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Foraying into new markets: Indian jewellers put their bling and craft on show in the Middle East


Headed by Deepak Mehra, Mehrasons Jewellers leads the foray of Indian jewellers participating in international exhibitions

India and UAE’s bilateral relations have received impetus over the last few years with increased cultural exchanges and experiences through food, precious and semi-precious stones, minerals and other predominant areas of profitable trade. The strong ties between the two nations have been bolstered by not just the age-old cultural, religious and economic ties and exchanges, but also due to their mutual desire towards precious stones, gems and jewellery.

There have been a slew of events that have pointed to the emerging business contours between Middle East and Indian subcontinent, with the gem and jewellery industry being one of major source of commercialization between the two nations. India’s role in the Middle East continues to drive enormous presence, and India’s leading jewellery mavens have been hawk-eyed on expanding their businesses in the lucrative market of UAE.

The Gulf, often referred to as the “jewellery capital of the world,” lures large international brands, including Indian jewellery houses to showcase their jewellery offerings in the region. It hosts several annual exhibitions where visitors indulge in some fine Indian jewel pieces including contemporary as well as modern jewellery, exhibited by leading Jewelry brands. Be it the recent Indian Pavilion at the Doha convention which saw the participation of India’s pioneering jewellers such as Noor Jewels; Jagan Nath Hem Chand; SitalDass Son; Iris Jewels; Amore Jewels Pvt. Ltd; Divya Jewels; AKM Mehrasons Jewellers; De’viva Jewels, or the fascinating Watch and Jewelry Middle East show, the region hosts annual jewellery extravaganza that marks India’s prestige and much sought-after craftsmanship.

UAE, which accounts for about 75 percent of gems and jewellery exports from India, has always been keen on investing in the marvelled elaborate ‘desi’ jewels. Being the largest exporter of Indian jewellery, it has also been a top attraction for Indian jewellery brands to exhibit their exclusive offerings.

Indian Ambassador Kumaran Periasamy says “Indian gems and jewellery sector offers high quality and technical know-how to attract the attention of Qatari buyers who appreciate exquisite craftsmanship and intricate design patterns.”

Looking at the potential Middle Eastern market hosts, Indian jewellery brands strongly indulge themselves in tapping endless opportunities in the region. AKM Mehrasons Jewellers owner, Deepak Mehra says “We have been exhibiting overseas, especially in the Middle Eastern regions of Doha, Kuwait, Dubai and Bahrain. We have been able to build a strong clientele here, further helping us establish a stronger footprint in the region.”

India’s gems and jewellery are a major component of the country’s trade basket, and UAE, accounts for a major chunk of India’s jewels. With both nations opening up to greater trade ties, the gem and jewellery industry is further strengthening the bond, proving Middle East as a great opportunity market for Indian jewellers to put their bling on show and gain international customer traction.

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