Al Darwish Jewellery hogs limelight at DJWE 2022 with unique pieces on display
Reflecting the cultural heritage of craftsmanship from Turkey, India and European countries, the pavilion of Al Darwish Jewellery has emerged as one of the most visited pavilions in the first two days of the exhibition that opened at the Doha Exhibition and Convention Centre on May 9
ADarwish ewellery, one of the most trusted jewellery brands in Qatar, is hogging the limelight at the ongoing Doha ewellery atches Exhibition D E 2022 with unique pieces on display by 14 brands operating in Qatar under its umbrella.
Re ecting the cultural heritage of craftsmanship from Turkey, India and European countries, the pavilion of Al Darwish ewellery has emerged as one of the most visited pavilions in the first two days of the exhibition that opened at the Doha Exhibition and Convention Centre on May 9.
In an exclusive interview with Qatar Tribune, Al Darwish ewellery Chairman Abdallah assim Al Darwish said, The first day of D E 2022 was quite busy for us. It was very busy at our stands. e can relate this response to the fact that we did not have a proper exhibition in the last two years and also maybe because of the wedding season currently. ots of people are here looking for their requirements and their needs. e did a few sales on the first day. There are lots of enquiries at the moment.
He added, e are promised by our clients that they will come back. As you know that on the first day they just go around to see what something new, or interesting is there. enerally in the last two days of the exhibition, they start buying. I can see some of the clients are back today as well. I can see there is good footfall at our pavilion.
hile we do not have big brands, Al Darwish said, people come to us to buy specifically designed pieces and stones.
hen you buy a brand, you basically pay 40 percent just for the name. This is not the case with us. People buy pieces from us as an investment and they get full value for the money they have invested.
Highlighting that the current edition of D E is different for most of the exhibitors of Al Darwish ewellery, he said,
This is the first time that most of our partners exhibiting here have a permanent shop in Qatar. Earlier they just used to come to participate in the exhibition and go back to their respective countries. This time the exhibitors feel like part of the place, they feel like part of the market of Qatar, part of the economy in general. For them, it means a lot as they can say to their clients that we are here. So there is a positive feeling this time.
e have a total of 14 exhibitors this time. e started seven years ago with two exhibitors at D E, then the following year we had four exhibitors, and then we had eight exhibitors and today, we have 14 exhibitors including our own line and collection as Al Darwish ewellery, he said.
Out of the 14 exhibitors, he said, Three to four exhibitors do not have the permanent shops in Qatar. ut we encourage them to open shops here.
e have two exhibitors from outside who have joined us this time and two exhibitors who have chosen to participate with us. So we have a bigger presence as part of Al Darwish roup this time, he said.
About new collections, he said, I do understand that most of our partners have introduced new collections at the current edition of D E, especially Nafees. They made it very clear that they will add a new line within their collection at the show.
N M Creations, which basically presents typical traditional Indian ewellery, is showcasing very unique pieces. They will have around 0 new pieces on display from ednesday. Kiswah also has a beautiful collection, especially rings for men made of silver and platinum. Moratti has also introduced new pieces, he said.
About the importance of D E in reaching out to new customers, Al Darwish said. There is no doubt that marketing plays a vital role in reaching out to new customers and D E is the ideal platform to market your products. In my opinion, Qataris should give more importance to gems and jewellery products sold in Qatar so that they do not need to y to other countries for such products. Everything is available here now.
Over the years, D E has emerged as one of the best exhibitions for ewellery in the region and we do see people from CC countries, especially from Saudi Arabia who come and buy pieces from here. This year, we can see a good number of people from Saudi Arabia at the exhibition. e are ready to cater to the CC market if they give us a chance, he said.
Al Darwish ewellery, which opened a first-of-its’s-kind jewellery showroom in Doha in une last year, has emerged as one of the most prominent jewellery showrooms in Qatar.
Talking about the performance of the showroom, Al Darwish said, hile it was tough for us in the first year after opening the showroom due to two major reasons, first being the pandemic and second because of the political situation. However, we started receiving a good number of people after regulations related to the pandemic were relaxed. e can only judge at the end of the year as we still have a few more months to go.
ut yes we are pleased with the overall response from the customers here in Qatar. I think, we have come a long way and we are very optimistic about the future.
e are proud of the fact that we maintained to offer good products at competitive prices.
About tapping the huge number of visitors who will be coming to Qatar for the 2022 FIFA orld Cup later this year, he said, e are doing our groundwork as to how to reach out to such clients. e will try to open three-four new outlets at prominent places to reach out to the visitors.
About new brands joining Al Darwish ewellery, he said, e are in touch with three to four moderate brands from Europe. e are trying to create the mix now. Probably by the end of this year, we will be in a better position to take call in this regard.
Talking about the general outlook for the gems and jewellery market, he said,
The price of diamond has increased almost 20 to 0 percent all over the world. How that is going to help, we do not know. How long that is going to last, I mean the increase in the price. However, I am quite optimistic about the future.
About his expectations from D E, he said, e have very good expectations from D E this time. People are coming and we anticipate that it will turn out to be a good exhibition for us. I advise Qataris and non-Qataris that when they come to the exhibition, they should give themselves a chance to see what’s there and think of the investment and see to it that they invest in the right product.