Devji Aurum announced the hosting of the third edition of Ruhi Week at the Alfardan Pavilion at Doha Festival City from February 10-15, 2026. The event marks a celebration of the brand’s deep-rooted heritage and its growing presence in the Qatari luxury market.
The centrepiece of the week is the latest evolution of the Ruhi Iconic Collection, a series that has defined the brand since 1996. This year, each piece represents traditional Arabic silhouettes reimagined as modern and lightweight wearable art. In the spirit of Ruhi, where jewellery transcends ornament to become a reflection of the soul, this showcase unveils a masterclass in 21k craftsmanship. Visitors can explore the warm, hand-carved allure of the Amber Edition, the delicate poetry of Ruhi Iconic, and the exquisite detailing of the Ruhi Pearl Pyramid collection.
The Ruhi collection embodies a unique fusion of innovation and heritage, born from a harmonious union between the old and the new. It celebrates tradition while revealing its rich essence through a renewed, contemporary perspective. From exclusive limited-edition designs to standout signature pieces, every creation in the Ruhi jewellery collection carries a distinct and refined aesthetic. One can expect to witness the legacy of timeless designs expressed through colours, tones, and textures that resonate with the young at heart and in spirit.
During Ruhi Week, Devji Aurum will also unveil the latest releases from the Ruhi collection, including the stunning limited-edition “Ruhi Amber” assortment. This collection is crafted from 21-karat gold and adorned with the finest and most valuable amber stones, showcasing the profound expertise and exceptional craftsmanship of its designers.
In addition, the event will feature the well-known creations from the Ruhi collection, including the gold and pyramid designs distinguished by precious Bahraini pearls combined with gemstones such as emeralds and rubies, reflecting the collection’s authenticity in its most magnificent form and with the highest level of artistry.
Followers and clients of Devji Aurum have long been enchanted by the mesmerising charm of this collection, which celebrates heritage as a poetic, sensory experience through distinct concepts: feeling the bells of heritage, where jewellery connects with auditory pleasure through the sounds created by dangling Sharafi elements or gold coins designed to enhance the beauty of the piece; feeling the touch of heritage, an exploration of the tangible beauty of jewellery through beadwork, rope patterns, weaving styles, and other textile-like details that enrich each creation; and finally, feeling the aura of heritage, centred on the fascination with the gleam and radiance of precious metals and stones that inherently reflect the brilliance and beauty of Ruhi jewellery. In truth, each of these experiences serves as a therapy for the senses.
On this occasion, we are delighted to welcome you and your loved ones to Devji Aurum to discover the latest creations from the Ruhi collection at the Al Fardan Boutique at Doha Festival City.
