Crafting Digital Trust

Dubai-based online brand Lana Al Kamal has made waves with its limited edition 18K gold masterpieces. With a growing international presence and strategic collaborations, the brand is poised to expand into new markets through innovative designs, personalisation, and marketing

Lana Al Kamal, a Syrian architect by training, launched her eponymous digital jewellery label in 2018, driven by her passion for art, culture, and architectural precision. Her collections, crafted with meticulous attention to detail, blend simple silhouettes with innovative designs. Each of Lana’s creations begins as a hand sketch before being brought to life as an 18K gold masterpiece at one of the region’s finest gold factories, representing a unique fusion of architectural principles and artistic expression. With a vision to grow the brand exclusively in the digital realm by leveraging credibility through collaborations and partnerships, Lana not only sets herself apart but also effectively showcases her distinctive and elegant jewellery.

EDITED EXCERPTS:

Maithili Patange (MP): As a digitally native brand, how do you navigate the challenge of building trust and credibility with customers in the competitive precious jewellery market?

Lana Al Kamal (LAK): Building trust and credibility in the digital space is a journey that requires a personal touch at every step. For us, it starts with transparency about how each piece is made, showing the intricate craftsmanship through detailed descriptions and high-quality images. Customer reviews and word-of-mouth play a significant role in building that trust, and being featured in respected fashion and Arab magazines has helped us expand our reach. To make the experience even more personal, we offer tailored customer service and secure transactions to ensure a smooth and reassuring process for every buyer.

MP: What services are you offering buyers to facilitate online purchases? Have you done something unique with your website?

LAK: To make online shopping as seamless as possible, we focus on creating a smooth and personalised experience for every customer. We provide detailed product descriptions and high-resolution images so buyers can fully understand the craftsmanship behind each piece. Customisation is another key offering that allows our customers to personalise their jewellery by choosing different gold finishes, adding personalised engravings, or selecting custom gemstones. We also customise pieces for companies looking to give gifts to VIP clients or for individuals looking to start new jewellery businesses.

Our website is designed to be intuitive, making navigation and checkout easy. We have also introduced virtual consultations, helping customers choose the perfect piece from the comfort of their homes. For these consultations, customers can schedule one-on-one sessions where we provide advice on our collections, discuss customisation, and offer recommendations based on their preferences and needs. After-sales services, such as cleaning and maintenance tips, add another layer of care and ensure the experience continues beyond the purchase.

MP: Could you share some insights into the digital strategies that have worked best so far?

LAK: Our digital strategies centre around visual storytelling, engaging content, and well-planned promotions. Instagram has been a powerful tool for us, allowing us to showcase our collections through posts and reels that emphasise the craftsmanship and elegance of our designs. One of our most successful campaigns was for our customised name necklaces.

We ran a special campaign that included both videos and pictures, which effectively highlighted the uniqueness and personalisation of this product. This campaign drove a significant increase in both engagement and sales. We have found that email marketing is equally effective, providing regular updates on new collections, special offers, and the inspiration behind our pieces. Our email marketing campaigns boast an open rate of 25 per cent, leading to an increase in conversions during collection launches and promotional periods.

MP: Could you elaborate on the impact of being showcased in fashion and Arab magazines on your brand’s visibility and reputation?

LAK: Being featured in prominent fashion and Arab magazines, as well as TV interviews, has had a significant impact on our brand’s visibility and reputation. These platforms have validated Lana Al Kamal Jewelry, allowing us to reach a broader audience and position ourselves as a trusted and desirable brand. The exposure not only enhances our credibility but also encourages potential customers to explore our collections, reinforcing the trust they place in our designs.

MP: What role does social media play in your digital native brand’s marketing and communication strategy, and how is it enabling customer acquisition? Which marketing strategy and route is working the best?

LAK: Social media, especially Instagram, plays an important role in our marketing and communication efforts. It offers a visual platform where we can not only showcase our jewellery designs but also share customer testimonials and provide behind-the-scenes glimpses into our creative process. This direct interaction helps us build a sense of community and loyalty among our audience. Regular posts, engaging reels, and the thoughtful use of hashtags have proven to be some of our most effective strategies for reaching a wider audience. Strategic promotions have also been highly successful in driving customer acquisition, helping us grow and engage with new markets.

MP: What is the USP of your brand? What sets it apart from other jewellers in Dubai?

LAK: Lana Al Kamal Jewelry distinguishes itself through a unique fusion of architectural precision and artistic expression. Our designs showcase a blend of feminine elegance and modernity, bringing together intricate details that stand out in every piece. We specialise in limited edition collections that combine 18K gold with VS diamonds, malachite, enamel, and other precious materials. What sets us apart is not just our quality but also our focus on personalisation, offering customers exclusive pieces tailored to their tastes.

MP: Which cities does your brand cater to? Do you have international customers? If yes, tell us the percentage of customers from UAE and international customers.

LAK: While our primary market remains the UAE, particularly in cities like Dubai and Abu Dhabi, we have seen a growing international customer base. Currently, about 60 per cent of our customers are from the UAE, while the remaining 40 per cent come from international markets, including Saudi Arabia and other regions. We are actively expanding our reach by leveraging digital platforms to connect with a global audience, enabling us to serve customers worldwide and further grow our presence beyond the UAE.

However, one challenge we have faced is ensuring timely and reliable shipping for our international clients. To overcome this, we have partnered with FedEx, as we believe they provide the best and fastest service. This collaboration ensures that our customers, no matter where they are, receive their orders quickly and safely.

MP: You specialise in making 18K gold designs. How is the UAE market responding to this? How has the market evolved?

LAK: The UAE market, with its strong appreciation for high-quality and luxurious jewellery, has responded well to our 18K gold designs. Customers are drawn to the purity and durability of 18K gold, paired with the innovation and beautiful designs that we offer. Over time, there has been a noticeable shift in market preferences towards more unique and personalised lightweight jewellery, and we have adapted by offering customisation options and limited-edition collections that cater to this evolving demand for exclusivity and personal expression. We release new collections on a seasonal basis, with additional special releases aligned with significant events or holidays to keep our offerings fresh and relevant.

MP: How has your collaboration with clothing store Mira Y Mano at your Riyadh boutique been beneficial for you, and can you share other successful collaborations your brand has been involved in?

LAK: Our collaboration with Mira Y Mano at our Riyadh boutique has significantly expanded our reach into the Saudi Arabian market and has boosted our brand visibility and presence. Additionally, our partnership with luxury e-marketplace Ounass has strengthened our position in the luxury market. This partnership with Ounass has resulted in a 20 per cent increase in sales for our signature pieces, while Mira Y Mano has provided us with valuable exposure in Saudi Arabia’s luxury market.

We are also looking forward to a potential collaboration with fashion retail platform and PR showroom DOORS NYC, which aims to introduce our brand to the US market. These partnerships not only help us connect with a broader audience but also reinforce our brand’s prestige and global appeal.

MP: Looking ahead, what are your aspirations for Lana Al Kamal Jewelry? Are there any upcoming collections or projects you can share with us? What are your expansion plans?

LAK: Looking ahead, our goal is to expand Lana Al Kamal Jewelry’s international presence, particularly through our collaboration with DOORS NYC, which will introduce our brand to the US market. We are eager to unveil upcoming collections that will explore new design concepts and materials while remaining true to our principles of elegance and innovation. Among our forthcoming projects is a special collection inspired by nature, which will incorporate sustainable materials. Additionally, we plan to enhance our online presence and explore new digital marketing strategies to connect with a broader audience and support our growth.

Written by Maithili Patange and Achal Chaubey