Mouawad, the high-end diamond jeweller, has linked up with Rolls-Royce to sell a collection of pieces in the luxury car maker's showrooms during Ramadan. Fred Mouawad, the co-owner of the global brand, explains why.
You have set up shop at Rolls-Royce in both Abu Dhabi and Jeddah. What pieces are on show?
It's a small collection that replicates our whole collection. There are rings, pendants, necklaces, watches and bracelets. The jewellery on show matches the quality of the cars, but there is a range of prices from Dh1,000 (US$272) to millions of dirhams.
What made you decide to sell jewellery in a car showroom?
The whole purpose is that we share the same client base. They want the best there is and are very focused on quality. Rolls-Royce carries the same principles and we believe it is a very strong brand association.
So will people be able to buy the jewellery while looking at the cars?
Yes, we will have our own sales people in the showrooms and if anyone wants to buy a piece, it is for sale there and then. It is an opportunity to interact and get our own customers to view Rolls-Royce cars.
Why not just advertise on TV or in high-fashion magazine?
In today's market it is important to really get connected in our local communities and build relationships with customers. It's not enough to see us on TV. We strongly believe in face-to-face events and doing it with Rolls-Royce is good for our customers. This is all tied up with sales. We are looking to increase our customer base. The move is also part of our plans to open in Nations Tower in Abu Dhabi next year.
There are very few people who can afford a Rolls-Royce, so there can't be many customers in a showroom each month?
We are not looking at a large group of customers or reach, we are looking at a selection of customers. These events are about getting the VIP people and connecting with them and bringing new customers to Mouawad.
Did you look at any other car brands?
We did look at a number of brands and we're quite happy to say we got the brand that we wanted. We are very happy working with Rolls-Royce. They bring the same philosophies of being the best.
What do you think is the benefit to Rolls-Royce?
I think the benefit is one of associating themselves with a high-end jeweller and sharing our customer base. We have already sold a few car to our customers. We know our advantage to the Rolls-Royce brand.
So you have already made Rolls-Royce some money?
The reality is that when you have a really good connection with the customer and they ask your opinion and assume that you have a good relationship with Rolls-Royce they will look at the cars. That's how we sold the cars. It's not just necessarily about walking into the store, it is regular interaction between us and our customers.