The unveiling on Sunday marked the second edition of Ruhi Week in Qatar, running until March 13 at Doha Festival City, and celebrates the brand’s 75 years of outstanding presence in the region.
Speaking to *Gulf Times on the sidelines of the event, brand designer Dev M Sagar highlighted Devji Aurum's appeal and legacy, as well as the collection’s craftsmanship and designs.
“One of my grandfather’s last wishes is to create something that is completely limited edition, one-of-a-kind, made with precious metals, gemstones, precious pearls, all natural pearls, and the unique touch that we add in each of the designs itself,” he said.
The design and creation process for each piece takes 12-18 months, Sagar said, highlighting the extensive research and development involved in ensuring the highest quality and exclusivity.
About the challenge of balancing tradition with contemporary trends, he said that Devji Aurum has always been open to new adaptations, citing how the brand created its designs to cater to a younger generation.
“For example, today, the modern generation likes to layer. We were specialising in bigger pieces ... what we did is we broke down those bigger pieces into smaller ones so that the younger generation can layer up or layer down as per their wardrobe, as for their choice, what they want to wear,” Sagar recalled.
He said that they experimented with various new materials and continuously introduced new manufacturing techniques to remain relevant.
He also pointed to the brand’s intricate manufacturing processes as a deterrent to copycat designs, ensuring the continued originality of Devji Aurum creations.
According to Sagar, Qatar was chosen as a key location for Ruhi Week due to the longstanding support from Qatari customers.
“We have received love from Qatar and its people from a very, very long time,” he stated.
Sagar said that many patrons visiting their Bahrain and Dubai locations had urged them to open a boutique in Qatar.
He also noted the aligned vision between the Devji family and Hussain Alfardan in continuing a legacy that has resonated for generations, and underscored the 40-year partnership with Hussain Alfardan and the Alfardan family.
“Even before we had our retail presence over here, we made a lot of limited edition pieces for him, for his collection,” Sagar said. “So it's been a long, long time that started from my grandfather’s time, that came to my dad, and now it is between me and Ali (Alfardan) and the whole Alfardan family as well.”
Devji Aurum celebrated the opening of its first boutique in Doha last year, a significant milestone in its 75-year history, which began in Bahrain and later expanded across the Middle East.
This achievement is the result of a long-standing partnership with the prestigious Alfardan Group.
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