Riyadh, July 27, 2013: L’Azurde, the first company in the Middle East to obtain accreditation from the London Bullion Market Association, revealed plan to open 30 showrooms during the next three years in order to raise their market share to 40 percent of the jewellery market in Saudi Arabia, and join 10 existing one’s in the MENA region specialized in selling different collection of diamond.
Hosting a Suhoor on Friday, the Riyadh-based L’Azurde Group, with an experience of more than 30 years, unveiled a new strategy to strengthen its position in the global gold market through developing its brand to compete with the other international brands.
Ayman Al Haffar, Executive General Manager of the Group, gave an overview of the new expansions and projects in GCC region, in addition to revealing the new strategy of the group and the current situation of the jewellery market and promising prospects locally and regionally. “This strategy comes to commensurate L’Azurde leadership with its distinctive position in the formulation and distribution of jewelry, making it number one in this field in the Gulf and the Middle East,” he said.
L’Azurde’s success can be attributed, in a way, to its ability to have access to Arab women and meet all their needs of gold and diamond to shine and boasts by wearing the distinctive cut from L’Azurde. “L’Azurde experience made the group understand women for different character and habits,” he further said, adding that “L’Azurde believes jewelry is more than just a status symbol. It designs original classical and contemporary jewelry for every moment in a women’s life, creating a signature style that offers elegance and uniqueness for every occasion.”
Moreover, he said perhaps the most striking proof on L’Azurde’s new strategy success is the sheer number of viewers for the new identity announcement on L’Azurde channel on YouTube, which surpassed one million 1,000,000, a figure which the majority of the companies operating in this sector in the region did not reach, he noted.
L’Azurde produces more than 3,000 different jewelry models every year, and one of the few manufacturers operating in 21-karat and 18-karat gold and diamond jewelry. Its award-winning designers and model-makers are at the heart of what L’Azurde does. Because L’Azurde believes jewelry is more than just a status symbol, it designs original classical and contemporary jewelry for every moment in a women’s life, creating a signature style that offers elegance and uniqueness for every occasion.
Over the last decade, L’Azurde has received industry recognition at the highest level. Among many awards, it received the “Gold Virtuosi International Award” for design excellence in gold jewelry awarded in Italy, and the “International Quality in Gold Jewelry Award” by the Trade Leaders’ Club in France.
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