Dubai’s jewellery sector is implementing a range of new strategies to re-engage South Asian gold buyers, who have historically formed a significant portion of the emirate’s gold retail market. With recent policy changes in India affecting cross-border gold buying habits, retailers in Dubai are turning to innovation in design, sourcing, and retail experience to remain competitive.

India’s decision to reduce its gold import duty from 15% to 6%—the lowest in over a decade—has narrowed the price gap that once made Dubai a more attractive destination for gold purchases. This shift has particularly impacted buying patterns among Indian tourists and residents, many of whom typically shop for jewellery in Dubai during key festivals such as Akshaya Tritiya and Diwali.

In response, jewellers in Dubai are broadening their offerings by importing contemporary styles from international markets, including China, Turkey, Italy, and Singapore. Many are also investing in locally crafted pieces that cater to evolving consumer preferences, combining unique designs with competitive pricing.

Retailers are placing greater emphasis on creating collections that are not available in the Indian market, aiming to restore Dubai’s reputation as a destination for distinctive and diverse jewellery. Turkish and Calcutta-style pieces, temple jewellery, and vibrant enamel designs are seeing a resurgence, adding cultural depth and aesthetic variety to the city’s gold offerings.

Beyond pricing and design, the focus has also shifted to superior craftsmanship. With Dubai serving a global clientele—from European luxury buyers to the regional middle class—jewellers are ensuring high-quality finishes and innovative design standards. Lightweight pieces that appear substantial are gaining popularity, as are lab-grown diamond options offering affordable luxury.

Despite the challenges posed by India’s revised gold import policy and global economic shifts, Dubai continues to attract gold buyers from other markets including China, Singapore, Africa, and Europe. Industry insiders note that tourists are now seeking a comprehensive shopping experience, where the uniqueness of design and quality of execution matter more than price alone.

By diversifying their offerings and refining customer experiences, Dubai jewellers are redefining their appeal, reinforcing the city’s status as a global hub for gold and fine jewellery.