As families across the UAE begin preparing earlier than ever for the new academic year, Jashanmal has launched its ‘Back to School. Back to Brilliance.’ campaign, bringing together an extensive collection of premium backpacks, lunch solutions, hydration products and school essentials from some of the world’s most trusted brands.

Designed to make Back-to-School shopping simple, inspiring and convenient, the campaign offers parents and students access to carefully curated collections from internationally recognised brands including Kipling, delsey Paris, Eastpak, Jansport, Jeep, Bugatti, Stanley, Jeune Premier, Trixie, Citron, all available under one roof across Jashanmal stores.

With the Back-to-School season becoming one of the year’s most important retail periods, families are increasingly prioritising products that combine quality, durability, comfort and design while beginning their shopping earlier to secure the season’s most sought-after collections.  Whether it’s a child’s very first backpack, a teenager’s laptop-ready school bag, or everyday hydration and lunch essentials, Jashanmal’s carefully selected assortment has been designed to support students of every age as they embark on a new year of learning, growth and discovery.

Shuja Jashanmal, CEO of Jashanmal Group, said:  “Back-to-school is much more than a shopping season, it’s the beginning of a new chapter for every child. At Jashanmal, we believe confidence starts with being well prepared, and our ‘Back to School. Back to Brilliance.’ campaign reflects our commitment to helping families give their children the very best start to the academic year. By bringing together some of the world’s most trusted brands, we are creating a one-stop destination where parents can shop with confidence, knowing every product has been carefully selected for its quality, functionality and design.”

Leading this year’s collection is Kipling, renowned for its lightweight, durable backpacks designed to keep pace with busy school life. The iconic Seoul collection combines spacious storage, ergonomic comfort and dedicated laptop compartments, while the limited-edition Minions Collection adds a playful touch through themed backpacks, lunch bags and wheeled school bags that children will love.

Expanding the collection, DELSEY PARIS brings French innovation to the classroom with lightweight backpacks and luggage featuring smart organisation, ergonomic comfort and durable construction. Eastpak’s iconic backpacks combine everyday functionality with timeless style, while JanSport continues its long-standing legacy with spacious, comfortable designs trusted by generations of students. Jeep’s rugged designs are built for active school days with practical storage and durable materials.

For younger students, Trixie brings imagination to everyday routines with its charming animal-themed lunchboxes, insulated bottles and snack containers, while Citron combines practical functionality with colourful designs inspired by dinosaurs, mermaids and unicorns across its range of trolley bags, backpacks, food jars and stainless-steel bottles.  Families looking for premium school bags will also discover Jeune Premier, the award-winning Belgian brand celebrated for its lightweight ergonomic backpacks that blend exceptional craftsmanship with contemporary European design.  Completing the collection are hydration favourites Stanley and Bugatti. Helping students stay hydrated through the school day, Bugatti Bottles combine sleek, premium design with durable, temperature-retaining performance.

Beyond offering world-class brands, Jashanmal’s Back-to-School campaign reflects the company’s continued commitment to providing customers with thoughtfully curated products that enrich everyday life. With more than a century of retail heritage, Jashanmal continues to evolve alongside changing consumer lifestyles while remaining focused on delivering trusted brands, exceptional quality and memorable shopping experiences.

The campaign is supported by a fully integrated marketing programme across radio, digital media, social media, influencer collaborations, CRM, SMS, email marketing and premium digital screens, ensuring families across the UAE can discover the latest Back-to-School collections wherever they choose to shop.

In today’s fashion landscape, true luxury is no longer measured by recognizable logos or fleeting trends, rather it’s defined by individuality, authenticity and personal style. Few brands embody this shift quite like Noudar, the Qatar-born jewellery brand that has steadily become a favourite among celebrities, fashion tastemakers and women who wear jewellery as an extension of who they are.

Built on the belief that jewellery should tell a story, Noudar creates contemporary pieces that celebrate femininity through sculptural silhouettes, exceptional craftsmanship and meaningful design. Every collection reflects the brand’s signature aesthetic, modern yet timeless, bold yet elegant, making each piece as relevant for everyday wear as it is for the world’s biggest red carpets.

The Jewellery Brand Fashion’s It-Girls Can’t Stop Wearing

It’s this philosophy that has earned Noudar a growing international following among fashion’s most influential women.

From music and film to fashion and beauty, Noudar’s designs have become a recurring feature across some of the world’s most celebrated cultural moments. Global icon Rihanna selected the brand for Fenty Beauty, while Jennie of BLACKPINK wore Noudar’s signature Ruby Handpiece to the Billboard Women in Music 2025, reinforcing the brand’s appeal among women known for setting global fashion trends. Latin superstar Shakira once again chose Noudar while promoting the official FIFA World Cup song, wearing the brand during the global press conference for one of the world’s biggest sporting and cultural events. Joining a new generation of global music icons, Grammy Award-winning artist Tyla showcased Noudar’s signature Henna Handpiece at the 2026 BET Awards, bringing one of the brand’s most recognisable designs to an international audience.

Hollywood’s leading women have equally embraced the brand. Jennifer Lopez, Florence Pugh, Ashley Park, Brandy Norwood, Demi Lovato, Megan Thee Stallion, Liza Soberano, Sofía Vergara, Jenna Ortega, Lana Condor, Chrissy Teigen, Paris Jackson, Charli XCX, Dove Cameron, Tracee Ellis Ross, Erin Lim, Nina Dobrev and Josephine Skriver have all chosen Noudar for premieres, award ceremonies, editorial shoots and industry events, demonstrating the versatility of the brand across every style and occasion.

The jewellery brand’s influence continues to grow with a new generation of internationally recognised artists and creators. Mariah Carey wore Noudar’s signature XXL diamond hoops during her appearance on CBS Mornings, while Lara Raj of KATSEYE showcased the brand’s white gold designs at Spotify’s Best New Artists Party. Other notable names including Karol G, Chappell Roan, Meagan Good, Marsai Martin, Becky G, Kamie Crawford, Rei Ami and Tara Yummy have also been spotted wearing Noudar, each bringing their own distinctive audience and style to the brand.

As Noudar continues to be embraced by some of the world’s most recognisable names, its presence reflects the changing landscape of luxury, where regional creativity is taking centre stage and shaping global style conversations. From Hollywood premieres and international music moments to editorial features and red-carpet appearances, the brand has become part of a wider movement celebrating fresh perspectives in contemporary jewellery.

Proudly originating from Qatar, Noudar represents the growing influence of Middle Eastern design on the international fashion scene. With each new milestone, the brand continues to bridge heritage and modernity, showcasing how jewellery born from a distinct cultural perspective can captivate audiences across the world.

Summer in the UAE changes almost everything. Outfits become lighter, plans shift from beach clubs to rooftop dinners, and beauty routines become all about keeping things fresh. Fragrance is no exception. The right scent should feel light enough for the heat, last through warm evenings, and leave an impression long after you have left the room. Whether you prefer bold, sophisticated, or effortlessly fresh, these three fragrances deserve a place in your summer rotation.

Club De Nuit Intense Overdose by ARMAF

For those who like their fragrance to make a statement, Club De Nuit Intense Overdose is designed to do exactly that. The newest addition to ARMAF’s iconic Club De Nuit collection is a richer and more intense interpretation of the much-loved original. The fragrance opens with vibrant pineapple, blackcurrant, crisp apple, and sparkling citrus before revealing a smoky heart of birch and patchouli. It settles into an alluring base of musk, ambergris, and oakmoss, creating a bold, lingering trail that is perfect for evening gatherings, special occasions, and nights that do not end early.

Sultan by Canéza

Bright, warm, and effortlessly refined, Sultan brings together sparkling citrus with subtle spicy sweetness to create a fragrance that feels both fresh and luxurious. Its elegant composition makes it ideal for everything from weekend brunches to sunset dinners, offering a sophisticated scent that feels just as comfortable during the day as it does after dark.

Uomo by Canéza

Easy to wear and endlessly versatile, Uomo is made for the modern man who appreciates understated confidence. Fresh citrus notes blend with warm woods and rich amber to create a clean yet distinctive fragrance that works across every occasion.Whether it is a day at the office, a casual coffee meeting or an evening out, Uomo transitions seamlessly from day to night, making it a reliable everyday signature scent throughout the season. In a season where the heat can overpower almost everything, fragrance becomes one of the simplest ways to express personal style. Each fragrance offers a distinct way to complement the season’s lighter wardrobes and warmer days.