World Gold Council in partnership with Sky Jewellery launches the 'Eternal Relationships' campaign

To be launched across key jewellery markets of UAE and Gulf countries, it will be a fully integrated multi-media campaign that will use a combination of advertising and promotional activities including TV, print, outdoor, point-of-sale and online.

Its focus will highlight the many relationships that gold buying can strengthen, be it between a husband and wife or mother and daughter or a father and daughter. As the value of gold continues to appreciate over time, the campaign seeks to draw a parallel between these two aspects.

The campaign will also focus on high-end 18k and 22k fashion jewellery with thematic occasions for events such as birthdays, anniversaries and festivals. The partnership aims to emphasise gold jewellery as being the most fitting expression of one's love and affection and of it being more than a mere commodity.

For besides its value increasing over the years, gold also carries the unique distinction of being the only metal that can make a woman feel truly beautiful.

Anan Fakhreddin, Managing Director, Middle East and Turkey, said:

"The World Gold Council is pleased to announce its partnership with Sky Jewellery on the 'Eternal relationships' Campaign. The objective of the campaign is to focus on the lasting gold values and that it is the most enduring gift one can present a loved one on special occasions. As the global advocates of gold, the continuous efforts of the World Gold Council and its partners from the gold trade are essential to maintain a healthy gold market environment. Gold has proven its core qualities as a store of value, safe haven and portfolio diversifier. Consumers who realize the intrinsic gold values will continue to buy gold."

Babu John, Chairman Sky Jewellery, said: "We at Sky Jewellery are very happy to announce our tie-up for a partnership with World Gold Council for this special 'Eternal relationships' campaign. As a retailer whose business revolves around gold and its many expressions of beauty we have always concentrated on its capacity to forge and build bonds that are cherished and treasured over time and the campaign is an extension of our mission."