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World Gold Council launches 'Gift A Glow' campaign

Oct '08
The World Gold Council (WGC) has rolled out a special campaign that sets the spotlight on gold jewellery as the perfect gift during special occasions.

The 'Gift a Glow' campaign is a platform set by WGC for the UAE based jewellers to communicate the significant role played by gold jewellery in celebrating Eid, Diwali and Christmas, as well as other festivities year on year. Damas Jewellery, Joy Alukkas Jewellery and Siroya Jewellers are some of the key retailers whose pieces have been featured in this initiative.

The visually-driven campaign features traditional and contemporary 22Kt, 21Kt & 18Kt gold jewellery worn by elegant models representing key market segments – Local and Expat Arabs, Western expats, Indians and Pakistanis and other expats. The festive mood projected by the imageries is anchored on the warm glow of the precious metal as highlighted by the exquisite designs of the jewels.

Yogaani Bhatia, Jewellery Marketing Manager of the World Gold Council, explained: “Despite uncertainty in the global economic environment, gold jewellery has proven to be one of the best gifts with enduring value for loved ones. It is considered 'asset luxury' owing to the fact that apart from holding a strong investment value, it also carries emotional and aesthetic attributes that make them an ideal gift option for loved ones.

In Dubai's Gold Souq, for instance, one can discover a wide array of gold jewellery creations, from richly-embellished traditional pieces to contemporary minimalist designs. The world over, gold jewellery is considered as a 'no guilt fashion purchase' that one can safely and reliably bank on.”

The campaign's core message is that presenting a loved one a stunning piece of gold jewellery is the most fitting expression of love and affection, an ode to timeless bonds. The enduring property of gold as the metal that retains its glowing properties over time elevates it to an exclusive status of its own. A gold jewel splendidly embodies two unbeatable attributes that no other gift can exemplify: its value has been seen to go up over the years and it is one of the most lasting mementos one can present a loved one.

One can visit the gold markets in the region to witness the many ingenious ways by which the precious metal is crafted using the latest technologies coupled with traditional goldsmith techniques. One is offered an amazing range of gold jewels from different parts of the world such as signature pieces which are elaborate yet light and trendy, alongside rich and vibrant collections with religious motifs.

The presence of a gold jewel can instantly uplift, enhance and transform any outfit. For when it comes to festive gifting nothing can match the glamour and beauty of a gold jewel as an expression of one's love. So this season, 'Gift a Glow' with a gold jewel and light up the festive mood.

World Gold Council

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