During the 2026 Doha Jewellery and Watches Exhibition, Alfardan Jewellery vice-president and creative director Dana Alfardan announced a shift in the company's artistic direction. The luxury brand is currently refining its aesthetic, visual presentation, and narrative approach to better resonate with a younger demographic. This evolution coincides with the increasing participation of the family's next generation in the business operations. Dana Alfardan, who is also a noted composer and artist, emphasized that her diverse professional background influences her leadership style. She advocates for a multifaceted approach to business, noting that modern luxury requires moving beyond traditional, two-dimensional methods to remain relevant in a changing global market. The company aims to balance this modern transformation with the core identity and historical legacy that have established the family firm's reputation.
Source : Gulf Times
Photo : Gulf Times
