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Abu Dhabi, UAEFriday 14 December 2018

Jazzed-up iPhones from Amodoria make fashion statement

Amodoria, an upmarket British company, is set to launch rose, yellow, white and black gold handsets in the UAE.
One of the solid gold iPhone handsets Amodoria is set to launch in the UAE. Courtesy Amodoria
One of the solid gold iPhone handsets Amodoria is set to launch in the UAE. Courtesy Amodoria
While Apple’s new iPhone 5C is plastic-backed and brightly coloured, Amodoria, an upmarket British company set to launch in the UAE at the end of this month, goes several steps further by offering its customers rose, yellow, white and black gold handsets.

The company is the brainchild of entrepreneurs Dadkarim Mulla and Dennie Wallace who met in London during a mission to acquire a gold iPhone. One long lunch at Claridge’s later, the pair hit on the idea to bring it to the UAE.

Amodoria already has their products on display at the Emirates Palaces in Abu Dhabi.

The initial collection has purposely been kept small. It includes the AMOiPhone5S, which is part of the solid gold collection. A model designed especially for the Gulf comes in either 18K yellow gold or 18K rose gold with a black-and-white gold falcon design. It is also encrusted with 3.75 carats of VVS1 diamonds, blue sapphires, emerald or rubies.

The weight of gold on each phone is 35 grams. Each Amodoria device comes with a luxury custom hand-made leather box, a custom leather sleeve/pouch, one-year warranty on software/gold embellishment certificate of authenticity from the Institute of Assay in addition to Apple earphones and accessories

The company buys the phones directly from Apple. Amodoria’s technicians then strips down the devices and reverse engineers some parts.

“The original parts are Apple but once they’ve been though the Amodoria machine, so to speak, they come out totally different,” Mr Mulla says.

The two already count several royal families among their clientele and have partnerships with Quintessentially, Rolls-Royce Automobiles, Supper Club and United Arab Bank.

Amodoria currently sells its devices at its offices at Jumeirah Lakes Towers, and Jumeirah Zabeel Saray on the Dubai Palm also features Amodoria products in its boutique.

The company plans to open in more conventional retail spaces, such as malls, in the next couple of months.

lgutcher@thenational.ae