Jemmia opens 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).

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

At the end of August 2024, the Chairman of Jemmia and the 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 entities in the global diamond industry. At the event, the Vietnamese enterprise presented a lacquer painting of a lotus flower to Mr. Sultan – an influential figure at both DMCC and the UAE, demonstrating goodwill for mutual connection and cooperation.

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

A few days later, on the occasion of Vietnam's National Day, Jemmia participated in trade and cultural activities in Abu Dhabi at the invitation of the Vietnamese Embassy. Before an audience of 300 guests (ambassadors, businesses, and international partners), the brand's representative introduced the "Imperial Memory" collection themed "The Dance of the Phoenix."

"We wish to connect the overseas Vietnamese community and international businessmen, introducing products that possess aesthetic value combined with Vietnamese cultural elements," said the brand representative regarding the event on September 2, 2024.

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

In June, the company announced the opening of its representative office at DMCC, becoming the first Vietnamese diamond brand to have its headquarters in this commercial zone. This milestone occurred exactly one year after the visit of Mr. Ahmed Bin Sulayem – Chairman and CEO of DMCC – to Vietnam, marking a significant step forward in the company's development journey.

In line with this direction, Jemmia has chosen a "proximity to source" model, meaning direct participation in the import, inspection, and distribution of diamonds on international exchanges, rather than relying solely on intermediaries. This approach can reduce operating costs, increase control over the origin of diamonds, and establish direct connections with consumer markets.

In Vietnam, the company continues to maintain its distribution, inspection, and processing operations. Connecting the two centers of Ho Chi Minh City and Dubai allows the company to expand its supply chain while simultaneously maintaining its development strategy for "Made in Vietnam" products that meet international standards.

At the "Made for Trade Live" event in Ho Chi Minh City on October 28, Mr. Dang Tuan Kiet – Director of Jemmia Diamond – emphasized the message: "We aim to bring 'Made in Vietnam' diamonds closer to global exchanges, while preserving cultural identity in every product. This direction not only holds commercial value but also contributes to introducing Vietnam's image to the international community."

The three business trips and a series of trade promotion activities in Dubai and Abu Dhabi mark a transformation for Jemmia: from a domestic brand aiming for international recognition to a company actively participating in the global trade structure.

"Collaborating with DMCC, accessing DDE, opening a representative office, and participating in industry forums clearly demonstrate the ambition of the entire Jemmia team. We hope to pave new paths for Vietnamese enterprises in their international export, investment, and cooperation endeavors," added the company representative.

Source: VnExpress Newspaper