Samra Jewellery celebrates Hag Al Leila tradition with festive in-store family activities

Children and adults created personalized candy bags while participating in a celebration of the Emirati tradition

Dubai: Samra Jewellery brought the cherished tradition of Hag Al Leila to life across its Dubai boutiques from January 31 to February 3, 2026. The activity took place across the brand’s stores at Dubai Mall, Mall of the Emirates, Dubai Festival City, and Dubai Hills Mall, offering families the opportunity to engage in a cultural celebration while enjoying a hands-on, creative experience.

Hag Al Leila is a traditional Emirati celebration, primarily for children. Families honour the occasion by sharing sweets, gifts and small treats, while children often create decorated bags or lanterns, making it a joyful festival that blends heritage, family bonding and cultural story-telling.

Little visitors were invited to customize their own candy bags, guided by Samra’s staff, in a colourful, festive environment adorned with traditional motifs. The activity combined play and heritage, creating an immersive experience that allowed children to connect with Emirati customs while highlighting the brand’s focus on community engagement and story-telling.

Visuals from the event showed children and parents enjoying the curated candy selections, while the store counters reflected Samra’s signature luxury aesthetic. By integrating a family-friendly celebration into the store environment, Samra reinforced its positioning as a brand rooted in tradition yet accessible to the wider community.

This initiative follows Samra’s high-profile collaborations, such as the limited-edition National Day Necklace with 71 Jewellery, which celebrated the UAE’s 54th National Day through falcon-inspired design elements and seven diamonds symbolizing the nation’s seven Emirates. The Hag Al Leila activation extends the brand’s approach of merging cultural celebration with luxury retail experiences, strengthening its engagement with both established clients and new audiences.

By offering a playful and interactive cultural experience, Samra Jewellery demonstrated how it balances heritage, creativity and luxury while fostering meaningful connections with families in Dubai. The boutique event not only highlighted regional traditions but also provided social media-friendly moments that amplified the brand’s reach and story-telling impact.

Established in 1941, Samra Jewellery is led by the third generation of family jewellers. The brand combines heritage, modern design and expert craftsmanship, and its creations reflect Dubai’s cosmopolitan lifestyle while staying true to its legacy of quality and artistry. The brand has four boutiques in Dubai.

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