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Only best companies and brands which meet requirements of sophisticated and demanding consumers of luxury goods and services become the nominees and winners of the award.
The goal of this unique Award is to form an open, transparent and professional market of luxury goods and services on the territory of European countries, and development of international cooperation.

Leanne Fowler: “Maximum fire, brilliance and scintillation”

Passion Jewellers was awarded as the best Jewellery Brand in UAE at the Luxury Lifestyle Awards. Leanne Fowler, Director of Communications of Passion Jewellers, expresses her point of view about opportunities that gives victory in the Luxury Lifestyle Awards and the challenges they are ready to accept.

What is “luxury” to you? How do you define it in your sector of business?

Our forte is high end, bespoke designs. For example, all our diamonds are individually selected for a maximum fire, brilliance and scintillation.

Is it challenging for you to compete with the companies of your own country?

As you know, we operate within the world famous Gold and Diamond Park in Dubai. Whilst this undoubtedly provides a catchment area, we also have a number of competitors within the park. Thus, we must focus on those elements which make Passion unique. Our aftercare is as flawless as our diamonds!

What are the 5 pillars does the luxury brand like yours build its policy on?

Our aim is to focus on each individual customer’s needs, not only by giving them a personal service, but also giving them the assurance that they will be receiving the highest product quality by creating a masterpiece. I would say our policy is built on the five pillars of:

Familiarity, Uniqueness, Emotion, Experience and Quality.

Lately the phrase “affordable luxury” is widely used, do you think that it is appropriate for your business industry? For our industry as a whole, I believe there is a place for affordable luxury which can co-exist alongside the more bespoke and high end designs. Affordable luxury can be seen as a way to gain entry to the market by the consumer.

Tell us 3 reasons why you decided to work in the sphere of luxury?

Everyone loves diamonds, right? That is the first reason of course! However, we also had a desire to produce pieces of high quality that would be loved by our customers. Our assurance of always providing a quality product also lends itself well to working in the sphere of luxury.

Where does your inspiration come from?

Our inspiration, as a family run business, has to always come from our customers. We have an overwhelming desire which underpins all we do; “Made with Passion, Given with Love”.

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Winners of Luxury Lifestyle Awards, according to the results of audit report submitted by the Official Award Advisor, are entitled to use the symbols of Award winner for advertising purposes.

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