logo
Why Hype Marketing Doesn't Always Work for Dubai Businesses

Why Hype Marketing Doesn't Always Work for Dubai Businesses

Hi Dubai3 days ago
Dubai has long mastered the art of making headlines. With record-breaking skyscrapers, artificial islands visible from space, and retail launches that feel more like festivals than openings, the city thrives on visibility. It's a place where grand announcements and rapid rollouts are the norm—and where standing still often feels like falling behind.
But beyond its architectural feats and luxury appeal, Dubai's business scene is equally driven by spectacle. Brands routinely rely on flashy product launches, high-profile influencer campaigns, and short bursts of viral attention to capture market share. This strategy—widely known today as hype culture—prioritizes visibility, buzz, and first impressions over longevity or gradual market building.
Globally, the term 'hype marketing' has grown in relevance. According to HubSpot's 2024 Marketing Trends Report, nearly 65% of brands now consider viral potential a core KPI for campaigns. In the UAE, this figure is even higher: a 2023 YouGov survey revealed that 7 in 10 marketers in the country actively prioritize influencer collaborations and 'wow factor' visuals when planning product rollouts.
But is this short-term visibility translating into long-term loyalty?
In a market like Dubai—where competition is high and consumer attention spans are short—many businesses are discovering that being talked about doesn't always equate to being trusted. How many of these viral launches lead to repeat customers? What happens after the camera crews and press kits are gone?
In this article, we explore whether hype is helping or hindering Dubai's business growth. We'll unpack the psychology behind attention-led marketing, investigate its impact on consumer trust, and highlight the subtle difference between creating buzz and building a brand that lasts. The Rise of Hype Culture in Dubai's Business Ecosystem
In today's Dubai, visibility often trumps value—at least at first. A scroll through Instagram or TikTok reveals a steady stream of beautifully shot pop-up cafés, extravagant product launches, and influencer-studded soft openings. This is the heartbeat of hype culture—a marketing phenomenon that prioritizes short-term virality over long-term engagement.
Much of this shift has been fueled by social media's dominance in the UAE. According to DataReportal's Digital 2024 UAE report, social media penetration in the UAE sits at 98.6%, one of the highest in the world. Platforms like TikTok and Instagram are not just tools—they're the primary channels for brand discovery, especially among millennials and Gen Z. As a result, businesses now build entire launch strategies around 'Instagrammability', influencer appearances, and content that's designed to trend.
This has created a kind of unspoken pressure. If a new café, skincare brand, or tech product doesn't 'go viral' within its first few weeks, it's often deemed unsuccessful—regardless of the actual quality of its offering. And this isn't hypothetical. Dubai has already seen a string of businesses that burst into relevance, only to quietly shutter a few months later.
For instance: Coffee shops like Forever Rose Café and similar flower-themed cafés gained explosive attention for their interiors, often becoming viral photo ops. But many saw diminishing footfall once the novelty wore off.
and similar flower-themed cafés gained explosive attention for their interiors, often becoming viral photo ops. But many saw diminishing footfall once the novelty wore off. Tech events and product expos across the city often gather buzz for big-name sponsorships and futuristic displays, but struggle with post-event engagement or community building.
across the city often gather buzz for big-name sponsorships and futuristic displays, but struggle with post-event engagement or community building. DTC brands launched via influencer giveaways enjoy a spike in orders the first week, followed by sharp drop-offs, highlighting the limits of one-time hype.
A 2023 WARC report on MENA marketing behavior found that over 70% of campaign KPIs in the UAE now include viral engagement, shares, and influencer impressions, but fewer than 35% track long-term brand recall or customer retention. This imbalance in performance metrics reveals a deeper issue: are we measuring what matters—or what's momentarily loud?
Dubai's competitive landscape doesn't help. In a city where everyone is aiming to stand out, many businesses feel the need to outperform—not through substance, but through spectacle. And while this might capture attention, it doesn't guarantee loyalty. The Short-Term Gains vs. Long-Term Vision
Hype can be an incredible launchpad—bringing in queues, clout, and curiosity. But what happens when the buzz fades?
Many businesses in Dubai find themselves facing this exact dilemma. A brand might open with fanfare, trending on TikTok and drawing hundreds in its first few weeks. But without meaningful customer experience or long-term value, repeat visits become rare, and the brand's initial surge levels off quickly.
According to a 2024 KPMG UAE Consumer Pulse report, 57% of UAE customers say they value consistency and service quality more than promotions or influencer endorsements. And yet, many businesses pour disproportionately into opening-day aesthetics, social media content, and influencer seeding—often at the expense of infrastructure, staff training, or R&D.
This mismatch between perception and delivery can lead to what marketers call 'peak-too-soon syndrome'—a phenomenon where the highest traction comes at the beginning, followed by a steep drop. In Dubai's F&B sector, for instance, it's not uncommon for a new restaurant to go viral during its first month, but close within the year due to poor service quality or inconsistent offerings. Industry insiders often point to concept-first strategies, where experience design trumps operational depth.
Moreover, customer fatigue is real. With so many pop-ups, limited-edition menus, and gimmick-driven campaigns, consumers are becoming increasingly skeptical. A 2023 survey by Gulf Marketing Review found that 42% of Dubai residents feel overwhelmed by 'new' launches and prefer brands they can trust and return to.
Even in retail and tech, brands that rely on one-time hype campaigns without sustained innovation risk falling behind. It's a pattern seen in several startup exits and stalled digital ventures where marketing budgets outpaced product development.
In contrast, some of Dubai's most successful businesses have adopted a quieter but stronger growth model. Brands like The Lighthouse, Kibsons, and The Giving Movement have prioritized consistent quality, operational excellence, and meaningful brand storytelling—earning customer loyalty over time rather than depending solely on momentary buzz.
The lesson? In Dubai's high-visibility market, it's tempting to chase short-term glory. But without a long-term vision, even the loudest launches risk becoming background noise. The Psychological Trap of Trend Chasing
In a city where every week brings a new launch, it's easy for businesses to slip into reactive mode. A competitor goes viral with a flaming dessert or a futuristic selfie pod—and suddenly, everyone scrambles to mimic the idea. But chasing trends without a grounding strategy often leads to diluted identity and burnout, both for businesses and their customers.
Behavioral research explains this urge through the concept of social proof and scarcity bias. According to Dr. Robert Cialdini's principles of persuasion, when people see others flocking to something, they perceive it as valuable—even if they don't fully understand why. Dubai's hyper-connected audience, always scrolling and sharing, accelerates this loop. Businesses feel the pressure to act now or miss out, leading to rushed rollouts and surface-level innovation.
But novelty wears off fast.
According to a 2023 PwC Middle East Retail Survey, 74% of UAE consumers try new brands for novelty, but only 28% return if core value and service are lacking. The same report notes that brand switching is high in Dubai, largely due to the abundance of alternatives and the city's transient population, making brand loyalty difficult to establish without substance.
The danger? Becoming a 'one-hit wonder'—a business that makes a splash and then disappears. Dubai's trend cycle is short; something exciting today can feel stale in six weeks. Restaurants, concept stores, and beauty services that rushed to ride a wave (e.g., Dalgona coffee or AI portrait kiosks) often saw sharp drop-offs once the trend faded or when a competitor replicated it better.
Falling into trend-chasing traps can also stretch operations too thin. A 2024 insight paper by Gulf Business Strategy Group noted that 30% of concept-led F&B outlets in Dubai spent more on 'Instagrammable' interiors and viral campaign launches than on staff training, food quality control, or digital infrastructure.
There's nothing wrong with tapping into cultural moments—but it must be strategic. Sustainable brands build from the inside out. They ask: 'What do our customers really need after the trend dies down?' and 'How does this align with our purpose?'
In Dubai's high-churn market, resisting the urge to copy fast wins is what sets enduring brands apart. Trend participation can create noise—but without value, it rarely builds trust. Real Examples: When the Hype Fizzled Out
Dubai has seen more than a few flashy launches turn into cautionary tales. While many of these businesses entered the market with strong influencer backing, viral campaigns, and long queues at opening, several failed to convert that initial attention into lasting success.
1. Salt Bae Burger – DIFC
When Nusret Gökçe (a.k.a. Salt Bae) opened his burger concept in DIFC in 2021, the hype was instant. With the power of his global brand, social media theatrics, and celebrity clientele, the location attracted massive crowds in the first few months.
But by early 2023, it quietly closed. Reviews cited overpriced burgers, long wait times, and inconsistent service. Despite the global appeal, Dubai's customer base—especially locals and seasoned expats—quickly became critical of style-over-substance delivery. It's a classic case of brand power without local adaptability.
2. 'Mirzam-Inspired' Chocolate Cafés
In the wake of Mirzam Chocolate's artisanal success, several small concept cafés launched pop-up style chocolate and dessert bars in 2022 and early 2023, banking on the "local luxury" trend. Many opened in prime locations like Jumeirah or Alserkal Avenue with beautiful interiors and Instagrammable plating.
By mid-2024, a majority of these had either scaled back operations or shut down. Their downfall was linked to lack of supply consistency, poor customer retention strategies, and no unique brand proposition beyond mimicking aesthetic trends.
3. House of Pops Flagship Stores
Known for its all-natural popsicles, House of Pops initially gained popularity through delivery and kiosks. However, when it transitioned to large-format physical stores in high-rent areas, footfall didn't match projections. A few locations were later scaled down.
This shows that product-market fit can be strong for one format (e.g., delivery or events) but doesn't always translate well into traditional retail. Over-expansion and underestimating the need for a broader in-store experience led to operational strain.
4. Themed Fitness Studios in 2021–2022
Several boutique fitness brands opened with niche themes—like boxing-meets-clubbing or silent disco yoga. Influencer promotions and opening events drew interest, but within a year, many of these brands shut down or rebranded.
Why? A lack of consistent trainers, limited class diversity, and membership models that didn't match Dubai's transient audience. Hype filled the rooms initially, but the customer experience wasn't strong enough to keep them coming back.
These examples underscore a pattern: hype creates visibility, but retention is a different game altogether. Flashy branding can only go so far in a market where customers are spoilt for choice and quick to move on if substance doesn't match the promise. What Actually Builds Sustainable Brands in Dubai
In a city where new concepts launch daily, the real success stories are often the quieter ones—brands that prioritize customer value over viral moments. Sustainability in business doesn't come from a flashy opening but from consistent delivery, trust-building, and adaptability.
1. Project Chaiwala
Launched in 2017 as a local tea brand inspired by street-style chai culture, Project Chaiwala grew steadily through community storytelling, great pricing, and quality ingredients. Instead of relying on big influencer campaigns, the brand expanded slowly—starting with cinema pop-ups and eventually opening standalone cafés across the UAE.
Their secret? A deep focus on customer experience, culturally relevant branding, and community events, such as chai-making workshops and collaborations with local artists. Project Chaiwala became part of the cultural fabric, not just another café.
2. The Giving Movement
Dubai-based sustainable fashion brand The Giving Movement launched in 2020 with a simple but powerful value proposition: for every item sold, USD 4 is donated to a charity. Rather than over-indexing on influencer hype, the brand focused on eco-conscious production, local warehousing, and clear ethical positioning.
This approach paid off—by 2023, the brand had expanded to the KSA and global markets, with endorsements from regional celebrities only after building organic traction. According to Gulf News, The Giving Movement hit over AED 100 million in sales within three years, proving that mission-led branding with strong operational backing works in the long term.
3. Finyal Media
This Dubai-based podcasting company quietly built one of the region's most engaged Arabic-speaking listener bases through storytelling. Rather than chasing quick hits, Finyal focused on content quality, cultural relevance, and consistent delivery.
The result? Major partnerships with Spotify, MBC Group, and regional brands looking to reach Gen Z and millennial Arab audiences. They became a go-to for content localization in a region dominated by English-first media, showing that investing in niche value pays off.
In all these examples, the common thread is a commitment to listening to users, scaling responsibly, and planning with purpose. Brands that regularly adapt based on customer feedback, use performance data to drive decisions, and build loyalty through shared values tend to last longer—even in a market as fast-moving as Dubai.
While hype can give you a stage, it's the substance that keeps you there. A New Metric for Success: Engagement Over Excitement
As Dubai's consumer landscape matures, businesses are starting to shift their focus from flashy metrics—views, likes, and footfall—to more sustainable indicators of success like customer lifetime value (CLV), retention rates, and repeat purchase behavior.
This change is long overdue. According to a 2024 report by McKinsey Middle East, brands in the UAE that prioritize retention strategies see up to 60% higher profitability than those focused mainly on acquisition. Yet many startups still chase virality, measuring their success by how loud the initial launch is rather than how long customers stick around.
In contrast, brands like Pinza!, the UAE's homegrown healthier pizza chain, are showing how to do it differently. They've kept their marketing relatively quiet, relying more on customer feedback loops, subscription models, and loyalty incentives than short-term promotions. The result is a steady rise in delivery app rankings and social reviews without massive marketing blowouts.
Similarly, Locale, a new food-tech platform by KRUSH Brands, is reshaping the restaurant delivery model in the UAE by prioritizing tech-enabled customer retention. Rather than flooding the market with influencers, Locale offers curated menus, personalized user experiences, and backend analytics to optimize what customers are likely to reorder. They also maintain ownership of customer data—which third-party delivery apps usually keep—allowing them to fine-tune services based on user habits rather than trends.
What businesses are beginning to realize is that virality is not a business model. Excitement can spark a conversation, but engagement builds a company.
KPIs worth tracking in Dubai's saturated market now include: Repeat visit rates (physical and digital)
Average order value over time
Referral rates from existing customers
Email/SMS open rates for long-term communication
Customer support ticket satisfaction
Ultimately, the brands leading the new wave of business in Dubai are those who measure loyalty, not just launch buzz. They're redefining success not by who talks about them once, but by who keeps coming back.
Dubai's growth has always been fast-paced, but speed without direction rarely leads to endurance. In an increasingly discerning market, consumers are no longer impressed by aesthetics alone—they expect reliability, value, and authenticity beneath the branding. The brands that will last are not the ones making the loudest entrances, but those quietly solving real problems, delivering on their promises, and staying responsive as expectations evolve.
The goal is not just to be seen, but to be seen for the right reasons. A thoughtful business strategy, rooted in clarity and long-term vision, will likely outlive a hundred trending campaigns. As Dubai continues shaping itself as a global business hub, perhaps its most successful brands will be those that prioritize substance over spotlight.
Success, after all, isn't about being seen once—it's about being remembered often, for the right reasons. Also read:
Influencer Marketing in Dubai: A Guide for Businesses to Drive ROI
Unlock ROI with our practical guide to Influencer Marketing in Dubai. Learn strategies, navigate UAE regulations, identify key players & avoid pitfalls for business growth.
Dubai's Thriving E-commerce Market: How to Start Your Online Business
Are you fascinated by Dubai and its remarkable advancements so far? Check out this comprehensive guide on achieving E-commerce success in the UAE.
Insights into the Growing Influencer Marketing Scene in MENA
Influencers leverage multiple platforms, channels, and media to creatively connect with their followers, while brands seek successful collaborations to tap into these audiences.
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

ZEGNA unveils an exquisite menswear corner at Level Shoes in The Dubai Mall
ZEGNA unveils an exquisite menswear corner at Level Shoes in The Dubai Mall

Emirates Woman

time13 hours ago

  • Emirates Woman

ZEGNA unveils an exquisite menswear corner at Level Shoes in The Dubai Mall

Global luxury menswear leader ZEGNA has officially opened a dedicated store corner at Level Shoes in The Dubai Mall, further cementing its presence in the region. Known as one of the world's most prestigious destinations for high-end footwear and accessories, Level Shoes now offers an immersive ZEGNA experience, blending refined craftsmanship with contemporary Italian elegance. The new ZEGNA corner presents a meticulously curated selection of men's shoes, small leather goods, and eyewear, embodying the brand's dedication to superior craftsmanship and innovative design. Each piece reflects ZEGNA's heritage of timeless sophistication, now reimagined under the artistic direction of Alessandro Sartori. Beyond its product offerings, the space itself is a testament to Italian artistry. At its heart lies a custom-made rug by Mariantonia Urru, a Sardinian brand renowned for its handwoven creations using traditional techniques. The rug features natural dyes, with some wool even tinted directly on the sheep—a rare process known as 'tinto in pecora'. Other highlights in the store include, the Cassina 905 armchair, designed by Vico Magistretti in 1964, which exudes minimalist sophistication with its wooden frame and sleek leather upholstery. Among the favourites is also the Archibald armchair by Jean-Marie Massaud for Poltrona Frau combines plush leather with a contemporary silhouette, offering both comfort and style. The store also features handcrafted tables by Riva 1920, made from sustainable wood, showcase eco-conscious craftsmanship while enhancing the space's artisanal appeal. This new corner invites shoppers to step into a world where luxury menswear meets Italian design mastery. Whether exploring ZEGNA's latest footwear or admiring the thoughtfully designed interiors, visitors will find a seamless fusion of product and place—one that honors tradition while embracing modernity. For those seeking an elevated retail experience, the ZEGNA corner at Level Shoes is now open at The Dubai Mall, reaffirming the brand's commitment to excellence in one of the world's most dynamic fashion capitals. – For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram Images: Supplied

Seed & Bloom Community Café shares rollout, success of brand launch campaign
Seed & Bloom Community Café shares rollout, success of brand launch campaign

Campaign ME

time14 hours ago

  • Campaign ME

Seed & Bloom Community Café shares rollout, success of brand launch campaign

Seed & Bloom Community Café, a homegrown brand, has shared details about its brand launch, activation and influencer campaign with Campaign Middle East. The campaign leaned into a multi-channel strategy to create awareness about its launch, introduce a novel concept to the market, and catalyse foot traffic to the debut venue. The homegrown F&B concept in Abu Dhabi built its brand identity around mindful living, sustainable design and exceptional artisanal food, hoping to build brand love and loyalty through a nurturing space for connection and community engagement. View this post on Instagram A post shared by Foode 🇦🇪 Essa Ali (@ Stakeholders involved in the Seed & Bloom launch campaign The brand launch and activation campaign was brought to life in partnership with TGP International, which was responsible for concept and brand development, interior design and ongoing oversight of operations, marketing, events, PR, and advertising for Seed & Bloom. The brand is now entirely operated and managed by TGP International. Meanwhile, Katch International was tasked with generating media coverage for the venue and coordinating influencer visits during the opening phase. Me:Mo provided auxiliary marketing support during the three-month launch period, including content creation and social media management. Pyong Sumaria handled the photography for F&B and social, while Gavriil Papadiotis handled photography for the interior design elements. The campaign ran for a duration of eight weeks from 5 March to 5 May, 2025. Objectives and rollout of the campaign In conversation with Campaign Middle East, the brand revealed that the main objectives of the campaign included: Introducing the brand to the market and establish its identity and brand values; Driving initial traffic to the venue and revenue through F&B sales; Attracting media and influencers to discover and experience the brand; Generating bookings for workshops and classes; Growing social media platforms and engagement; and Achieving positive early-stage Google Reviews ratings. The brand primarily looked to reach a targeted audience of families, Emiratis, local communities, as well as family-focused influencers. As a result, the campaign was rolled out through social media, traditional public relations and media outreach, community events, influencer marketing and through its website. The campaign unfolded in three distinct phases, starting with early awareness efforts before progressing into targeted media and influencer engagements, and then culminating in highly community-focused activations of workshops and activities, which set the direction for the venue's ongoing programme of experiences offered to its guests. Pre-launch awareness Ahead of its March 2025 opening, the team laid the groundwork for targeted brand awareness. Bilingual press materials were shared with regional media, and first-look exclusives were pitched to trusted lifestyle outlets. Regional publications featured Seed & Bloom before its launch, drawing attention to the design details and menu highlights. Fact Magazine called it 'a space for cakes, classes and coffee in equal measure,' capturing the layered intent behind the concept. This early presence established media recognition and positioned the brand as experience-led from the outset. Launch coverage The launch campaign brought together select content creators to engage their audiences with original, immersive storytelling. Influencers including Alia Alhosani, Amal Ismail, Lana Kaati and Sister's Diary covered their visits through Reels and stories. Through detailed concept briefing and on-the-ground collaboration with these individuals, content focused on the concept's craftsmanship, interiors and the sense of calm the space offered. Time Out Abu Dhabi's walkthrough reel highlighted the café's botanical interiors and pastry selection. A similar walkthrough on TikTok added another strong stream of content. Secret Abu Dhabi's video looked at the sustainability story and the space's distinctive tone. View this post on Instagram A post shared by @gardensplazaad Combined, these videos received more than 80,000 views across platforms. The narrative was picked up by early visitors who began posting their own stories, photos and reels, which helped build an important layer of community-generated content within days of launch. Community event Seed & Bloom also hosted a dedicated 'A Blooming Beginning' event the weekend following its launch, inviting local families, creatives and lifestyle voices to experience the café through workshops, live music and community moments. The day featured a mix of hands-on activities including flower arranging, painting, and interactive culinary stations, with a focus on creating moments families could enjoy together. Attendees included Shania Rosario, Leen Melthem and Arpita Soni who captured impressions of the space that went beyond food. From floral focaccia to slow mornings on the terrace, the content reflected a sense of discovery that aligned with the brand's personality. Finally, a café in Abu Dhabi that feels like home—warm, personal and proud of where it comes from. — Experience Abu Dhabi The event extended the reach of the campaign into the local community and created additional stories that positioned the brand as part of the neighbourhood. Post-launch momentum In the months following the launch, Seed & Bloom continued to receive editorial coverage in What's On Abu Dhabi, BBC Good Food, Curly Tales and Experience Abu Dhabi. These pieces moved the narrative forward by spotlighting the café's evolving programme of events and workshops, including sourdough classes, sustainability pop-ups and creative gatherings. Freshly baked pastries, earthy interiors and a warm welcome—Seed & Bloom is one of Abu Dhabi's most exciting new openings. — Curly Tales Reviews on Tripadvisor consistently cited the ambience, service and quality of food, reinforcing the messages shared in media and influencer content. The café maintains a full 5.0 rating. Success metrics of the Seed & Bloom campaign Since its launch, Seed & Bloom Café Abu Dhabi has carved out a clear identity in the city's evolving café scene.

Inside the business of crystals: The booming market for energy, wellness, luxury
Inside the business of crystals: The booming market for energy, wellness, luxury

Arabian Business

time19 hours ago

  • Arabian Business

Inside the business of crystals: The booming market for energy, wellness, luxury

Once the main domain of spiritual shops and niche collectors, crystals and energy stones have evolved into a global business with a market that spans wellness, luxury goods, and interior design. Growing consumer demand for holistic wellness and alternative therapies has propelled the crystal trade into a billion-dollar global industry – and the Middle East is emerging as a market of increasing significance. According to a 2024 report by Research and Markets, the global crystals and gemstones market was valued at $31.8 billion in 2023 and is projected to reach $44.1 billion by 2030, growing at a compound annual growth rate (CAGR) of 4.5 per cent. The surge is fuelled by rising interest in energy healing, mindfulness, and sustainability – as well as the growing influence of social media platforms such as Instagram and TikTok, which have amplified the visibility of crystal aesthetics and their purported benefits. From alternative to mainstream Crystals such as amethyst, rose quartz, citrine, and jade are no longer confined to metaphysical shops. Global retailers including Anthropologie, Sephora, Huda Beauty, and major department stores have introduced crystal-infused water bottles, skincare tools, jewellery, and home decor into their product lines. Data from the Global Wellness Institute indicates that the mental wellness market, which includes meditation, mindfulness, and energy healing, was valued at $181 billion in 2022. Crystals, while not broken out as a standalone segment in the report are categorised under 'complementary and alternative therapies' which is among the fastest-growing categories of the wellness industry. While some consumers purchase crystals for their specific aesthetic qualities, many cite their use in promoting emotional balance, clarity, and stress reduction – claims that have been debated in scientific circles. Several studies report no measurable difference between the effects of real and placebo crystals on test subjects, yet anecdotal testimonials continue to drive sales. In the Gulf, luxury and wellness often intersect, making the region a strong market for crystal-focused businesses. High-end retailers in Dubai and Riyadh report steady demand for decorative pieces, luxury jewellery, and bespoke crystal installations in homes, spas, and hotels. The Global Wellness Institute's Global Wellness Economy Monitor 2023 states that the wellness economy in the Middle East and North Africa reached $108.7 billion in 2022, with the UAE and Saudi Arabia emerging as regional leaders in wellness tourism, personal care, and traditional therapies. While crystals represent a niche segment within this broader ecosystem, their popularity is growing as consumers seek holistic well-being experiences rooted in both ancient traditions and modern spirituality. According to Rachel Akmakjian from BriteCo, 'At the end of the day, yes, crystals are worth money. How much money they're worth will, of course, differ according to a very large number of factors.' The industry has also reflected in the real estate market, Eywa, a luxury residential project in Dubai currently under development by The 48-residence building on the Dubai Water Canal is marketed explicitly as the world's first energy-focused residential development. The design incorporates over 1.5 million crystals embedded in its structure intended, according to the developer, to enhance the flow of positive energy and improve residents' well-being. Sustainability challenges for crystals The crystal trade, however, faces scrutiny over sustainability and ethical sourcing. Quartz, the most abundant and commonly sold crystal is mined extensively in Brazil, Madagascar, and parts of Africa and Asia. Reports from advocacy groups such as Human Rights Watch have highlighted concerns about labour practices and environmental impact in some mines. In response, several global brands have introduced certification processes to trace the origins of their stones and ensure that mining practices meet ethical standards. However, there is currently no universally recognised certification for ethically sourced crystals, leaving consumers reliant on retailer claims. Beyond retail, crystals are finding a place in high-end hospitality. Luxury hotels and resorts, including several in the UAE, now offer crystal-infused spa treatments and energy-focused interior design elements. According to the Global Wellness Institute, wellness tourism, which frequently incorporates elements like crystal therapy, was valued at $651 billion globally in 2024, with annual growth rates outpacing general tourism. Even tech-adjacent products have entered the category: crystal-charged water bottles, sound bath equipment, and wearable crystal jewellery integrated with fitness trackers are appearing in premium wellness markets. While the industry is growing, precise figures on the crystal trade remain difficult to measure due to its fragmentation across luxury goods, alternative therapies, and raw materials. Analysts caution that much of the trade remains informal, particularly at the wholesale level in developing countries, and that sales are often unrecorded or lumped into larger categories like 'decorative stones' or 'jewellery.' What is clear, however, is that the market is evolving rapidly. Social media continues to democratise access to knowledge about crystals, while luxury retailers elevate them as status symbols. At the same time, increasing consumer awareness about environmental and social responsibility may reshape supply chains in the years ahead.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store