Qatar remains as Hairaat Fine Jewellery’s strategic and “most important market,” according to Qatari jewellery designer Nada bint Khamis al-Sulaiti.
“We believe that succeeding in our market is important to expand regionally and internationally. That’s why we launched our fine jewellery line at the Doha Jewellery and Watches Exhibition (DJWE),” al-Sulaiti told Gulf Times
DJWE runs from Wednesday until February 25 at the Doha Exhibition and Convention Centre, where more than 400 international luxury brands display their finest work, special editions, and unique pieces, alongside the most talented emerging local jewellery designers.
Al-Sulaiti said DJWE, which is organised between major events Salon Internationals de la Haute Horlogerie (SIHH) and Baselworld, provides the right channel for the Middle East market.
“This makes it vital for us in Hairaat Fine Jewllery as a Qatari jewellery house to exhibit our pieces and be part of the DJWE’s success,” al-Sulaiti emphasised.
Asked how Hairaat intends to position itself as a leading brand in Qatar at the DJWE, al-Sulaiti said it is important to “stay true” to Hairaat’s brand identity. The company also wants to link Qatar’s “remarkable cultural and architectural concept with the highest standards in jewellery design and craftsmanship.”
The Al Jassasiya collection is inspired from the unique and beautiful fossils in Al Jassasiya
According to al-Sulaiti, what distinguishes the brand from other Qatari and international luxury houses is that Hairaat’s pieces radiate Qatar’s rich culture to the world through jewels by blending it with International appeal, creating unique statement pieces.
On local and international expansion plans, al-Sulaiti said plans are underway to open Hairaat’s first flagship boutique in Qatar before moving towards regional and international markets.
“We first want to have a good footing in the region before moving to the international market as each market has its own challenges. Having said that, we aspire to be Europe by 2020,” al-Sulaiti pointed out.
Established in 2011, Hairaat endeavors to bring a new concept for creative luxury in the jewellery world, al-Sulaiti stressed.
“I believe that the manger should provide guidance, direction, leadership, and finally, set an example to subordinates; it’s more like a personal development and coach for the team. When you allow the employees to grow beyond their role, it gives them added value. Our team is small, however, it is very efficient as everyone knows how their presence plays a vital role in the whole process and we try our best to go the extra mile,” al-Sulaiti said.
She added: “If you have a strong vision and you know what you want, you have to be true to your style and brand spirit. It’s not easy however, it’s not impossible. Once the whole team is on the same page, everything becomes easier.”
Al-Sulaiti is a young designer who started her career in jewellery design in 2007 when she won her first jewellery design award. She draws most of her designs from Qatari nature and integrates it with international standards to design and produce her pieces.