With a signature new 'shop in shop' concept

Dubai, 10 June 2009 - Celebrating five years of success since its launch in 2004, Al Tayer Insignia's multi-brand store for luxury watches and fine jewellery, Azal, is pleased to announce the relaunch of its flagship store at Jumeirah Emirates Towers Boulevard.

Design of the 240 square metre retail space was undertaken by the internationally renowned Studio Sclavi, based in Rome, working alongside Al Tayer Group companies to supervise the architectural build.

Elegant yet inviting, the store has been designed to sleek, contemporary lines, the exterior reflecting a combination of Italian antique brown marble, glass, dark zebrano wood and metal, projecting a sense of precision and modernity.  The interior of the store is a continuation of the exterior's sophisticated design, a homage to the ultimate in refined luxury. 

The materials used are deluxe, and every carefully crafted feature exudes an engaging and relaxed vibe, adding warmth to the space, including the distinctive, elliptical glass chandeliers.  Stylish and comfortable brown suede seating is offered throughout, and an elegant central area is available for private viewing and VIP sales, which can be curtained off for optimum discretion and comfort. 

The revamped shop in shop concept builds on the original signature Azal brand aesthetic, where individual brand showcases are styled to give a sense of distinctiveness and movement, taking customers on a dynamic journey where they can absorb the unique personalities of each brand, moving easily on to the next.

Speaking on the occasion of the launch, Shireen El Khatib, CEO Al Tayer Insignia said "With this exceptional new design concept, Azal offers the ultimate shopping environment for the UAE's aficionados of fine jewellery and high end watches.  We are confident that this, coupled with our expanding portfolio of some of the finest international brands, will support our plans for continued growth."

The jewellery selection boasts top UK designer Stephen Webster with his rock and roll influences, Gucci Fine Jewellery with its iconic fashion brand references, New York-based "Queen of Hearts" Judith Ripka, red carpet "jeweller to the stars" Neil Lane, Brazilian designers H Stern, contemporary Italian jeweller Pianegonda and many others.

The watches collection includes such famous high-end European brands as Clerc, motorsports-inspired BRM, dynamic young Swiss Haute Horlogerie manufacturer Cvstos, the ultimate diamond watchmakers Backes & Strauss and futuristic, sporty Italian brand U-Boat, to name a few.

Azal is designed to cater to the needs of discerning customers who desire contemporary style and quality in watches and fine jewellery. Connoisseurs are promised a rewarding experience where high service standards, well trained staff and quality products come together.

In addition to the flagship store at the Boulevard at the Jumeirah Emirates Towers, Azal is also located at the Souk Madinat Jumeirah in Dubai and Al A'ali Shopping Complex in Bahrain.

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For further information, please contact:
Emma Rymer
Account Manager - PR
Al Tayer Group Press Office
Tel.: +971 4 2011158
Fax.: 00971 4 2824901
E-mail: erymer@altayer.com

© Press Release 2009