Almuftah Jewellery introduces Nanis Boules collection at National Museum of Qatar in an intimate evening event 

The Qatari retailer Almuftah Jewellery joined forces with the Italian maison Nanis to launch their latest Boules collection in Doha. The event brought together brand executives, local media and the Almuftah family at Jiwan Restaurant 

Doha: At an elegant gathering held at Jiwan Restaurant within the National Museum of Qatar, the Qatari retailer Almuftah Jewellery hosted the launch of the Italian jewellery maison Nanis’ new “Boules” collection. The event welcomed attendees from the local press, media and trade sectors alongside the Almuftah family and the visiting Nanis leadership. Ms Suelen, Commercial Director of Nanis, and Ms Melania, Regional Sales Director, represented the Italian brand during a presentation that outlined the conceptual and craft foundations of the collection. 

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The evening served as a platform for Almuftah Jewellery and Nanis to present the Boules collection’s core aesthetic: a reinterpretation of an iconic gold “boule” motif combined with colourful gemstones and diamonds. Guests were introduced to the collection’s design language, which plays on 1960s Italian beverage-inspired hues and shapes embedded within 18-karat gold settings. The collection spans charms, earrings, rings and necklaces, each designed for creative expression and mixing within the broader range.  

The hosts emphasised the role of craftsmanship and bespoke assembly in the collection. Nanis described their hand-engraved gold work and use of natural gemstones such as amazonite, lepidolite and jadeite, alongside rock crystal and mother-of-pearl, to complement the gold and diamond base. The guests were able to view key pieces in the collection during the evening, interact with the brand representatives and discuss retail opportunities within the gulf region. 

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From the retail perspective, Almuftah Jewellery positioned the launch as an opportunity to bring an Italian artisanal offering into the Qatar market, leveraging its established showroom network and customer base. The event facilitated conversation between the two brand teams on regional trends, product adaptation and potential retail partnerships. Attendees were encouraged to explore how the Boules collection could be integrated into client assortments, display strategies and gifting programmes. 

The locale of the National Museum of Qatar added a contextual dimension to the event: the choice of Jiwan Restaurant provided an upscale and culturally relevant backdrop for the launch, aligning with both brands’ focus on retail experience and high-net-worth client servicing. Almuftah Jewellery’s role as host underscored its status in the Qatari market as a key player in luxury jewellery retail, offering imported and customised creations. 

The launch event also served as a networking platform for media, retailers and brand officials to discuss product narratives, design innovation and regional market dynamics. The alignment of Nanis’ craft heritage with Almuftah’s regional retail know-how creates a strategic relationship aimed at addressing evolving consumer preferences in the Middle East. In summary, the event marked a significant milestone for both organisations in expanding their presence and product offering in the Gulf luxury segment. 

Almuftah Jewellery, established in Qatar in 1984, operates multiple showrooms in Doha and other cities and specialises in watches, gold ornaments, diamonds, precious stones and pearls. 

Nanis is an Italian high-end jewelry maison known for its handcrafted pieces made with 18kt gold, diamonds, and natural gemstones. The brand, which was founded in Vicenza in 1990, focuses on blending traditional craftsmanship with contemporary design. 

Retail Jeweller ME News