Shoppers at the Dubai Shopping Festival (DSF) 2014 have the chance to win either a kilo of gold or a diamond solitaire ring for each of the 32 days of the festival.
Last year, the Dubai Gold and Jewellery Group (DGJG) gave away just 250g of gold for each day of DSF 2013. Given the rising confidence in the retail market and Dubai’s economy after the Expo 2020 win, as well as the decrease in gold prices, the city’s jewellery retailers have regained the confidence to give away Dh6 million in prizes at DSF 2014.
The promotion is intended to help to place Dubai as the “City of Gold”. Those that purchase Dh500 of jewellery at any of the participating retailers will get a coupon to participate in the daily draw. This year 350 retailers are taking part, up from 300 last year.
“We want Dubai to become the jewellery destination of the world. Over the years we have made a total marketing investment of Dh153m and we would like to boost participation from all [600] members” said Chandu Siroya, the vice chairman of DGJG.
This is the 19th DSF and for the first time, the Dubai Festivals and Retail Establishment (DFRE) is also launching a dedicated DSF mobile app, enabling shoppers to see what offers and promotions are available at each of the participating malls and stores.
This year the malls and the retailers have gone big with luxury car giveaways and holidays including a Lamborghini and Bentley car.
The festival runs from January 2 until February 2.
thamid@thenational.ae
