All that glitters for Kuwait’s Mansoor Al Yaman jewellery is gold and diamonds

It’s all about trends for Mr Ali Fauji of Mansoor Al Yaman Jewellery in Kuwait. He talks to The Retail Jeweller World about his experience in operating in the Middle East and his plans for the future.

Talk to us about your brand and your journey so far

Mansoor Al Yaman Jewellery started in Kuwait in 2007. We started with 21 karat gold jewellery. Our second store came into operation in the year 2021, and the journey has been upwards and onwards after that. We did so well that we could also start our wholesale business in 2014. We have always been very aware of market trends and changing preferences in Kuwait, and started selling natural diamond jewellery in 2016.

Talk to us about your operations in the Middle East?

We only operate in Kuwait. We have 5 stores at present.

Are there specific trends that you observe in Kuwait? What is your design language?

Kuwaitis prefer local design and manufacture. They are very loyal to homegrown brands. Our specialty is bangles and bracelets, and we kind kadas (screwed bangles) very popular in Kuwait. Women from all age groups, from 15 to 70, lovethem. Casting bangles and Calcutta designs in jaali work and meenakari is also very popular.

Do you have any plans of expanding into new categories?

We are presently conducting market research into lab-grown diamonds. Lately, lab-grown diamonds have become very popular because people in Kuwait are talking about sustainability and future-friendly options, even in jewellery. We have had customers coming in and inquiring about lab-grown options. We will start looking for the right partners after evaluating the position for the business.

Since you already have natural diamond jewellery, how to do plan to sell lab-grown diamonds alongside?

We will not be selling them under the same roof. It will, otherwise, confuse customers because natural diamonds are four times more costly. Natural diamonds will always have buyers. Lab-grown diamonds are slowly becoming popular in Kuwait. There are somebranches selling these in Kuwait. We started our business in natural diamonds and got a great response. We are looking to replicate the same success in lab-grown diamonds now.

Tell us about your most popular collections. What price point does well?

Price doesn’t matter in Kuwait because people have the money power here. What matters is the design language. Customers are willing to pay for good and unique designs. In Kuwait, designs change every day. I had visited Bahrain and Qatar to research the market and found that design preferences have remained stable over time. That is not the case in Kuwait. For examples, jewellery from the 1980s is suddenly becoming more popular with the new generations. We are looking to replicate those designs, but with a unique twist to appeal to this generation now.

Our bangles are our highlights. We sell traditional bangles in meenakari and jaaliwork, which have always done very well. We have lightweight earrings and pendants that have also done well amongst millennials. We also sell traditional bridal sets.

Which precious metal or gemstone has done well for you?

Gold and diamonds have taken the cake. We also have rubies and natural emeralds, which sell as well as diamonds.

Are millennials veering towards jewellery in Kuwait?

There are two groups of youngsters who walk into my store. One buys fine gold as an investment. They look at bullions, like gold biscuits. The other group are jewellery lovers. They buy for status and traditional reasons. They also keep changing their jewellery according to trends. Before,the young generation would go for brands like Cartier and Omega, buying watches and gadgets. They have now slowly realised that these have no resale value. So, they are veering towards precious metals and gold.

Do you face any roadblocks while operating in Kuwait?

Kuwait is better than most countries. The only problem is that hallmarking is time consuming here. Otherwise, there are no taxes involved, and the strict rules ensure that people trust the gold in Gulf countries. They won’t buy from any other place because of the trust that jewellers have here. It is quite easy.

Do you plan to branch out to other countries?What is your message to other jewellers?

We love operating in Kuwait. Maybe someday we will expand. As and when we do, my eyes are set on Qatar.

In my message to jewellers, I would say, concentrate on unique designs. They must promote their designs internationally. The Indian government has been promoting exports and so, we buy from India now. This way, we will get more business.

Courtesy: Retail Jeweller World News