How has the association of the Dubai Gold and Jewellery Group with the Dubai Shopping Festival been beneficial?
The Group was established in 1996 mainly to support the first Dubai Shopping Festival, in the capacity of a key sponsor. Since then, the joint partnership has created many innovative promotions that have developed and reinforced and sustained Dubai’s status as the ‘City of Gold’. There are several lessons in the success of the partnership – that of a government and trade body working seamlessly for a common purpose. Also, we are taking several steps to enhance its positioning as the ‘Jewellery Destination of the World’. What are your immediate plans for promoting Dubai in its new avatar as ‘jewellery destination of the world’? Have you identified any specific regions? Since the last two years, we have been aggressively promoting the ‘jewellery destination of the world’ positioning. Not only are we changing our identity to reflect the change, much of our promotion includes giveaways and prizes that cover the entire gamut – such as diamonds and precious metals. Moreover, our promotions a
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