Kanz Jewels to present musical tribute ‘Sau Saal Pehle – Rafi Sonu Ek Saath’ in Dubai on Dec 27

Such initiatives will remain a key part of the brand’s marketing strategy, reinforcing its connection with families and communities across the Middle East

Dubai: Kanz Jewels is all set to present ‘Sau Saal Pehle – Rafi Sonu Ek Saath’, a musical tribute where Sonu Nigam will perform the timeless classics of Mohammed Rafi at the Coca-Cola Arena in Dubai on December 27, 2025. The concert is positioned as an evening that brings together generations through music.

For Kanz Jewels, the event fits naturally with the brand’s long-standing relationship with the South Asian community in the region. Speaking to The Retail Jeweller Middle East, Arjun Dhanak, Director, Kanz Jewels, said, “Our brand, much like Mohammed Rafi’s legacy, is timeless. By pairing his evergreen music with the modernity of Sonu Nigam’s voice, we felt the concept would resonate across generations within South Asian families in the Middle East. Kanz has always stood for family values and emotional connection, and this tribute aligns beautifully with that sentiment. We believe events like this speak deeply to those who value tradition, togetherness and heritage – the same values that our brand represents.”

Dhanak also spoke about the brand’s approach to cultural initiatives and their value from a retail perspective. “We believe such events create a more emotional impact as compared to traditional jewellery marketing, which seems more transactional. We want to position ourselves as a brand that cares about culture and not just commerce. Such events allow us to connect organically with diverse communities,” he said.

According to Dhanak, the initiative has already shown positive impact. “We are already seeing strong signs of momentum. Our social media engagement has surged, especially among millennials and families. The give-away campaigns have increased our reach while still keeping the audience relevant. In-store conversations, enquiries and general footfalls have seen a noticeable uptick as customers engage with the story behind the event,” he said.

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Looking ahead, Kanz Jewels plans to continue exploring cultural and community-based initiatives in 2025 and 2026. Dhanak said the brand wants to build experiences that people remember and associate with warmth and togetherness. He added that such initiatives will remain a key part of the brand’s strategy, reinforcing its connection with families and communities across the Middle East.

Earlier this month, Kanz Jewels marked UAE Flag Day by supporting Indian national Nilesh Parmar’s Vishwa Shanti Tiranga Yatra, a global peace drive by road from Porbandar, India, to the UK through Dubai. Dhanak had placed the UAE flag on the traveller’s car, as a gesture of the brand’s respect for the country’s values of unity and harmony.

Kanz Jewels was founded in 1991 and has since grown into a multi-store jewellery retail chain in Dubai. The brand offers gold and diamond collections across its outlets and serves a regular customer base from the UAE’s South Asian community.

Written by Sneha Bhagat

Retail Jeweller ME News