Middle East Watches and Jewellery Exhibition in Sharjah Sparks Fierce Competition with VAT Absorption and Deep Discounts
At the Middle East Watches and Jewellery Exhibition in Sharjah, exhibitors absorb VAT, offer 60–75% diamond discounts, buyback plans, lifetime warranties.
The 57th Middle East Watches and Jewellery Exhibition at Expo Sharjah, running until June 14, 2026, has become a showcase of aggressive retail tactics as dealers compete for summer shoppers and gift buyers. Exhibitors introduced a range of incentives including absorption of value-added tax, steep markdowns on diamond pieces and reduced or waived making charges on gold items. The event’s offers, combined with extended after-sales programs, reflect an effort to convert strong footfall into immediate sales ahead of the holiday season.
Discounts and VAT Absorption Drive Sales
Several leading retailers at the exhibition announced they would cover VAT on jewellery purchases for the duration of the fair, a move intended to lower the effective price for buyers. Shoppers also encountered advertised discounts of between 60 and 75 percent on selected diamond jewellery lines, with many outlets reducing the traditional margin on craftsmanship fees. These price measures were accompanied by time-limited bundles and on-site promotional pricing aimed at undercutting online and high-street competitors.
Making Charges Cuts and Diamond Promotions
Exhibitors reported tailoring offers by product category, cutting or varying making charges on gold items while reserving the deepest discounts for select diamond pieces. Some platforms displayed tiered savings that allowed customers to compare savings rates across similar designs and carat weights. Retailers said this strategy encouraged browsing and upselling, with buyers more willing to consider higher-value purchases when they could see transparent reductions in add-on costs.
Buyback, Warranty and After-Sales Programs
Beyond upfront price cuts, several companies introduced stronger after-sales propositions to reassure buyers and stimulate larger transactions. Participating outlets promoted buyback schemes offering up to 70 percent of the purchase price if customers returned items within 12 months, alongside lifetime maintenance and warranty services on many pieces. Retailers emphasized these programs as a way to address resale concerns and to position jewellery purchases as lower-risk investments.
Retailers Report Rising Local Demand
Company executives at the exhibition attributed the promotional push to a measurable uptick in local demand for jewellery and bullion in recent months. Ahmed Aneezan, vice‑president at Salem Al‑Shaibi Jewellery, said his firm recorded heightened visitor interest and launched VAT-absorption and making-charge reductions in response. Other retailers noted that competition among exhibitors was sharpening as each sought to convert the surge in visitor traffic into market share gains.
Competitors Showcase Varied Promotional Strategies
The exhibition has displayed a spectrum of promotional tactics, from steep one-off markdowns to extended service guarantees and loyalty incentives. Mohammed Tamjid Abdullah, vice‑president at Al‑Jawhara Group, highlighted his company’s platform discounts on making charges and diamond lines, noting that diversified offers helped attract different buyer segments. Hasan Awad, regional sales director at Jovial, cited a headline 75 percent reduction on selected jewellery that drew significant attention and contributed to stronger on‑site conversion rates.
Italian Jewellery Exports and Market Share Growth
Representatives from Italy underlined their firms’ increasing footprint in the UAE market, citing trade figures and rising showroom presence at the fair. Valerio Soldani, the Italian Trade Commissioner to the UAE, said total Italian jewellery and manufactured goods exports to the Emirates reached approximately €1.3 billion last year. He added that Italian-made jewellery’s share of the UAE market rose from about 5.6 percent to roughly 8 percent in the first quarter of the year, signaling expanding opportunities for Italian suppliers and designers.
The combination of aggressive pricing, buyback guarantees and visible after‑sales support has created a competitive atmosphere at Expo Sharjah, with customers benefiting from a rare concentration of offers in one venue. Retailers argued that the mix of incentives was calibrated to capture both gift buyers preparing for holidays and investors seeking bullion or tradable pieces.
The fair’s timing, overlapping with the lead-up to the summer holiday season, has further amplified demand as families and tourists look for presents and valuables. Organisers report steady visitor turnout since the exhibition opened, and several exhibitors said they expect the final days through June 14, 2026, to be the busiest as last‑minute buyers respond to the most attractive on‑site deals.
Consumer advocates and market analysts will be watching how many of the promotional programs translate into lasting sales and whether buyback and warranty offerings become standard practice after the exhibition. For the moment, the Sharjah event has provided a window into a more promotional, service‑oriented retail approach in the UAE jewellery market that suppliers hope will sustain momentum into the remainder of the year.
