The group was formed to support the Dubai Shopping Festival in the year 1996 and introduced the concept of mega winnings during DSF and the legacy still continues. In 1998, the Group envisaged the World’s Longest Gold chain for DSF promotions. The 4 ½ kilo meter chain won the group both an innovation award and a place in the Guinness book of World records. In the year 2000, the group designed and produced the ‘Mother’s locket’ which was a tremendous success. In 2002 & 2004 the Group promoted the World Family coin to go with the theme of DSF ‘One World, One Family, one Festival’. In 2005, DGJG celebrated its 10th year with DSF and launched the 10 year celebration Gold Coin with the veteran Bollywood actor and Brand Ambassador Mr. Amitabh Bachchan. The coin offered buyers a chance to win 20 kilo gold every week and 100 kilo on the final day of promotion for which the group won an award by the Dubai Events and Promotions Establishment. Other exciting promotions include the ‘Dubai the City that Cares’ event, held during the holy month of Ramadan with Dubai Chamber of Commerce. The Gold and Jewellery Group broke records by offering a million dirham to shoppers for the first time during ‘Dubai the City that Cares’ 2002. In keeping with the charitable theme of Ramadan, the winner gave Dirham 100,000 (over US$ 30,000) to charity. DGJG unveiled “EXPO 2020 Dubai, Candidate City” gold coins in line with the mega jewellery promotion campaign for the Dubai Shopping Festival 2013 to celebrate Dubai’s candidature status for EXPO 2020 bid. These finely crafted coins resonated and promoted awareness on the EXPO 2020 bid process among public.