Liali Jewellery celebrates ten years of success

In a jewellery retail operation, inventory is widely distributed. Therefore a perfect synergy between employee empowerment and technology is necessary to gain the much crucial competitive advantage over others.

Liali Jewellery has signed for an ERP System worth over a million dollars to automate various business processes and enable efficient information flow throughout the organization.

This ERP System is built on the award-winning Microsoft Dynamics AX 4.0 platform. It is exclusively designed for the gem and jewelry industry, which combines the technological expertise with the industry tested experience of Microsoft.

Mr. Anuraag Sinha, Managing Director of Liali Jewellery, said:

"We have combined our expertise in diamonds with the needs of individual customers by introducing a centralized network across all our operations. This will enable our staff to work faster, easier and in a more cost-effective manner."

He pointed out that their focus always has been the UAE residents and consolidating their trust with them more than tourists. The integrated CRM module of this system will help Liali to improve their loyalty programme and its offerings, thus accruing direct benefits to the end customer. Customers can expect celebrations throughout the year with new products and promotions.

Liali has also invested heavily in staff training and development to realize their full potential in today's fast evolving Middle East market. A major part of this training programme focused on team building to achieve synergies between the retail stores with all other functional departments. Headquartered in Dubai, Liali employs approximately 200 people spread over the UAE, Bahrain and Spain.

From humble beginnings, Liali has grown exponentially. Recently they opened a store at Dubai Mall showcasing their new identity which will be carried forward to all the stores in the next decade. They also opened a store in Bahrain City Centre under the new identity.

"We definitely have expansion plans. Next year we wish to open up one more store at Mirdiff City Centre," he said.

Mr. Sinha informed that keeping in mind the economic downturn and the current consumer behaviour, Liali is offering more value-based products for gifting and impulse purchase.

He added, "We are also constantly looking for new channels for our products and services. Certified diamond jewellery brands from Liali - Memories and Petite are now available at Dubai Duty Free in Terminal 1 and Terminal 3."

Liali Jewellery believes in always connecting with its community. "As a socially responsible retailer we constantly strive to bring smiles on the faces of the less fortunate." The Mom I Love You - on-the-spot drawing contest organized by LIALI brought together Special Needs Children from the Al Noor Training Centre with mainstream kids to raise funds for charity. The highly entertaining drawing competition brought both mothers and kids closer with mothers coming out as winners.