L’AZURDE - Where exquisite Design meets quality craftsmanship


Sélim Chidiac, Chief Executive Officer - L'azurde for Gold & Jewellery talks about the leadership status that the company enjoys in the gems and jeweller industry and credits the success to continuous innovation to bring out the best of designs and quality services. Sélim joined L’azurde as CEO five years ago, he started his career in Procter & Gamble and before joining L’azurde he was CEO for Red Bull North America, where he had spent 11 years with the company. Excerpts:

Dear Mr. Chidiac, Tell us something about the legacy behind the` L’azurde Group and some important factors responsible for the growth of the Group worldwide?

L’azurde was established in 1980 as a modest 16 square meter jewelry workshop. Since then we have grown to become the leading jewelry brand in the region, ranked by Forbes Magazine as thirteenth on the list of the Top 40 Arabic Brands. We have built our success through a consistent focus on design and creativity and a commitment to keeping our collections fresh and contemporary. We produce more than five thousand new products every year, all created to the highest standards of craftsmanship and manufactured to global best standards of quality. The launch of our diamond business has brought an additional dimension to our business, allowing us to meet the needs of the most sophisticated consumers who are looking for that extra level of luxury and elegance.

L’azurde has won ,any awards for its designs from some of the most respected names in the industry. We are also the only jewelry company in the Middle East to obtain accreditation from the London Bullion Market Association and we have featured on the prestigious LBMA Good Delivery List since 2010.

‘L`azurde for Gold & Jewellery’ is recently well known for the exquisite designs that it produces. What are the various inspirations that go behind the vast range of designer jewelry that L`azurde produces and tell us something about your Lead designer and the creativity of the design team?

L’azurde is timeless and contemporary, classical and avant-garde.

Since the brand was established thirty years ago we have drawn our inspiration from the Arabian women while forever keeping up with the latest trends and fashion. Arabian women have excelled in many areas of endeavor, both personal and professional, and delight in celebrating all of their achievements. We believe that it is essential for L’azurde to continuously innovate, redefine and move the jewelry industry forward. We do this by adopting the latest technologies, bringing together a wealth of knowhow, a heritage of creativity, an impeccable sense of originality and, most importantly, a true understanding of every woman’s need for distinctiveness. We have built a global reputation for craftsmanship based on our award-winning designers and model-makers who use the most modern techniques to celebrate and bring to life every key moment in a woman’s life.

Our celebrity endorsements are an important component of our brand strategy and have been very successful in encouraging customers to try our products and collections. We work very closely with our brand ambassadors to ensure that the collections we develop encapsulate their own individual style while remaining true to the design philosophy of the brand. For example, the collection that we developed with Lady Fozaza incorporates the wing motif that is particularly important to her. Over the last decade, L’azurde has received industry recognition at the highest level. For example, we have 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.

How important is Innovation in Technology and Machine tools to you and briefly tell us about the latest usage of Technology and Machine tool’s during the manufacturing process in L`azurde?

L’azurde is proud to be one of the few manufacturers operating in 21-karat, 18-karat gold and diamond jewelry. Technology is an essential component of our business and a key competitive edge that keeps us a head of competition and enables us to lead the market with differentiated products, designs and a premium pricing.

We create designs and products using sophisticated techniques including CADCAM, electroforming, laser cutting, computer numerical control (CNC) and electro visioning in the hands of very skillful and talented experts.

L’azurde invests significantly in research and development in order to launch new technologies and make the best use of the latest international techniques – a commitment to excellence that has won the company several awards for creativity and technology over the past few years. In addition to gold and diamond jewelry, L’azurde is also able to offer gold refining services. L’azurde is the only jewelry company in the Middle East and North Africa to be certified by the London Bullion Market Association (LBMA).Our latest Diva collection launched with the super star celebrity Elissa with great success came from a new ‘Fiber’ technology which we have been working on since more than 2 years. This technology is available recently with very few jewelry manufacturers worldwide. Thanks to this exclusive technology in the region, we have been able to offer consumers beautiful and unique designs.

L’azurde has been growing in the Retail sector with a number of Owned outlets and distribution points. In brief tell us the strategy behind selection of location / country for initiating new outlets and is there a research involved before selection of the location country?

L’azurde is developing its retail network in top malls across the region to raise its brand image and strengthen the brand relationship with consumers. We research markets very carefully before we enter them to ensure that we can offer local consumers a product that meets their unique needs and that they will cherish. In our own L’azurde branded retail outlets we focus mainly on the diamonds jewelry line where we offer a wide variety of collections. We take many steps to ensure that we are located in the right location within the top shopping malls reflecting the premium positioning of the brand and in which we can offer a differentiated customer experience.

Many elements go into the decision of choosing a new L’azurde retail store. This includes the geography, store location in the mall, the level of traffic in the mall, relevant consumer presence and other criteria. We currently have 15 retail stores across the Middle East and are looking to more than double this number in the coming 3 years. For the Gold business we seek out the best retail partners in the market and work closely with them to help build their business and expand the L’azurde distribution.

The Asian economy is becoming lucrative unleashing a large consumer market. What is L`azurde strategy for expansion and growth in specific countries such as China, Hong Kong, India, Malaysia, Singapore etc?

We still have significant growth opportunities in the Middle East Africa region with new products lines and very young attractive demographics who have a strong appeal for jewelry. Next to the MEA region, we are working on the expansion in the USA and EU countries where there is an interesting awareness and demand for L’azurde, offering us the opportunity to extend our International footprint of 25 countries. There is no doubt that Asia represents many opportunities in many ways. However there are many regulatory barriers and complexities to enter those countries.

What is your strategy when it comes to the use of celebrities in endorsing your brand?

L’azurde operates in the fashion business of jewelry and it is therefore essential to use celebrities in reinforcing the brand image and positioning, after all L’azurde is the ‘Celebrities Choice’ We adopt a multi celebrity strategy where we have singer and super star Elissa as the brand ambassador for the L’azurde brand. We also collaborate with regional celebrities in local markets to be able to drive even further the brand equity and affinity where we have historically collaborated with actress and singer Cyrine Abdelnour and shining star, actress Dorra Zarrouk. On the other hand we have partnered with fashion designer Lady Fozaza to create a unique and special L’azurde Diamonds collection. All of which has helped us appeal to different segments and consumers in the market.

The 'VicenzaORO Dubai' show is slated to be organised in Dubai during this month which will exclusively be a trade show. Your opinion on the exhibition and how much will it satisfy the needs of the Industry from the GCC, MENA, Africa and other regions?

The Middle East region is the 3rd largest market in the world in terms of gold consumption, and has some of the highest per capita consumption figures in the world. Given the importance of the region and the development of Dubai, it was a great move to introduce the Vicenza Oro fair in Dubai.

VicenzaOro Dubai is a significant event that will provide an opportunity for participants to learn about the latest developments in the gold industry, and share ideas on how to build their business growth in the Middle East gold market. It will also focus on providing solutions for the needs of gold lovers in the region and their different requirements and tastes. It is also an important platform from which to build economic and cultural bridges between gold players in the Middle East and participants from around the world.


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Issue XXV 2015




Issue XXV 2015

Dubai has risen as a Market leader in the International Gems & Jewellery Sector



In an exclusive with Ms.Nirupa Bhatt, Managing Director - India and Middle East, GIA, The New Jeweller UAE bureau gets insight into the growth of Dubai as an important Diamond centre. Excerpts:

Dubai Multi Commodities Centre [DMCC] and Dubai Diamond Exchange [DDE] together have created an internationally acclaimed Diamond Exchange Platform in Dubai. According to you how will this benefit the Diamond trade as a whole?

NB: The DMCC and DDE have successfully helped establish Dubai as a global gateway for the commodities trade by building and enhancing its physical and financial infrastructure, regulatory standards, products and services. Its strong connections with producer markets in Africa, cutting centres in Asia, and consumers in Europe, the U.S. and China has positioned Dubai as one of the world's leading diamond centres. Through this platform, buyers have access to regular and varied sources of rough and polished diamonds.

Dubai offers an unparalleled facility for Mining companies to tender their respective produces. Do you think this will reduce the dependency of Mining companies towards other established Diamond centres in the world? Please comment on the global impact relating to this situation.

NB: Markets continually evolve, and over the past several years the importance of trading and manufacturing centres has changed. I believe all businesses seek a stable environment. Dubai has grown significantly and I wish for its continued success.

Dubai has an unprecedented advantage of location to service the West and the East in the Diamond business. Your comments.

NB: The increasing number of large companies who operate out of Dubai and the DMCC Free Zone has made a significant impact on the rapid growth of the diamond trade. Dubai connects all major diamond producing centres and consumer markets throughout the world. From a logistics perspective, Dubai supports the growth ambitions of global traders and its international transport links makes doing business convenient and efficient.

The 2nd Dubai Diamond Conference is slated to be organised this month. What is your opinion on the importance of such International conferences and meets attended by International delegates in Dubai?

NB: Dubai has risen as a market leader in the global diamond market. Dubai Diamond Conference will bring together international leaders of the diamond industry. Such international conferences create a platform to bolster partnerships, cooperation, exchange of expertise and opportunities in both the global and regional diamond sector.


Issue XXV 2015

Diamond Conference will bring Valued Trading Partners from across the globe



In this exclusive interview, Anas Bangee, Managing Director, AB Industrial Diamonds DMCC talks about the excellent infrastructure and securitised environment offered by Dubai which makes the cityan important global business district.

Dubai Multi Commodities Centre [DMCC] and Dubai Diamond Exchange [DDE] together have created an internationally acclaimed Diamond Exchange Platform in Dubai? According to you how will this benefit the Diamond trade as a whole?

The Diamond Exchange Platform provides an optimal infrastructure and equipment to facilitate the business of the Diamond Industry in Dubai. DMCC’s experienced personnel and transparent tenders benefit both buyers and sellers.

Dubai offers an unparalleled facility for Mining companies to tender their respective produces. Do you think this will reduce the dependency of Mining companies towards other established Diamond centres in the world? Please comment on the global impact relating to this situation?

Dubai has an unprecedented advantage of location to service the West and the East in the Diamond business. Your comments?

The strategic geographical location of Dubai was one main factor for me to shift our head office from Germany to Dubai several years ago and to set up the Diamond Cutting and Polishing Factory here. The Middle East location makes it convenient to serve customers in all parts of the world and will benefit businesses in the long-term. Apart from the locational advantage there are various other advantages such as the tax exemption and a high level of security in Dubai.

The 2nd Dubai Diamond Conference is slated to be organised this month. What is your opinion on the importance of such International conferences and meets attended by International delegates in Dubai?

The Diamond Conference is a good opportunity to build relationships between companies and the government, and it will bring valued trading partners from across the globe to Dubai.


Issue XXV 2015

Dubai is the Most preferred Destination for Diamond Tenders



Girish Mathrani, Manager, Business Development, TRANSGUARD `opines the importance of Dubai and UAE as a global trade destination and credits the trade friendly policies coupled with location and excellent infrastructure for the City’s success.

Dubai Multi Commodities Centre [DMCC] and Dubai Diamond Exchange [DDE] together have created an internationally acclaimed Diamond Exchange Platform in Dubai. According to you how will this benefit the Diamond trade as a whole?

With the challenges being faced by the diamond traders in Europe, United States, India and China, there was a need for a new trading and logistics hub. Dubai (U.A.E.) has well understood the “need of the hour” and became the first and only GCC country to join the Kimberley Process Certification Scheme (KPCS), which regulates the imports and exports of rough diamonds globally. DDE, under the framework of DMCC, facilitates the certification process of rough diamonds traded in Dubai. With careful planning, variety of options and simplified procedures, DMCC & DDE have created a world class trading facility in Dubai, which has attracted customers from around the globe. Establishing Free Zones, Tax Free income, state-of-the-art infrastructure and open door policies, “Dubai” has transformed “visions” into “reality”.

With the initiatives of Dubai Diamond Exchange, Dubai today ranks among the top 3 diamond trading destinations of the world. This achievement was made within a span of 10 years. Today, the leading names of diamantaires have a presence in Dubai, and the traded volumes have crossed US$ 40 Billion.

Dubai offers an unparalleled facility for Mining companies to tender their respective produces. Do you think this will reduce the dependency of Mining companies towards other established Diamond centres in the world? Please comment on the global impact relating to this situation?

DDE organizes diamond tenders almost every month. With the ease of customs procedures for importing diamonds into Dubai, complemented with the convenience of visa procedures for entering Dubai and the fact that Dubai is just 3 hours away from the world’s largest diamond polishing industry – India, it goes without saying that today “Dubai” is the most preferred destination for diamond tenders.

Dubai has an unprecedented advantage of location to service the West and the East in the Diamond business. Your comments?

Dubai is a city that never sleeps. Due to its geographic location, Dubai connects East to the West ….. perfectly. When the world goes into the weekend on Saturday & Sunday, Dubai is open to Trade. For a business person this works well, as they are now able to conduct transactions on all 7 days of the week. To support the business further, Dubai Customs works 24/7 x 365 days. Dubai most certainly stands far ahead, in terms of preferred business location, as compared to other cities in the world.

The 2nd Dubai Diamond Conference is slated to be organised this month. What is your opinion on the importance of such International conferences and meets attended by International delegates in Dubai?

The diamond conference gives recognition to Dubai as a hub for diamond trade and facilitates the meetings of miners, sellers, buyers and all related agencies. It creates opportunities, generates business and further gives a message to the entire world that Dubai plays an important role in supporting the global diamond industry.


Issue XXV 2015

Dubai Diamond Exchange is a platform that ensures responsible trading environment

In an exclusive interview Mr.Joy Alukkas, Chairman, Joyalukkas Group stresses on the fact that the Diamond Conference will provide an opportunity to build relationships between organisations and government delegates from producing as well as consuming economies.

Dubai Multi Commodities Centre [DMCC] and Dubai Diamond Exchange [DDE] together have created an internationally acclaimed Diamond Exchange Platform in Dubai. According to you how will this benefit the Diamond trade as a whole?

Dubai is one of the largest diamond trading hubs in the the world and internationally renowned Diamond Exchange Platform will help consolidate and enhance this stature of this dynamic Emirate. The Diamond Exchange Platform helps ensure a responsible trading environment and provides world class facilities and infrastructure to the diamond trade. It also helps the many jewellery manufacturers, traders and retailers to connect with diamond businesses around the world.

Dubai offers an unparalleled facility for Mining companies to tender their respective produces. Do you think this will reduce the dependency of Mining companies towards other established Diamond centres in the world? Please comment on the global impact relating to this situation.

The visionary rulers of Dubai don't do anything half hearted and when they plan and invest in something, it is always spectacular and world-calass. So yes, the objective would be to create self-sufficiency for Mining companies here. I guess there can only be a positive impact and outcome for the Diamond business as a whole through this initiative.

Dubai has an unprecedented advantage of location to service the West and the East in the Diamond business. Your comments.

Dubai is truly the hub of the middle-east and I am sure our visionary rulers aim to be the business hub of the world. The location and incredible infrastructure surely gives Dubai a great advantage.

The 2nd Dubai Diamond Conference is slated to be organised this month. What is your opinion on the importance of such International conferences and meets attended by International delegates in Dubai?

Dubai Diamond Conference which is the ideal environment and platform for key industry leaders to gather and discuss opportunities to drive growth for the industry.The Dubai Diamond Conference provides an opportunity to build relationships between organisations and governments of producing countries with consuming countries.

The 'VicenzaORO Dubai' Exhibition this month is positioned as an International B2B Trade Exhibition to be held in Dubai. How do you look at this development as one of the leading retailers operating in the GCC region?

We feel that the 'VicenzaORO Dubai' Exhibition will be a good opportunity for meeting the retailers from across the world. This kind of exhibitions keep us updated on the latest trends in design and technology within Diamond jewellery. It also helps us connect with wholesalers to procure new range and choices in Diamond jewellery.


Issue XXV 2015

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