Today, we proudly operate three gold and diamond retail outlets in Abu Dhabi and an Italian silver wholesale office in Dubai. With a clear vision for the future, we have ambitious plans to expand further across the region and beyond.
Serata Jewellery began its journey in 1991 with a humble shop in Abu Dhabi’s old gold market as Al Samer Jewellery. Over the years, it has grown into one of the UAE’s most trusted names in the jewellery industry. The launch of our Dubai silver wholesale branch in 1995 marked a turning point, expanding our reach and success.
Strategic Dubai Location
At the center of global metal and jewellery trading market
Decades of Experience
Backed by the legacy of Samer Jewellery Group
World-Class Team
Highly trained sales and accounting professionals
Global Reach
Trusted by retail and wholesale partners around the world
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About Serata
Serata Jewellery, part of the Samer Jewelry Group, is located in Dubai’s iconic Gold Souk—at the center of the global precious metal trade. Backed by Samer Group’s legacy since 1991, Serata combines decades of expertise with a strong retail presence, including three showrooms in Abu Dhabi.
The Founders
Mr. Mohd Nader Alchaar
The president of the company, Mr. Mohd Nader Alchaar with the assistance of Mr. Ayman Alchaar have helmed the company since 1991, and his experience and vision have provided tremendous inspiration over the years.
Serata Jewellery...Where trust is a tradition.
The innovative in-house collections, and quality consciousness, have led to an immaculate reputation.
Maintaining the latest designs at all times is making the reputation of Serata Jewellery’s name.
Contact Us
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Working Hours
- 9 AM - 6PM, Mon - Sat