Max Electronics launches 'White Diamonds' digital fashion accessory brand in Middle East for the first time

The White Diamonds range launched by Max Electronics during Gitex Shopper includes crystalized mobile and tablet accessories embellished with SWAROVSKI ELEMENTS. The product portfolio caters to a wide range of touchscreen tablets and mobile phones including the iPhone 4, iPhone 4s, iPhone 5, Samsung galaxy s3, and iPads 2 & 3.

White Diamonds was first launched in Europe at IFA2010 followed by a foray into the Asian and North America in 2011. It has now entered the Middle East market on the back of a growing penetration of smart phones and tablets.

According to ABI research, smartphones alone are expected to earn the accessory industry $20bn in 2012, accounting for more than half of the $36bn in total industry revenues. A recent study showed that smartphone owners spend roughly $56 on accessories per device, and by 2017, smartphones accessories are estimated to increase to $38bn.

Commenting on the launch, Neelesh Bhatnagar, CEO Max Electronics said, "We are pleased to be the official distributors of White Diamonds in UAE, KSA, Bahrain, Oman and Qatar and are looking at plans to roll out the brand in India.

"We find that, today, consumers consider the tablet or smartphone as an integral part of their self-image and would like to accessorize these gadgets in a way that reflects their personality and sense of style. The demand in this area is significant and we are pleased to be offering our consumers a leading brand of accessories to address this need."

Guido Jackels, Managing Director, White Diamonds, said: "SWAROVSKI ELEMENTS is the premium brand for fine loose cut crystals. As a branding partner, we use the label "MADE WITH SWAROVSKI ELEMENTS" as a guarantee of quality and authenticity for the crystal elements used. Being one of the world's largest manufacturers of crystal based covers for tablets and mobile phones; we are delighted to collaborate with Max Electronics in order to offer consumers the latest in technology accessories. We are confident that the new product line up will surpass consumer expectations and reinforce Max Electronics' reputation as the leader in its field."