Dubai, United Arab Emirates (January 6, 2015): Jewel Corner – operating under Soft Touch Jewellers LLC – is inviting customers for the “Jewel Corner Queen” event to be held at Dubai Festival City mall from 7th to 9th January, followed by Arabian Center from 14th to 16th January 2016. Coinciding with the Dubai Shopping Festival (DSF), the event encourages customers to click a selfie wearing a specially crafted 20 carat diamond-studded tiara and post the image on the brand’s Facebook page.

While every participating customer receives an assured gift voucher worth AED 100, the customer whose picture garners more than 200 votes in 48 hours wins an exquisite piece of diamond jewellery from Jewel Corner. The event comes at the back of successful activations held in Abu Dhabi’s Yas Mall from 17th to 19th December 2015 and Al Ghurair mall in Dubai on 1st and 2nd January 2016 that attracted more than 330 customers.

Promotions to herald DSF

In addition to the contest, Jewel Corner announced a sales promotion at its Dubai shop-in-shops and kiosks in leading malls in tandem with the DSF campaign rolled out by Dubai Gold and Jewellery Group (DGJG) – an association of more than 600 traders in jewellery - wherein customers can win gold of either 1 kg, ½ a kg or ¼ of a kg in successive raffle draws daily. If a customer purchases gold jewellery worth AED 500 and above they get one raffle coupon and all gemstone, pearl and diamond set jewellery bought for AED 500 gets them two raffle coupons. The retailer’s independent promotion in the spirit of the season across the UAE includes a shopping voucher of AED 100 with every purchase of diamond jewellery worth AED 999.

Jewellery shines during DSF shopping spree

During the shopping festival earlier in 2015, the DGJG reported a 25 – 30% increase in gold sales within the UAE. Jewel Corner alone expects to register a sales increase of over 30% during the DSF bonanza in 2016 compared to last year, benefiting from growing tourism and increased interest in jewellery purchase owing to lower global gold prices.

Jewel Corner believes its diamond & gold jewellery starting at a price of AED 399 will enable a wider base of customers to indulge in exquisite gifts during DSF at an affordable price. It recently stepped up the ease of jewellery shopping by launching an exclusive e-commerce portal (www.jewelcorner.com) with videos that provide a holistic view of each product from the extensive range.