Jemmia establishes a representative office in Dubai (UAE)

Vietnamese diamond brand Jemmia expands its presence in the Middle East through trade activities, exhibitions, and the establishment of a representative office in Dubai (UAE).

Amid the globalization trend, many Vietnamese businesses are proactively approaching international markets, aiming for deeper integration into the global supply chain. Diamond brand Jemmia is realizing this goal through three business trips to Dubai and Abu Dhabi (UAE), with ambitions for a long-term presence in the Gulf region.

At the end of August 2024, Jemmia's chairman and leadership team made their first trip to Dubai. The delegation worked with the Dubai Multi Commodities Centre (DMCC) and the Dubai Diamond Exchange (DDE) - two key organizations in the global diamond industry. At the event, the Vietnamese company presented a lotus lacquer painting to Mr. Sultan - an influential figure in both DMCC and the UAE, demonstrating goodwill for connection and bilateral cooperation.

Jemmia's chairman (fifth from the left) presents a lotus lacquer painting to Mr. Sultan's representative, late August 2024

A few days later, on the occasion of our National Day, Jemmia took part in trade and cultural activities in Abu Dhabi at the invitation of the Vietnamese Embassy. In front of 300 guests (ambassadors, businesses, and international partners), the brand's representative introduced the Celestial Phoenix Dance collection under the theme Royal Memories.

"We hope to connect the overseas Vietnamese community and international entrepreneurs, introducing products that carry aesthetic value combined with Vietnamese cultural elements," the brand representative said about the 2/9/2024 event.

In November of the same year, the brand's leadership attended the World Diamond Conference in Dubai - one of the major forums of the jewelry industry. This was an opportunity for the company to access supply networks, update appraisal standards, and expand cooperation with international businesses.

Last June, the company announced the opening of a representative office at DMCC, becoming the first Vietnamese diamond brand to have headquarters in this trade zone. This milestone took place exactly one year after the visit to Vietnam by Mr. Ahmed Bin Sulayem - Executive Chairman and CEO of DMCC, marking an important step in the company's development journey.

Following this direction, Jemmia chose a "presence close to the source" model, meaning directly participating in the import, appraisal, and distribution of diamonds at international exchanges, instead of only exporting through intermediaries. This approach can reduce operating costs, increase the ability to control origin, and connect directly with consumer markets.

In Vietnam, the company continues to maintain distribution, appraisal, and manufacturing activities. Connecting the two hubs of Ho Chi Minh City - Dubai helps the business expand its supply chain while maintaining the direction of developing "Made in Vietnam" products that meet international standards.

At the Made for trade live event in Ho Chi Minh City on 28/10, Mr. Dang Tuan Kiet - Director of Jemmia Diamond - emphasized the message: "We aim to bring ‘Made in Vietnam’ diamonds closer to the world's trading floors, while preserving cultural identity in every product. This orientation brings both commercial value and helps introduce Vietnam's image to the world."

Three business trips along with a series of trade promotion activities in Dubai and Abu Dhabi mark Jemmia's transformation: from a domestic brand aspiring to international stature to a business proactively participating in the global trade structure.

"Joining hands with DMCC, accessing DDE, opening a representative office, and appearing at industry forums clearly demonstrate the ambition of the Jemmia team. We hope to open new paths for Vietnamese businesses on the road to export, investment, and international cooperation," the company representative added.

Source: VnExpress Newspaper