January 29, 2020 | 4:10 am
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Dhamani Group unveils Dusoul, new brand opening 10 boutiques by Expo 2020

The Dhamani Group is excited to announce the launch of a new jewelry brand within its portfolio; Dusoul, aimed at the aspirational and inspirational millennial generation. Dusoul is envisaged as a passionately crafted jewelry brand, born from the desire to develop collections with a more accessible price point whilst ensuring that the key components of the Dhamani group, quality, craftsmanship and design, are retained.

The Dusoul brand stands out with its innovative designs and sparkling personality which echo the spirit of the inspirational city from which the brand is created. As such, Dusoul encompasses the modern, aspirational, inquisitive nature of the ever-evolving landscape of Dubai.

With over 50 years of experience, the Dhamani Jewels Group is a pioneer in the diamond and jewelry industry across Asia and the Middle East headquartered in Dubai Multi Commodities Center Authority. “Dhamani is one of the region’s largest wholesalers of gemstones and diamonds and retailers of high-end diamond jewelry and we are delighted to host their global headquarters in DMCC’s Almas Towers since 2011,” said Ahmed Bin Sulayem, Executive Chairman, DMCC. Dhamani Jewels Group sees an opportunity in the jewelry sector to offer a more affordable jewelry brand. Dhamani Jewels Group CEO and Managing Director, Mr. Amit Dhamani comments ‘’with Dusoul we will be addressing an increasing clientele of global customers looking for affordable luxury who will visit Dubai for Expo 2020 and beyond.’’


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