Our Founder

HEROBJECTS was founded by Nouf Musallam in Saudi Arabia, where she was raised and where her work remains rooted. Nouf grew up in Jeddah among the textures and forms of the region, from desert terrain and wadis to shells gathered along the Red Sea coast, where sand, light and water leave their mark on surfaces and form. From an early age, Nouf was drawn to objects and to the way form, weight and movement could shape the feeling of wearing something. That instinct led her into fashion, styling and editorial work, contributing to publications including Vogue Arabia, Elle and Harper’s Bazaar Arabia. Time spent between sets, shoots and studios sharpened her eye for proportion, surface and balance, as well as her understanding of how objects are worn and lived with.

She later began hosting pop-ups from her studio, sharing pieces she admired and introducing designers she followed closely. Her background in styling meant she was always observing how people wore things and which forms they kept coming back to. From those observations, HEROBJECTS began to take shape. At its centre is the HERO object, cast in 18k solid gold and designed to carry the spirit of Saudi Arabia while subtly shifting in mood and style with each individual.