WDMF to be featured prominently at DSF’s 20th anniversary


WDMF, DGJG and DEPE to make DSF 20th anniversary sparkle and glow with 40 cts. of diamonds, 100 kgs of gold and the world’s longest gold chain as the highlights of January’s Dubai Shopping Festival 2015

The World Diamond Mark Foundation (WDMF), the Dubai Gold and Jewellery Group (DGJG) and the Dubai Events and Promotions Establishment (DEPE), an Agency of the Government of Dubai, have joined hands to make the 20th anniversary of the annual Dubai Shopping Festival, Dubai’s leading consumer shopping experience, a truly memorable event.

In 2015, for the first time in its history, the organizers of the Dubai Shopping Festival (DSF) are joined by the World Diamond Mark Foundation (WDMF), the global diamond industry body that is re-building generic diamond promotion campaigns worldwide and promotes diamonds in the luxury consumer sector.

In its cooperative framework with DGJG and DEPE, the WDMF’s diamond promotion programmes and campaigns will form the backbone of the generic promotion of diamonds and diamond jewellery in the UAE and the Gulf region.

Alex Popov, chairman of the World Diamond Mark Foundation, said the Dubai Shopping Festival is the perfect platform to bring the programmes of the WDM to the public. “I congratulate and thank our colleagues at the DEPE and DJGJ for their efforts.  Dubai is the ultimate consumers shopping paradise, and the DSF will serve as a template for similar, future WDMF projects in other markets and regions,”  he stated.

The WDMF has secured no less than 35 polished diamonds of one carat each and a single diamond of five carats that will be part of the DSF’s diamond prizes celebrating the 20th anniversary of the Dubai Shopping Festival, the world’s most coveted shopping experience.

From the 1st of January to the 1st of February 2015, diamond and gold shoppers can win a one-carat polished diamond or one kilo of gold in daily draws. Towards the end of the DSF, the highlight of these raffles will be a single mega prize draw, awarding lucky winners a single five-carat polished diamond and no less than 40 kilos of gold.

To take part in this fantastic spree of prizes, customers need to purchase diamond and gold jewellery worth at least AED 500 at any of the participating outlets. They receive one coupon entering the draw for every AED 500 spent on gold and diamond jewellery.

Aiming to break all records during the event, the Dubai Gold and Jewellery Group (DGJG) has arranged for 500 jewellery retail outlets across Dubai to be part of this grand promotion towards the celebration of the DSF.

The WDM has selected Dubai as one of its main locations to launch a groundbreaking programme of diamond promotion with trusted and educated diamond retailers. The city’s shopping and diamond hub function will enhance the WDM’s message. The WDM’s involvement in the DSF can easily be morphed into a continuous programme of “Dubai – City of Diamonds” in the near future.

The 20th edition of the Dubai Shopping Festival will boast the manufacturing of a record breaking, five kilometre long handmade gold chain, known as the “Dubai Celebration Chain.”

Quotes by WDMF, DFS and DGJG leadership and management

Alex Popov, Chairman, WDMF

“The WDMF is elated to be part of this unique shopping festival and in particular to be part of its 20th anniversary.

With the WDMF’s establishment about two years ago, the diamond and diamond jewellery industry and trade again has a single entity and organization that advances the generic promotion of polished diamonds, aiming to grow market share and enhance the desirability of diamonds and diamond jewellery among consumers.

The DSF is a perfect platform to do so and we are grateful to the Dubai Festivals & Retail Establishment and the Dubai Gold & Jewellery Group for their hospitality and cooperation. I am confident that it is going to be a fantastic event and experience, for the consumers – and the organizers.”

H.E. Laila Suhail, CEO of Dubai Festivals & Retail Establishment

Commenting on this special promotional campaign, H.E. Laila Suhail, CEO of Dubai Festivals & Retail Establishment proclaimed: “It is a moment of celebration for everyone here associated with Dubai Shopping Festival. Dubai Gold & Jewellery Group has been the biggest supporters of the festival from its inception in the year 1996.

This year we accomplish 20 years of our glorious existence and strike the cord with ground breaking initiatives that are synonymous to the city. I’m happy to have a new partner – World Diamond Mark Foundation and hope that with their help we’ll make Dubai a real City of Diamonds”

“Dubai Shopping Festival is not only a year-on-year retail promotion but it has been our journey of inspiring the shoppers and tourists, thereby making UAE a prominent spot on the world map.

As we look forward to the starting the festival, we hope to give better opportunities to the customers as we bring a grand promotion of 100 kg gold and 40 carats of diamonds to be won”, Laila added.

Tawhid Abdullah Abdullah, Chairman of Dubai Gold & Jewellery Group

Mr. Tawhid Abdullah Abdullah, Chairman of Dubai Gold & Jewellery Group mentioned: “As a special gesture to celebrate the occasion, we came up with this never attempted initiative at such a grand level.

Credited as the City of Gold, Diamonds and Jewellery Destination of the World, we wanted to contribute to the Industry and further strengthen the vision of Dubai being the world leaders. As one of the most prominent trade bodies in Dubai, it is a privilege for DGJG to support this great government initiative that benefits retailers, tourists and local customers alike.

We are also proud to activate such a campaign that takes Dubai Shopping Festival to another level.”

About Dubai Gold & Jewellery Group

Dubai Gold & Jewellery Group (DGJG) is a non-profit group, formed with the support of the Dubai Department of Economic Development, representing the entire gamut of the gold and jewellery trade in Dubai, including bullion manufacturing, wholesale & retail.

The aim of establishing the body was to promote the interests of the fraternity through liaising with various government and non-government organizations and spearheading various member beneficial initiatives. From being a group of Jewellery retailers who came together to support the first edition of the DSF in the year 1996, today the Dubai Gold & Jewellery Group has grown to a prestigious trade body that has more than 600 members committed to develop and sustain Dubai’s vision as the ‘City of Gold’ and the ‘jewellery destination of the world’.

The group has been a key sponsor of Dubai Shopping Festival since its inception and for the 20 years has given away 734 kgs of gold and 41 ct diamonds as prizes during mega gold and jewellery promotions.

About the WDM

The World Diamond Mark® (WDM) is a non-for-profit organisation established by the World Federation of Diamond Bourses. The global objective of WDM is to ensure the health and future growth of the diamond and diamond jewellery industry in the luxury market sector through the creation of consumer demand.

The WDM Authorised Diamond Dealer® (ADD) concept is the cornerstone of the WDM programme. WDM ADD’s are diamond jewellery retailers committed to best business practices, who excel in product representation and aim for the highest level of staff education.

The WDM promotes its accredited retailers to the consumer by offering and employing a wide range of marketing tools for diamond jewellery marketing.

Yaakov Almor

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