaining rooted in craftsmanship. Over the years, we have built a strong history of collaborations with artists, creatives, and design studios, making this pillar a natural and consistent point of connection for us.
Collaboration is at the core of what we do at Kerten Hospitality; what made this particular partnership feel like the right fit at the right time?
EÉRA has been increasingly drawn to the world of hospitality, especially following previous partnerships with luxury hotels in Europe. When the opportunity arose to collaborate with Dar Tantora The House Hotel, it felt like a natural next step for the brand. The partnership allowed us to bring EÉRA’s universe into a new context, where design, travel, heritage, and experience naturally come together.
AlUla is a place where art, nature, and community converge. How does EÉRA contribute to that conversation through this collaboration?
EÉRA has always been deeply connected to art and design. AlUla brings these elements together in a powerful and authentic way, offering a setting where nature, heritage, and creativity are in constant dialogue. Through this collaboration, we contribute our own creative language: bold, contemporary, and rooted in craftsmanship. The collection becomes a way to extend the conversation around AlUla, translating its atmosphere, colours, and sense of place into wearable design.
This collaboration brings together craft, place, and community. What is the story or inspiration behind the pieces and experience EÉRA created for Dar Tantora The House Hotel?
The inspiration came from the breathtaking colours and textures of AlUla: from the deep blues of the sky to the warm tones of the sandy rocks and surrounding landscape. We reimagined one of our signature designs, the Reine necklace, through this palette, applying these hues to its cord design. At the same time, the architecture of Dar Tantora The House Hotel played an important role in shaping the overall feeling of the project, inspiring a collection and display that feel clean, refined, and striking while remaining deeply connected to their surroundings.
Looking beyond this launch, how do you see EÉRA and Kerten Hospitality continuing to build something meaningful together?
We feel this is only the beginning of our dialogue with Kerten Hospitality. What makes this partnership meaningful is the shared belief that hospitality can be a powerful platform for storytelling, design, and cultural exchange. Through Kerten’s distinctive destinations and communities, we see the opportunity to bring EÉRA’s universe into new environments, creating experiences that go beyond just products. We are excited to continue exploring how our two worlds can come together in future projects.
If you had to describe this partnership in one word or feeling, what would it be and why?
Timeless. It reflects the landscape, the memories, and the sense of permanence that AlUla leaves behind. It also speaks to the attention to detail that we bothbring to their respective worlds: creating experiences and objects that are contemporary, yet made to endure.
