Tajvi Gold & Diamonds uses MyGold+ scheme and raffle draw to drive customer acquisition

By linking jewellery savings with a recurring customer incentive, the brand is supporting both immediate enrolments and long-term customer engagement

Dubai: Jewellery retailer Tajvi Gold & Diamonds is using its MyGold+ scheme and monthly raffle draws to encourage more customers to enrol in its gold and diamond jewellery savings programme. The initiative gives enrolled customers a chance to have their remaining scheme instalments paid by the jeweller, making it attractive, while strengthening the brand’s relationship with its client base.

“The objective behind MyGold+ is to enrol more customers into the scheme while giving them an added incentive through the raffle draw. Customers can save towards gold or diamond jewellery through monthly instalments, and the opportunity to have the remaining scheme amount paid by Tajvi Gold & Diamonds gives them another reason to engage with the programme,” said Mohammed Haneefa Thaha, Chairman, Tajvi Gold & Diamonds.

MyGold+ allows customers to save a fixed amount each month towards the purchase of gold or diamond jewellery. The scheme is positioned as a way to make jewellery purchase easier by spreading the payable amount over a period of time, while also providing customers with benefits linked to the programme.

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The raffle is structured as a monthly activity. Any customer who enrols in MyGold+ is automatically eligible. Customers joining between the first and last day of a month qualify for that month’s draw, conducted on the fifth day of the following month at one of Tajvi Gold & Diamonds’ stores.

The prize covers the remaining instalments of the winner’s scheme tenure. Winners are required to pay only their first month’s instalment, after which Tajvi Gold & Diamonds covers the balance, whether the selected scheme runs for six or 12 months. The prize value can be used towards gold or diamond jewellery, and winners can also enrol in another MyGold+ scheme.

Launched in May 2026, the campaign has selected three winners so far and continues as an ongoing monthly raffle. Customers are informed about the draw and their eligibility when they enrol in the scheme, keeping the incentive connected to the initial purchase-planning decision.

“The campaign has brought in new customers and driven footfalls over the past few months. MyGold+ gives customers a structured way to save towards gold or diamond jewellery while remaining connected with Tajvi Gold & Diamonds through the scheme and its benefits,” said Thaha.

By linking jewellery savings with a recurring customer incentive, Tajvi Gold & Diamonds is supporting both immediate enrolments and long-term customer engagement across its retail network.

Tajvi Gold & Diamonds was officially launched in 2022, opening its very first boutique in Dubai’s Gold Souq district. Since then, the brand has executed an aggressive retail strategy focused on commuter-dense transit hubs and high-footfall shopping centers, building a strong retail of 10 stores across the UAE, spanning critical retail areas including Deira, Al Barsha, Rolla (Sharjah), Meena Bazaar, and a showroom inside Dubai Metro’s RTA Gold Souq Metro Station, a first for the region.

Written by Achal Chaubey

Retail Jeweller ME News