Shoppers at the Deira Gold Souk bus station in Dubai were in for a surprise earlier this month as it played host to the world’s longest handmade gold chain.
The gold chain, known as the ‘Dubai Celebration Chain’ measures an impressive 5 kilometres long. It weighs no less than 240 kilograms and has over 4 million links, which took 100 craftsmen over 45 days to produce.
The 22 carat gold record-breaking treasure was created to celebrate the Dubai Shopping Festival’s (DSF) 20th anniversary and was made by the Dubai Gold and Jewellery Group (DGJG) in association with the Dubai Festivals and Retail Establishment (DFRE).
Mr. Tawhid Abdullah, Chairman of Dubai Gold & Jewellery Group said:
“We have come a long way with the DSF celebration and with this attempt to set another world record to mark the 20 years of collaboration with DFRE. Each year DGJG has come up with an innovative promotional campaign to boost jewellery sales, thereby giving astonishing opportunities to the shoppers to shop and reward themselves with mega prizes. DGJG has been playing an important role in enriching DSF's events by offering spectacular prizes and has helped turned around the lives of many lucky winners”.
Shoppers got the opportunity to pre-book sections of the record-breaking chain, ranging from 8 grams to 26 grams. The jewellery could be collected at all participating retail outlets or the DGJG kiosks exhibited at Al Ghubaiba, Deira Gold Souk, Dubai Mall, Global Village, Lamcy Plaza, Lulu Qusais and Oasis Mall.
As a further initiative to promote Dubai as the City of Gold, anyone purchasing jewellery over AED500 received two raffle tickets for a gold and diamond draw. The number of tickets received went up depending on the weight of chain purchased. As well as weekly raffle draws there was a final Mega Draw where eight lucky winners stood the chance of scooping up their share of an amazing 40 kilos of gold and 8 ct. of diamonds.
Mr. Chandu Siroya, Vice Chairman of Dubai Gold & Jewellery Group said:
“Dubai, over the years has emerged as the global city and business hub of the region. Continuing the record-breaking tradition of the city, this is yet another world’s first to commemorate the 20th DSF”.