By Valerio Soldani, Italian Trade Commissioner to the UAE
Luxury has long been rooted in heritage — the weight of history, the mastery of craft, the refinement passed down through generations. But in today’s marketplace, heritage alone is not enough. Consumers are demanding products that embody innovation: pieces that honour tradition while speaking to modern lifestyles, values, and aspirations.
This is where Italian craftsmanship finds its unique strength. It is not just about preserving tradition; it is about evolving it. Italian watchmakers and jewellers have built a global reputation not only on centuries of artistry but also on their ability to anticipate change and set new standards. Nowhere is this more relevant than in the United Arab Emirates, one of the world’s most dynamic and fast-growing luxury markets.
A Market Defined by Growth and Sophistication
The UAE’s jewellery market reached AED 13.48 billion (€3.1 billion) in 2024 and is projected to grow at a compound annual rate of 3.8% through 2029. This growth is powered by rising disposable incomes, a robust tourism sector — with 18 million international visitors to Dubai in 2024 — and a domestic clientele that demands excellence.
In this context, Italian jewellery exports to the UAE reached €712 million in the first half of 2025, up 13% year-on-year. This is a strong indicator of how deeply Italian quality, innovation, and aesthetics resonate with Gulf consumers.
Case in Point: Level Shoes Partnership
In 2024, the Italian Trade Agency (ITA) announced a partnership with Level Shoes to increase the online offer of brand new Made in Italy fashion, accessories and jewellery. With 12 months digital marketing campaign dedicated to 20 companies we aim to promote Italian craftmanship, innovation and quality in one of the fastest market in the MENA Region. This is how Italian luxury speaks to the region — through experience, quality, and connection.
Italian Craftsmanship: A Blend of Past and Future
Italy’s luxury sector is deeply regional:
- Arezzo is renowned for goldsmithing
- Valenza fuses artistry with precision engineering
- Milan drives forward-thinking design and innovation
This ecosystem of excellence is now embracing sustainable practices, ethical sourcing, and technology-driven design. Brands like Pomellato and Marco Bicego are adopting blockchain traceability and green gold sourcing, while maintaining their commitment to handmade artistry.
The result? Pieces that are not only beautiful but authentic, transparent, and investment-worthy.
The UAE as a Global Stage
Events like the Watch & Jewellery Middle East Show in Sharjah showcase this unique intersection of heritage and innovation.
At the 56th edition in September 2025, 50 Italian companies will be featured under the Italian Pavilion, organised by ITA in collaboration with CNA and supported by Italy’s Ministry of Foreign Affairs and International Cooperation. In 2024, the Pavilion facilitated over 400 B2B meetings, generated €11.5 million in follow-up trade within three months & positioned Italian brands for new GCC and North African distribution deals.
In parallel, ITA’s presence at JGT Dubai featured a bespoke business lounge, where Italian brands engaged in curated meetings with high-net-worth buyers, focused on sustainability, traceability, and innovation.
Luxury with Purpose
UAE consumers seek more than luxury — they seek meaning, identity, and legacy. Italian craftsmanship delivers with Generational knowledge, regional tradition & Design innovation.
At Level Shoes, Italian artisans were spotlighted not just through product displays but via live workshops, QR-code storytelling, and immersive in-store experiences. This is the future of luxury retail: multi-sensory, values-driven, and personal.
A Long-Term Partnership
The Italy–UAE relationship is not transactional — it is strategic. The UAE is building its global identity as a luxury and innovation hub. Italy brings product, know-how, and creative leadership.
The Italian Pavilion, organised by the Italian Trade Agency (ITA) in Dubai, is not merely an exhibition stand — it is a dynamic platform designed to catalyse business, innovation, and cultural exchange. Across major regional events such as the Watch & Jewellery Middle East Show (Sharjah), Jewellery, Gem & Technology Dubai (JGT Dubai), and Dubai Fashion Week, these showcases serve as flagships of Italian excellence.
Each pavilion is carefully curated to reflect the values of “Made in Italy” — authenticity, innovation, craftsmanship, and sustainability. ITA ensures that participating companies, whether they are century-old maisons or emerging ateliers, are equipped with the tools to connect effectively with regional buyers, distributors, and media.
These spaces are supported by dedicated business lounges, which act as matchmaking hubs. Here, Italian brands engage in pre-arranged B2B meetings with vetted Emirati and GCC buyers, luxury retailers, and high-net-worth private clients. In 2024 alone, ITA’s lounges at JGT Dubai and the Sharjah show facilitated over 400 targeted meetings, resulting in millions in trade agreements and new distribution channels across the Middle East and North Africa.
ITA Dubai’s unique model goes beyond showcasing — it builds relationships. It enables Italian brands to educate buyers, share brand heritage, and present innovations such as traceability tech, ethical sourcing, and custom design services.
In essence, the Italian Pavilion becomes an embassy of Italian luxury — a space where the past, present, and future of craftsmanship converge, tailored to the sophistication of the UAE market.
Looking Ahead
The luxury market is evolving — and so must the brands that define it. Italian companies are doing just that, investing in Digital tools, sustainable sourcing & new creative formats.
The UAE is a natural ally in this journey, offering a world stage for luxury that is ambitious, forward-thinking, and culturally rich. Together, Italy and the UAE are not only trading goods — they are co-authoring the future of global luxury, where innovation meets heritage, and where value transcends time.