Malabar Gold & Diamonds has launched ‘Mojawhraty by Malabar’, a region-specific brand crafted for the Arab woman. Blending heritage with modern elegance, the new identity aims to deepen regional resonance and enhance market segmentation
Dubai: In a strategic move to deepen regional resonance and enhance market segmentation, Malabar Gold & Diamonds has introduced a new identity for its Middle Eastern audience: Mojawhraty by Malabar.
The launch marks a deliberate brand evolution aimed at aligning more closely with the cultural values, aesthetic preferences, and lifestyle aspirations of the Arab woman. Meaning ‘my jewellery’ in Arabic, Mojawhraty presents a curated experience that fuses heritage-inspired design with modern elegance, while remaining firmly rooted in the trusted values of the Malabar Group—craftsmanship, transparency, and customer-centricity.
The move signals Malabar’s localization strategy in action, where linguistic and cultural relevance become key differentiators. By offering a distinct brand presence under the Mojawhraty name, the group aims to build stronger emotional and brand equity in a market where personalization and cultural alignment significantly influence buying behaviour.
This rebranding opens up opportunities for targeted merchandising, campaign localization, and category-specific design innovation. Mojawhraty is expected to house collections that speak directly to the Arab consumer, blending legacy motifs with contemporary sensibilities, and supporting demand in both occasion-led and daily wear segments.
With this rollout, Malabar Gold and Diamonds not only reinforces its regional commitment but also strengthens its position as a global jewellery player with the agility to operate hyper-locally. The launch of Mojawhraty reflects a broader trend across the industry: brands tailoring their identity and offerings to meet the nuanced needs of high-potential internationalmarkets.
Malabar Gold & Diamonds has a strong retail presence of 400 stores globally, spread across India, the Middle East, Southeast Asia and the US.
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