A new initiative by the DJWE highlighted home-grown Qatari talent by selecting six local designers to showcase their brands alongside the international names.
Sara Al Hammadi is the woman behind Sarah's & Company, which had an additional booth outside the Young Designers section. Al Hammadi is most comfortable behind the scenes creating her jewellery, so there was a learning curve getting adjusted to a more marketing-focused perspective. “There is nothing similar to actually showcasing and doing the business and meeting people; it's so different,” says Al Hammadi.
Nada Al Sulaiti of Hairaat Fine
Jewellery dove right into the process – when we approached her, she was speaking passionately with a visitor about a potential partnership and haggling over stone pricing. “DWJE has become one of the most important watches and jewellery exhibitions not just regionally but internationally,” says Al Sulaiti, exuberant at the opportunity.
Designer Ghada Al Buainain of Albuainain Jewellery shared her peer's opinion on the importance of the DJWE. “This partnership gave me a chance to
get my name out to a bigger audience,” she says. There were sales as well – Social Media Influencer Fatima Almomen bought one of the Albuainain rings while perusing the collections on Tuesday. However, while the sales clearly excited them, the designers stressed the role the exhibition played in boosting both their brand and their confidence. “Designers are artists, and artists are never satisfied with their work. But now that I'm getting compliments, I'm getting satisfied,” says Al Hammadi, laughing.