Meralda Jewels’ ‘Brilliance Across Shores’ aims to assess market ahead of Abu Dhabi store launch

The event allowed the brand to understand local preferences and evaluate market response

Abu Dhabi: Meralda Jewels recently hosted an event titled ‘Brilliance Across Shores’ in Abu Dhabi as part of its expansion into the United Arab Emirates capital. It marked a step in the brand’s entry into the Abu Dhabi market, providing an opportunity to showcase its collections and engage directly with customers ahead of the store launch in June, 2026.

The event was attended by around 200 guests, with participation largely from the Indian community in Abu Dhabi. It enabled the brand to interact with a defined audience and observe preferences, buying behaviour and design expectations within the market. It also served as a platform to understand evolving trends and gather feedback from potential customers.

The showcase featured a selection of Meralda’s jewellery collections, including pieces positioned across contemporary and occasion-based segments. The brand’s design approach is structured around five pillars — Legacy, Indulgence, Affection, Expression and Union — which guide its product development and presentation across markets.

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Explaining the intent behind the showcase, Jaseel Muhammed Edathil, Managing Director, Meralda International, said, “The objective of hosting ‘Brilliance Across Shores’ was to introduce our collections to the Abu Dhabi market while engaging directly with customers. It allowed us to understand local preferences and evaluate market response as part of our expansion plans.”

The event allowed the brand to build early visibility before establishing a permanent retail presence. By engaging with customers in a controlled setting, the brand was able to assess demand and refine its approach for the region. Such initiatives also help in building recall among a target audience while creating a base for future customer relationships.

“The response we received during the exhibition has given us confidence in the Abu Dhabi market. We see strong potential to establish our presence by offering collections aligned with customer preferences while continuing to adapt to changing trends,” Edathil added.

Meralda Jewels currently operates six stores, including four in India and two in the UAE. The brand is in the process of expanding its retail footprint.

Retail Jeweller ME News