Innovative promotions by DGJG drive retail jewellery sales to AED 1 billion during DSF

The figures show a 25 percent net increase to what was originally expected and reflect on the popularity and success of DGJG's innovative promotions which included a daily giveaway of 1 kg gold, special DSF diamond pendant and an opportunity for customers to directly rate the service they receive.

Year on year growth of 56% was achieved by the business, out of which 30% is attributed to the extra days of the promotion and the Festival coinciding with the holiday season.

'The jewellery sector has benefited tremendously during this DSF through increased number of shoppers from within and outside the UAE. The gold raffle draw proved to be quite popular with the shoppers, with 45 lucky winners walking away with 1 kilo of gold each. 'Vote for your Favourite Jeweller' programme, introduced for the first time during this DSF, gave retailers an opportunity to gain customer recognition and they took great care to offer the best services. On the whole, this DSF has taken Dubai's fame as 'City of Gold' to a new level,' said Tawhid Abdullah, Managing Director, Dubai Gold & Jewellery Group.

Over 350 gold jewellery outlets in Dubai took part in the DSF promotions. The Dubai Gold & Jewellery Group will give away 5% of the sale proceedings towards charity. Since the inception of DSF, the Group has now given away 664kgs of gold in raffle draws.

The DSF promotions were in association with the World Gold Council and commenting on the benefit of DSF to the gold sector. Moaz Barakat, Managing Director, World Gold Council (WGC), Middle East, Turkey and Pakistan, said, 'WGC is constantly supporting sustained promotions of gold jewellery that drive the gold demand up. Therefore, we gave full support to Dubai Gold and Jewellery Group during DSF, the most important gold promotion festival in the region.

'The trend to buy gold in the region is intact and DSF serves as a catalyst in promoting this precious metal. As we head into another big seasonal influx of market demand with occasions like Valentine's Day falling this month, we hope gold demand to reach much higher levels.'

Visa was the Official Payment Card for DGJG's DSF promotions, using a Visa or Visa Electron card gave customers double entries into the draw.

Kamran Siddiqi, General Manager for Visa International CEMEA in the Middle East commented, 'We are delighted that the Dubai Gold and Jewellery Group selected Visa as a partner for DSF 2006/2007 to provide our valued cardholders double chances to enter the prize draw. Innovative promotions with partners such as DGJG and the stunning prizes on offer encouraged Visa cardholders to use their cards for everyday spending.'