The Group represents the interests of the trade by liaising with government organizations by conducting activities that would assist in the betterment of the trade such as and Dubai Municipality to ensure the purity and quality of Dubai gold and jewellery. It has close links with international organizations like the World Gold Council, the World Diamond Council, the IGI (International Gemological Institute), High Diamond Council (HRD) and CIBJO (the International Confederation of Jewellery, Silverware, Diamonds and Stones).
The Group has been a Key Sponsor to the Dubai Shopping Festival (DSF) since 1996, and has run many innovative promotions. The Group has also actively participated in the Dubai Summer surprises and the Dubai City that Cares promotion.
The Group conceived the branding of Dubai as the ‘City of Gold’ and has continuously promoted this image through much of its work, which is dedicated upholding and developing the same.
Dubai is increasingly becoming the Jewellery destination of the world with the variety it provide and its yearlong offer of quality jewellry at the world’s best price.
The Group organizes extensive training programmes for members from front line staff to Managing Directors to help them improve services to consumers and ensure Dubai retains its international reputation for its variety and quality gold and Jewellery
The group hosts the ‘Dubai Pavilion’ in major exhibitions such as BaselWorld, International Jewellery Dubai and Hong Kong International Jewellery Show.