The stage is set for the ultimate jewellery shopping experience

Being spoilt for choice is a term that is often used, but never has it been more apt than for what's in store at the upcoming Dubai International Jewellery Week taking place from the 11-15 December at the Dubai International Convention and Exhibition Centre.

The region's premier watch and jewellery event presents its new format this year with an unparalleled array of choice for the jewellery shopper with a discerning taste and budget.

The strategic position of the three jewellery events, Areeq Dubai, Jewellery Collections Dubai and Jewellery Trade Dubai, will provide traders with tremendous synergy and benefits exclusive to Dubai International Jewellery Week. Three distinct shows under one roof, each one with its special brand of exclusivity, will ensure that everyone from the high-end connoisseur to the mass-market wholesaler gets what he or she is looking for.

The region's rapidly escalating jewellery market further supports the new format. According to the World Gold Council, gold sales in the UAE crossed AED 2.8 Billion during the second quarter of this year, a 22% increase over the same period last year.

The regional luxury goods sector is expected to reach a value of $100 billion (about Dh367.8 billion) by 2010, with 8% expected to come from high-end watches and jewellery. It explains why over 400 exhibitors from more than 20 countries, including the biggest brands, largest retailers and most influential wholesalers in the region are eager to be part of Dubai International Jewellery Week.

"Giving visitors and exhibitors a unique choice and variety is central to the thinking behind the new format" said Mr. Helal Saeed Al Marri, Director General of Dubai World Trade Centre. "Having all aspects of this industry on one show floor yet according each one of them the importance and focus they deserve, will ensure that the show is more targeted, yet all-encompassing than ever before" he added.

The exclusive Areeq Dubai, designed to cater to the high-end jewellery connoisseur, will feature a selection of the finest jewellery and timepieces that money can buy. Some of the most exquisite jewellery houses from the region and beyond will be a part of this star-studded event. Among the key collections on show, are Al Tayer Group's insignia which will be on prominent display.

Their luxury retail division is all set to showcase a timeless collection of jewels and watches from a host of celebrity jewellery and timepiece designers from the style capitals of the world including New York, Italy, Britain and France. A collection of extraordinary handcrafted dazzling diamond necklaces and chic pieces that harmonize everyday wear will be on display courtesy Istana.

Designed by such luminaries like Adler, Picchiotti and Henry Dunay to name a few, Istana's display promises elegance and grandeur at its subtle best. Damas, the award-winning UAE based jewellery giant, will also feature its exquisite range at the show including designs by some of the industry's biggest names like Paspaley, Carrera y Carrera, Fope and Tiffany. A stunning show with models sporting the latest Damas creations will take place at the VIP Nespresso Lounge and one lucky guest a day will walk away with a diamond from Dhamani.

Other glittering highlights at Areeq Dubai include the unique unveiling at the show preview day of a one-of-a-kind Dalumi-diamond studded top featuring over 900 diamonds mounted in white gold designed by Gianfranco Ferre and valued at a staggering $1.3 million.

Dubai World Trade Centre, the show's organiser, has pulled out all the stops to support the key retail and trade sections of the industry by giving them exclusive platforms at Dubai International Jewellery Week. Jewellery Collections Dubai, the retail arm, will be Dubai's ultimate retail jewellery event of the year.

Visitors to the event can see hundreds of jewellery manufacturers from across the globe under one roof including stunning displays from national pavilions from India, Italy, Hong Kong, Korea, Pakistan, Thailand and Turkey. The show will feature a series of firsts, including two of the global leaders in the industry, Rosy Blue and Pure Gold, coming together to launch the 'Journey of Love' Omri pendant.

Euro Pearls, the leading London-based pearl suppliers, will showcase an extensive range of South Sea and Tahitian pearls, adding a touch of exotica to the show.

Rich chocolate pearls, a new line of gemset pearl jewellery and a range of baroque pearl jewellery will also be a part of the Euro Pearls portfolio for the show. Diamond specialists Taka Jewellery and Fancy Diamonds will also vie for attention, featuring a new and contemporary range as well as elaborate designer pieces. There is a lot more in store, including the collection by Su-Raj Inter Gold, renowned for the 'natural delicacy' in their designs.

A Trunk Show, featuring an eclectic fusion of fashion and jewellery will present a bevy of models draped in his designer diamond studded creations parading around Jewellery Collections Dubai, enhancing the already electric atmosphere.

Jewellery Trade Dubai, the only 'trade-only' watch and jewellery event in the Middle East, will have its spotlight firmly on the all-important trade sector.

Key exhibitors such as the Italian Machinery Pavilion, Plachem International Trading, Shrenuj International and Bijoux Tec present a fantastic array of machinery and jewellery, These displays are accompanied by a series of free trade seminars, featuring CEO's, market analysts and major players from the jewellery trade segment, to ensure jewellery professionals network as well as take away some key business practices and new trends.

The who's-who of the industry will elaborate on the finer points of jewellery trade, including Dr. Francesco Natale, the G.G., Laboratory Director of International Gemological Institute, who will speak on Laboratory Procedures and Current Marketing Trends in the Industry.

Russell Shor, a senior industry analyst from the Gemmological Institute of America, will discuss diamonds and pearls, covering New Colours and Products and How to Compete with China. Many tricks of the trade, including How To Market Gold Jewellery as an Everyday Fashion Item, will be covered by Moaz Barakat, Managing Director of the World Gold Council.

Other eminent personalities like Youri Steverlynck from the Dubai Diamond Exchange, Peter Meeus from International Diamond Laboratories and Yves Kerremans from HRD in Antwerp to name a few will also discuss a range of trade-relevant topics.

Established industry-specific organisations like the Dubai Diamond Exchange, the International Diamond Laboratories and the Dubai Multi Commodities Centre will use the show to announce a series of new masterplans and landmark projects designed to further bolster this lucrative industry.

The new format seems to have got a unanimous thumbs-up from everyone concerned. "The market has grown in leaps and bounds over the years, and visitors expect a lot more with each passing show" said Vishal Vora, Managing Director of VRAMS Diamonds, a Jewellery Trade Dubai exhibitor.

"Having shows with distinct target audiences helps us focus on specific requirements and give people more value for their time and money. As we are one of the largest producers of Tappers, Baguettes, Rose Cuts and Princess polished diamonds in the world, we keep all goods in calibrated mm size ,and offer colors ranging from white to lower browns, ttlc, fine make, and a show like this opens up new avenues for us." he added.

The strategic position of these three jewellery events, Areeq Dubai, Jewellery Collections Dubai and Jewellery Trade Dubai will provide traders with tremendous synergy and benefits exclusive to Dubai International Jewellery Week.

Dubai International Jewellery Week will be held from the 11-15 December at the Dubai International Convention and Exhibition Centre between 4pm and 10pm, with an exclusive ladies only viewing on the 13 December between 12pm - 4pm. A minimum age restriction of 16 years applies for entry into the show..