News DeskDubai, UAE – The Dubai Jewellery Group (DJG) has successfully concluded its Dubai Shopping Festival (DSF) 2025–26 promotional campaign, reinforcing Dubai’s global reputation as the iconic City of Gold. The campaign ran from 5 December 2025 to 11 January 2026 and emerged as one of the most closely followed retail activations of the festival.
Launched in partnership with the Dubai Shopping Festival, the initiative invited residents and visitors to participate by purchasing jewellery worth Dh1,500 or more at selected outlets for a chance to win from a total prize pool of 5 kilos of gold. The campaign generated strong engagement throughout the festival period, contributing to heightened footfall and sales across the jewellery sector.
A total of 17 winners were announced during the campaign, with weekly gold raffle draws maintaining momentum and anticipation among shoppers. Adding further excitement, DJG introduced a limited-period DSF Jewellery Flash Sale from 2 to 4 January, offering discounts of up to 80 per cent on select diamond and pearl jewellery, alongside continued eligibility for the gold raffle.
The promotion covered approximately 300 participating jewellery outlets across Dubai. Retailers complemented the raffle with value-driven offers, including special pricing on gold, diamond and pearl jewellery, as well as attractive exchange deals on old gold, enhancing the overall shopping experience during DSF.
Commenting on the campaign’s success, Tawhid Abdullah, Chairman of Dubai Jewellery Group, said the initiative highlighted the strong synergy between the Dubai Shopping Festival and the jewellery industry. He noted that despite record-high gold prices, the season witnessed increased consumer interest and sales, reaffirming DSF’s importance as a key period for gifting, celebrations and long-term investment purchases.
As DSF 2025–26 drew to a close, DJG’s campaign stood out for its consistent shopper engagement and festive appeal. The opportunity to win gold, combined with limited-time jewellery offers, added excitement to the city’s retail landscape and underscored gold’s enduring role in Dubai’s cultural and festive traditions.
For more information on Dubai Jewellery Group and its upcoming initiatives, visit dubaicityofgold.com.
