How Much Bling Is Too Much Bling? Reflections of a 60-Year-Old Expat After Two Decades in Dubai

Dubai’s skyline has always been a symbol of excess, yet even I marvel at how the emirate’s definition of luxury has evolved since I first arrived in 2005. Back then, luxury meant a weekend escape to the desert in a sturdy 4x4, an overnight stay in a beachfront suite at Jumeirah Beach Hotel for around AED 800 per night, and a night out at the original Madinat Jumeirah souk, sipping mint tea and admiring handcrafted silver jewellery. We thought we were living large—but compared to today’s standard of “too much bling,” it was quaint.

The Early Years: Understated Elegance (2005–2010)

When the first foundations of the Palm Jumeirah were being laid, the focus was on pioneering development rather than flamboyance. Dubai’s luxury then centered on:

• Architectural Milestones: The Burj Al Arab, already hailed as “seven-star,” set a new benchmark with suites priced around AED 4,000 per night. Its sail-shaped silhouette was enough bling for any newcomer.

• Fine Dining: International chefs landed in town—Gordon Ramsay opened his first Middle East restaurant in DIFC, with a tasting menu around AED 500. The novelty was the fine ingredients, not diamond-encrusted cutlery.

• Supercars asplay: Seeing a Ferrari or Lamborghini on Sheikh Zayed Road was a spectacle—owners numbered in the dozens, not the hundreds.

Luxury was aspirational yet accessible. We focused on experiences that combined local culture and cutting-edge innovation without tipping into ostentation.

The Middle Years: Rapid Growth and Glamor (2011–2017)

The next decade saw Dubai sprint to global prominence, and luxury became louder:

• Islands and Skyscrapers: From the completion of Palm Jumeirah’s Atlantis resort (suites from AED 1,200) to the opening of Burj Khalifa (observation deck tickets at AED 150), each new project competed to outshine the last.

• Jet-Set Lifestyle: Luxury yachts became status symbols. A 60-foot yacht charter on the Marina could run AED 10,000 for a day, complete with on-deck DJs and champagne walls.

• Haute Couture: More expat women (and men) embraced diamond-studded handbags and watches costing over AED 200,000, often showcased at rooftop lounges in Downtown Dubai.

This era embraced conspicuous consumption. The question shifted from “Do you have a nice car?” to “How many cars do you have?”

The Present Day: Digital Diamonds and Next-Level Excess (2018–2025)

Today, Dubai’s luxury landscape has redefined bling itself:

• Virtual Real Estate and NFTs: Luxury is no longer only physical. Digital villas on metaverse platforms can sell for hundreds of thousands of dirhams, touted as “the future of prestige living.”

• Hyper-Luxury Hotels: The Royal Atlantis Residences offer duplex penthouses with private infinity pools at AED 50 million per unit, complete with underwater lounges and robotic butlers.

• Bespoke Automobiles: Bespoke Aventadors come adorned with gold leaf accents and custom diamond-cut rims, pushing price tags well past AED 5 million.

• Experiential Opulence: Desert brunches now include drone-light shows, gold-plated pastries, and celebrity appearances—brunch tab easily exceeding AED 1,500 per person.

How Much Bling Is Truly Too Much?

As someone who’s savored both the simplicity of an outdoor shawarma feast and the extravagance of a gold-flaked latte (AED 350 for a cup, by the way), I’ve learned that luxury is most memorable when it tells a story rather than shouts its price tag. Too much bling risks becoming a cliché—a flashy backdrop without substance. The most enduring luxury experiences still weave in genuine hospitality, cultural authenticity, and a touch of surprise.

In 2025, Dubai’s definition of luxury includes digital assets, robotic service, and light-painting drones—but the heart of true luxury, in my view, remains human connection and a sense of discovery. No matter how many diamonds, noodles of light, or augmented-reality overlays we add, the real luxury lies in moments that leave you richer in memory, not just in bank statements.