Samra Brings Fine Jewellery into Dubai’s Digital Screens
The beginning of the year often brings renewed interest in jewellery, and Samra’s first UAE out-of-home presence arrives at a fitting time. The campaign coincides with the opening of the brand’s flagship boutique in Fashion Avenue at Dubai Mall, placing it directly within a luxury retail setting.
Visually, the executions are direct and product-led. Each screen features close-up imagery of Samra’s high jewellery pieces, shown large and in detail. The focus is on craftsmanship: the cut of the stones, the symmetry of the settings, and the way light moves across metal and gemstones. There are no faces, no lifestyle scenes, and no added narrative elements.
The jewellery is allowed to carry the image on its own. The background remains soft and controlled, using warm pink and neutral tones that complement the pieces, and for the text on the screens, it is kept minimal. The Samra name appears clearly, paired with a simple location cue pointing to Fashion Avenue, Dubai Mall.
The digital billboards have been placed in the fourth week of December.
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