A testament to the power of heritage, resilience, and innovation, luxury leather goods brand Baal is redefining the hotel experience through a marriage of artistry and functionality

Written by Veronica Carpio

In a world obsessed with the next big thing, it’s rare to find a brand that feels timeless from the moment you encounter it. That’s Baal—a name that whispers elegance and speaks the language of craftsmanship fluently. But behind its sleek leather silhouettes and refined hotel partnerships lies a story that’s just as textured and captivating as the products themselves.

At the heart of Baal is Hasmig Krikorian, a visionary whose journey from a tailor’s daughter in Lebanon to co-founder of one of the region’s most exciting bespoke leather brands reads like the plot of an indie film we’d all binge. Baal isn’t just a brand—it’s an origin story, a love letter to heritage, and a masterclass in modern reinvention.

Threads, textures and transformation
Before luxury hotels and international clients, there was an atelier. Hasmig grew up enveloped in the quiet, rhythmic magic of her father’s tailoring workshop—a world filled with silk threads, fabric rolls, and the scent of new beginnings. “That space shaped me,” she tells ICONIQUE Arabia. “Even the sound of scissors slicing fabric—it still moves me.”

Those childhood moments weren’t just memories; they were an education. Curious and creative, she began experimenting with leftover fabrics, crafting small boxes and sandbags that held more potential than she ever imagined. It wasn’t long before a local shop placed an order, then another. A hobby was quickly stitching itself into something more.

From living room to luxury
What began in a corner of her home soon evolved into a buzzing mini-atelier of its own. Employees came on board. Orders grew. But so did the market, and with it came copycats and cheaper alternatives. “It was a wake-up call,” Hasmig admits. “We had to evolve or fade out.”

Enter Khajak Krikorian—her husband, and as it turns out, the missing piece to Baal’s next chapter. A skilled leather artisan with a craftsman’s precision, Khajak brought the kind of expertise that could transform Baal from boutique to bold. Together, they zoomed in on the one space luxury had overlooked: hospitality essentials.

Redefining the five-star experience
Walk into any upscale hotel and chances are you’ll find Baal’s handiwork—those sleek leather menu covers, room directories, or spa accessories that feel just a bit too luxe to be practical. That’s the point. Baal isn’t here to blend in. It’s here to elevate the everyday.

“We asked ourselves: why should functionality be boring?” Hasmig shares. “Luxury is about experience—and every detail matters.” Their breakthrough came with Dubai’s Habtoor Grand Hotel. From there, the floodgates opened: Four Seasons, Mandarin Oriental, Kempinski, Marriott—a roster that reads like the Oscars of hospitality. Baal became the go-to for hotels looking to make a tactile statement.

Designing with purpose
It’s not all glamour and glossy finishes though. Hasmig and Khajak are as committed to the planet as they are to perfection. Baal has taken real steps toward sustainability—biodegradable packaging, responsibly sourced materials, and an ongoing mission to evolve beyond traditional leather. “We’re not just building a brand,” Hasmig says. “We’re building a legacy that’s conscious.”

This blend of old-world craftsmanship and forward-thinking values hits differently in a region where heritage and innovation often run parallel. Baal proves they can walk hand in hand.

More than just a brand
If you ask Hasmig what success looks like, she doesn’t mention revenue or recognition. “It’s in the details,” she says. “In the perfect stitch. In seeing a piece we created enhance someone’s experience without them even realising it.” That’s the Baal ethos: subtle, soulful, unforgettable.

And as Baal eyes new markets and materials, one thing’s certain—it won’t lose its soul. Because at its core, Baal is still that little girl in the atelier, piecing together scraps into stories.

In a market saturated with mass-produced sameness, Baal is a breath of fresh, hand-stitched air—proof that heritage isn’t old-fashioned, and elegance never goes out of style. Hasmig Krikorian didn’t just create a business. She curated a feeling. And in the world of luxury hospitality, that’s the detail that makes all the difference.