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| 11 January, 2018

Jawhara Jewellery eyes greater UAE expansion

Jawhara Jewellery has 54 stores operating at the moment and have plans to increase that number in the coming months

Image used for illustrative purpose.
Gold bars are seen in the Austrian Gold and Silver Separating Plant 'Oegussa' in Vienna, Austria, December 15, 2017.

Image used for illustrative purpose. Gold bars are seen in the Austrian Gold and Silver Separating Plant 'Oegussa' in Vienna, Austria, December 15, 2017.

REUTERS/Leonhard Foeger
UAE - Gold and diamond jewellery retailer, Jawhara Jewellery, has special plans for the new year, with a number of store openings planned to help them better serve their customers across the UAE.

Speaking to Khaleej Times in an exclusive interview at the opening of their new store in Meena Bazaar, Vinu Menon, board member and group general manager of Jawhara Jewellery, discussed the brand's plans for 2018.

"We have 54 stores operating at the moment and have plans to increase that number in the coming months," he said. "Our focus is on the Asian segment with our 22k products. Since August 2017, we have opened up eight stores, and we feel that this is the right time to cater to the Asian market. Looking at the wealth of our experience in this field, we know that we can compete in the market. No other Emirati jewellery company has these many stores dedicated to serving the needs of the Asian market here in the UAE."

The brand has plans to open another eight stores that will specifically be showcasing the brand's 22k collections in 2018. Menon revealed that the group's target is to have around 90 stores operational by the end of 2018, and over 150 stores by 2020.

"We know that the market will be tight when it comes to competition, but the 22k segment will prove to be a hit with our customers," Menon noted. "Most of our shoppers in this segment are from countries such as India, Pakistan, Bangladesh, and Sri Lanka. Our focus is on providing such shoppers with the very best of designs at an extremely competitive price. This is one of the reasons why we have been very aggressive in our expansion plans."

The group has plans to open more showrooms in emirates such as Sharjah, Dubai, and Abu Dhabi. In addition to the 53 stores in the UAE, the group also has a store in Salalah in Oman. At 19 stores, the majority of the group's presence is comfortably situated in Dubai.

"We also have plans in the near future to expand our presence in other places in the GCC such as Kuwait, Bahrain, and Saudi Arabia," Menon said. "When it comes to these countries, we have to be very careful with the way we enter the market and position ourselves. Our focus is on completing our research into the market and its shoppers, before we make a move."

Asked about what type of designs are popular with shoppers at the moment, Menon revealed that smaller elegant designs were proving to be a hit with shoppers. "Ladies today like lightweight pieces that produce a sophisticated touch; of course, there is always a market for heavier party pieces as well."

Tamjid Abdullah, board member and deputy chief executive officer of Jawhara Jewellery, said: "We listen very closely to what our customers have to say and then focus on their needs. Today, Jawhara is a trusted brand with many loyal shoppers, who can attest to the quality of its products. Our focus has always been on the complete satisfaction of our customers. We do this through ensuring that all our designs are unique and speak to the customer who is buying them. Ultimately, we all want to buy something that we can delight in and show off," he said.

"When it comes to 2018, we expect nothing short of the success that we saw in 2017. Our philosophy is that we are here to add value to the gold and jewellery market," he added.

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