The Gold and Jewellery Group of Dubai, the umbrella body of nearly 400 retailers, has launched The Jewellery Destination of the World campaign for Dubai Summer Surprises from June 17 to August 27.

It will run in conjunction with the World Gold Council and offers consumers three opportunities to win prizes: a weekly draw to win a kilogramme of gold (10 kilos in total), thousands of instant scratch-n-win prizes for six kilos of gold and a chance to win half of the purchase price of jewellery with a top ceiling of Dh1,250.

All retailers of the group are participating in it. Jewellery purchase for Dh250 from any participating outlet will entitle customers to get a chance to win.

Group Chairman Tawhid Abdullah said: "This is our biggest summer promotion and offers a true gold and jewellery surprise."

Noting that the group is anticipating a sales rise of over seven per cent as a result of the promotion, he said it would also significantly aid the campaign to make Dubai the jewellery destination of the world.

With 90 per cent of visitors to Dubai buying jewellery, Abdullah said sales could rise by as much as Dh20 million over last year.

"This promotion comes on the back of a booming year for the industry in Dubai that saw retail gold sales soar over 41 per cent in the first quarter of 2004 compared with last year," said Moaz Barakat, WGC managing director for Mid-east, Turkey and Pakistan.