A fresh wave of jewellery designer brands has surfaced in the Middle Eastern market, who cater to the new-age and discerning consumer. To gain a better understanding, Solitaire International focused on the Middle Eastern market, the second most important destination for Indian jewellery exports, to get a comprehensive insight from top eight designer brands hailing from Dubai, Qatar, Kuwait, Abu Dhabi, Lebanon, and Bahrain. These high-end jewellery brands have keen awareness of the preferences of digitally savvy consumers. Here’s what they have to share:
In today’s Middle Eastern markets, consumers are seeking personalised and customised jewellery pieces with superior design and high-quality finishes. These buzz words have become the cornerstone of the jewellery industry in the region. Whether it’s a one-off or a custom-designed piece that reflects the wearer’s individual style, Middle Eastern consumers expect nothing but the best in terms of quality, craftsmanship, and attention to detail.
What motivates a consumer to purchase jewellery in the Middle Eastern region? According to Maryam Fayadh, Founder of The Jewelry Gala (JGALA), Bahrain, “The jewellery industry has experienced a significant shift in consumer behaviour. In the past, jewellery was primarily purchased for special occasions and events. However, over the last decade, there has been a noticeable increase in jewellery purchases for everyday wear. This change can be attributed to the introduction of diverse collections by numerous brands and the increase in local and regional jewellery designers which cater to various tastes and budgets. The focus on marketing campaigns, key opinion leaders, and influencers that show people how to style and incorporate jewellery into their outfits has resulted in women viewing jewellery as an essential part of their attire, reflecting their individual style, and leading to a change in jewellery purchasing habits.”
Dubai-based couture jewellery brand Toktam’s Toktam Shekarriz, states, “While the intrinsic value of a precious piece is one reason why women view it as a good option for investment, jewellery is also a means of expressing personal style and individuality or enhancing overall appearance, with its aesthetic appeal motivating some consumers to buy it.”
Toktam Shekarriz continues, “The sentimental value of jewellery gets enhanced when it is passed down through generations, further expressing the emotional connections and personal histories associated with the piece. Whether purchased for a special occasion, as an investment, or simply for the pleasure of wearing it, jewellery can hold significant meaning and value for its owners.”
Aysha Aldhaheri, Designer & Founder of Le Trezor Fine Jewelry, Abu Dhabi, states that jewellery is often considered a traditional and meaningful gift for occasions, Some consumers purchase jewellery as a form of self-expression, and some as an investment. Some may choose pieces that are expected to appreciate in value over time or that have a high resale value. “Ultimately, jewellery is often seen as fashion, and design plays a significant role and is a reflection of the wearer’s aesthetics.”
The Rise Of Self-purchasers
Noora Shawqi of Noora Shawqi Jewellery, Dubai, believes that jewellery purchase needn’t always be driven by an occasion. “Self-purchasers are usually searching for daily wear jewellery, or a wearable statement piece which they can pull off for multiple occasions.”
To know more: https://gjepc.org/solitaire/decoding-the-mind-of-the-middle-eastern-jewellery-consumer/
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