About
Al Liali Jewellery LLC is a Dubai based jewellery company with a chain of up-market boutiques under the name of ‘Liali’. Started in June 1999
by Raed Ahmad Baker and Anuraag Sinha, today Liali boasts of 18 outlets in most of UAE's landmark locations. The company specializes in certified
diamonds, pearls, precious & semi-precious stones, 18k gold, customized handcrafted jewellery and luxury watches. Liali takes pride in bringing innovative
concepts in jewellery to the residents of Dubai and consistently endeavors to keep up with the latest trends around the world. Today Liali is associated with
fine jewellery and personalized service that epitomize trust. It has established itself as a name to reckon with over the last 12 years.
The Liali brand embodies the soul of the contemporary woman.
With a team of over 150 professionals in all divisions from retail to head-office, to the skilled craftsmen at the manufacturing unit at Dubai Multi Commodity Centre (DMCC), Liali has the most committed task force on board. They are the ones responsible for maintaining the service standards that Liali has come to be synonymous with.
Mission & Core Values
LIALI Jewellery - Mission:
To be the single most desirable brand for fine jewellery and service, in order to make our customers look and feel their very best.
Core Values:
Passion for excellence: by striving to excel in all aspects of the business.
Customer Centric: valuing customer needs in everything we do.
Innovation: to challenge the obvious, and serve by innovating constantly.
Brands at Liali Jewellery
Memories: classic designs created from solitaire diamonds, is the very signature of this line.
Affair: ‘Pave setting’ in diamonds mark the identity of the offering. Affair, today stands as one of the Liali’s torchbearer brands.
Petite: a display of delicate designs created for the younger woman of today, defines ‘Petite’.
Braseel: an array of semi-precious gems set with diamonds - this collection was created keeping a savvy target audience in mind.
Sakura: blends oriental aesthetic sensibility with innovative craftsmanship to offer designs that have universal appeal in pearls. Sakura echoes the sentiments of the discerning woman who cherishes its timeless appeal, thus making it a classic.
Las.sel: meticulous craftsmanship and distinctive designs are the hallmarks of Las.sel. Produced in limited editions, the master artisans hand craft each piece using traditional tools.
Asmi: is representative of the fire within the soul, that’s what the brand symbolizes with its offering of diamond jewellery.
Growth at a Glance
Circa 2000 to 2005 Liali Jewellery witnessed an unprecedented annualized growth of 40% every year. From humble beginnings in 1999, with the first store at Jumeirah Centre, Liali grew at a phenomenal rate in the initial years, alternating between tourists & resident stores. New Stores during the above period stretched from Mercato Mall to The Jebel Ali Golf Resort & Spa, the Deira Gold Souq, to Spinneys at Ramada, Mazaya Centre, Al Ghurair City and at Trade Centre Rd, to Gold & Diamond Park, in New Dubai, and the prestigious Souq Madinat in Jumeirah.
Mid 2005 saw major expansion that changed the size of the company’s operations with the following new stores in major shopping malls: Mall of Emirates, Burjuman Centre, Ibn Battuta Mall and Al Ain Mall, Al Ain.
In 2006, with increase in demand for freehold properties amongst residents, the need to have life-style stores within residential communities increased. Liali Jewellery was quick on its feet in terms of capitalizing on the new phenomenon in the city by expanding to the doorstep of these communities with quality products and services. The first stores in this new format were: Springs Community Centre and Uptown Mirdif.
With the expansion the back office & workshop capacity was increased and Liali Jewellery moved their entire operation to the Dubai Multi Commodities Centre.
2007 saw the opening of the Dubai Festival City store, and 2008 witnessed Dubai Mall and Bahrain City Centre. 2009 marked a new milestone in the history of Liali with inroads into Dubai Duty Free. In spite of the economic downturn, Liali was back on its feet and 2010 saw the launch of Mirdif City Centre and RAK outlets. The first store in Abu Dhabi was inaugurated in 2011, along with new stores in Dubai – Meena Bazaar, and Ras Al Khaimah Hilton.
