Dubai Jewellery Group concludes campaign launched as part of the Dubai Shopping Festival

The campaign emerged as one of the festival’s most closely followed retail activations, with consistent shopper engagement

Dubai: The Dubai Jewellery Group (DJG) has successfully concluded its Dubai Shopping Festival (DSF) 2025-26 campaign, marking the end of a high-impact retail activation that ran from December 5, 2025 to January 11, 2026, further reinforcing Dubai’s positioning as the City of Gold.

The campaign encouraged residents and visitors to purchase jewellery worth Dh 1,500 or more at any of the participating outlets for a chance to win from a total prize pool of 5 kilos of gold. The initiative drew strong engagement throughout the festival period, contributing to robust footfalls and heightened retail activity across the city.

A total of 17 winners were announced, with weekly gold raffle draws sustaining momentum and shopper interest across the shopping festival. To further enhance engagement, DJG also introduced a DSF Jewellery Flash Sale from January 2 to 4, 2026.

The campaign covered approximately 300 participating jewellery outlets across Dubai, with retailers offering additional value-led incentives such as special pricing on gold, diamond and pearl jewellery, as well as exchange benefits on old gold. These initiatives collectively aimed to enhance the overall DSF shopping experience.

Commenting on the campaign’s conclusion, Tawhid Abdullah, Chairman of Dubai Jewellery Group, said the initiative once again highlighted the strong synergy between the Dubai Shopping Festival and the jewellery sector. He noted that despite record-high gold prices, the season witnessed increased footfalls and sales, reaffirming DSF as a key period for gifting, celebration and considered purchases, while underlining gold’s enduring role as a trusted investment across customer segments.

As DSF 2025-26 drew to a close, DJG’s gold promotion emerged as one of the festival’s most closely followed retail activations. Consistent shopper engagement, coupled with the opportunity to win gold and benefit from limited-period jewellery offers such as the Flash Sale, added to the festive retail atmosphere and reinforced gold’s central place in Dubai’s shopping and cultural traditions.

Organized by the Dubai Festivals and Retail Establishment, part of the Department of Economy and Tourism, the Dubai Shopping Festival brings together more than 1,000 brands across 3,500 stores and reinforces Dubai’s position as a global jewellery hub.

Retail Jeweller ME News