With the announcement of the ‘Year of Giving 2017’, many organizations have responded to the call of The President His Highness, Sheikh Khalifa bin Zayed Al Nahyan. It started with the announcement of the UAE Food Bank by His Highness, Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai.

In this context, and coinciding with the launch of the 22nd edition of Dubai Shopping Festival (DSF), the Dhamani Group, an award-winning luxury jewellery house, was keen to leverage the festival as a platform to support charitable initiatives during the ‘Year of Giving’. DSF, which was held from 26 December till 28 January, was organized by the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (Dubai Tourism).

During DSF, Dhamani Group launched a limited edition Pink diamonds jewellery collection on 10 January, with 5 per cent of all sales pledged to the Al Jalila Foundation to raise funds for breast cancer treatment and research for a year. Al Jalila Foundation is a non-profit organisation that was founded by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, and is dedicated to transforming lives through medical education and research.

Saeed Mohammad Measam Al Falasi, Executive Director, DFRE, said: “We are keen to support such initiatives in line with the announcement of the ‘Year of Giving’, especially during DSF when spending levels rise, and people are eager to contribute to a noble cause. We are even more excited by the fact that this great gesture came from one of the festival’s strong supporters, Dhamani, further demonstrating how the government and private sector establishments are able to collaborate in various ways in nurturing and fostering national initiatives.”

The diamond trade is gaining more importance in UAE, and accounts for 15 per cent of the global trade in these precious stones. During the first ten months of 2016 from January to October, the industry traded 140 million carats with a value of AED55 Billion (US$15 Billion), demonstrating the high volume of the diamond trade in the UAE.

"We are proud of our relationship with Al Jalila Foundation, to highlight the importance of the ‘Year of Giving 2017’ in the UAE. This gives us the opportunity to play a vital role in humanitarian projects in the UAE, based on the vision of the country’s leadership. We've witnessed a huge response in the first five days of launching this initiative and look forward to keeping up the momentum for the whole year," said Rohit Dhamani, Director of Dhamani Jewels.

Sales of the limited edition of pink diamond jewellery reached AED 216,000 in only five days since the collection was launched.

Dr Abdulkareem Sultan Al Olama, Chief Executive Officer of the Al Jalila Foundation said it was his pleasure to forge a partnership with Dhamani Jewels, and that he appreciated their support for the Foundation’s vision which aims to enhance people's lives with medical innovations.

For over 45 years, Dhamani has raised the bar in the jewellery industry by presenting a unique selection of handpicked rare gems and diamond-encrusted jewellery. The opening of The Dubai Mall ‘Dhamani 1969’ store in 2014 also marked the first major step towards positioning this prominent home-grown brand on a global platform with planned expansion across major cities in the world.