Walid Farah first started as a wholesaler of 18 karat Italian gold jewellery
The bustling backstreets of many of Beirut’s districts have changed little over the decades.
The independent rows of retailers speak of times gone by. Window displays evoke memories of the 1970s, a time when customer service was second-to-none and quality items, whatever they may be, were being retailed.
It was a time, too, when shopkeepers were the pillar of the community, an extended family, if you like, who knew every name and the special occasions of each and every customer, even until today.
Lebanon is the home country of Walid Farah, the man behind Khalifa Jewellery, a small corner outlet located on Abu Dhabi’s bustling Sheikh Khalifa Street, adjacent to the pair of skyscrapers housing the World Trade Center and residences.
Vintage typography spells out the shop’s name and the window echoes those once seen in Beirut’s many districts, but especially the famed jewellery district prior to it being decimated during the Lebanese Civil War that engulfed the capital and much of Lebanon in 1975.
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It was in the same year that Walid Farah heeded the advice of relatives to visit Abu Dhabi to explore the potential of opening a jewellery store in the UAE capital.
Fast forward 48 years and Walid, who is immaculately presented in a collar and tie, is ensconced behind a glass counter displaying precious gems.
Inspecting a diamond ring through a jeweller’s loupe, prong pusher in hand, his friendly face looks up.
“The history of jewellery in our family goes back much further than 48 years,” he says smiling. “My grandfather started creating simple gold and silver jewellery pieces; after my father graduated from university, he too, decided to become a jeweller.”
The skills were passed down from generation to generation and between 16 and 17 years old, Walid himself began helping his father during the summer holidays.
“It continued into my twenties,” Walid says, who at the time was enrolled in college. “I began to help my father more and more with his business, which was located in Beirut’s celebrated jewellery district in downtown.”
On the eve of the Lebanese Civil War, Walid managed to do what many Lebanese were unable to do.
“I successfully persuaded my family to relocate to Abu Dhabi and, unlike so many others, we were able to have a fresh start. The rest is history!”
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First starting as a wholesaler of 18 karat Italian gold jewellery, the business also offered jewellery retail pieces using natural diamonds, precious and natural semi-precious gems, pearls and more.
“Over time, we began offering certified natural diamonds, custom design services, and repairs and cleaning,” Walid adds. “Those services are still offered today.”
The shop also retails pieces that feature natural diamonds, natural precious and semi-precious gems set in 18 karat gold, as well as a unique repair service for almost all types of jewellery.
“For simple repairs, we can do that on the spot,” he says. “Sometimes we repurpose customers’ jewellery to breathe new life into it.”
A case in point, Jane, a British expat who has been a patron of the jeweller since the 1990s, arrives to the shop to collect a piece of her jewellery that she has had repurposed.
“Walid offers a unique service because most of the items bought have all been custom made,” she says. “I would bring in older pieces of jewellery that I’m not really wearing anymore. Together, we would agree on a new design and Walid would redesign it to create something else that was totally unique.”
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Depending on the designs, computer generated 3D models or wax models are created, which customers then view prior to finalising any repurposed, or indeed, uniquely designed piece.
Like so many customers, Jane found her way to the shop through word-of-mouth.
“It’s how most people find themselves stood in front of Walid,” she says.
“We’re a friendly, family business,” adds Walid, who highlights how they have built a reputation of trust for over 40 years, accounting for the longevity of the business.
“We have good relationships with all our customers, many of whom bring along their children and grandchildren to celebrate key milestones such as birthdays, graduation ceremonies, engagements and weddings.”
Today, many customers have become friends, with some just dropping by to say hello, which is surely the hallmark of a business that is not only expert in its trade, but one that puts the consumer at the helm of what it offers.
For more information, follow Khalifa Jewellery on Instagram @khalifajewelleryad or Facebook @khalifajewelleryad
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