Dubai gold raffle: Shoppers can spend less to enter DSS 2025 draw

Dubai: This Dubai Summer Surprises, gold shoppers will be paying less to enter the popular raffle draw. The DSS 2025 will run from June 27 to August 31.

This has been lowered to Dh1,000 to ‘make the raffles more accessible to a wider range of consumers’, said Tawhid Abdullah, Chairman of the Dubai Gold & Jewellery Group. “This means the raffles are accessible even to someone purchasing as little as 2 grams of gold.

The Dubai gold rate is at Dh376 a gram for 22K, unchanged despite the new tensions after the US hits on Iran nuclear sites on Saturday.

“In the last DSF campaign, the minimum spend threshold for participation was Dh1,500," said Abdullah.

"With Dubai Summer Surprises, we’ve crafted a retail campaign that ensures the jewellery segment remains both relevant and compelling amid the current state of gold prices.

"We're working closely with our retail partners to roll out exclusive offers - and value-driven incentives - that truly resonate with today’s consumers. All thiswhile reinforcing Dubai’s position as a leading global destination for gold and jewellery shopping."

After the way gold prices had moved up this year, there had been many in the Dubai gold and jewellery business who believed some changes would be coming on the minimum entry price for the raffles.

Since October 2024, when Dubai gold rate first cleared Dh300 for 22K, it has consistently stayed well above the Dh350 levels for the better part. This month, it had hit the highest ever price of Dh383.5 a gram for 22K. This has led to lower demand for jewellery, especially from those shoppers who had regularly been buying smaller quantities of gold.  

It meant that there had to be changes in the way the raffles were priced, and that’s exactly what’s happened now.   

Do what it takes for Dubai as 'City of Gold'

“There’s a collective understanding within the industry that now - more than ever - we need to reaffirm Dubai’s position as the ‘City of Gold’ and ‘Jewellery Destination of the World’,” said Abdullah. “We are working with key retailers and stakeholders to launch a refreshed campaign that highlights Dubai’s legacy, craftsmanship, and competitive edge in the gold and jewellery sector.

“The aim is to reignite consumer interest by showcasing the unique value Dubai offers, regardless of the changes in gold price.”