How two industry leaders are combining global expertise with local insights to elevate Saudi Arabia’s hospitality landscape.
Saudi Projects was delighted to sit with Anita Bell, Co-Founder of Bell&Knight and Tim Etherington, Managing Partner of ema. discuss their partnership, combining Bell&Knight’s exceptional procurement expertise with ema.’s innovative design approach. Their collaboration is reshaping Saudi Arabia’s hospitality industry by seamlessly blending local heritage with global standards, crafting immersive spaces that resonate with guests and uphold cultural authenticity.
Saudi Projects: Before we get into the details of the collaboration between both companies, would you mind sharing some background on your work and the core values that drive your business?
Anita Bell: It’s fantastic to be here today with ema! As two companies that share a passion for the hospitality industry on an international level, we couldn’t be more delighted with this association. Based in London, UK, we are a procurement company providing high-quality furniture, finishes, and equipment (FF&E), as well as Operating Supplies and Equipment (OS&E) to 4- and 5-star hotels and luxury residential clients in the Middle East and Europe. Our philosophy has always been to step beyond the expected and explore the world of possibilities by pushing the boundaries, both ours and those of our vendors.
Tim Etherington: Thank you so much for having us! ema. is an interior architecture and design studio based in Dubai, creating unique design experiences for the hospitality industry. We’re all about crafting spaces that are operational and tell a story — spaces that evoke emotions and connect with people on a deeper level. For us, design is more than just aesthetics; it’s about creating immersive experiences that guests remember long after they leave. Whether it’s a boutique hotel, a luxury resort, or a restaurant, we approach every project with a focus on elevating the experience. We ensure that the design aligns with the brand, the location, and the vision of our clients.
Blending local heritage with world-class luxury and design
Saudi Projects: How did this incredible synergy between Bell & Knight and ema. come about? How did the link between the two companies develop?
Tim Etherington: It started just over a year ago when we realized that, due to the very specific requirements of some of our clients, there was a gap in the market for sourcing high-quality, unique, and sustainable FF&E that also aligned with the aesthetic we wanted to create. Bell & Knight initially approached us at the beginning of last year, and from our very first meeting, it was clear that there was a shared understanding of what quality means, both in terms of design and materials.
We were looking for a partner who wouldn’t just bring products to the table but one who could truly understand our design philosophy and provide complementary service and added value to our clients. That’s when we realized how well we clicked. Bell & Knight had the knowledge and resources to find the best suppliers and materials in the region. Their history of procuring for Middle Eastern projects, specifically in KSA, reflected their understanding of the Kingdom and its culture.
Anita Bell: I’d say the feeling was mutual! When we first decided to work together, it wasn’t just about delivering the right product but about understanding the bigger picture and the experience that ema. wanted to create for their clients. We immediately saw the attention to detail that the team puts into each project. It’s a complex journey, and one we wanted to share with them. It felt like we were both aiming for the same goal: enhancing the guest experience through design and cultural understanding, while also providing maximum cost savings and minimal risk to our clients.
A shared vision for culturally immersive, memorable guest experiences
We realized that as procurement experts, we could help source the right product that would not only fit the design vision but also align with the rigorous requirements of the hospitality industry. From that point on, we became more than just a vendor for ema. — we became a trusted partner. What makes our collaboration special is that it’s not just about procurement or design — it’s about a shared commitment to creating spaces that tell the story of the Middle East while enhancing the guest experience.
Saudi Projects: What added value are you able to offer your clients as a result of this collaboration?
Tim Etherington: From our perspective, the added value comes from a shared, holistic approach to a project. When we work with hotel clients, we’re crafting an experience. Whether it’s the layout, the lighting, or the choice of materials, we always design with the guest’s journey in mind. The value we bring is in making spaces that are memorable, immersive, and unique, whilst also being practical and adaptable to the hotel’s operational needs.
The added value of working with Bell & Knight really comes into play here. They understand the demands of the hospitality industry — not only in ensuring that the quality, durability, and functionality of the aesthetic are achieved, but also in maintaining the design integrity despite budget constraints or product discontinuation.
Additionally, we can leverage their extensive database of suppliers and manufacturers, as well as their well-established relationships in the region.
Elevating Saudi hospitality with innovation, adaptability, and craftsmanship
Anita Bell: That’s right. From a procurement standpoint, the value we bring to our clients is rooted in efficiency, quality assurance, and exceptional value for money through our relationships in the Middle East. We streamline the sourcing process for our clients’ needs by connecting with the best suppliers and manufacturers to meet both the hotel’s aesthetic requirements and budget. We take on the responsibility of managing suppliers, coordinating deliveries, and ensuring everything arrives on time and within budget, so the client doesn’t have to.
Our knowledge and expertise are fundamental in maximizing the efficiency of the procurement process — from producing budget estimates to the final handover.
Saudi Projects: Both companies work internationally. How does this benefit the emerging Saudi hospitality market?
Anita Bell: The international experience of both companies and the cultural diversity of our teams bring a wealth of knowledge, experience, and a global perspective that’s incredibly valuable to the emerging hospitality sector in Saudi Arabia.
It’s been exciting to watch their hospitality scene evolve. There’s a dynamic energy as the country opens its doors to more international tourism, which they are now experiencing and enjoying through their own widespread travel.
As we are currently seeing, the development of Saudi Arabia’s new hotels, resorts, and tourism projects is a rapidly growing work in progress. As an international company, we’ve had the privilege of working in diverse markets around the world. We understand the culture, having worked on several Saudi-based projects over the years, and appreciate that they are on the cusp of a new era. Our aim is to assist in the transition and ensure as smooth a process as possible.
Tim Etherington: It’s been exciting to watch Saudi Arabia’s hospitality sector emerge. What makes our global experience so valuable in this context is that we understand how to blend local culture with international standards. The key to success in Saudi Arabia’s hospitality industry is balancing authenticity with luxury — and that’s something we’ve worked on in markets around the world, from Europe to Asia. We bring this extensive experience to help hotel brands navigate the delicate balance between maintaining local authenticity and delivering the high-end, world-class experience that international travellers expect.
Saudi Projects: How is this reflected on a local and regional level?
Anita Bell: One of the key things we’ve learned from working in international markets is the importance of local partnerships. While we have global reach, we place a strong emphasis on building solid local relationships. In Saudi Arabia, we work with local artisans, manufacturers, and logistics partners to ensure we’re not only supporting the regional economy but also delivering products tailored to the local context. This local expertise, combined with our global network, allows us to offer solutions that are relevant, efficient, and sustainable — exactly what the Saudi hospitality sector needs as it grows.
Tim Etherington: It’s all about cultural relevance and respecting local heritage. What works in London or New York might not necessarily work in Riyadh or Jeddah. We’ve learned through our international work how to translate global design concepts into spaces that feel authentic to the region. Whether it’s understanding how the local climate impacts materials or incorporating traditional elements into contemporary designs, our global experience helps us create spaces that reflect Saudi Arabia’s rich cultural heritage while still offering a world-class guest experience.
Working together as a collaborative partnership to maximise the smooth and efficient running of a project whilst at the same time elevating the client’s experience of the process.
Conclusion
The partnership between ema. and Bell & Knight is about delivering a seamless, carefully curated solution. Together, we bring innovation and adaptability to an ever-changing landscape. By collaborating closely in the early stages of a project, we ensure a smoother and more streamlined design and procurement process through a shared and ongoing dialogue. This approach delivers better results both financially and aesthetically.
Looking ahead to the future of the hospitality industry in Saudi Arabia, it’s clear that our partnership will continue to play a crucial role in shaping the sector. We bring a unique blend of international expertise and local insight, enabling us to craft spaces that meet the highest global standards while celebrating and preserving the rich cultural heritage of Saudi Arabia.
Bell&Knight
ema.
Arabic 
English