Amiri Gems reveals its best kept secret

An official of Amiri Gems holds up a masterpiece

Nestled in one corner of the Doha Exhibition Centre where the Doha Jewellery & Watches Exhibition (DJWE) is being held is a massive pavilion holding jewellery and watches so premium, officials say only VIPs get to see them.

"It’s a secret. Most of what we keep is for exclusive buyers,” Gope Shahani, of the Amiri Gems said yesterday when asked about the company’s top range items at the exhibition.

"Our customers, predominantly VIPs, don’t like to know the fact that the products they are getting have been seen before by general public,” Shahani, a 35-year industry veteran said.

"They want something that has never before seen,” he added.

Amiri Gems, a participant at the DJWE since its inception eight years ago, was founded in 1994 by Sheikh Nawaf bin Nasser al-Thani, whose  passion and admiration for precious stones was the driving force behind the company.

From the very beginning, Amiri Gems, has represented many of the top exclusive jewellery and watches brands, although the number of brands was lesser then what it is today.

"It used to be 8-10 brands, top-of-the-game brands, but more variety has come into the market since then. At the exhibition alone we are showcasing 20 of our brands. The portfolio is many times bigger than that,” Shahani explained.

According to him, the company may only have two outlets (Al Sadd Street and City Center Mall), but remains the most prestigious retailer in the country, because "we work on forging bonds with customers.”

"Our work involves long-term relationship with whole families. Catering to their own individual needs, Amiri Gems provides exquisite one-of-a-kind pieces of art for every desire, to be passed on from generation to generation,” Shahani said.

For new outlets, the Amiri Gems is currently keeping its fingers crossed thanks to a Qatari retail market witnessing explosion.

"We are looking at the right location. Where we originally were (on Al Sadd Street) used to be a high-fashion street, but that has changed,” Shahani said.

"Now it’s about The Pearl (island), new malls and so on. We want to be at the best location,” the official added.

The company’s diverse brand list at DJWE, offering jewellery and watches from  predominantly European and American companies, include Aquanautic, Avakian, Bayco, Chatila, Concord, Franc Vila, Gemayel Jewellery, Hanhart, House of Baguettes, Jacob & Co., Mark Fischer, Navitec, Oro Trend, Palmeiro Jewellery Design, Royal Diamond, Tabbah, Technomarine, Vogard, and Zela.