Maison Bäumer jewellery brand unveils boutique in Doha ahead of Qatar World Cup


French jewellery brand Maison Bäumer is opening its first major boutique abroad– at Doha’s Printemps, the largest department store in the Middle East.

The opening of the new 200-square-metre store is scheduled for November 20 to coincide with the kick-off of the Qatar Fifa World Cup 2022, the world’s largest sporting event.

Cédric Aumonier, the CEO’s business partner, said: “It’s a great location at the front door of Printemps. They wanted a brand-new marque, exclusive to the Gulf region. 

“We will also have two small salons with videos in which Lorenz speaks about his meetings with Parian artisans. Ten three-minute episodes, with the likes of François Perret, who has a patisserie in the Ritz, or Féau Boiseries, who make extraordinary interiors.

“We already have a sizeable Qatari clientele. And we’ve been encouraged by the royal family to come to Qatar. They love the idea of a living creative jewellerer, which is very important for special unique orders.”

Shopping destination Printemps has opened its doors in Doha, just ahead of the Fifa World Cup 2022 in November. Founded in Paris in 1865, it landed in Doha to house around 600 high-end brands – 200 of which are exclusive to the store – across categories such as apparel, footwear, and jewellery.

According to a recent report by Mordor Intelligence, Qatar’s luxury goods market, which has been valued at $1.84billion and was expected to grow at a compound annual growth rate of 2.55 per cent in the forecast period between 2021 and 2024, is regarded as the world’s fastest-growing in its category.

Qataris are also viewed as the biggest buyers of luxury items in the Middle East, the report said.

With the recent opening of the Palace Vendome in the run-up to the Fifa World Cup 2022, the country’s luxury industry is set for further growth.