The Gem & Jewellery Export Promotion Council (GJEPC), in collaboration with its knowledge partner—the UAE-based World Academy of Design (WAOD)—hosted a virtual briefing to introduce an innovative cross-cultural initiative titled GJEPC x GCC Design Lab: Co-Creating for SAJEX. This initiative is designed to bridge Indian jewellery manufacturers with creative talent from the Gulf region, helping them better understand and design for the Saudi Arabian market.

Opening the session, Ms. Dolly Choudhary, Director of Promotions & Marketing at GJEPC, outlined the goals of the initiative, which aims to foster collaboration between SAJEX exhibitors and GCC-based designers. The program seeks to co-create jewellery collections that are not only aesthetically appealing but also culturally and commercially aligned with Saudi consumer preferences.

As a next step, a two-day, in-person design workshop will take place in Mumbai. Ten handpicked designers from the GCC region will collaborate closely with participating SAJEX exhibitors. These design mentors will provide hands-on guidance to help exhibitors curate collections that resonate with the Saudi market’s unique tastes and cultural context.

Ms. Mahima Varma, Co-partner at WAOD, offered key insights into the design directions favored by consumers in the GCC. She highlighted the region’s distinct aesthetic preferences, cultural nuances, and style expectations that shape jewellery purchasing decisions.

The virtual session saw enthusiastic participation from SAJEX exhibitors, many of whom expressed strong interest in leveraging the initiative to deepen their understanding of GCC design sensibilities and consumer behavior. The initiative marks a strategic step in enhancing India’s jewellery exports to Saudi Arabia through culturally attuned, collaborative design innovation.