MARKET WATCH 市场观察 JNA November/December 2024 | 35 The rich cultural heritage of jewellerymaking in Dubai influences many of our designs, enabling us to seamlessly blend traditional craftsmanship with modern innovation. At Au Finja, we take great pride in upholding the high standards of craftsmanship that Middle Eastern jewellers are renowned for. – Ajay Sobhraj, founder and chairman of Au Finja region. In 2020, it extended its footprint to the US, Australia and the UK. Among its signature collections are the Kavach Kadas, YuMe Link Bracelet and YuMe 360 Rings. The iconic YuMe Collection, launched in 2018, exemplifies Au Finja’s design philosophy of blending timeless craftsmanship with contemporary aesthetics. Sobhraj remarked, “Its success resonated strongly with our retail partners and laid the groundwork for future expansions, including plans for larger, more advanced manufacturing facilities.” Over the years, Au Finja continued to grow from strength to strength. In 2022, it became a prominent supplier to a leading global jewellery brand while its Mumbai facility celebrated its 25th anniversary. Earlier this year, the company opened its 27,000-squarefoot state-of-the-art factory in Oman, which can process over five tons of gold annually, enabling Au Finja to diversify its product range to include machine-made chains and casting products. Amid such achievements, the jeweller also faces challenges such as volatility in gold, platinum and diamond prices. “This is a persistent concern and a challenge to pricing and sourcing. However, our integrated operations allow us to manage and mitigate some of these fluctuations,” shared Sobhraj. Meanwhile, auspicious occasions such as festivities and weddings continue to fuel demand for gold jewellery. Au Finja is likewise seeing growing preference for exclusive designs as customers seek pieces with a compelling story. “The year 2025 holds promising opportunities for Au Finja in sustainability, technology and global expansion. We are well-prepared to navigate challenges with the same resilience and visionary mindset that have defined our journey thus far,” remarked Sobhraj. This is also where the advantages of being in the Middle East come to play. According to Sobhraj, Dubai’s status as a global trading hub allows Au Finja to seamlessly connect with major markets across the Middle East, Europe, Asia and Africa. Being a member of Dubai Exports, the export promotion agency of the Department of Economic Development, similarly enhanced Au Finja’s export capabilities through access to market intelligence and networking opportunities, which were instrumental in the company’s expansion to India, Oman and Germany, explained Sobhraj. Sobhraj is likewise an active board member of the Dubai Jewellery Group (DJG), which is tasked to promote Dubai as a global hub and provide its members with valueadded services. He noted, “As an active member of DJG since 2015, I have played a key role in driving the growth of Dubai's jewellery sector and positioning it as a global leader. A significant part of my contribution was elevating Dubai’s and the Dubai Pavilion’s brand visibility at international trade events, showcasing the city on the global stage.” Antoine Hakim: Legacy and global expansion Also on a consistent growth trajectory is Lebanon-based fine jeweller Antoine Hakim. Banking on a decades-old jewellery-making heritage, the company is forging new paths of growth through market expansion and continuous innovation, noted company manager Joe Hakim. Antoine Hakim traces its roots to Joe’s grandfather who founded it in 1940. Its major markets are in the Middle East, specifically Qatar, Kuwait and Bahrain. Among its business objectives is to strengthen its global presence by participating in international shows in Hong Kong. “We first joined the Hong Kong show in 2019 as we were looking for new markets,” explained Joe. “We saw Bangles by Au Finja Au Finja的手镯
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