JRCC unveils new dynamic brand strategy for 2025

Al Jawaher Reception & Convention Centre (JRCC) is proud to unveil its dynamic new brand strategy for 2025, aimed at enhancing its service offerings and elevating the client experience.

With a focus on specialisation and personalisation, JRCC is restructuring its operations into four distinct segments, each designed to cater to the unique needs of its diverse clientele.

This strategic evolution reaffirms JRCC’s position as a premier destination for events, catering, and hospitality services in the UAE.

In alignment with its vision for excellence, JRCC is launching four specialised divisions, each with a unique identity and service proposition:

l Events – “Making Every Occasion Unforgettable.”

This category focuses on booking and managing social and corporate events.

By offering bespoke services tailored to clients’ visions, we ensure a seamless and exceptional experience, marked by elegance and meticulous attention to detail.

l Catering – “Exceptional Catering, Anytime, Anywhere”

Designed to offer premium hospitality, this category adheres to four core principles: quality, customisation, exceptional service, and sophistication. We select the finest ingredients, create personalised menus, ensure each guest feels special, and present our offerings with elegance.

The expertise of JRCC chefs, known for their culinary mastery and unforgettable flavours, underpins this service, along with the experienced service staff.

l Event Solutions – “Bringing Your Event Vision to Life!”

For clients seeking expert management of their events, this category delivers innovative solutions for all event types, both at the Centre and off-site. From careful planning to flawless execution, our dedicated team ensures each event is uniquely crafted to meet client goals, creating unforgettable experiences.

l JEEM – “Your JRCC Favourites, On the Go!”

Responding to growing demand for JRCC dishes, this category introduces a catering service for formal and private events. Clients can easily order and enjoy our delectable offerings, with an Instagram account (@jeem_byjrcc) showcasing our complete range, including exclusive new dishes, which are also available in JRCC online ordering site to make the ordering process easier.

A VISION FOR EXCELLENCE IN 2025 AND BEYOND: JRCC’s redefined strategy represents a deep commitment to innovation, quality, and customer satisfaction. Through these specialised categories, we aim to set new benchmarks in the UAE’s events and hospitality industry.

“Al Jawaher Reception and Convention Center team is dedicated to continuously enhancing its services to ensure the utmost comfort and satisfaction of our customers. The decision to establish dedicated events and work teams is a direct result of the center’s growth and evolution over the past 12 years since its inception. We remain committed under the esteemed guidance of Her Highness Sheikha Jawaher Bint Mohammed Al Qasimi, wife of His Highness the Ruler of Sharjah, to elevating the services we offer, always focused on serving both individuals and the wider community. The centre will continue to uphold the high quality of its services and maintain its esteemed position within the hospitality and events sectors.” – CEO of Al Jawaher Reception and Convention Centre.

As we embark on this exciting new phase, clients can look forward to an enhanced, seamless, and innovative approach to event planning and hospitality services for 2025 and beyond.

The JRCC is a government establishment under the patronage of Sheikha Jawaher.

The JRCC was founded in 2013 to provide an impeccable venue and catering and events services provider for social and corporate events such as weddings, meetings, conferences, exhibitions and all types of other events.

JRCC stands out as the largest centre with high-end furnished halls in the Northern Emirates, with a total size of 5,127 square metres, which can be divided into three smaller halls with optimum soundproof movable partitions and a state-of-the-art venue with a wide range of exclusive inhouse events and catering facilities.

It is also renowned for providing stellar hospitality and outstanding catering services delivered by its growing team of experts.