The region’s most-anticipated jewellery event is here. After generating a lot of buzz across its target markets, curtains have gone up on the landmark 40th MidEast Watch & Jewellery Show at Expo Centre Sharjah.

Held under the patronage of His Highness Dr. Sheikh Sultan Bin Mohammed Al Qassimi, Supreme Council Member and Ruler of Sharjah, the five-day show was opened by H.E. Sh. Khalid Bin Abdullah Bin Sultan Al Qassimi, Chairman of Sharjah Sea Ports and Customs. It will continue until April 9.

The opening ceremony was attended by Mr. Abdullah bin Mohammed Al Owais, Chairman, Sharjah Chamber of Commerce & Industry and Expo Centre Sharjah; Mr. Saif Mohammed Al Midfa, CEO, Expo Centre Sharjah; other officials, dignitaries and industry representatives.

“This is a historic moment for regional jewellery industry. For close to a quarter of a century and through 40 editions, the MidEast Watch & Jewellery Show has been the most reliable marketplace as well as a meeting place for the regional and global jewellery industry. Expo Centre is marking this milestone by offering the best ever jewellery showcase, superior networking opportunities, and celebrated Arabian hospitality – all in one exciting package,” said Mr. Owais.

On the back of unprecedented interest generated through a 360 degree marketing campaign across the region and other markets, the show is expecting a high double-digit increase in visitor turnout. It attracted close to 60,000 visitors for its previous edition. The show is featuring more than 500 exhibitors across 30,000 sq. metres of exhibition space at all the six halls at Expo Centre.

Highlighting the campaign unleashed by Expo Centre in order to reach out to every possible exhibitor and visitor, Mr. Midfa said, “Never in the four-decades-old history of Expo Centre Sharjah, have we undertaken such a massive marketing drive. Right from the high-profile branding deal with Air Arabia, to screen across all prominent shopping malls, public buses and social media, we have ensured that no one misses the 40th MidEast Watch & Jewellery Show in our target markets. This is going to be the best ever edition of the show.”

Apart from an exclusive jewellery showcase and exciting deals, the show also scores high on ambiance, providing a festive atmosphere inside the halls. There is live music, the halls are decorated for the special occasion, and the pleasant whiff of carefully chosen Arabian perfume is wafting through the boulevard, providing a memorable and never-seen-before experience to visitors.

Some of the key attractions include the National Pavilions, featuring India, Hong Kong, Italy, Lebanon, Singapore & Malaysia, Thailand and China, apart from sure-shot head turners like the world’s largest gold ring (Star of Taiba) and gold dress (Princess of Taiba).

Besides, on every purchase of Dhs. 500, visitors have the chance to qualify for raffle draw. The Hong Kong and Thai pavilions are also giving away prizes to visitors. Visitors can also get jewellery customised to suit their style and taste, and take home a piece of history commemorating the 40th edition.

The show is open to visitors from 12 noon to 10 pm daily, and from 4 pm to 10 pm on Friday (April 8). Exclusive timings for ladies are on Wednesday from 12 noon to 4pm. Entry and parking are free.