Al Fujairah Jewellers blends traditional Bahraini designs with a contemporary Western flair

Observing a shift in customer behaviour, with people increasingly seeking contemporary jewellery, the brand has endeavoured to create jewellery that integrates cultural richness and modern aesthetics

Al Fujairah Jewellers, based in the city of Fujairah, UAE, has been catering to a discerning clientele that seeks high-quality traditional jewellery pieces that are symbols of culture and heritage. Of late, the brand has observed a shift in customer trends. Its consumers are increasingly seeking contemporary jewellery. “Al Fujairah Jewellers is strategically poised to expand its market presence by curating exclusive collections blending traditional Bahraini designs with a contemporary Western flair. This tailored approach caters to the growing demand for versatile, everyday jewellery that harmoniously integrates cultural richness and modern aesthetics,” says Bhanji Jadavji Vaya, Founder, Al Fujairah Jewellers who established the brand in 1978.  

Al Fujairah Jewellers is now being steered by the founder’s son, Paresh Bhanji Vaya, who is all set to launch an innovative online platform for gold jewellery purchase. “We are on the verge of launching a cutting-edge online platform, revolutionizing gold jewellery purchasing. By offering transparent pricing tied to real-time gold rates, our platform will empower customers with economic acumen. This innovation not only simplifies the buying process but also ensures a financially astute choice, aligning with our commitment to economic sensibility and customer satisfaction. We eagerly anticipate this launch, heralding a new era of accessible, transparent, and economically sound jewellery acquisition,” says Paresh Bhanji Vaya, Managing Director, Al Fujairah Jewellers.

The journey of Al Fujairah Jewellers began with a single spark, their very first jewellery store, nestled in the city of Fujairah, UAE. This humble beginning marked the genesis of a brand that would soon become synonymous with elegance and tradition. They specialize in traditional 21-karat Bahraini jewellery, thoughtfully tailored to cater to the discerning tastes of the local market. Their creations are symbols of culture, heritage and an unwavering commitment to craftsmanship, churning out premium, long-lasting pieces.

At present, the brand operates from a single branch in Fujairah. Beyond this showroom, the brand’s management office is a hub of meticulous planning and innovative thinking. With each piece they create, they continue a legacy that is set to shine in the UAE and beyond.  

Written by Bushra Satkhed

Retail Jeweller World Exclusive