Devji’s brings Aura of Arabia collection

By Ramesh Mathew/Staff Reporter

Renowned jeweller Devji’s is once again participating in the Doha Jewellery & Watches Exhibition at Qatar National Convention Centre.

One of the region’s most-sought after names, Devji aurum has always been among the favourites of Qatari jewellery lovers over the years. And the jeweller throws in a surprise or two every time for customers of what the company feels is its “fastest growing market”.

While the jeweller’s Al Malliki and Meera collections drew customers to the UAE-headquartered company’s corner at Alfardan Jewellery’s imposing pavilion in the previous years, one of the star attractions at the Devji counter this time is the Aura of Arabia collection of rings, which the jeweller hopes will help attract more discernible customers than ever before.

The jewellery line founded by Bhaskar Devji in 1950 is now in the third generation of ornament-making and the group is leaving no stone unturned to capture a decisive share of the region’s growing diamonds and gold market.

Regional director Kapil Dasani, who is one of the most familiar faces at the exhibition since the event began 11 years ago, said the Qatari market has always been steady and liberal state support for the exhibition - as seen in previous years - is expected to continue in the coming years as well. “When it comes to making investments in jewels, the local buyers in Qatar need not require any new lessons,” said Dasani, adding that their company’s more than 50-year business association with Alfardan has made them a household name among affluent locals and other similar buyers.

“Indian goldsmiths’ artistry and creativity have always come in for praise from ornament lovers across the world and this is one thing that has contributed considerably over the years to the growth of the jewels business in the Gulf states,” said Dasani, explaining how their group has become a popular choice among the region’s citizens.

Further, Dasani explained that like the annual Dubai jewellery expo, one can also find many high-end customers thronging the Doha exhibition venue from other parts of the region. “Unless one provides craftsmanship of an exceptionally high order, it is next to impossible these days to retain loyal customers as well as new clients in markets such as Qatar, where buyers are excessively demanding in expressing their tastes.”

The global diamond markets may vary from place to place depending on various factors, especially those related to finances, but what always matters the most in the GCC states is the citizens’ urge to go for something unique no matter what the price is, said the jeweller.

Like the previous years, the jeweller is hopeful of another successful year at the expo.