JNA Awards 2020 - Jewellery Industry Best Practices

52 JNA AWARDS • 2020 Dhamani Jewels After having established brand loyalty among affluent expats and local residents in the Middle East, Dubai- based Dhamani Jewels noticed a growing demand among younger consumers for aspirational jewellery that came at friendlier prices. This prompted the company to develop Dusoul by Dhamani, which was launched in 2018. “Dusoul will attract a new breed of connoisseurs – millennials who are looking for quality, craftsmanship and unique designs. They will consider owning fine jewellery as an important rite of passage,” explains Rohit Dhamani, Director of Dhamani Jewels. Bespoke jewellery Committed to creating what it describes as “jewellery with soul,” the company developed in-house jewellery lines, including Dhamani’s core collection, and sold them alongside carefully curated pieces from renowned labels in Europe and South America. Dusoul also opened four bespoke boutiques that paved the way for a luxury shopping experience for its younger market. As a brand born in modern times, it also established online selling platforms to complement its traditional retail structures and further widen its reach. But perhaps what truly sets Dusoul apart is its ability to customise and offer made-to-order jewellery for its clientele. “Since this kind of service was not available in malls and hotel boutiques, it attracted a lot of new customers. They spent more time in our boutiques to understand and engage in this unique offer. Soon after, social media influencers and new walk-in clients came, mainly due to word-of-mouth advertising,” narrates Rohit. Category: Outstanding Enterprise of the Year – EMEA Country / Region: United Arab Emirates 1 2