This article first appeared in the JNA January/ February 2023 issue.

Dhamani Jewels scaled new heights in 2022 despite the pandemic-related challenges of recent years. The Dubai-headquartered jewellery retailer enhanced its sustainability credentials, expanded its distribution network, successfully increased its customer base and implemented client-facing strategies to strengthen its brands in the market.

In February 2022, Dhamani Jewels became the first retailer in the United Arab Emirates to be certified by the Responsible Jewellery Council (RJC). Company Managing Director Amit Dhamani said, “RJC certification enables us to build client confidence in the region and reaffirms our responsibility to people and the planet. We have always procured from trusted and certified sources, and now our operations are even more aligned with RJC guidelines.”

Established by L. N. Dhamani in 1969, Dhamani Jewels evolved from a gemstone and diamond wholesale business to a vertically integrated enterprise by entering the retail sector in 2000 with Dhamani stores. The Dhamani 1969 brand was launched in 2014 to offer modern women beautifully crafted high jewellery with handpicked rare gems and diamonds. Four years later, Dusoul by Dhamani was developed to tap millennials seeking aspirational jewellery at friendlier prices.

Today, Dhamani 1969 has three boutiques in the UAE, including a recent opening in the prestigious Al Naseem Hotel in Dubai. Dusoul, for its part, continues to grow in the affordable luxury space, noted Amit. The brand opened its fifth boutique last year in Dubai Hills Mall. Five regular Dhamani stores will be converted into Dusoul in 2023-2024.

“Our plan is to expand selectively in strategic locations. On the drawing board for 2023 is the opening of one boutique each for Dhamani 1969 and Dusoul. On the international front, we are looking to enter the Far East, particularly China. When that market fully reopens, we will further examine expansion possibilities,” Amit disclosed.

Innovative spirit

Product development is pivotal in Dhamani Jewels’ operations. Its designers based in Italy and the UAE create both on-trend and trendsetting styles. Dhamani 1969 and Dusoul boutiques also feature carefully curated local and international jewellery brands.

Another jewel in Dhamani’s crown is being the sole distributor of the Dubai Cut, a special diamond cut with 99 facets – the first inspired by and named after a city. “Our Dubai Cut jewellery collection and loose diamonds are available at our high-end boutiques. This niche brand targets tourists seeking something unique from Dubai," Amit said.

Dhamani Jewels’ commitment to innovation extends to its customer relations. Last year, it recorded a 20 per cent increase in its client database. This stemmed from customer engagement initiatives such as sustained digital communications, stronger brand marketing, enhanced product offerings like special designs by in-house international designers, and targeted client activities such as dedicated events, personal meets and offers.

Retail scene

Dhamani Jewels regularly upgrades its ERP (Enterprise Resource Planning) systems for its retail operations and explores the latest retail innovations to enhance customer experience. Physical stores are complemented by e-commerce platforms for an omnichannel approach. Boutiques are fitted with displays showing the company’s live social media accounts for clients to tag and see themselves on screen. Cross promotions with commercial partners as well as collaborations with shopping malls also drive incremental traffic to the company’s stores.

Amit is confident of continued growth in 2023, given the relative stability of the UAE’s retail sector. “The outlook in the country is quite positive compared to other parts of the world. Consumers in the UAE and the rest of the Middle East are likely to support regional brands. The return of tourist inflow, as indicated by the increase in hotel bookings in the UAE, also bode well for our jewellery retail business,” he said.

Dhamani Jewels is privileged to be named Brand of the Year – Retail at JWA Dubai Special Edition 2023, he added.

Click here for JNA’s coverage of the JWA Dubai 2023 Honourees.