Jawhara launches 18k gold ‘Shamsa’ collection inspired by Emirati heritage across GCC markets 

With 18K gold and coloured stones, the collection targets culturally aware, modern buyers across the GCC. With designs rooted in tradition and styled for today’s consumers, the collection supports Jawhara’s strategy to blend regional identity with commercial jewellery formats 

Dubai: Jawhara Jewellery has announced the launch of its latest collection titled Shamsa, now available across all its outlets in the Gulf Cooperation Council (GCC) countries. The new line is crafted in 18-karat gold and draws inspiration from Emirati heritage, integrating traditional motifs with coloured stones to appeal to modern consumers seeking cultural relevance in fine jewellery.

The name “Shamsa,” meaning “sun” in Arabic, underscores the collection’s thematic focus on radiance and heritage. The pieces are designed with regional symbolism, such as geometric forms and motifs rooted in local traditions. According to the company, the collection is aimed at striking a balance between cultural authenticity and everyday wearability.

The use of 18K gold offers a material value proposition that resonates with customers seeking both investment and design. By integrating coloured stones into the pieces, Jawhara Jewellery intends to widen the demographic appeal to include younger, fashion-forward consumers, particularly within millennial and Gen Z segments. These audiences are showing increasing interest in jewellery that carries identity, narrative, and contemporary aesthetics.

The Shamsa launch also supports broader market trends that prioritise local storytelling, heritage, and individual expression. The regional jewellery market has seen a steady rise in demand for products that reflect personal identity while maintaining design sophistication. Brands like Jawhara are leveraging these insights to create collections that offer deeper resonance with local customers across different age groups and purchase motivations.

Jawhara’s retail footprint, with a presence across the UAE, Saudi Arabia, Oman, Qatar, Bahrain, and Kuwait, enables immediate distribution and accessibility of the Shamsa collection across key GCC markets. The launch is expected to support the brand’s strategic focus on reinforcing its market positioning as a culturally relevant yet design-driven fine jewellery label.

This initiative is part of Jawhara’s long-term vision to lead the regional fine jewellery segment by combining traditional craftsmanship with contemporary trends. The company continues to develop lines that celebrate Gulf heritage while ensuring commercial viability through modern formats, pricing strategies, and cross-market appeal.

With Shamsa, Jawhara reinforces its dual role as a custodian of heritage and a brand responsive to evolving consumer preferences. The collection aligns with the growing appetite for meaningful, design-led offerings in the fine jewellery category across the GCC.

About the Brand:
Founded in 1907 and based in Dubai, Jawhara Jewellery operates over 300 stores across 11 countries, specialising in 18K–22K gold and diamond jewellery rooted in traditional craftsmanship and modern design.

Retail Jeweller ME News