Our Heritage

It all began in 1997. Jewel Corner, the retail brand owned by Soft Touch Jewellers LLC, started with one physical location inside the hypermarket at Deira City Centre.

Today, Jewel Corner has 40 shop-in-a-shop locations throughout the GCC countries. We have strategic partnerships with several leading hypermarket chains and licenses to merchandise within their stores. With over 17 years of experience in the jewellery market, we are continually on a journey to be a leading retailer of choice for gold and diamond jewellery that offers customers, easy prices and value for money.

Since 1997, we have been committed to designing and selling precious jewellery that caters to the needs of emerging-markets, and caters to customers who want beautiful gifts at attractive prices.

The diamonds used in our jewellery are sourced from the 7Cs Group, one of the world’s foremost diamantaires. With a long and distinguished history of excellence in the diamond industry, the 7Cs group is acclaimed for the exceptional quality of their diamonds and for their steadfast commitment to the highest ethical standards.

A unique aspect of Jewel Corner’s offering is that each piece of jewellery is accompanied by a certificate of authenticity, certifying the purity of the gold and the quality of the diamonds.

Uncompromising quality and attention to detail make jewellery from Jewel Corner not an indulgence, but a true celebration of life.