Ouros, GoldenBird plan expansion across GCC as demand shifts to design-led jewellery

The expansion aligns with a broader market transition towards craftsmanship and individuality

Dubai: Fine jewellery brands Ouros Jewels and GoldenBird Jewels are sharpening their regional growth strategies, with plans to deepen their footprint across the United Arab Emirates (UAE) and the broader Gulf Cooperation Council (GCC) amid shifting consumer preferences.

The expansion aligns with a broader market transition towards design-focused collections, heritage aesthetics, and the use of alternative gemstones. Buyers across the Middle East are increasingly valuing craftsmanship and individuality over purely brand-led purchases.

Ouros Jewels is centring its offering on heritage-inspired designs, with a particular focus on old-cut diamonds such as Old Mine and Old European styles. Traditionally associated with vintage heirlooms, these cuts are now being reinterpreted with modern finishing techniques.

GoldenBird Jewels, in contrast, is building its portfolio around bold, statement-driven designs featuring coloured stones, tapping into rising demand for expressive jewellery suited to both social and formal occasions.

At the same time, lab-grown diamonds are gaining wider acceptance globally, driven by evolving consumer mindsets and improvements in production technology. This has helped expand accessibility within the fine jewellery segment while keeping design and quality at the forefront.

Both brands are also leveraging digital-first retail strategies to connect directly with customers across multiple GCC markets, reflecting the growing role of online engagement in jewellery sales.

Dubai continues to be a pivotal hub for the global jewellery trade, supported by strong infrastructure, connectivity, and its standing as a luxury retail centre.

Against an increasingly competitive backdrop, the expansion by Ouros Jewels and GoldenBird Jewels highlights how brands are adapting their positioning to meet changing expectations across the Middle East jewellery market.

Founded in the United States and headquartered in New York’s Diamond District, Ouros Jewels operates as a lab-grown diamond jewellery retailer with a growing international footprint. The brand has physical presence in New York, Texas, London and Dubai, alongside operations in multiple global markets including Europe, Australia and Canada, supported by a direct-to-consumer and digital-led retail model.

Founded in 2016 and headquartered in Surat, India, GoldenBird Jewels is a privately held jewellery manufacturer and retailer specializing in moissanite and gemstone jewellery. The company operates primarily through an online, custom-order model, with a presence in India and the United States, and has expanded into international markets such as the UK, supported by a global shipping-led retail approach.

Retail Jeweller ME News