AED300 Million in gold and jewellery sales supported by enthusiastic global jewellery lovers

With a staggering AED300 million in gold and jewellery sales already confirmed, global shoppers are embracing not only jewellery products but also the recently launched World Family Commemorative Gold coin.

Pre-Eid sales were confirmed as AED195 million and, as a result of the group's intensive marketing activities during the Eid break, sales have been boosted by over 35 per cent to a figure of AED300 million in just seven days. In a concerted effort to encourage even more people to participate in the group's annual mega gold promotion, the traditional coupon with purchase mechanic has been expanded in order to offer jewellery lovers even more ways to win this DSF. The introduction of a number of additional innovative gold promotions on local radio promotions and via SMS, for example, has brought the group ever closer to their increasingly sophisticated global customer base.

"The key to promotional success is innovation and determination," said Tawhid Abdullah, Chairman of the Gold and Jewellery Group. "With the introduction of our new World Family Gold Coin campaign our aim was to energise our annual mega-gold promotion. Dubai's jewellery customers are from every corner of the globe, and our aim this year is to not only to appeal to all nationalities, but also all age groups by using an innovative mix of competition entry mechanics. Our younger shoppers love the radio and SMS competitions, and we are determined as a group to broaden our appeal and by doing so, support the development and growth of the Dubai jewellery trade."

The innovative World Family Commemorative Gold Coin, a 10 gram pure gold memento which depicts the DSF World Family and on the flip side a golden landscape scene of Dubai's architectural triumphs, has clearly captured the imagination of both local and international jewellery lovers.

Speaking on the World Family Gold Promotion, Laila Souhail, Corporate Alliance Director: "It is encouraging to see such an innovative and complimentary product being launched onto the Dubai market. The World Family Gold Coin represents all that is good about the Dubai Shopping experience - quality, competitive pricing and imagination. The World Family Coin is available from the group's outlets all year-round - what better way to promote DSF on an ongoing basis."

The World Family Commemorative Gold Coin promotion offers festival prizes of one kilo of gold will be distributed in the form of 100 World Family commemorative gold coins each day. Shoppers also have a chance to Scratch & Win thousands gold coins and 'Win Back Half your purchase' during DSF 2004. The grand prize of 10 kilograms of gold coins will be presented to one lucky winner at a grand draw on the last day of the month-long festival. To participate in the promotion, customers will have to purchase gold or jewellery worth AED500 from any participating outlet.