Dubai Gold & Jewellery Group Unveils Massive DSF Promotions Offering 45 Kilogrammes of Gold Winnings

AED 800 million in gold jewellery sales expected
Unique customer choice award instituted for the first time

Special DSF constellation diamond pendant launched

Dubai, December 18, 2006: Dubai Gold & Jewellery Group (DGJG), a trade body representing over 700 members covering the entire gamut of Dubai's gold and jewellery trade, has unveiled massive promotions for Dubai Shopping Festival 2006-2007. Special offers include winnings worth 45 kilogrammes of gold, which is 1 kg gold daily for 45 days; a rare chance for customers to directly rate the service they receive and an exclusive edition of DSF diamond constellation pendant.

"With fabulous chances of winning 1 kilogramme gold every day, this year's DSF proves to be an exciting time for shoppers. More than 350 gold jewellery outlets in Dubai are expected to take part in the 45 day festivities; and with Christmas, Eid and New Year all falling close to each other, we expect the promotions to generate a total of AED 800 million in sales, "said Tawhid Abdullah, managing director, Dubai Gold & Jewellery Group.

Since the inception of DSF in 1996, DGJG has given away 619 kgs of gold in prizes. This year the Group is giving away 5% of all winnings to charity.

The DSF promotions are in association with the World Gold Council. Commenting on their participation in DSF, Moaz Barakat, Managing Director, World Gold Council, Middle East, Turkey and Pakistan, said, "The World Gold Council is glad to be part of DSF again especially since this year's gold promotions at DSF are lot more than ever before. We believe that the industry will immensely benefit from this unique initiative during the 45 day festivities. DSF brings the entire gold jewellery trade on a common platform which helps the Council to promote gold and drive sales higher.

"The latest figures released by the Council show that the retail gold sales increased by 41% in the third quarter of 2006 compared to the same period of 2005 despite the increase in gold price. Sales figures in the UAE increased from AED 1.4 million in the third quarter of 2005 to AED 2 million in the third quarter of 2006. The positive effect of the marketing and promotional campaigns held by WGC, DGJG and the gold traders is very apparent on gold jewellery demand. We all know that DSF is becoming one of the biggest festivals for gold in the region and we are looking forward to significant results after this year's DSF."

Customers have a unique opportunity during DSF to directly rate the service they receive from retailers. Every raffle coupon obtained on AED 500 worth of jewellery purchases, comes with a detachable Golden Smiley to be given to the retailer if the customer is happy with his service. Retailers who win the maximum number of coupons will win a Customer Choice Award in various categories based on total number of stores. Those who receive the maximum percentage of smiley as opposed to total number of coupons will receive a Customer Service Excellence Award. The Golden Smiley is also an excellent tool for retailers to gauge customer satisfaction level.

All participating gold jewellery outlets will carry the Golden Smiley which has the message, 'Vote for your Jeweller'.

To add to the DSF excitement gripping the emirate, DGJG has also tied up with Rosyblue, the largest diamond manufacturer in the world, to introduce a special constellation diamond pendant set in white, yellow and pink gold, consisting of 12 diamonds, weighing 0.25 carat in total.

"The pendant will serve as a memory of DSF and is an excellent souvenir for tourists to carry home. Priced at AED 1100, it will be available at all participating outlets and with each purchase, customers will get 3 raffle coupons giving them 3 chances to win 1 kg gold daily, "said Harshad Mehta, Chairman, Rosy Blue FZE.

Speaking at the launch event, Laila Suhail, Chief Marketing Officer of DSF said,

"DGJG has always supported DSF with special promotions that make gold jewellery shopping in Dubai a great experience, this has established Dubai's reputation as 'Jewellery Destination of the World'. The innovative promotions lined up this year will definitely generate enthusiastic participation by the industry".

DGJG has also partnered with Visa, the Official Payment Card for DSF. Using a Visa or Visa Electron card to purchase jewellery will give customers double entries into the draw.

More information about the promotions can be obtained on www.dubaicityofgold.com or on toll free number 800 4417.

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For editorial info, please contact:
Lisa George,
ASDA'A Public Relations,
Dubai.
E-mail: l.george@asdaa.com,
Tel: 0097143344556