Dusoul opens at City Centre Mirdif

RetailME Bureau

Dusoul, jewellery retailer Dhamani Jewels Group’s brand aimed at the millennial generation with a more accessible price point, recently opened a flagship boutique in City Centre Mirdif.

Spanning 121.23 square meters at Central Galleria on the mall’s ground floor, the Dusoul boutique has introduced several innovative elements. The retail experience at the boutique – aligned with what millennials look for – is enhanced by innovative technology, offering unique and state-of-the-art digital display software, allowing real-time social media interaction between the brand and clients. Live broadcasting of all social media with a Dusoul tag will result in the automatic display onto screens in store. This feature is installed across the two Dusoul boutiques, so far.

In the new boutique, Dusoul showcases its most stunning and sophisticated fine jewellery collection. Each and every piece of jewellery presented is carefully designed, created and sourced with infinite attention to detail. Soft and natural hues define the boutique’s interior which houses internally designed collections bought to life by the natural elements of sun, sea, sand and the stars as well as select international brands endorsed by celebrities and socialites from around the world. These include fine jewellery brands; Palmiero, Casato and Giovanni Ferraris, Brumani, a timeless yet contemporary Brazilian brand and Moiseikin, a statement brand from Russia.

The store also has a salon for private appointments where customers are given an exclusive luxury shopping experience.

“We are delighted to open the second Dusoul boutique in Dubai in such a short span of time and to bring the collections of our brand to this side of Dubai where so many of our clients live,’’ says Rohit Dhamani, executive director and CEO of Dusoul. “Dubai is a centre of luxury and for us the Middle East is an exciting and growing market that fully understands and appreciates the very best in life.’’

The furnishings at the Dusoul store create a luxurious yet warm and inviting environment. The lights are from ‘Dialumen’ of Switzerland. The chandelier lights are made of unique crystal from Italy, while the carpets are made of original New Zealand wool and hand crafted in India. The curtains and beads in the store are made of Italian fabric and metals.

With the brand launch and first boutique opening in Atlantis The Palm last year, Dusoul is now taking the next step in its brand journey with the launch of the second boutique located in City Centre Mirdif. A dynamic store network is planned, a pipeline of 10 further boutiques in a range of locations including Emirates Palace, Abu Dhabi; Zahia Mall, Sharjah; Nakheel Mall, The Palm; Mall of the Emirates; and Emirates Towers in Dubai, to be opened by Expo 2020 aligning with Dubai’ vision.