Interview with Asia Jewellers Chairman Mohammed Mahmood Jaffar How would you define luxury? Everyone has their own definition of luxury. It may be a luxuries car, the feel-good factor of wearing a new watch, an exotic destination! For me, luxury is a combination of a product and an experience, so our goal at Asia Jewellers is to provide the best of both. Quite simply, we believe our clients deserve a ‘luxury experience’ because buying a beautiful piece of jewellery should not only be about the product, but about the experience as a whole.
What do you think makes a piece of jewellery special? The technical craftsmanship and elegance that a piece of jewellery embodies make it specialas long as the stores are up to the clients expectations. But more importantly, I would say that it’s the ‘occasion’ that jewellery caters for – and that may mean the world to someone. Also, we understand that more often than not, these pieces will get passed down from generation to generation – so it bears more sentiment and value for the wearer/owner.
What do you think defines an Asia Jewellers brand? As a Bahraini company established 55 years ago, I’d like to believe that we are more of a maison, than a brand. Our mission is to offer something that is universal and eternal. Universal – in that it appeals to connoisseurs all over the world; timeless – in that it is revered and dreamed of today for years from now. Well-known names under our portfolio include Cartier, Audemars Piguet and Van Cleef&Arpels. We offer creations that go through decades and decades, yet they remain extremely relevant. .
What experience can customers expect when shopping at Asia Jewellers? We endeavour to provide impeccable service, excellence, and competitive prices to each client in an engaging, dignified atmosphere. When a client walks through our doors, we know that they are usually preparing to celebrate a momentous occasion – an
engagement, birthday, anniversary, or the birth of a child. We want to make sure the experience resonates with their excitement!Asia Jewellers wears its prestigious reputation like a crown. We are committed to maintaining the highest standards of quality; as well as keeping the exclusivity and the uniqueness of our collections. Clients can also be assured that our well-trained staff can provide expert advice and guidance that meet their needs and expectations at all times.
What do you think is Asia Jewellers is most well known for? I would answer this question in three words: Authenticity, Heritage and Substance. You simply cannot create a luxury brand overnight. You cannot sell based only on image. You must also have the quality and pedigree so that the customer is getting value for their money. Our over five decades of history means that we have grown from being a small company to being one of the
Over the course of its 15 years of participating in this important exhibition, Asia Jewellers has witnessed growing interest from buyers, watch collectors and visitors. 01 Group picture with H.H Prince Khalifa bin Salman Al Khalifa Prime Minister of Bahrain, during the Jewellery Arabia grand 03 opening
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02 Audemars Piguet boutique in Moda Mall 03 Mohammed Jaffar - Asia Jewellers Group CEO 04 Van Cleef & Arpels boutique in Moda Mall 04