Liali Jewellery aligns with creative excellence at ‘Baab’ premiere with A.R Rahman, Nayla Al Khaja

Associating with such a platform allowed the brand to present itself in a refined cultural environment rather than a purely commercial one

Dubai: Liali Jewellery recently aligned itself with cinema and creative excellence by associating with the premiere of the film ‘Baab’, directed by Emirati film-maker Nayla Al Khaja, and featuring music by Oscar-winning composer A.R. Rahman. The collaboration formed part of Liali’s broader strategy to engage with cultural platforms that reflect the brand’s ethos.

Speaking to Retail Jeweller Middle East, Anuraag Sinha, Managing Director, Liali Jewellery, said the ‘Baab’ premiere in Dubai offered a natural convergence of creative disciplines. “A.R. Rahman and Nayla Al Khaja are visionaries in their respective fields. For us, the association went beyond visibility, it was about bridging two creative communities that share a respect for craft, cultural depth and authenticity, which closely aligns with Liali’s brand ethos,” he stated.

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‘Baab’ entered cinemas across the Gulf Cooperation Council (GCC), Egypt and Turkey on January 8, 2026. Its Dubai premiere drew a premium audience including artistes, media, creatives, influencers and high-net-worth individuals, positioning it as a culturally sophisticated platform for the fine jewellery brand. According to Sinha, this ensured that Liali’s presence reached an audience that values artistry and exclusivity rather than conventional retail messaging.

Jewellery, Sinha noted, shares a strong emotional and cultural connection with cinema. “The ‘Baab’ premiere celebrated heritage, story-telling and identity – elements that are also intrinsic to fine jewellery. Associating with such a setting allowed us to present our brand in a refined cultural environment rather than a purely commercial one,” he said.

Liali curated its presentation at the event to ensure the jewellery complemented the tone and artistic significance of the evening. The pieces were positioned as part of the overall experience, reinforcing the link between craftsmanship and creative expression. “The idea was to ensure that the jewellery felt like a natural extension of the occasion,” Sinha added.

As part of the collaboration, Liali designed and crafted a bespoke brooch for A.R. Rahman as a commemorative gesture. Drawing inspiration from the composer’s enduring influence across cultures and generations, the piece featured natural gemstones and a clean, structured design. “The composition symbolized continuity and timelessness, reflecting the lasting impact of Rahman’s work,” Sinha said.

According to Sinha, cultural collaborations play a significant role in strengthening Liali’s regional narrative. “A.R. Rahman, Nayla Al Khaja and Liali all have global recognition while remaining rooted in the region. This synergy reinforces our positioning as a brand with international standards and strong regional relevance,” he said. He added that such initiatives resonate particularly well with GCC and South Asian audiences, reinforcing Liali’s long-term brand building efforts in the Middle East.

Liali Jewellery is a Dubai-based company that was established in 1999 under the Brilliant Diamond Group. The brand currently operates multiple boutiques across Dubai, UAE and Oman.

Retail Jeweller ME News