Vhernier opens its first boutique in the Middle East

RetailME Bureau

Italian contemporary jewellery brand Vhernier inaugurated its first boutique in the Middle East at the Boulevard, Jumeirah Emirates Towers, in Dubai. The outlet offers the finest jewellery collections of Vhernier, whose designs are influenced by trends in modern and contemporary art and cater to a high-end audience comprising women aged 30-to-50 years. “Dubai is known to be the centre of high-end luxury brands, so beginning our Middle East expansion from this city is the right step forward. We have launched the boutique in partnership with AW Rostamani Lifestyle, which is known for bringing leading global brands and services to exclusive customers in the region, and we are confident Vhernier will capture the hearts of all jewellery enthusiasts,” comments Carlo Traglio, president of Vhernier.

Spread across 1,300 sqft, the Vhernier store sports a chic look. “We work in collaboration with a well-known Italian architect who exactly knows what we want in terms of colours and materials for our store decor. Beige with brown and ebony for our furniture go in tandem with our jewellery collection. The location of our store is also exclusive, unlike in a mall where people seek all forms of entertainment. Our fashion-conscious clientele comes here with the sole intention of buying, so we expect a positive response,” adds Traglio.

“The Vhernier difference is what really attracts us to the brand. Our strategy in diversifying our company portfolio is to engrain Vhernier’s brand identity in the market by making it more visible through various channels and dedicated initiatives,” observes Ezzeddine El Baba, managing director of AW Rostamani Lifestyle.

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