(MENAFN- The Peninsula) Raynald C Rivera I The Peninsula
It was not hard to understand the palpable excitement at the launch of the Doha Jewellery and Watches Exhibition (DJWE) on Monday. After all, it's the biggest edition of Qatar's premier luxury event being presented for the 17th year by Qatar National Tourism Council (QNTC).
Since the opening, jewellery and watches connoisseurs and enthusiasts have continued flocking to Doha Exhibition and Convention Center (DECC) to see some of the spectacular pieces on display and get in the loop on the latest in the jewellery and watches industry, with several brands marking their much anticipated reveals, some of which are uniquely crafted exclusive pieces inspired by Qatar.
To get a sense of the scale of this year's DJWE, a 67 percent increase in the number of exhibitors is no small feat. From the 77 exhibitors from 10 countries last year, participation at this year's edition has jumped to 129 exhibitors from 14 countries showcasing more than 500 well-known brands spread across a 33,000sqm exhibition space.
This undoubtedly demonstrates the increasing interest among international exhibitors towards the event which has already cemented a reputation as one of the most important luxury, jewellery and watches exhibitions in the world.
Since its launch in 2003, the expo has witnessed renowned watch and jewellery brands exhibit their most stunning pieces to a growing international audience.
Last year, 27,000 visitors attended the event attracting many tourists to Doha and putting the country's capital on the map of must-attend international luxury events.
With QNTC's more aggressive promotional approach with a campaign aired in 16 regional and international markets projected to reach more than 450 million people, this year's six-day expo is expected to generate more visits from tourists, furthering Qatar's position as a world-class destination.
The campaign features Bollywood actress, style icon and influencer Sonam Kapoor, who also graced the event's opening ceremony.
In a bid to further attract more tourists to the event, Qatar Airways is offering special promotions on fares in Economy and Business Class until the end of March.
The Asian premiere of Messi10, the latest groundbreaking show by Cirque du Soleil which opens today at Ali Bin Hamad Al Attiyah Arena, is also an added attraction expected to draw more visitors to the country.
All seven of the country's leading jewellery houses including Alfardan Jewellery, Al Majed Jewellery, Ali Bin Ali Luxury, Amiri Gems, Fifty One East, Al Muftah Jewellery and Blue Salon have lent their constant support through their participation in the show.
Their vast pavilions exhibit a wide array of award-winning high-end timepieces and exceptional iconic jewellery brands to glut aficionados.
From the homegrown jewellery companies to international participants, DJWE 2020 is complete with all the elements that make a stellar luxury show, and this year has seen two international pavilions take part.
In its second year, the Indian pavilion has more than doubled its participation with 28 brands that present a diverse collection of Indian jewellery, responding to various tastes and needs. There is also the Turkish pavilion which showcases 11 Turkish brands.
A number of international brands are marking their DJWE debut such as Dolce & Gabbana and Nous, which can be found in the Ali Bin Ali Luxury pavilion; De Beers, which will soon open its first store in Qatar at Al Hazm Mall; and Italian brand Lenore, which presents a collection of bracelets, necklaces and earrings at the Jawaher Pavilion.
A new 18-carat white gold egg joins other famous Fabergé pieces at the Alfardan Jewellery Pavilion, while Rolex and Tudor displays iconic designs, and Chanel has a dedicated booth within Fifty One East's pavilion. Jawahir Oman Jewellers, one of Oman's oldest luxury brands, presents a selection of its most famous collections, including Dinar.
The Swiss luxury watchmaker TAG Heuer has launched its first ever Qatar limited edition timepiece. The special limited edition GMT Aquaracer is inspired by the colours of the Qatari flag, and features a vibrant dual-colorued combination of burgundy and silver-white on the bezel, that is further underscored by the use of Arabic numbers.
Since its launch four years back, the Young Qatari Designers (YQD) initiative has continuously supported emerging local jewellery designers to expand their reach in the industry by providing a dedicated pavilion where they can showcase their designs alongside international brands.
The pavilion is located right in the center of the exhibition, giving the Qatari designers big exposure to an international audience.
This year marks the largest YQD participation with 18 designers showcasing 16 brands including returning participants Trifoglio Jewellery, Ghada Albuainain Jewellery, Ghand Jewellery, Leila Issam Fine Jewellery, Hairaat Fine Jewellery, Nouf Jewellery, Sarah's & Co., Al Ghala Jewellery, Midad Jewellery, Thameen Jewellery and Hessa Jewels and five new Qatari brands H Jewellery, Kaltham's Pavilion, Camelot Jewellery, Claire De Lune Jewellery and Letters Passion Arts.
Interestingly, a number of these young designers have drawn inspiration from their own culture such as Noora and Mariam Al Meadadi's Thameen Jewellery whose designs highlight Islamic and Qatari culture while preserving the originality of local design.
A descendant of the famous Al-Majid family of jewellers, Kaltham Al Majid's Kaltham's Pavilion draws design inspiration from nature as well as Qatar's culture and architecture. Most pieces are comprised of unique colored sapphires, diamonds and other precious gemstones set in 18kt Gold.
Hamad Almohammad's H Jewellery, on the other hand, is known for its unique designs, which are inspired by Qatari culture and contemporary architecture. The collections include precious stones, pearls, gold, gold coins and diamonds, and can be custom engraved.
Abdulla Yussif Fakhroo's passion for Arabic calligraphy is captured in jewelry pieces worn by celebrities. His fondness for Arabic calligraphy led him to establish his brand, Midad Jewelry, which means ink reflective of his collection, with stones that are either blue as turquoise, or red as agate.
DJWE 2020 also features highly engaging activities including demonstrations by Qatar Watch Club and Objectif Horlogerie, as well as workshop by diamond expert Rachel Sahar presented by the De Beers Group Institute of Diamonds in collaboration with UNI.
The show also features free valuation by expert gemologists for visitors who buy jewellery at the exhibition, and a special zone with interactive activities including mini diamond grading laboratory and a series of seminars on jewelry and gems.
The exhibition is open to visitors from 12pm to 10pm today and on Saturday, and from 4pm to 10pm on Friday.
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