The Dubai Gold & Jewellery Group (DGJG) was established in 1996 as a trade community with the aim of supporting the inaugural edition of Dubai Shopping Festival. Since then, DGJG has played a crucial role in promoting DSF and all other festivals organized every year by the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM).

Given the huge popularity for jewellery shopping and excitement surrounding the scores of fabulous prizes given away during each edition of DSF, the Dubai Gold and Jewellery Group has ensured that shoppers can use the DSF period as an ideal time to make their purchases, be spoilt for jewellery choices at the numerous gold outlets in Dubai and while doing, so get the chance to participate in a spectacular array of raffles and promotions.

In an interview with the Media Centre of DFRE, Mr. Tawhid Abdullah, Chairman, Dubai Gold & Jewellery Group, noted that DGJGs role as a Key Sponsor of DSF has seen the festival achieve an international stature over the last 20 years, and as one of the most prominent trade bodies in Dubai, it is an honour for DGJG to support this fantastic government initiative which benefits retailers, tourists and local customers alike.

One of the key initiatives organised by DGJG to mark the 20th anniversary edition of DSF, was the Dubai Celebration Chain the worlds longest handmade gold chain, which made its entry into the Guinness World Record at 5.5 km in length, and weighing approximately 256 kilos. A sparkling marvel brought to life with thousands of man hours, the Dubai Celebration Chain stood out as a fitting addition to DSFs mega celebrations this year.

Speaking about the evolving trends in gold shopping over the past 20 years, Mr. Abdullah noted that DSF has come to be associated as the best time to buy only gold and gold jewellery but this year, DGJG has rolled our various promotions to help change that mindset. Given the increasing popularity for diamond jewellery in the recent times, DGJG is encouraging the sales of diamond jewellery during the 32-day extravaganza, amounting to an additional months retail activity during the month of DSF.

Commenting on the biggest spenders of gold and jewellery, Mr. Abdullah said that Dubais retail jewellery sector largely depends on local consumers for their year-long sales and tourists; especially during DSF and summer promotions. He added that predominantly Asians, Chinese and Arabs are the best customers during DSF.
Excerpts of the interview with Mr. Tawhid Abdullah, Chairman, Dubai Gold & Jewellery Group
What are the major changes and impact that the Dubai Shopping Festival has had on your organization over the past 20 years?

The Dubai Gold & Jewellery Group (DGJG) was established in the year 1996 with the support of Dubai Economic Department to support the first edition of DSF as a trade community. Since then DGJG has associated with DSF for 20 years as a key sponsor; today the Dubai Shopping Festival has grown to an international stature and is a key event that people all over the world look forward to. As one of the most prominent trade bodies in Dubai, It is an honor and privilege for DGJG to support this great government initiative that benefits retailers, tourists and local customers alike. DSF is one of the key activities that DGJG and our retail trade look forward to. In fact, the mega jewellery promotion organized for DSF has become our flagship project. The promotion benefits customers, traders, Dubai Gold & Jewellery Group and government equally.

In relation to your annual business plans and strategy how important is the DSF period to the success of your business?

As far as the retail trades business strategy and planning is concerned, they foresee an additional months retail activity during the month of DSF. They plan their operations, advertisements and inventory in such a fashion that it complements the extensive business activity that happens during the mega jewellery promotion campaign and the customer engagement opportunities associated with it.

What special initiatives, promotions and customer engagement strategies have you implemented for the 20th anniversary edition of DSF?

In order to mark the 20th anniversary of Dubai Shopping Festival, Dubai Gold & Jewellery Group (DGJG) manufactured the worlds longest handmade gold chain. The chain made its entry into the Guinness World Records and is named as Dubai Celebration Chain. Length of the chain as of now is 5.5 kilo meter weighing approximately 256 kilos; since it is fully handmade, it took thousands of man hours to create it. It is truly an amazing creation to celebrate this mega milestone of DSF. The most important thing of all is that we are celebrating the anniversary by sharing our Guinness World Record with everyone who have added links to the chain and purchased a piece of this wonderful celebratory piece. The Dubai Celebration Chain was a collective effort of Dubai Gold & Jewellery Group together with 5 manufacturers (Malabar Gold & Diamonds, Siroya Jewellers, Sky Jewellery, Joyalukkas and Emerald Jewellers DMCC). As our special gift for the 20th anniversary of DSF, we are also giving away 100 kilos of gold and 40 carats of solitaire diamonds through the raffle draws. We are certain that these mega winnings will change many lives and reiterate our status as the city of gold & jewellery destination of the world.
How important has DSF been to the overall economic development of Dubai and promoting the Emirate around the world over the past two decades?

DSF is definitely one of the international events that people from all over the world look forward to; and it definitely adds substantial value to all segments including retail, hospitality and aviation sectors. Statics prove this fact. The non-oil economy of Dubai owes a great deal to inbound tourists during the festive seasons.

If you could sum up in just one phrase what DSF means to you as an organization what would that phrase be?

A Season of celebrations and winnings

What are the most popular products or items that people are purchasing during DSF?

Residents and tourists look forward to a shopping extravaganza during DSF and we have seen them splurging on jewellery, apparel, fashion goods and electronics. In these, jewellery stands out the most as the winning propositions and value for money is most for precious jewellery.

Have you witnessed changes in the type of product and the way that people spend over the past 20 years?

I will speak for our sector. DSF is perceived to be the best time to buy only gold and gold jewellery and we have been taking various initiatives to change this perspective. The popularity for diamond jewellery is increasing day by day. We would want to encourage diamond jewellery lovers also to make use of this golden opportunity to buy their favourite jewellery during this season and doubling the chance to win while purchasing diamond jewellery, pearls or watches would be an icing on the cake. It is interesting to know that during DSF, no other jewellery promotion is encouraged in Dubais jewellery outlets, except the mega jewellery promotion campaign by the Dubai Gold & Jewellery Group.
Who are your biggest spenders typically what countries do they come from?

Dubais retail jewellery sector caters to over 180 nationalities residing in Dubai with its jewellery import from over 30 countries, thus meeting the demand from the global tourist visiting Dubai. Gold Jewellery gets sold in Dubai all the way from 18K, 21K, 22K up to 24 satisfying the tastes and preferences of every region in the world. Dubais retail jewellery sector largely depends on local consumers for their yearlong sales and tourists; especially during Dubai Shopping Festival and summer promotion. Predominantly, Asians, Chinese and Arabs are the biggest spenders during DSF.

What do you have during DSF in terms of promotions, events and prizes?

As our special gift for the 20th anniversary of DSF, we are also giving away 100 kilos of gold and 40 carats of solitaire diamonds through the raffle draws. We are certain that these mega winnings will change many lives and reiterate our status as the city of gold & jewellery destination of the world.