The two showrooms have been positioned to serve distinct customer segments. The first, located inside Lulu Hypermarket in Al Barsha, is designed to cater primarily to families and residents seeking convenient access to everyday and occasion-led jewellery.
The second outlet is situated in Meena Bazaar, Bur Dubai, placing the brand within one of the city’s most prominent jewellery districts. The location is expected to attract tourists, wedding shoppers and customers seeking traditional gold and bridal jewellery.
Across both stores, Vinsmera Jewels is offering a broad portfolio that includes 22-karat gold jewellery, certified diamonds, antique designs and uncut polki creations. The assortment has been organised into dedicated collections spanning lightweight daily wear, statement jewellery and elaborate gemstone-set bridal pieces.
Founded in 2008 as a jewellery manufacturing business, Vinsmera entered the retail segment in 2025. The company continues to manufacture a substantial portion of its jewellery at its facility in Sharjah, which incorporates green-energy technologies.
Its vertically integrated model enables the brand to maintain greater control over production, reduce its dependence on imports and respond more efficiently to customised orders. The proximity of its manufacturing operations to its UAE stores also supports shorter lead times and more competitive making charges.
To mark the launch of the new Dubai outlets, Vinsmera Jewels has introduced a series of promotional offers. These include discounts of nearly 50% on standard making charges for selected gold jewellery, special rates on chains and bangles, and a zero-deduction old gold exchange facility.
Under the exchange programme, customers can trade existing gold jewellery for new designs without a deduction in the assessed value of the gold, subject to the applicable terms of the offer.
Dinesh Kambrath, Chairman and Co-Founder of Vinsmera Group, said the soft-launch approach would allow the company to engage directly with customers and better understand local demand before formally inaugurating the stores.
He added that establishing a stronger presence across Dubai, Sharjah and Abu Dhabi forms an important part of the group’s broader international growth strategy.
The company is also evaluating further expansion into markets including Singapore, the United Kingdom and the United States as it seeks to build a wider global retail footprint.
With operations extending across 12 countries and an expanding presence in the UAE, Vinsmera Jewels is positioning itself for the next phase of growth through a combination of manufacturing control, accessible pricing and market-specific retail expansion.
