60% of Dubai Celebration Chain sold out

Jewellers say there’s a 40 to 50% jump in sales figure. (Supplied)

About 60 per cent of the Guinness World Record setting Dubai Celebration Chain has been sold out and gold retailers in Dubai have seen a 40 per cent increase in jewellery sales during the first few days of the 20th edition of Dubai Shopping Festival, officials of the Dubai Gold and Jewellery Group (DGJG) told ‘Emirates24|7’.

More than 150kg of the world’s longest gold chain measuring 5.522km in length has been already sold out by leading jewellery chains in Dubai and the remaining part of Dubai Celebration Chain may sell out soon, DGJG officials said.


Tomy Joseph, General Manager, DGJG, representing 500 jewellery retailers in Dubai, said within a month of pre-booking in leading jewellery chains, about 150kg has already been pre-booked, due to tremendous response from various expatriate communities living in Dubai.

“We are proud and feel happy to receive reports from various participating jewellers that 150kg of gold chain out of 256kg total weight has already been pre-booked and this time the customers are not only Indians, but Arabs, Western and Asian expatriates. Out of 5.52 kilometers of gold chain currently displayed in Gold Souq, about 4 kilometers of the chain has already been sold out.”

“About four million links of gold links have been used by the participating jewellers to make this historic gold chain. As in the previous years, majority of customers who booked the Celebration Chain are Indians, mainly Keralites,” he said, adding that the chain is currently on display till January 9, 2014, at old Gold Souq bus depot and each jeweller will cut out their part for their precooked customers after the Guinness World Record setting chain is removed from the display pavilion.



Tomy added that within the first few days of DSF gold raffle promotion, jewellers are recording a 40 to 50 per cent jump in sales figure, mainly due to the DGJG raffle promotions and the lower gold price.

The displayed chain is made of 22ct gold. The 5km-long chain was assembled by linking smaller reels of chains weighing 4kg each.

Laila Mohammed Suhail, CEO, DFRE said: “The ‘Dubai Celebration Chain’ is yet another achievement that further reinforces Dubai’s image as a pioneer of creative concepts and initiatives. This Guinness World Record also bears testimony to the strong relationship we share with the Dubai Gold and Jewellery Group – as a result of which thousands of DSF visitors are able to avail themselves of the opportunity to win fantastic gold and diamond prizes.”

Tawhid Abdullah, Chairman of Dubai Gold & Jewellery Group said: “It is a matter of pride that Dubai has created another Guinness World Records achievement, brilliantly showcasing the nation’s ability to the world, yet again. I am extremely thrilled to be a part of this record-breaking achievement. We have come a long way with the DSF celebration and with this attempt to set another world record to mark the 20 years of collaboration with DFRE.”

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