Jawhara Al Nakhla Collection Launch · Events + PR

1
INVITATION-ONLY
SUHOOR
2
WEEKS INTO RAMADAN,
BY DESIGN
4
AUDIENCES IN ONE ROOM: MEDIA, ARABIC
PRESS, CREATORS AND VIPS
3
CHANNELS ALIGNED: PRINT,
BROADCAST AND DIGITAL

THEBRIEF

Jawhara was launching Al Nakhla, a collection built on the palm tree as a symbol of resilience and generosity. A collection carrying that meaning cannot be launched at a product event without contradicting itself. The brief was to make the unveiling a cultural moment rather than a release, and to do it without the launch tipping into performance.

OURAPPROACH

The unveiling was set as an invitation-only Suhoor in the second week of Ramadan, when the month's themes are strongest and the diary least crowded. Narrative came from the palm as the Tree of Life, connecting heritage to jewellery as something passed on rather than bought. One room held media, Arabic outlets, Emirati creators and VIP guests, all given access to the design team, and the staging stayed understated so the pieces carried the evening.

71% OF YOUNG ARABS PREFER MEDIA IN ARABIC.67% SAY WHAT THEY GET FEELS OUTDATEDIpsos for the Abu Dhabi Arabic Language Centre, 2025
Event audience

THE IMPACT

4
Four audience groups were hosted inside one room: select media, Arabic-language outlets, Emirati creators and VIP guests.
3
Three channels were aligned from teaser through to post-event feature, across print, broadcast and digital.
2
The timing was chosen rather than inherited, two weeks into Ramadan, and the collection was unveiled without a product presentation anywhere in the evening.

NOT A LAUNCH.AN EXPERIENCE CURATEDFOR THE BRAND.

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