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Jewellery brands step forward on Arabic Mothers’ Day with personalized designs and special campaigns



Jewellery brands step forward on Arabic Mothers’ Day with personalized designs and special campaigns

Malabar Gold & Diamonds, L’azurde, Damas, La Marquise Jewellery and Jawhara Jewellery are among many brands that embraced this jewellery-buying occasion

Dubai: Arabic Mother’s Day, celebrated on March 21 across the Middle East, is an occasion of great relevance in the Arab world. It honours the selfless love of mothers, considered to be the backbone of families, and holds significant importance as a jewellery-buying occasion. Leading brands such as Malabar Gold & Diamonds, L’azurde, La Marquise Jewellery and Jawhara Jewellery, among many others, stepped forward with personalized designs and special campaigns to cater to jewellery buyers.


Malabar Gold & Diamonds launched a special collection of jewellery in diamonds and gold, including exclusive ‘Ummi’ pendants in 18-karat gold. “The unique design of Ummi pendants pays special homage to the bond between a mother and child. In addition to it, we also had an array of jewellery in both traditional and contemporary styles, suited for gifting,” says Shamlal Ahamed, MD-International Operations, Malabar Gold & Diamonds. “Our focus during this period is to be a part of the celebrations, emphasizing connections, rather than driving sales. We conducted an extensive marketing campaign, which also included in-store activities, to position Malabar as the ideal gifting partner. We did experience a significant rise in sales during this period, especially in our stores that cater mostly to an Arab audience.”


“We see an increase in sales as families often come together to purchase jewellery on Mothers’ Day, considering it a meaningful gift for their mothers. This demographic aligns with our target audience, as they view jewellery as a sentimental token of appreciation,” says Nishith Shah, CEO, La Marquise Jewellery.

La Marquise Jewellery set up a dedicated window display in each of its boutique stores, showcasing its specially curated collection for Mothers’ Day. “Our Mothers’ Day collection included classic diamond pieces to precious and semi-precious stones and was meant for mothers of all age groups. We ensured that from diamonds to coloured stones like emeralds, rubies and tanzanite, each piece has high-quality depth, colour and lustre, making them ideal for gifting. We showcased classic, vintage designs and special one-of-a-kind pieces,” states Shah.

In addition to collections, the brand also launched a special campaign across its social media and digital channels to highlight the unique pieces available for the occasion. “Our Mothers’ Day campaigns have resonated well with our target demographic and have consistently shown an upward trend in sales. The sales from past Mothers’ Day campaigns have been encouraging, indicating a strong preference for jewellery as a cherished gift choice,” elaborates Shah.

Talking about customer trends during this time, Shah says that customers lean towards sets with delicate designs and classic pieces, avoiding extravagant styles. “They seem to be particularly drawn to pieces that feature a mix of gemstones and diamonds for Mothers’ Day,” Shah adds.


L’azurde celebrated Mothers’ Day with a collection called InStyle featuring floral-inspired necklaces, symbolizing the kind spirit of mothers and femininity. Crafted with diamonds, rubies and sapphires, each piece harmoniously captures the essence of love and joy.  


Samra Jewellery honoured the bonds of motherhood this Mothers’ Day with their exquisite jewellery pieces. Each creation reflected the eternal love of a mother. 

Customers received a complimentary Huda Beauty ‘Habibti Gift Set’ from the brand with every purchase above 5,000 AED. Just like a mother’s love, Samra designed pieces meant “to last forever”.


Jawhara Jewellery’s ‘Oumi Dunyati’ collection is a gem in its Mothers’ Day line-up, offering a diverse range of modern and traditional designs. Featuring 18-karat gold necklaces, mother of pearl, and pearl-embellished natural shell pieces, this collection is available at Jawhara Jewellery branches in the GCC.


Damas Jewellery celebrated the occasion with its Alif collection that features the majestic first letter of the Arabic alphabet, symbolizing a woman’s empowerment and independence.


Musalli Jewelry unveiled its Solitaire collection with a range of solitaire rings. In addition, the Noor brand from Musalli featured lab-grown diamonds. These were available in all showrooms and online to make it easier for customers to find the perfect gift for their mothers. 

By Bushra Satkhed

Retail Jeweller World Exclusive