Ceylon Sapphires dazzle at the Dubai Expo to promote Sri Lanka

Thursday, 24 March 2022 03:10 - - {{hitsCtrl.values.hits}}

Series of videos promoting Sri Lanka and Ceylon Sapphires to promote the country and industry

By Darshana Abayasingha

Sri Lanka Gem and Jewellery Association Chairman Ajward Deen

Sapphire Sri Lanka Project Chairman Altaf Iqbal

Wunderman Thompson Sri Lanka CEO Alyna Haji

Sri Lanka dazzled visitors to the Dubai Expo recently, showcasing its inimitable Ceylon Sapphire at a special event titled ‘Day of Sapphires’.

Members of the Sri Lanka Gem and Jewellery Association (SLGJA) showcased gems worth $ 100 million, including sapphires hitherto unseen in public.

Renowned world jewellery specialist, Helen Molesworth, graced the Sri Lankan pavilion that day and offered visitors exclusive insights into the history, trade and mining practices behind these stones from Sri Lanka, which she said are over half a billion years old.

Sri Lanka’s ‘Day of Sapphires’ at the Dubai Expo drew visitors from all over the world, who were enthralled by the precious stones on display including the history, process and stories revolving around the exclusive and sought-after Ceylon Sapphire. Sri Lanka’s Ceylon Sapphires have adorned the crowns of royalty across ancient Rome, Europe and Russia, and as detailed SLGJA Vice Chairman Promotion and Trade Fairs Altaf Iqbal: “no two sapphires from Ceylon share the same characteristics; they are distinctly unique unlike diamonds.”

Addressing a media briefing to detail the success of the promotion of the Ceylon Sapphire and destination Sri Lanka, the SLGJA said the program had garnered over $ 1 million in publicity globally thus far.

The program aimed to boost awareness and global sales of Ceylon Sapphires, and give prominence to Sri Lanka as one of the top five gem-bearing destinations in the world.

Speaking during the event, SLGJA Chairman Ajward Deen, appreciated the efforts of the State Ministry on Gem and Jewellery Related Industries for the support lent to the sector so far, and called for enhanced policy to further promote and protect the gem industry in Sri Lanka.

He said several attempts had been made by foreign parties, including one of the largest gem companies in the world to acquire thousands of acres of gem-bearing land, which had been thwarted by industry action. He said the state together with the sector must stay vigilant of such attempts to infiltrate and acquire local land and resources by foreign parties.

The SLGJA together with support from Sri Lanka Tourism and its media partners also developed a series of videos promoting the destination and Ceylon Sapphires to promote the country and industry, which was broadcast during the event and its subsequent marketing events.