Goldgenie, the brand famed for giving everything from iPhones to guns a touch of gold, has opened its first retail shop in the iMall, a new luxury mall in the heart of the United Arab Emirates on the broader of Dubai and Sharjah.

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With liberal doses of gold, Swarovski crystals and diamonds, the artisans of Goldgenie have customized all sorts of objects, furnishing luxury products to the Middle East Royal courts as well as to celebrities around the world. The store offers customized phones , bicycles, and more.

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Laban Roomes, the company founder stated: “As a luxury brand we considered the UAE as one of the most important countries to establish a foothold within the Middle East, our prime focus is not just the retail market but also the corporate market for personalized customization.”

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The store will offer a chance for customers to visit a specialist in person to discuss their personal requirements as well as buying gifts on the spot. The brand reports that the retail shop in the iMall has already attracted some of the UAEs’ elite including a representative of the Dubai high commission who met with their in-store specialist.