Speaking of the new campaign, theManaging Director of CareemsJewellers, ShezardCareem stated, “We’ve experienced a lot of exciting growth over the last 125 plus years, mainly because we have been able to adapt to changing trends and tastes, while maintaining our integrity and unwavering commitment to quality which is reflected in every Careems gemstone and jewellery creation. Most of our customers have been with us for generations and we are confident that our new ‘Crafting Eternity’ campaign will appeal to multiple generations, ensuring that we continue the strong sense of trust and tradition embodied by the Careems brand.Our long term strategy will also see us continue to evolve from a jewellery brand into a complete luxury lifestyle brand.”