#DubaiShoppingFestival: DJG Chairman outlines how jewellery retail is adapting to high gold prices

Tawhid Abdullah, Chairman of the Dubai Jewellery Group (DJG), says this year’s DSF prioritizes building consumer confidence, even as it adds value and promotes steady buying across Dubai’s jewellery market

Dubai: As the 31st edition of the Dubai Shopping Festival (DSF) is under way, jewellery retailers in the city are navigating record high gold prices with a sharper focus on value, trust and long-term buying intent. For the Dubai Jewellery Group (DJG), which has supported DSF since its inception, the festival remains one of the most important periods of the year, bringing together the entire jewellery retail community under a unified, citywide platform. DSF began on December 5, 2025 and runs up to January 11, 2026.

Tawhid Abdullah, Chairman, Dubai Jewellery Group, says DSF stands apart for its ability to align competing retailers on one platform while giving consumers clear reasons to buy. “DSF is unique because it brings together all jewellery retailers across Dubai under one unified promotion, something that truly cannot be seen anywhere else in the world,” says Tawhid Abdullah. The festival, he adds, encourages both residents and tourists to plan purchases around year-end offers, value additions, and the DSF raffle, which offers the chance to win a total of five kilos of gold.

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While gold prices are shaping conversations this season, Abdullah notes that jewellery buying has not slowed. Instead, consumers are adapting. Purchases are continuing, but with lower volumes per transaction, as buyers adjust weight, timing, and product selection to align with prevailing prices. Investment-linked buying remains steady, with customers continuing to view gold as a long-term store of value rather than a short-term purchase.

This measured approach is clearly reflected in category performance during DSF 2025. Coins, small gold bars, and lightweight jewellery are seeing stronger movement, driven by preference for accessible ticket sizes that offer flexibility and liquidity options. Diamond and studded jewellery are also performing well, particularly where retailers are offering clear value additions that strengthen the overall proposition.

At the store level, DSF continues to drive footfalls through focused retail initiatives. Jewellers across Dubai have introduced one-time offers on diamond and pearl jewellery, assured prizes with purchases, and 100% buy-back guarantees. These initiatives, combined with the DSF raffle, are helping sustain showroom engagement throughout the festival.

Chandu Siroya presenting 250 gram gold to raffle winner

The Dubai Jewellery Group’s role, Abdullah explains, extends beyond promotion. For more than three decades, DJG has helped shape DSF into a trusted retail experience, aligning jewellers under a single framework while reinforcing standards of integrity and transparency. “The jewellery retail industry in Dubai owes much of its growth and global recognition to DSF,” he says, pointing to the festival’s role in popularizing raffle-led campaigns and strengthening Dubai’s identity as the City of Gold.

What distinguishes DSF 2025, Abdullah notes, is the stronger emphasis on consumer confidence. “Retailers are focusing more closely on value additions, educating buyers on gold purity standards, and guiding informed choices between lab-grown and natural diamonds. Protecting trust has become central to sustaining long-term relationships,” he adds.

Organized by the Dubai Festivals and Retail Establishment, part of the Department of Economy and Tourism, the Dubai Shopping Festival brings together more than 1,000 brands across 3,500 stores and reinforces Dubai’s position as a global jewellery hub.

Written by Sneha Bhagat

Retail Jeweller ME News