In an emirate filled with people who have million-dirham cars and jewel-encrusted tyre rims, how do you set yourself apart? That is, well, a million-dirham question.
How about buying a mobile phone that has been certified as the most expensive in the world by Guinness Book of World Records?
That would certainly give you an edge over everyone else as only three of these phones exist and one has already been bought by a Russian businessman. The mobile in question is the Dh5.8 million LeMillion by GoldVish.
It is made of 18-carat solid white gold mounted with 120 carats of VVS high quality diamonds and is equipped with the latest mobile technology.
The LeMillion forms part of the Pieces Unique collection from GoldVish, a Swiss company that manufactures and designs luxurious and exclusive mobile phones for people who won't settle for anything less than the very best.
"People use cell phones anytime and anywhere," Michel Morren, President of GoldVish Luxury Communication, told Emirates Business. "There is no doubt that a cell phone is a part of your life and is the most simple way to communicate with another person when they are out of the field of vision.
"However, there was not enough differentiation in the market. The consumer brands were all fishing in the same lake and there was a huge vacuum in the high-end luxury market.
"We have entered the luxury segment because we believe that your personal communication deserves the very best. And we have combined haute couture, Swiss watch precision and jewellery craftsmanship with high technology and luxury. The GoldVish collection consists of phones made of yellow, pink or white 18 carat solid gold, with prices starting at Dh120,000 and going up to Dh5.8m."
However, the phone is not just about bling – it comes with up-to-the-minute technology too.
Apart from the usual MMS and conference call facilities it comes with an advanced high resolution 176x220 TFT display, a high capacity Li-Ion 950mAh battery offering up to 400 hours of standby time, a speaker with Crystal Clear technology, a sapphire glass display, a photo/video camera with optimised 8x zoom and a CMOS lens, an MP3 player, a worldwide FM radio, stereo sound, 2Gb of PC-interchangeable memory for songs, pictures and movies, worldwide GSM coverage, GPRS Class 10, EDGE Class 10, USB and Bluetooth.
GoldVish manufactures a limited range of customised mobiles featuring personalised engravings and diamond settings and these can be ordered at BinHendi in Dubai.
"GoldVish wanted to make a global statement, to show the world what can be done with a mobile phone in a creative way," added Morren. "When you can think 'out of the box' and you bring the right skills and specialisations together and combine different strengths and industries at one place, a Piece Unique like the LeMillion can be created.
"In the philosophy and strategy of GoldVish there are unlimited creative solutions and opportunities.
"Things just fell into place when we first met our head designer Emmanuel Gueit at the Baselworld watch and jewellery fair in Switzerland several years ago. We were
sitting in the sun on a terrace with some samples in front of us. They caught his eye and when we explained the concept to him he was very eager to get involved in this unique project. And we have not looked back since."
Morren recalled an incident that was clearly very close to his heart.
"Recently a famous celebrity walked down the red carpet at one of the most important film festivals in the world. He was ignoring the people gathered there and was talking on his GoldVish phone.
"The white gold and diamond encrusted phone was shining in the spotlight. It was beautiful to see what a difference it made, compared to a black or grey phone without any strong identity or style. I was so proud of the fact that we had manufactured that interactive jewel and not just another cell phone."