Liali Jewellery introduces new concept jewellery store 'SERENE' at Dubai Festival City

Raed Ahmed Baker, Chairman of Liali Jewellery, raved: "With SERENE we are introducing a new concept group, with a view to provide customers with the exclusive, one-off pieces in diamond jewellery and precious stone jewels in the range that is higher than Liali."

The aim behind this new move is to create a separate identity for the new stores, different from the ones associated with Liali - that will be replicated at Dubai Mall. Raed added that SERENE must be seen as a modern, luxury retailer, attracting international jewellery brands as well as customers who are looking for some uniqueness in designs.

The upscale boutique features more international brands and the management expects such brands to be able to relate their communication to the kind of customers they would like to target in Dubai in the future. The store has been opened at the perfect time to showcase the latest fall and winter jewellery trends in an ambiance of modern luxury.

The management hopes SERENE will serve as a premium jewellery boutique with the introduction of a trained team of consultants who will extend high quality service to its esteemed customers.

Raed concluded: "We are delighted to introduce SERENE which will further strengthen our portfolio. The store is already beginning to bloom into a hot jewellery destination. We welcome all who are present here today and are thankful to all our loyal customers for selecting our boutique for jewellery shopping. Over the past many years we have continued to expand across UAE and may soon be coming to an area near you."