Al Haseena, a leading UAE jewellery wholesaler and retailer, plans to expand its distribution network by doubling its retail showrooms over the next two years in the UAE and other countries.
The company, a part of the ETA - Star group, is also embarking on a brand revitalisation programme. Indian tennis ace Sania Mirza will inaugurate the forthcoming opening of its newest showroom, the first to feature its new brand identity, at the Suncity Hotel on Al Fahidi Street, Bur Dubai.
Al Haseena is also embarking on a new marketing campaign based on a ‘Tribute To Women’ theme, with Sania Mirza selected as the first woman of substance to receive the Al Haseena tribute leaf trophy.
“We are planning a year-on-year growth rate of at least 25 per cent for the next three years, which will establish us as one of the leading jewellery chains in the UAE.” said Arif B. Rahman, director of ETA.
“The ‘Tribute To Women’ theme aims to honour women who bring loving care into our everyday lives,” pointed out Abdul Rahim Haji, general manager of Al Haseena Jewellery. Symbolised by a unique tribute leaf, the new campaign will kick off with a promotion where all customers spending over Dh2, 000 at the new Al Haseena showroom over the coming week will receive a free ‘tribute leaf’ gold coin.
“Life is more meaningful and beautiful only because of the women in our daily lives who quietly care for our needs and mother the next generation. With their inner beauty and thoughtful ways, they create meaning in our lives. We tend to take their caring emotions for granted, but Al Haseena Jewellery wishes to turn the spotlight on these beautiful souls who add so much value to our lives,” explained Haji.
Elaborating on its new campaign further, Mr. Haji mentioned that the tribute leaf would serve as an icon for the caring emotion of women. “We have also planned the Al Haseena Tribute awards to be given away to prominent women of substance who have made their mark in society,” added Mr. Haji
Al Haseena is also launching a number of exclusive new product lines suited to the upper end of the market and catering to the increasingly discerning and sophisticated shoppers. This will include fashion jewellery, heavy jewellery and special occasion jewellery and also branded category to suit the needs of shoppers.
As part of its re-branding strategy, the company plans to replicate the new décor and design of its new model Al Fahidi showroom in all its UAE outlets over the coming 24 months. To enhance the customer’s shopping experience, the company is in the process of buffing up its staff through a series of training programmes.
“Along with a new external image, we are creating a new internal culture,” added Haji.
