author(s)
Josiane El Khoury

abstract
Luxury branding is traditionally associated with exclusivity, heritage, and status, with high-end products, particularly diamond jewelry, often shielded from aggressive promotions that might undermine perceived prestige. This study examines Saliba Jewellery, a Lebanese luxury jeweler with a prominent Dubai Mall branch, which offered a 50% discount on its diamond collection in 2024. The research investigates whether aggressive promotions can coexist with luxury branding without eroding brand equity. Using qualitative content analysis of social media posts, engagement metrics, and competitor comparisons, the study evaluates consumer perception, market segmentation, and brand positioning. The analysis is guided by Aaker’s Brand Equity Theory and Self-Congruity Theory to understand the strategic and psychological implications of price reductions on aspirational buyers. Findings suggest that, when executed within a consistent brand identity and supported by premium experiences, aggressive promotions can attract new clientele and enhance engagement without significantly diminishing luxury perception, highlighting a balance between accessibility and exclusivity in contemporary luxury marketing.