With 303 stores and counting, what’s fuelling Jawhara’s remarkable growth in the MENA region? 

With an impressive footprint across the Middle East and a strategic push into Kuwait, Saudi Arabia, and Egypt, Jawhara is now focusing on expanding in multiple MENA countries, targeting high-growth locations, and diversifying its product offerings 

Jawhara, a relatively young name in the jewellery industry with just over a decade of presence, has made significant strides across the MENA jewellery market. The brand has expanded rapidly, with 17 of those opening in Kuwait alone over the past five years. With ambitious plans to further strengthen its presence, Tawhid Abdullah, Founder & CEO, Jawhara Jewellery, discusses the brand’s region-wide growth, market positioning, and future plans. 

Maithili Patange (MP): Jawhara has opened 17 stores in Kuwait in just five years, but your expansion isn’t limited to Kuwait. Can you share your broader MENA expansion plans? 

Tawhid Abdullah (TA): Our growth strategy extends beyond Kuwait. Currently, we operate 303 stores across the Gulf region, and by 2025, we plan to open another 13 stores. Four of these will focus exclusively on 22k jewellery, while the remaining nine will cater to a mix of 18k, 21k, and diamond jewellery.  

We are also upgrading two of our flagship stores to focus on high-end jewellery. Additionally, we are establishing flagship stores for luxury diamond jewellery in key markets—Abu Dhabi, Dubai, Kuwait, and Sharjah. These stores will cater to high-net-worth clients and set a new benchmark for premium jewellery retail in the region. 

MP: What factors have driven such rapid expansion in Kuwait? 

TA: Our entry into Kuwait was a well-planned strategy. We initially focused on 18k and diamond jewellery, along with 21k gold, to establish our market presence. Now, as we expand further, we are entering the 22k jewellery segment, catering to the Asian customer base, a significant part of the Gulf’s demographics. 

The 22k segment is crucial in the Gulf, especially among Asian consumers who prefer higher purity gold. While we initially built our presence around other categories, we are now diversifying. By the end of 2025, we aim to open five new stores in Kuwait dedicated exclusively to 22k jewellery. 

MP: What key factors influence Jawhara’s decision when selecting new store locations across the region? 

TA: Our approach varies by country. In the UAE, we focus on high-footfall areas like shopping malls and tourist hotspots, given the steady population growth of 7-8% per year. We recently signed a flagship store in Madinat Jumeirah Souq to capitalise on the growing tourist market. 

In Kuwait, the expansion strategy is different. The city has fewer chain jewellery stores, and prime retail spaces in traditional markets like Souq Al-Mubarakiyah are scarce and expensive. Despite these challenges, we are opening our first store there and planning three more in the next two years to tap into this traditional gold market. 

Beyond Kuwait and the UAE, we are actively exploring growth opportunities in Saudi Arabia and Egypt. Both markets have shown increased demand for diverse jewellery collections and luxury diamond collections, making them key targets for our future expansion. 

MP: What are your expansion plans for Saudi Arabia? 

TA: We are targeting Saudi Arabia in the next financial year, 2025-2026. Currently, we have 14 stores, and we are opening four more, bringing the total to 17 next year. 

Saudi Arabia is one of the largest jewellery markets in the Middle East, but expansion comes with its challenges. The country’s Saudization policy, which prioritises local employment, means we have a limited talent pool to hire from. While the workforce is trained, additional certification and skill development are needed to meet industry standards. Unlike other markets where we can bring in experienced professionals from different regions, in Saudi, we have to rely solely on local talent. Training and developing this workforce will take time, but we see Saudi Arabia as a long-term growth market with immense potential.

MP: How is Jawhara positioned in Egypt’s jewellery market? 

TA: In Egypt, we operate under two brands—Jawhara and Glamour, a joint venture with the Tariq Suleyman family. Together, we have around 43 stores, making us the most organised chain jewellery retailer in the country, and we are in expansion mode. 

Egypt is a highly promising market with a mix of manufacturing and imported jewellery. Over 8% of our existing customers are Egyptian and they are known for being big spenders, with a strong appetite for both heavyweight gold jewellery and high-value diamond pieces. While the younger generation prefers lightweight, fashion-forward jewellery, the mature segment leans towards larger pieces, 21k and 18k gold, wedding sets, solitaires, and serious diamond jewellery. 

The market is not entirely high-end; it is predominantly a mid-range market with a small segment catering to luxury buyers. However, Egyptian customers have strong buying power and are highly service-oriented. They are willing to pay a premium but expect quality, exceptional service, and added value in return. 

MP: What product categories does Jawhara focus on across the Gulf? 

TA: Today’s jewellery business isn’t limited to gold alone. While gold remains a core product, we have seen increasing demand for affordable and traditional diamond jewellery, along with precious and semi-precious stones.  

In Kuwait, for example, we are expanding our 22k segment. In the UAE, we focus on luxury diamond jewellery for both tourists and residents. Our 22k stores operate separately from those selling 18k, 21k, and diamond jewellery, allowing us to serve distinct customer segments without brand dilution.  

MP: What consumer trends are shaping jewellery demand in the MENA region? 

TA: There is a strong resurgence in traditional 21k jewellery. Consumers are looking for modernized versions of classic designs—smaller, refined pieces that retain traditional aesthetics. Yellow gold remains a dominant choice, with buyers seeking authenticity and heritage in their purchases. 

We are integrating these insights into our product lines, offering redesigned traditional jewellery that appeals to both younger buyers and those looking for heritage pieces. Our focus on certified natural diamonds and precious stones also aligns with the growing demand for authenticity and trust in jewellery purchases. 

Written by Maithili Patange

Retail Jeweller ME Exclusive