The World Gold Council (WGC), in partnership with Hammer Group, leading German multi-national jewellery firm, has announced the final six winners of a premier Pan-Arab gold jewellery design contest.

The awarding ceremony of the first Auditions Arabia design contest took place at the Fairmont Hotel in Dubai on April 23.

Fifteen models at the event showcased the top 30 designs from 100 short-listed entries.

The six winners were chosen from two categories and received prizes, trophies and certificates of merit on behalf of WGC, Hammer Group and AngloGold Ashanti, one of the world’s leading gold producers.

Auditions Arabia is aimed at injecting a sense of excitement, intrigue and fascination towards the design of gold products and motivating jewellery designers by inspiring them to participate in what is undoubtedly the region’s most prestigious gold jewellery design contest.

The theme of the Auditions Arabia contest was ‘ethno-contemporary’ with participants expected to draw inspiration from ancient traditions, the rich cultural fabric, including such branches like art, architecture and the hoary heritage of the Arab region down the ages, fusing it with the luxurious essence of gold’s warm glow to present it in designs that recall and reflect those traditions in the present modern context.

The contest received a tremendous response with close to 10,000 designs from over 1,000 participants. It included both Arab and non-Arab designers residing in the Middle East, amateurs and professionals alike, all of whom received equal opportunity irrespective of their technical capabilities.

This was achieved mainly by a massive advertising effort by WGC and Hammer Group on Pan Arab media.

In addition to extensive Pan Arab advertising, WGC organised on ground activities to promote the contest and elevate the design quality. The activities included lectures in jewellery workshops and colleges in Egypt, Jordan, Syria, Lebanon and Saudi Arabia.

Industry professionals from Hammer Group and WGC conducted the first judging session to choose the top 30 designs from 100 short listed entries which were then manufactured into actual gold jewellery pieces by the Hammer Group.

The selection of the six winners took place at the final judging session on November 26, where these 30 designs were modelled for a panel of judges comprised of jewellery and fashion professionals.

Anan Fakhreddin, managing director, Middle East & Turkey – WGC, said: “The response to the contest has been overwhelming, a clear index to its growing popularity in the region. We have also seen a greater diversity and creativity in the designs submitted, incorporating a more daring and adventurous spirit.”

“This indicates a true evolvement in design quality. It once more establishes the availability of the rich latent talent of the region as also the inspiring essence of gold,” he added.

Majid Algouneh, chief managing director of Hammer Group, said: “We hope that this Contest will infuse a sense of vibrancy and passion for gold jewellery amongst the target group by making it modern and inspirational and in tune with their lifestyle.”

“It was a great experience to be involved in the judging process of the first Auditions Arabia collection,” said Mark Pool, one of the judges from AngloGold Ashanti.

“To safeguard the rightful place of gold jewellery in the Middle Eastern market there is still more ground to be covered to ensure that jewellery remains attractive to consumers in terms of global trends,” he added. –TradeArabia News Service