Qatari jewellery brand Ghada Al Buainain, which is having strong presence in the country, is looking to expand its prominence in the international markets as well. The brand is currently participating at the 16th edition of the Doha Jewellery and Watches Exhibition (DJWE), which runs until February 25 at the Doha Exhibition and Convention Centre.
Elaborating further on the company’s expansion plans, Qatari designer Ghada Rashid al-Buainain told 'Gulf Times
' that aside from the DJWE, “we are starting this year with a show in New York and we will end it in Europe.”
“I totally agree that Qatar is an important market for our brand, but we also see that our brand could work perfectly abroad,” said al-Buainain, who noted that having a good marketing plan plays a significant role in positioning Ghada Al Buainain as a leading brand in the local and international markets.
Pipe in Gold twisted ring in yellow gold
Digital Garden blue flower ring in white and yellow gold
Pipe in Gold bracelet in rose gold, diamonds
In terms of being a distinct brand among other Qatari and international luxury houses, al-Buainain said perception makes the brand unique. “The way Ghada looks at jewellery is different. We believe in the power of jewellery, and the transformative quality it has on any outfit,” she pointed out. She lauded the DJWE’s role in helping promote Ghada Al Buainain’s collection as a local luxury brand.
“For our brand to be part of the DJWE with all the luxury brands from all over the world is good to be recognised in the right market…we are still trying to figure out the right way to do things, but with each and every experience, we learn new things,” she said. “Since we started Ghada Al Buainain jewellery, we followed the same line of converting unconventional things that we have in our lives into elegant and luxury pieces of jewellery. I think each collection that I make brings something different as I grow and mature,” she continued.
Asked to describe the Qatari woman and what distinguishes her from other clients, she said: “Qatari women have beautiful taste and they always challenge me to design beautiful jewellery.”
Al-Buainain started designing jewellery at the age of 20, and designed her first collection in 2014 when she was 22. She called the collection ‘Pipe in Gold’ “since it was taken from a mechanical character,” and included four main pieces. From there she added new pieces to her collection, which were some smaller pieces that can be changed depending on preference, called “the fittings". She then designed her next collection, ‘Digital Garden’. “My thoughts are inspired from the environment around me. I love the feeling I get when I see the transformation of everyday objects into pieces of jewellery,” she said.