Dubai chain tie-up with Maradona

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A leading jewellery retailer based out of the South Indian state of Kerala is looking for footballing legend Diego Maradona to score –both home and away.

Maradona, who is brand ambassador of the Boby Chemmanur International Group from Trichur, Kerala, will now find his name branded into the heart of the jewellery chain’s merchandise – the name, itself.

Two existing outlets in the UAE are being renamed Boby N Maradona Gold Diamond Jewellery.

Two outlets in Kuwait will also be rebranded with the same name.

Three years ago Diego Maradona inaugurated the first overseas outlet of the Boby Chemmanur Group, at Karama Centre, Dubai.

Last Friday, the second outlet of the group in the UAE, was inaugurated at the Al Mafraq area of Abu Dhabi.

Now, more outlets are planned in other countries, including the USA and even Maradona’s home country Argentina.

“I am happy that he played a great role in elevating the Chemmannur International brand to a global level.

“He is such a popular soccer player with fans all over the world and now we have decided to do business in partnership.

“From being just a brand ambassador, now he has become my business partner and we have formed Boby N Maradona. Our first outlet will be inaugurated in Abu Dhabi and the other outlet, which is already operational in Karama, Dubai, has been rebranded as Boby M Maradona,” said Bobby Chemmannur, who heads the chain.

The branding does not stop there either.

A Maradona Gold Partner Card is on offer, with a special prize of getting a chance to dine with Maradona as the big lure.

The jewellery chain has introduced a Maradona gold coin as well which has been well received in the Malabar region of South India, where he has a huge fan following and in the Gulf region, where many expatriates from the Malabar region work or do business.

Indian gold demand strong

“Despite the government increasing customs duty on gold imports, there is more demand from India. Demand for gold will never disappear,” says Boby.

He adds that the alleged appeal by the Indian Finance Minister P Chidambaram not to buy gold has in fact boosted the demand for gold in India, one of the largest markets for jewellers in the world.

“When you say don’t do something, people will do the opposite. In fact, the demand for gold has been going up, because it is a liquid form of investment for the common man,” Boby says.

White Gold for The Americas

“We will be inaugurating US outlets before next Christmas and work is fast progressing to enter the Latin American market,” said Harish Menon, Finance Manager at the Chemmannur International Jewellers.

“We are shortly opening in USA, London, Hong Kong, Singapore, China and Malaysia. In each new outlet we will have partnership with Diego Maradona,” claims Boby.

“We are working out plans to open Boby N Maradona outlets in Argentina, his home country, where we will have a different range of products.

“People in Latin America prefer white gold and we plan to make and market white gold ornaments in Argentina,” he told Emirates 24|7.

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