Devji Aurum unveils a timeless gem: A journey of elegance in the heart of Doha

Devji Aurum, a distinguished name in the world of fine jewellery, has announced the opening of its first boutique in Doha, Qatar. This marks a significant milestone in the brand’s journey, which began over 70 years ago in Bahrain and later expanded in the Middle East, establishing Devji Aurum as a brand known for its exotic luxury and timeless heritage.In Qatar, this momentous achievement is the result of a close partnership with the prestigious Alfardan Group, a collaboration that began its course many years ago. The shared values and vision of both the Alfardan and Devji Aurum groups have culminated in the opening of Devji Aurum’s first shop-in-shop boutique, located on Level 1 of Doha Festival City’s Alfardan Boutique. This presence in Doha signifies the deep appreciation the brand has garnered from the local market, transforming that admiration into a permanent residence in the heart of the city.The new boutique offers a captivating display of Devji Aurum’s iconic collections. Among these is the Bridal Collection, featuring an array of timeless pieces that embody the beauty of love. This collection also boasts a selection of twin and engagement rings, each one a masterpiece, perfect for celebrating life’s most cherished moments.The boutique also houses the signature Ruhi Collection, a symbol of artistic elegance. From the revered Ruhi Gold to the vibrant Ruhi Pearls and the intricate Ruhi Iconic line, each creation resonates with a global audience. The grand opening also celebrates the much-anticipated launch of the Ruhi Amber Collection, a homage to history and a celebration of the Amber gems.In addition to these, the boutique will offer the Fashion Collection, which showcases a fusion of versatility and modern luxury. From everyday elegance to bold statement pieces, collections like the Oubharia and Fashion Iconic are emblematic of Devji Aurum’s creativity. For Qatar, the boutique will introduce new lines, including the exclusive release of Duvara Collection, inspired by architectural heritage and featuring exclusive gemstones, paying tribute to Qatari elegance with pieces available only in Doha.Speaking about this important milestone, Mahesh Devji, managing director of Devji Aurum, said: "We are deeply honoured to be a part of the Alfardan family, a relationship that spans decades of shared vision and mutual respect. Both Devji Aurum and the Alfardan Group are driven by a commitment to excellence, and together, we believe in delivering ‘maximum happiness to the maximum number of people.’ This partnership is a true testament to our aligned values, and we look forward to an exciting future together.”As Devji Aurum continues to grow its presence in Qatar, the brand also looks forward to participating in the prestigious Asjad Show, where it will unveil new creations that blend innovation and elegance, further showcasing its position as among the leaders in fine jewellery.The grand opening of the Doha boutique is a momentous occasion, one that heralds a new chapter in Devji Aurum’s illustrious history. As they continue their legacy of craftsmanship, luxury, and service, Devji Aurum is inviting jewellery enthusiasts to join them on this extraordinary journey, where each piece tells a story of passion, artistry, and timeless beauty.