Thangals uses lucky draw to build interest around its newest showroom in Dubai’s Karama Center

The campaign increased footfalls, sparked digital traction and expanded overall reach

Dubai: Thangals Jewellery, a five-decade-old jewellery house with business across six countries, has expanded its Middle East footprint with the launch of its newest showroom at Karama Center in Dubai. The opening marks the group’s first store inside a shopping mall and has attracted strong attention from customers since its inauguration.

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In conversation with the Retail Jeweller Middle East, Muneer Thangals, Chairman, Thangals Jewellery, said, “The response has been vibrant since Day 1, with a lively crowd at the inauguration and customers eager to explore the latest designs that are in high demand among the Indian community.” Notably, over 95% of the Karama Center showroom’s customers are Indian residents, and the store features gold, diamond and lab-grown diamond jewellery aligned with this segment’s design preferences.

To drive awareness for its Karama Center launch, Thangals Jewellery introduced a high-engagement lucky draw campaign featuring multiple prizes, including an iPhone 17 Pro, gold coins and 65-inch LED TVs. “The jewellery industry thrives on both existing and new customers, and value additions play a major role in today’s promotional landscape. We wanted to give back value to our clientele and create interest around the new Karama Center showroom,” said Thangals.

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The campaign generated strong footfalls, digital enquiries and ensured wider reach through newspaper ads, social media promotions, influencer collaborations and ground-level activation. “Customers connecting with us online are making it a point to visit the showroom to participate. The response has exceeded expectations,” Thangals added.

Looking ahead, Thangals Jewellery is planning significant expansions. The brand is preparing to enter lab-grown diamond manufacturing with a unit planned in Thailand. Discussions are under way for a Saudi Arabia entry, along with long-term plans to launch in the United Kingdom. A multi-storied showroom is under development in Calicut, Kerala, while a combined retail and wholesale showroom is scheduled to open in Muscat in January 2026. In Singapore, where the group currently focuses on wholesale, a retail showroom launch is planned for 2026.

Thangals Jewellery has its roots in Kozhikode, Kerala. It was founded in 1974 by Puzhangara Hamsa Haji, and now has a retail presence of more than 30 outlets across India, UAE, Oman, Qatar, Malaysia and Singapore. In addition to retail, the group operates wholesale and manufacturing divisions that support its operations across these markets.

Written by Sneha Bhagat
Retail Jeweller ME News