Amwaj was established in 1999 by Ali & Sons Company LLC, one of Abu Dhabi’s most successful family businesses. Through Amwaj the group expanded their luxury goods portfolio –bringing the Abu Dhabi market a jewellery boutique that showcases exquisite fine jewellery and watches.
Amwaj has established a strong presence in the market with a customer database of 4000 high net-worth nationals and expats, achieving landmark sales of AED 60 million per annum. Their considerable success is due to strong business fundamentals, providing exceptional value to customers and excellent return to suppliers.
Amwaj is a name that has become synonymous with innovative and luxurious jewellery. Presenting a line of exceptional designer jewellery and watches crafted for a woman with incomparable taste, Amwaj is where meticulous attention to detail is combined with inspirational design to create one-of-a-kind pieces that can be passed on from one generation to generation.
With a name meaning waves, it should be no surprise that Amwaj has made its mark in the regional jewellery market, growing into a locally respected brand where creativity and entrepreneurship influence every aspect of the business. Indeed, the vision to provide customers with fashionable high quality jewellery, educate customers about the diamonds and gemstones they purchase, and to always ensure flawless service are key factors in Amwaj’s success.
“We believe that integrity, clarity and consistency in all of our decisions, actions and communication builds an environment where everyone is committed to the achievement of the company’s mission”.
History and Heritage
Established in 1979, Ali & Sons Company LLC has a strong presence in the Automobile Sector, Commercial, Oil & Gas, Retailing, Contracting, Property Management, Manufacturing, Information Technology and Merchant Banking, managing the operation of 19 subsidiaries and associate companies in more than nine business sectors. The Ali & Sons Group is associated with some of the most prestigious brands in the world, including Audi, Volkswagen and Porsche, to name a few.
When Ali & Sons decided to expand their portfolio into the luxury jewellery market by establishing Amwaj in 1999, the brand gained significant market share by building on the Group’s strength and quality of products and services, and capitalising on a strong database of high-net-worth customers for retail jewellery.
As the parent company and owner of the Amwaj brand, Ali and Sons performs coordination activities in the areas of product development, marketing, finance, information systems and management of human resources for Amwaj Jewellery.
From a small boutique focused on the Abu Dhabi market with just AED 500,000 capital and three employees, the company now has a 500 square metre showroom, AED 20 million in capital and an expansion plan for the rest of the emirates, primarily Dubai.
Today, Amwaj is managed by Ms. Fatima Al Dhaheri of the Al Dhaheri family, whose deep passion for art and gems and strong business mindset has been the drive behind the expansion of Amwaj. Ms Al Dhaheri is a graduate of jewellery design (with GIA certification including diamond and coloured stone grading).
Amwaj deals exclusively with the most exquisite fine gemstones and diamonds, objects of art and luxury timepieces including Swiss-made Eloga and Exposure watches. Looking to the rich heritage of the Middle East as inspiration for contemporary and relevant jewellery, every piece is the ultimate in luxury and elegance, designed to stand the test of time.
UAE jewellery shows
Amwaj has participated in numerous UAE jewellery shows including the Abu Dhabi Jewellery and Watch Show, the Dubai Jewellery Show, the Sharjah Jewellery and Watch Show and the Al Ain Jewellery Show, capturing the attention of new customers with their signature look and feel. The perfect platform to promote the Amwaj brand as well as see what’s new in the industry, these shows feature only the most influential jewellery and watch brands.
Catering to the most discerning connoisseur, the Amwaj boutique on Al Nasr Street, Abu Dhabi offers exclusivity and understated grandeur. With contemporary elegance and old-world charm, the state-of-the-art boutique is the last word on luxury.
Extending a warm welcome to the national and international clients alike, the focus is on elegance, comfort and hospitality, the result a fusion of tradition and innovation that represents the very heart of Amwaj.