Liali Jewellery announces the company's achievement of 40 per cent annual growth within a decade of existence in the market

The company is making significant investments to aggressively promote its local & international brands this year. New teams of young and dynamic professionals have been put in place to support technical, product development, brand building, marketing and retail sales management. Liali Jewellery also intends to maintain the already strong brand positioning and recognition of their individual labels through continued exposure in print and other media targeting the individual customers.

"It is our constant endeavour to keep pace with the ever changing styles and trends, by offering a wide variety of selections combined with quality and personalised service that any one can trust," Ra'ed Ahmed Baker, Chairman of Liali Jewellery, said. "We believe in maintaining close bond with our customers, through regular, direct communication by which we can share new fashion trends and developments in the diamond industry."

The first Liali Jewellery outlet was opened in Jumeirah Centre by Ra'ed Ahmad Baker, the youngest son of Ahmad Baker, Chairman of the Dutco Group, and Anuraag Sinha in June 1999 under the umbrella of Dutco Group of Companies. From those humble beginnings, Liali Jewellery has grown exponentially at the rate of one new store every six months in the initial period, focusing on both the tourists and local residential segments. The year 2005 saw major expansion and growth with new stores opening in Burjuman Centre, Al Ain Mall, Al Ain, Ibn Battuta Mall and Mall of the Emirates.

In 2006, with an increase in demand for freehold properties amongst residents, the need for lifestyle stores within residential communities increased significantly. Liali Jewellery utilised this opportunity to provide quality products and services within these communities by opening two more stores in the Springs Community Centre and Uptown Mirdif.

The company continues to grow even faster with four new stores planned in the first half of 2007 - two in Dubai Festival City, one within the new wing of the Gold and Diamond Park, and one at the Dubai Outlet Mall. Liali Jewellery has also spread its wings to Barcelona, Spain.

The company has conceptualised a distinctive creative exercise to support its new branding campaign, 'The Famed Diamonds of the World' Exhibition - a unique collection of the world's 20 most treasured diamond replicas running for a month in different Liali Jewellery outlets from March 14 till April 14.

Ra'ed added: "Our presence has always been felt through the support we provide to our customers, through sponsorship of charity events for Al Noor Centre and the Rashid Pediatric Centre, support for the K9 Friends, theatre events of Dubai Ballet Centre, Fun-Day at various local schools as well as by being at local clubs during all joyful occasions."

Commenting on the stiff competition in the jewellery segment in this region, Anuraag Sinha, Managing Director of Liali Jewellery, said: "The main competition that Liali Jewellery faces is from other lifestyle products that are vying with each other to get a share of the customer's attention and their wallets. This applies across the board to both, the residents and the tourists, to women, teenagers, young adults and children. The jewellery industry as a whole can stay on top, only if the desire for jewellery is constantly activated through exciting products, unique designs and innovative concepts."

Liali Jewellery has an exciting line-up of innovative products ranging from its top in-house brand named "Memories", a collection of diamond jewellery which has classic designs in solitaires and fancy cut diamonds available in a carat or above. The company is now entering the market to promote pearls and pearl jewellery with introduction of two new brands - Sakura and Kimono. Sakura is a Japanese joint venture to promote 100% certified Akoya pearls from Gem Science Academy of Gemology, Japan. Sakura will also include pearl strands and jewellery in Tahitian and South Sea pearls. Kimono is an in-house brand of fresh water pearl jewellery. In watches, Liali has the Technocrat brand - Swiss made watches in stainless steel and diamonds.