DUSOUL boutique opens in Mall of the Emirates


December 11, 2019 | By RetailME Bureau

DUSOUL, the affordable luxury brand from Dhamani Group, opened its newest boutique in Mall of the Emirates. The new boutique is aimed at serving the discerning fashionista with its enviable line of jewellery designs and celebrity endorsed international brands.

DUSOUL showcases a unique mix of in-house designed collections, brought to life by the natural elements of sun, sea, sand and the stars which together form the icon of Dusoul.

DUSOUL is strategically positioning itself as the jewellery powerhouse for the aspirational and inspirational millennial generation. The new Mall of the Emirates outlet reflects this identity, providing a wide variety of handcrafted designs to find the perfect jewellery gift to suit any occasion.

Commenting on the opening, Amit Dhamani, CEO & managing director for Dhamani Jewels Group observed that the UAE, Dubai in particular, has been experiencing a rise in demand in the market for bespoke jewellery and ‘DUSOUL’ was created to meet that demand. “As the undisputed fashion capital of the region, Dubai has been witnessing a growing need for exquisite and affordable local and international brands. DUSOUL is poised to meet that demand. We have a collection of carefully selected jewellery pieces at very attractive price points.”

“We are proud to be marking yet another key milestone in our journey to bring to the region the finest jewellery collection that fits the dreams and aspirations of the Dubai fashionista. Our pieces are created with longevity and keeping the individual customer in mind. This is what separates DUSOUL from the rest – a uniqueness that also enables our customers to stand out from the crowd,” added DUSOUL CEO, Rohit Dhamani.

He further elaborated that the new store depicts a luxurious yet warm and inviting environment that complements the stunning and sophisticated fine jewellery collection. The store’s customer experience 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.

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