INTERVIEW :  Mr. Tamjid Almohtadi – Board member and the Deputy CEO of  JAWHARA JEWELLERY

“At JAWHARA, we do not deal with Lab-Grown Diamond (Synthetic Diamonds) jewellery. We are committed to offering only natural diamonds sourced from the earth and known for their authenticity and rarity. We look to provide value for money since lab-grown diamonds or gemstones have zero resale value,” advocates Tamjid Amohtadi – Board member and Deputy CEO, JAWHARA JEWELLERY.

Over three decades in the industry, Tamjid Almohtadi is the Board Member and Deputy CEO of JAWHARA JEWELLERY has honed his craft into an art form, earning numerous awards and recognition for his exceptional talent and creativity. Among his most prestigious accolades are The De Beers Millennium Award for the Best Jewellery Piece in 2000 and the Best Jewellery in 2004 for his creation, the Ghaff Tree Necklace.

A jeweller by birth, born as the third generation in a jeweller family, Tamjid Almohtadi is a Board Member and the Deputy CEO of Jawhara Jewellery. He has a rich heritage in the jewellery industry, being born into a family of jewellers. Tamjid Almohtadi is a gemmologist par excellence, educated and trained by GIA,

Almohtadi is also an ace jewellery designer. Well-known as a “To jeweller/manufacturer’ in Dubai, Tamjid Almohtadi is extremely popular among overseas buyers/ tourists of gold/diamond & colour stone jewellery. Surrounded by artisans and goldsmiths from a young age, Tamjid developed a keen interest in designing and manufacturing jewellery.

Tamjid Almohtadi, the Co-founder of Damas International Ltd, founded a jewellery empire with his two elder brothers called ‘Damas Jewellery’ — which was sold during the 2010 crisis. The final sale of the jewellery part of the Damas Group was in 2012. Following this, the family started a new jewellery brand called JAWHARA with a spirit of creativity and passion. 

Today, JAWHARA is one of the leading destinations for jewellery in the region, and every person in the Jawhara team/family has his fingerprints on the success of the company.  Interestingly, for a hardcore Jeweller, Almohtadi’s other interests are far removed from keeling over a design, a diamond or a colour stone…  He is known to be a car rally enthusiast …and has participated in many Car Rallies as well! 

Here, in an EXCLUSIVE INTERVIEW with Precious World, Tamjid Almohtadi explains the popularity of JAWHARA Worldwide, and also touches upon the ‘Natural Diamond vs Lab-grown Diamond topic’ with utmost fervour, as JAWHARA deals with only Natural Diamonds!

Some excerpts …

JAWHARA JEWELLERY COMPANY is considered a favourite jeweller in Dubai by jewellery lovers/tourists from across the world. According to you, what are the reasons for JAWHARA’s popularity?

Jawhara Jewellery is considered a ‘Go To’ jeweller in Dubai for several compelling reasons:

1. Over 100 Years of Heritage: With a century of expertise in the jewellery world, Jawhara embodies a rich legacy of trust, craftsmanship, and innovation.

2. Unmatched Variety: Jawhara offers an extensive collection of jewellery, from timeless traditional pieces to modern, contemporary designs, catering to diverse tastes and preferences.

3. Superior Craftsmanship: Every piece is crafted with precision and attention to detail, ensuring high quality and lasting value.

4. Affordable Luxury: Jawhara strikes the perfect balance between luxury and affordability, making premium jewellery accessible to a wide range of customers.

5. Innovative Offerings: Jawhara embraces digital transformation with a seamless online store that delivers jewellery worldwide. Combined with active participation in prestigious exhibitions, we ensure customers enjoy convenience and stay connected to our latest designs and innovations.

6. Customer-Centric Approach: Exceptional customer service, expert guidance, and personalized experiences set Jawhara apart, creating strong relationships with customers.

7. Trust and Reputation: As a trusted brand with over 300 stores globally, Jawhara is synonymous with authenticity and excellence in the jewellery industry.

8. Cultural Connection: Jawhara’s designs often reflect the cultural richness of the Middle East, appealing to local and international customers alike.

Please give your company’s background; details of your parent company/s; and the growth and changes that took place over the years. Do you manufacture your jewellery in Dubai or are they produced elsewhere?

Jawhara Jewellery has over 100 years of history, evolving into a global leader in the jewellery industry with over 300 stores worldwide. As a family-owned business, our parent company, Jawhara Jewellery LLC, has continuously embraced innovation while preserving our commitment to quality and craftsmanship.

Our jewellery is crafted both locally in Dubai and internationally, ensuring the highest standards and a diverse range of designs. With a strong online presence and participation in major exhibitions, we continue to offer unique, high-quality pieces that cater to various tastes and preferences.

The world’s demand for Lab-Grown diamond jewellery (LGD) has increased over the years. Many natural diamond jewellers are also dealing with LGD jewellery as well.  What’s your opinion on this trend?

At Jawhara, we proudly stand for natural diamonds, which are synonymous with authenticity, rarity, and timeless beauty. We believe that natural diamonds are the true symbol of luxury, as well and they hold immense value both in their unique formation process and in the emotions they represent.

We have also signed an agreement with the Natural Diamond Council to ensure that all our diamond jewellery is sourced exclusively from natural diamonds. These diamonds undergo a long, intricate journey from the earth, creating a one-of-a-kind connection with each piece we offer.

Natural diamonds are not just precious stones; they represent a sustainable future, as their mining supports local communities and adheres to strict ethical standards. They also provide long-term value and durability, making them a cherished investment for generations to come.

We remain committed to offering our customers only the finest natural diamonds, ensuring their jewellery is both meaningful and sustainable.

Do you deal with LBD jewellery at Jawhara?  If yes, what are your experiences with buyers? What are their preferences in terms of size, price etc?

At Jawhara, we do not deal with Lab-Grown Diamond (Synthetic Diamonds) jewellery. We are committed to offering only natural diamonds, which are sourced from the earth and are known for their authenticity and rarity. We look to provide value for money since lab-grown diamonds or gemstones have zero resale value.

Our customers appreciate the unique journey that natural diamonds take, and they value the beauty, craftsmanship, and long-term investment that comes with purchasing a natural diamond. The preferences of our buyers typically revolve around the size, quality, and clarity of the diamond, as well as the design and craftsmanship of the jewellery. We offer a variety of options to suit different tastes and budgets, ensuring that each customer finds something truly special.

We remain dedicated to providing the highest quality natural diamond jewellery, and our customers continue to trust us for their most cherished moments

Does colour stone jewellery attract buyers at JAWHARA? What stones attract buyers the most? If your jewellery is manufactured in Dubai, from where do you source colour stones?

Yes, coloured stone jewellery is highly attractive to buyers at Jawhara. Customers are drawn to the vibrant beauty and uniqueness of gemstones, which add a distinctive touch to their jewellery collections. Among the most popular stones are emeralds, sapphires, and rubies, cherished for their rich colours and timeless appeal. Additionally, semi-precious stones like amethysts, citrines, and turquoise also attract attention for their versatility and affordability.

Our jewellery is manufactured in Dubai, with over 200 skilled workers contributing to its expanding production, as well as internationally in carefully selected, authentic factories under our direct supervision. Both facilities manufacture our designs, ensuring a diverse and high-quality production process. Additionally, we source our coloured gemstones from trusted suppliers worldwide.
This includes regions renowned for their gemstone quality, such as Colombia for emeralds, Sri Lanka for sapphires, and Myanmar for rubies. By maintaining strict sourcing standards, we ensure all our coloured stones are ethically and responsibly obtained, offering our customers both beauty and peace of mind.


Now, coloured LGDs are grown in large numbers. Do you think natural colour gems are a major competitor and may hinder LGD growth? Your views?

Natural-coloured gemstones and lab-grown coloured diamonds (synthetic diamonds) appeal to different audiences. Precious gems like emeralds, rubies, and sapphires are highly valued for their rarity, authenticity, and emotional significance—qualities that synthetic diamonds and lab-grown stones, such as LG emeralds and LG rubies, cannot fully replicate despite their presence in the market today.

While LGDs appeal to those seeking affordable, modern luxury, natural gemstones hold enduring appeal as timeless treasures. The growth of synthetic diamonds (LGDs) highlights market expansion but does not diminish the prestige and demand for natural-coloured stones.

According to reports, besides the US, Gen Z in India is going in for LGD jewellery in a big way.  In your opinion, which other market/s will grow in the future?

While the demand for Lab-Grown Diamonds (Synthetic Diamonds) is growing in markets like the US and India, natural diamonds continue to hold unparalleled significance globally. Markets with a deep appreciation for heritage, craftsmanship, and long-term value—such as the Middle East, China, and Europe—will remain strong for natural diamonds. These regions recognize the timeless beauty, rarity, and emotional connection that only natural diamonds can offer.

Natural diamonds symbolize authenticity and legacy, qualities that resonate across generations and make them irreplaceable for life’s most meaningful moments. As consumer education grows, we believe the importance of natural diamonds will remain unshaken, even as trends evolve.

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