Italian jewellers are increasingly targeting Dubai’s burgeoning wedding tourism market, as the emirate emerges as a premier destination for luxury nuptials following changes to local marriage laws.
The strategic move follows Dubai’s implementation of a federal decree-law in February last year, which allows non-Muslim couples to obtain civil wedding licenses within 24 hours.
“We’re seeing Italian jewellers bringing collections specifically designed for the wedding market here,” said Valerio Soldani, Director of the Italian Trade Agency (ITA) in the UAE.
“They’re crafting bespoke pieces that blend Italian craftsmanship with local traditions, particularly in gold and precious stones.”
The streamlined marriage process requires couples to be non-Muslim, over 21 years old, with at least one partner having residence in Dubai. Couples need only provide attested PDF documents and original IDs to secure their license, making Dubai an increasingly attractive destination for international weddings.
Dubai’s appeal as a wedding destination extends beyond regulatory ease. The emirate’s 800-plus hotels and resorts have hosted increasingly extravagant ceremonies, from a Four Seasons wedding featuring Jason Derulo’s performance to a Marvel Universe-themed celebration and an innovative ceremony aboard a private Boeing 747.
Dubai’s wedding tourism boom
The city’s strategic location and year-round pleasant weather have helped it surpass traditional romantic destinations like Paris and New York, particularly for cross-cultural marriages, experts recently told Arabian Business. This shift in global wedding tourism has created ideal conditions for luxury service providers, including Italian jewellers
The wedding tourism push is part of a broader expansion of Italian luxury goods in the UAE market, with jewellery emerging as the leading export category. Italian jewellery exports to the UAE exceeded €1.1 billion in 2023, with a 7 per cent growth recorded in the first seven months of 2024.
Small and medium-sized Italian jewellers are increasingly establishing direct operations in Dubai, moving beyond traditional distribution partnerships. “They’re not just shipping products; they’re opening branches, hiring local talent, and creating bespoke pieces for the market,” Soldani explained.
The trend reflects a shift in luxury consumer preferences, with wealthy clients seeking unique, handcrafted pieces rather than mass-produced branded jewellery. Some Italian jewellers are accepting advance commissions for wedding collections, with customers planning their purchases months ahead of their celebrations.
Industry analysts Euromonitor predict the UAE’s fine and premium jewellery segment will grow by over $1 billion in the next four years, presenting significant opportunities for Italian craftsmen.
The expansion comes amid record-breaking Italian exports to the UAE, which reached €7 billion ($7.6bn) in 2023, marking a 10.4 per cent year-over-year increase. The growth rate has accelerated to 22 per cent in the first seven months of 2024, pointing to a potential all-time high by year-end.
Italy’s premium products thrive
Italy’s luxury sector is particularly well-positioned to benefit from Dubai’s growing population of high-net-worth individuals and the emirate’s reputation as a luxury shopping destination. “We have a good influx of millionaires and billionaires focused on premium products, which is our core business,” Soldani noted.
However, success in the market requires more than just premium products. Soldani stressed that Italian brands must build strong local relationships and understand the sophisticated UAE consumer base. “This is not an easy market. This is a savvy customer base – digitally savvy, culturally savvy. You need to deliver a good customer experience.”
The wedding jewellery push is part of Italy’s broader luxury goods strategy in the UAE, encompassing what Soldani calls the “4Fs of Made in Italy” – food, fashion, furniture, and factory (technology and innovation).
For Italian jewellers, Dubai’s transformation into a wedding destination represents an opportunity to showcase their craftsmanship while adapting to local preferences, creating pieces that appeal to both traditional and contemporary tastes in the region.
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