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All that is new, all that its name signifies: Devji Aurum’s concept store in Bahrain is a jewel in the crown



Where do you find the best of everything in jewellery that Devji Aurum offers? The Retail Jeweller World has found them at the brand’s new concept store in Bahrain.

What does one understands when they talk about a concept store? It’s new, modern and unique in the thought process implied in serving its customers. The most recent of such a store, that has been grabbing plenty of eyeballs, is located at the Bab Al-Bahrain, and belongs to the ‘House of Devji’.

Devji since 1950 has always been a master in the art of bringing the new and unusual in an attractive package. The new concept store is no different.  The showroom spans 2,000 square feet and houses the best of Devji’s collections under one roof— showcasing 18 kt , 21 kt and 22 karat  jewellery. 

Think bridal jewellery? Think Devji. It is the go-to destination for brides who are looking to shine on their special day and also families who are looking to splurge on wedding gifts in a variety of price points. The concept store features statement bridal pieces and the popular every day wear ones.

The Aabhushan Collection, which has won over so many brides; the Tanvi Collection, which is the station for the traditional wedding shopper looking for antique jewellery in antique finish; the Tamanna collection, which is the emperor of everything that Bahrain stands for, with its signature Bahraini pearl jewellery; the Matfi collection, which inspires the modern woman who likes her jewellery to have a matt finish. The other new collections that are very close to the organization’s heart, also finds its place here.

Among the exquisite collections the store will also feature elegant fashion lines – Oubharia, Carnival and Allure. The Ruhi collection, which the house calls its soul, is a line of jewellery made in 18k and 21k gold with precious gems, and will also find its royal place among the treasures. Along with all this, what’s more on offer is the complete range of Devji’s diamond bridal collection and the solitaire collection.

“Bahraini jewellery has been known for its unique designs, quality and lustre of gold, attracting customers from across the neighbouring countries, making Bahrain the desired place to buy jewellery,” said Prakash Devji, the managing director of Devji. “The House of Devji has been conceptualized to capture the spirit of Bahrain, and thus the location chosen is the iconic Bab-AL Bahrain Souq always buzzing with life.”

“It was a wonderful experience to design the delicate details of the House of Devji. From the concept to the collections, we have remained original following the ethos of our founding father, Shri Devji Ramji Sagar,” said Mahesh Devji, managing director of Devji Aurum.

 The concept store also has a surprise in the form of a gifting and souvenir section, from where tourists can take back a piece of Bahrain back to their own country.

Courtesy: Retail Jeweller World News Service.

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