Dhamani Jewels expands in Dubai with new 'Dusoul' boutique

By

Benjamin Fitzgerald

Published
Mar 21, 2019

Emirati jeweller Dhamani Jewels Group has opened its latest 'Dusoul' retail location in Dubai this week, as it looks to expand its millennial fine jewellery brand across the region with ten more stores planned before 2020.

Located at Central Galleria, on the ground floor of City Centre Mirdif -- a shopping hub situated in Dubai's Mirdif district -- the Dusoul store has been designed to reflect the modern sophistication of the jewellery brand.

Inside the store, soft and natural hues are the driving colours, which complement Dusoul's in-house collections "brought to life by the natural elements of sun, sea, sand and the stars," said the brand in a statement, which are targeted at a younger clientele who aspire to own elegant jewellery pieces.

In addition, the new store also stocks select international brands endorsed by celebrities and socialites from around the world. These include fine jewellery brands Palmiero, Casato and Giovanni Ferraris, as well as Brumani, a contemporary Brazilian brand, and Russia's Moiseikin.

The new Dusoul store marks the brand's official retail expansion across the city, after opening its debut Dusoul store last year in Atlantis The Palm.

"We are delighted to open the second Dusoul boutique in Dubai in such a short span of time and to bring the collections of our brand to this side of Dubai where so many of our clients live,'' said Rohit Dhamani, Executive Director and CEO of Dusoul.

Dusoul is part of the Dhamani Jewels Group, which was founded some fifty years ago in Dubai. The group has grown to become a specialist diamond and jewellery retailer across Asia and the Middle East and is headquartered in Dubai.

According to the company's CEO, the group is determined to deliver "brand promise" and "value to its target segment."

"Dubai is a centre of luxury and for us the Middle East is an exciting and growing market that fully understands and appreciates the very best in life,'' he added.

Dhamani said it plans to roll out a further ten Dusoul boutiques across several Emirati locations in the next twelve months.

Locations flagged for future stores include Emirates Palace, Abu Dhabi, Zahia Mall, Sharjah, Nakheel Mall, The Palm, Mall of the Emirates, and Emirates Towers in Dubai, to be opened by Expo 2020.