Masoud Jewellery: a jewellery website with the live gold rate that re-prices itself

Masoud Jewellery is a gold and watch showroom in Al Satwa, Dubai: 18K gold bracelets, chains, rings, earrings and pendants, and pre-owned Rolex. I built its website, and the part that matters most is the price. It is a jewellery website with the live gold rate built into every piece, and it re-prices itself from the Dubai rate every day without anyone touching a spreadsheet.

The situation

Gold prices in Dubai move every day. A shop that prints a price list is wrong by the afternoon, so the showroom did not publish prices at all. Every enquiry meant a photo sent on WhatsApp, a weight checked, and a price worked out by hand against that morning’s rate. Customers who wanted to browse first had nothing to browse.

What was built

A catalogue that knows what each piece is made of

• Every piece stores its karat and its weight in grams, not just a price. The price is calculated from those two numbers, the day’s 18K Dubai gold rate, and the shop’s own making charge.
• Karat and weight show under every product card and in each product’s details, so a customer can see exactly what they are paying for.
• A piece that has not been weighed yet shows “Weighed in front of you” instead of a guessed price. Nothing on the site pretends to know a number it does not have.

Gold pricing that updates itself

• The site reads the published Dubai gold rate three times a day, at 10:00, 15:00 and 20:00 Dubai time, and re-prices the whole catalogue from it once a day.
• A safety rule sits in front of it: if the rate jumps by more than 5% in one go, the re-price is held and the shop gets an email to check it first. A bad feed can never put the whole showroom on sale by mistake.
• If the main rate source is down, a second source takes over, so the prices never freeze.
• A live rate ticker for 24K, 22K, 21K and 18K runs across the top of every page, with the time it was last updated.

A showroom on the customer’s phone

• The whole site in five languages, for the customers who actually walk into a shop in Al Satwa.
• Filters by piece type and by who it is for, men or women.
• A WhatsApp button on every piece that opens a chat already naming that exact piece and its link, so the shop knows which of three similar Monaco bracelets someone means.
• A sell-or-exchange section for customers bringing in old gold, valued against the same daily rate.

A repeatable line from photo to listing

• The shop photographs each piece twice, a wide shot and a close-up. Those photos are paired, cropped to one consistent portrait format, named, described and published in one pass.
• The same catalogue feeds ready-made listing packs for Facebook Marketplace and Dubizzle, so one photo session covers the website and both marketplaces.

What it does

A customer browses the showroom on their phone, sees the karat, the weight and today’s price, and opens a WhatsApp chat about the exact piece. The shop answers a question about a specific bracelet instead of starting from “do you have gold bracelets?”. The prices on the site follow the market on their own, and a person only steps in when the market does something unusual.

What it replaced

Photos sent one at a time, prices worked out by hand for each enquiry, and no way for a customer to look before they called.

Why a jewellery website needs the live gold rate

For a gold shop, a fixed price is a liability: too high and nobody calls, too low and every sale loses money. Storing what each piece is made of, and letting the price follow the rate, is the difference between a website that has to be maintained every morning and one that keeps itself right.

This is one of the systems on my AI automation in Dubai page, next to the lead and reporting systems I run for other businesses. Run a showroom or a shop where prices move every day? Book a call and I will look at how your prices are set today.