Kuwait’s Almuffadal Jewellery brings a burst of unique designs, glitters in the power of online sales

Hosefa Fauji, managing director of Almuffadal Jewellery, talks about the young crowd’s love for gold jewellery

Talk to us about your brand. How has the journey been?

Almuffadal Jewellery started in 2008. We have had a wonderful run since. We started with gold jewellery and then opened our store for diamond jewellery in 18 karat gold in 2014. We sell 21 karat gold.

Tell us about your operations in the Middle East. Do you have plans of branching out?

We are only based in Kuwait for now. We don’t have plans of branching out immediately but we have had exhibitions in Bahrain and Qatar. There is a market for our pieces there.  If at all, we may open a store in Qatar in the future.

Are there any trends that you notice in jewellery in the Middle East?

The Middle East loves gold, and Kuwait is no different. People love buying traditional gold jewellery in 21karat. There is also a demand for diamond jewellery, and the young crowd normally buys diamonds which have US and European designs.

Tell us about your collections.

I sell traditional gold jewellery. Meenakari jewellery has also done well for me. People from all age groups buy it. I have pieces in emeralds which are a millennial favourite. My collection in rubies and sapphires have done especially well.

Why do you think the millennials are buying jewellery now?

It is all about the social media revolution and education. Young people are aware now. They know that gold is a good investment option. It has not been volatile and the prices have gone up. It is much better than any other investment now. There is a resale value and gold trades well. So, these people are now buying jewellery.

Do you face any roadblocks while operating in Kuwait?

There are no problems. Kuwait is a wonderful place to do business.

Have you noticed a difference in operations pre and post pandemic?

Business has been excellent after the pandemic.During lockdown too, the business was good because of the travel restrictions. Kuwaitis could not travel or go for vacations so that money came into gold. People wanted to buy their loved ones gifts in gold too because the pandemic has taught us to cherish and love our near and dear ones. Online business has gone up. It was new for our industry and we adapted well. Now, we cannot think of operating without the online component.

Any message that you would like to give to retailers and jewellers in the fraternity?

It is important to concentrate on online sales, market jewellery well and improve designs. Online sales are booming but its not very easy. People are buying everything online now so it is very important to spend on marketing.

Courtesy: Retail Jeweller World News