Introduction
Dhamani Jewels, a Dubai-based wholesaler of gemstones and retailer of fine jewelry, wants to globalize its luxury jewelry brand Dhamani 1969. Dhamani 1969 is aimed to compete with established fine jewelry lines like Graff, Cartier, DeBeers and Bulgari. Established in 2014, the brand is envisioned as the flagship for the company which has been in operation since 1969. However, the brand is entering a highly competitive luxury jewelry market. Also luxury jewelry brands sell as much on their craftsmanship as on their emotional connection to the buyer. Brand value is paramount and the challenge for the Dhamani 1969 brand ...
