Al Zain Jewellery launches ‘Melati’ collection designed to support breast cancer awareness

The collection features earrings, rings, bracelets and necklaces in a range of styles, set with luxe pink gemstones. By offering both luxury and advocacy, Al Zain is empowering customers who explore this collection to be part of a larger cause

Bahrain: Al Zain, one of the Gulf’s leading jewellery maisons, recently launched its ‘Melati’ collection. The brand is asking its customers to ‘Think Pink’ by exploring this collection inspired by and designed to support breast cancer awareness.

Alliance with a social cause allows brands to not only foster compassion and give back to its community, but also attracts new demographics, especially younger people who often consider brands whose values align with their own. The unveiling of the ‘Melati’ collection took place in early October, which was named National Breast Cancer Awareness month in the US, and later began to be celebrated worldwide.

The colour pink has emerged as a universal symbol for supporting the cause of breast cancer awareness. The Melati collection features gemstones in varying hues of this colour – from dark pink sapphires to rose quartz and salmon-coloured moonstones and opal. These stones are set in an array of luxe designs and styles – including studs and huggies, larger hoop earrings, rings,  bracelets and necklaces with triangular pendants and hanging diamonds.

Al Zain is promoting the collection through the tagline of ‘Shine For a Cause.’ By choosing jewellery from the Melati collection, customers are not only adorning themselves with statement pieces but lending support to a significant cause. Purchasing from the ‘Melati’ collection becomes more than just a transaction; it’s a commitment to creating awareness and potentially saving lives.

The idea of intertwining luxury and advocacy has become a potent marketing strategy. For many, jewellery is a deeply personal and sentimental item. Through the ‘Melati’ collection, Al Zain is empowering existing customers to be part of a larger movement and feel a sense of pride and purpose with each purchase. It is also tapping into new potential customer demographics whose values are rooted in social justice and advocacy.

Al Zain was originally started as a pearl trading business by the family’s forefather, Hassan Al Zain in 1930s Bahrain. The contemporary label now stands at the confluence of the family’s rich heritage and knowledge of Gulf precious stones and the craftsmanship of jewellery making. Al Zain now has a large geographical footprint with 13 retail stores across Kuwait, Dubai, Doha, Abu Dhabi, Riyadh, etc.

Written by Harshita Kale

Retail Jeweller World Exclusive