25 Years of Crafting Trust

Liali Fine Jewellers is a Dubai-based jewellery brand established in 1999. Over the past 25 years, the brand has become synonymous with certified diamonds, fine craftsmanship, and personalised service across its 18 boutiques in the UAE and Oman. Specialising in diamonds, pearls, and precious stones set in 18K gold, Liali has built a reputation for trust, authenticity, and design innovation. In this candid conversation, Anuraag Sinha, Managing Director of Liali, reflects on the brand’s journey, its differentiators, and its future in a dynamic, evolving retail landscape.

From Passion to Purpose
“When you’re passionate about what you do, the journey feels effortless,” says Anuraag Sinha. “For me, jewellery is not just a business — it’s what I live and breathe every day.”From day one, Sinha’s focus has been on building trust — a foundation that has defined Liali’s brand ethos. “Everyone has a product. But what sets you apart is the trust you build over time — not because you’re clever, but because you care enough to serve with honesty and consistency.”

Liali was also one of the first few retailers in the UAE to introduce third-party certification through IGI (International Gemological Institute) back in 2006–07. “When IGI set up their office here, we immediately saw the value. Certification wasn’t common then, but we believed customers deserved that reassurance,” he recalls.

Defining Differentiation
Sinha believes that design, quality, and emotional connection define Liali’s uniqueness. “The industry’s basics are the same — gold, diamonds, and design. But the real question is: how do you differentiate yourself?”For Liali, the answer lay in originality. “We consciously avoided making styles similar to others. It took time, but we eventually built our own design language,” Sinha shares.

He points to Midnight Rose, one of Liali’s most successful collections. “Midnight Rose has been a success story for years. Even today, customers recognise it immediately. They see the piece and say, ‘That’s Liali.’ When your design becomes your identity — that’s real success.” “Today, we have three global design lines that define our brand DNA,” he adds. “A fourth is already in the works.”

The Loyalty Equation
Beyond design, Liali’s strength lies in its loyal customer base. “We run a very strong CRM and loyalty programme,” Sinha says. “It’s not just about earning points — it’s about creating connection.”

Developed in partnership with a technology company in Australia, Liali’s CRM system analyses buying patterns, visit frequency, and customer preferences. “Customers earn rewards, yes — but what keeps them coming back is the bond we’ve built. The service, the design, the certification — and that sense of belonging,” he explains. Over the years, loyalty has deepened. “Some of our clients have been with us for decades. That trust is our greatest achievement.”

Speaking to a Younger Audience
The next generation of jewellery buyers, Sinha says, is reshaping the market. “Our audience is getting younger and more digitally engaged,” he observes. “Before 2021, 70% of our marketing was traditional. Today, 70% is digital.”

Liali has embraced influencer collaborations, social content, and a more fashion-driven product approach. “We’re designing pieces that are lighter, trendier, and more wearable,” he notes. “We’ve also introduced design co-creation — customers can work directly with our designers to customise pieces. That’s how you engage today’s generation.”

On Competition and Mindshare
Competition doesn’t intimidate Sinha; it inspires him. “There has always been competition — and there always will be. But as the market grows, so does opportunity,” he says.He breaks it down into three dimensions: “First, there’s brand competition. Second, lifestyle competition — where the customer chooses between buying jewellery or a luxury experience. And third, mindshare competition — staying top of mind in a world flooded with global names.”

“Our focus,” he adds, “is not on who else is out there, but on what more we can offer — in product, in service, and in emotion. That’s how you win hearts.”

Growth Beyond Borders
Liali currently operates 18 boutiques across the UAE and Oman, and is exploring new markets. “Saudi Arabia is on our radar,” Sinha confirms. “We’re in conversations, but we’re taking a measured approach. It’s a different geography and a different customer profile.”

He hints that a partnership model might be the right fit. “Sometimes, it makes sense to collaborate with someone larger who understands the local dynamics. Expansion should be thoughtful, not rushed.” Despite opportunities, Liali has resisted over-franchising. “We’ve always been a professionally run company, not a family-run one,” he says. “Our systems are centralised, our decisions are data-driven, and everything begins with what the customer needs — not what the owner wants.”

Sustainability and Ethics at the Core
As a board member of the Dubai Gold & Jewellery Group, Sinha has long championed ethical practices and transparent sourcing. “We only buy from legitimate suppliers — siteholders who procure directly from parent companies like De Beers,” he explains.

Dubai’s own regulations, he notes, make compliance easier. “The UAE government has been very proactive. Every trader must declare the country of origin for polished and rough stones. It protects the consumer — and that’s how it should be.”

“Being ethical isn’t optional anymore,” Sinha says firmly. “It’s the only way forward.”

Tech-Powered Craftsmanship
While jewellery is a legacy craft, technology is fast becoming its backbone. “The world is talking AI — and so are we,” he says with a smile.Liali uses advanced systems to manage everything from inventory and supply chain to customer insights and in-store experience. “We use leading software to track store performance and customer interaction,” Sinha notes. “It helps us stay agile and responsive.”

He adds, “The difference between how we worked five years ago and now is huge. Tech has transformed the way we understand and serve our customers.”

Experience Beyond the Storefront
For Sinha, retail is no longer about transactions; it’s about experience. “We organise events, bring in Italian designers, and host intimate sessions with customers,” he says. “Jewellery is emotional — and our job is to keep that connection alive.”
As Liali steps into its next chapter, Sinha hints at exciting developments. “We’re in talks for two or three international collaborations with fashion houses,” he reveals. “We’re also scouting new boutique locations — but growth will remain steady, not scattered.”He adds with quiet confidence: “We know where we stand — in the hearts and minds of our customers. We don’t need to grow fast; we need to grow meaningfully.”

As Liali Fine Jewellers celebrates 25 years of brilliance, the brand’s essence remains unchanged — craftsmanship, trust, and customer connection. “We can go a little up, a little down,” Sinha says thoughtfully, “but we’ll never compromise on who we are. That’s the Liali promise.”