Dubai jewellers shine at Cannes Film Festival 2024 

Emirati jewellery houses leveraged the glamour of the Cannes Film Festival to elevate their global presence and brand value

As the stars descended upon the French Riviera for the 77th Cannes Film Festival from May 14-25, 2024, they were not the only ones catching the spotlight. Dubai’s premier jewellery brands seized the opportunity to showcase their exquisite creations, turning the prestigious event into a dazzling display of Emirati craftsmanship and luxury.

For these brands, Cannes represented more than just a film festival; it was a global stage to elevate their presence, connect with celebrities, and capture the attention of a discerning international audience. The participation of La Marquise Jewellery, Aariya Diamonds, Amwaj Jewellery, and Pavit Gujral High Jewelry underscored the growing influence of Dubai in the world of high-end jewellery.

A second-year success story

Nishith Shah, CEO of La Marquise Jewellery, emphasised the strategic importance of their second year at Cannes. “Recognising the festival’s global appeal and the congregation of high-profile celebrities, industry insiders, and influencers, we saw it as an ideal platform to highlight our exquisite collections again,” Shah explains. Their objectives were clear: launch their High Jewellery collection, forge potential collaborations, and generate buzz around the brand.

La Marquise’s journey to Cannes resulted from proactive engagement with event organisers and their established reputation for excellence. Shah elaborates on their objectives: “We aimed to reinforce our position as a leader in luxury jewellery, connect with celebrities and industry insiders for potential collaborations, generate media coverage, and elevate our brand’s visibility on an international stage.”

A young brand’s grand entrance

For younger brands like Aariya Diamonds, Cannes offered a chance to make a grand entrance onto the international stage. Aman Bassi, Director of Aariya Diamonds, shares their motivation: “As a young ambitious brand, we are always looking for opportunities and collaborations worldwide. It was time to step up and have a showroom and have Aariya’s name and designs shown to the world.”

The festival’s allure as a launchpad for jewellery brands was evident in the staggering PR value generated. According to Bassi, “The jewellery sector achieved the highest Earned Media Value (EMV) across all categories at the Cannes Film Festival, totalling $78 million. Aariya Diamonds secured 36 placements, with a total follower reach of over 200 million.” This exposure not only reinforced brand recognition but also solidified its reputation in the market, demonstrating a highly effective return on investment.

Leveraging industry connections

Amwaj Jewellery, led by Head Designer and Managing Director Fatima Al Dhaheri, leveraged existing industry connections to secure their spot at Cannes. “Our longstanding relationships with stylists and industry insiders who frequently attend Cannes, combined with our reputation for creating high-quality jewellery, opened the door for us to participate,” Al Dhaheri notes. Their primary goal was to position Amwaj as a premier luxury jewellery brand epitomising elegance and sophistication.

Strategies for success

The brands employed various strategies to maximise their exposure at Cannes. La Marquise Jewellery focused on social media engagement and influencer partnerships. Shah reports, “We have seen increased engagement on our social media channels and a significant surge in website traffic. This heightened interest reflects the impact of our promotional efforts and the appeal of our exclusive collections.” They also sent press releases to fashion and lifestyle media outlets and introduced special collections inspired by the event.

Amwaj Jewellery took a comprehensive approach, as Al Dhaheri explains: “We have promoted our association with the Cannes Film Festival through a comprehensive PR and marketing campaign. The customer response has been overwhelmingly positive, with a marked increase in engagement on our social media platforms, inquiries about our pieces, and overall brand sentiment.”

Aariya Diamonds capitalised on the event by showcasing their collaborations and collections with models, influencers, and celebrities worldwide through social media and global publications. Bassi emphasised the multi-faceted benefits of such associations: “These partnerships enhance our credibility and trust, increase our exposure and reach, provide valuable networking opportunities, and give us a competitive advantage in the market.”

Nature-inspired designs captivate Cannes

Pavit Gujral High Jewelry, another Dubai-based brand, made waves at Cannes with their unique, nature-inspired collections. Celebrities and influencers such as Urvashi Rautela, Elen Capri, and Sasha Ray were spotted wearing Pavit Gujral’s creations, including the award-winning Dancing Fish Collection and the Christmas Tree Worm Collection. Their presence at the festival was marked by a series of high-profile red-carpet appearances, further cementing Dubai’s reputation as a hub for innovative and luxurious jewellery design.

One standout piece of the brand was the Crab Earrings, worn by Miss Europe 2021 winner Аnastasia Prodanov, which had won the prestigious title of ‘High Jewelry of the Year 2023’ at Inhorgenta, Europe’s leading jewellery, watch and gemstone fair, in Munich, Germany. Set in 18k gold with over 800 pieces of orange sapphires, pink sapphires, yellow sapphires, and rubies creating an ombre effect, the earrings symbolise intuition, resilience, autonomy, and sensitivity.

Beyond the red carpet

The impact of these associations extends far beyond the festival itself. Bassi of Aariya Diamonds highlights the long-term benefits: “These associations are instrumental in building and maintaining our brand’s prominence on a global stage, attracting both media attention and consumer interest.” Al Dhaheri concurs, adding, “Being featured alongside other luxury brands and seen on celebrities fosters trust and credibility among potential customers.”

Shah from La Marquise emphasises the broader implications for their brand: “Participating in a globally recognised event elevates our brand’s prestige, aligning us with the highest standards of luxury. This exposure to a wider, international audience significantly increases brand awareness. Our existing customers experience a sense of pride and validation, knowing they have chosen a brand acknowledged on such a prestigious platform.”

The benefits of participating in Cannes extend beyond immediate visibility. As Al Dhaheri points out, “We are able to reach new demographics and markets, further expanding our global customer base and strengthening our market presence.” This expansion into new markets is crucial for Dubai-based brands looking to establish themselves as global players in the luxury jewellery sector.

A sparkling future for Dubai’s jewellery houses

As the curtains closed on the 77th Cannes Film Festival, it was clear that Dubai’s jewellery brands had left an indelible mark. Their presence not only elevated individual brand profiles but also reinforced Dubai’s position as a burgeoning force in the global luxury jewellery market. The success of these Emirati brands at Cannes 2024 has set a new benchmark for excellence and creativity in the industry.

Looking ahead, the future seems bright for Dubai’s jewellery houses. With their increased global recognition, innovative designs, and strategic marketing approaches, these brands are well-positioned to continue their ascent in the world of high-end jewellery. As they return from the glitz and glamour of Cannes to the gleaming skylines of Dubai, one thing is certain: the sparkle of Emirati jewellery now extends far beyond the desert sands to the most prestigious red carpets in the world.

Written by Pooja Mujumdar