The new store, located on Elizabeth Street in the CBD, will open on Thursday 26 September. Monili Jewellers specialises in diamonds, 18-carat gold and platinum jewellery and precious gems. It offers custom-made items as well as series-run collections.
Founded in 2005, Monili Jewellers has seven stores in Dubai, and has chosen Queensland as the location for its first boutique outside of the emirate. Director Matthew Kill explained it was because, “Brisbane has a budding luxury market, which has seen many high-end brands open their doors in recent years, while still having relatively low operating costs.
“This is important because we believe we can then pay more attention to enhancing the customer experience so that we can deliver world-class service offerings and stunningly crafted fine jewellery that are tailored to the exacting expectations of the Australian consumer,” he continued.
The boutique is described as gallery-style, open-plan format, with elegant French provincial cabinets and furniture placed around the space in a way that encourages customers to wander through and explore the jewellery as they wish.
“Our shop design is a lot different to that of a traditional jewellery store; creating an open space to encourage interaction, which is important for a product that is all about personal connections,” Kill said.
“Australia is a market which is unique and diverse, however, through the travellers coming to Dubai we have learnt a lot about what the Australian buyers like,” Kill told Jeweller.
“Monili Jewellers are trying to cater to the local Australian style tastes as well as offering some styles. We believe we have a good balance of traditional styles and new exciting styles,” he said.
According to Kill, Monili Jewellers was currently focusing on getting all of its brand touch points in sync with the local Australian buyers. However, there were plans to develop local networks and have some product ranges designed locally.
Monili Jewellers will be staffed with local salespeople working in the flagship store, which Kill said would give the company a connection to the local clients.
He said the company also had plans to enter the US market.