What’s On announces a new Dubai Guinness World Record attempt for the world’s longest 22 carat gold chain, part of Dubai Shopping Festival.

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Take one Guinness World Record, sprinkle it with gold, et voila you have the perfect storm of a story for Dubai.

It was announced yesterday that as part of the Dubai Shopping Festival 2015, the Dubai Gold And Jewellery Group would team up four leading UAE jewellers to create the world’s longest 22 carat gold chain.

Measuring five kilometres and weighing in at 180kg, the piece will be known as the Dubai Celebration Chain, is being created to help commemorate the 20th anniversary of DSF, which next runs between January 1 and February 1.

“This year being the 20th year of DSF, a major milestone in Dubai’s calendar, Dubai Festivals and Retail Establishment wanted to do something big and unique and, going with the city’s trend in creating world records, we came up with this idea of making the longest gold chain,” said project organisers.

After claiming the record, the chain, which is already being worked on by around 70 workers representing Malabar Gold and Diamonds, Siroya, Sky Jewellers and Jewel One, will them be split and delivered to those who wish to purchase any part. Customers will have an option of having it as bracelets or as necklaces up to 26cm.

“We will put the chain on display at the Gold Souq for two to three days in the first week of January,” the team said. “The display itself will spread for 200 metres and will take six hours for the workers to put up. We are currently working on the logistics of the project, cooperating closely with Dubai Police and the Roads and Transport Authority.”

Organisers also revealed there is scope for the length of the chain to be increased to eight kilometres should the demand require.

Elsewhere at DSF, it was also announced 100kg of gold and 40 carats of diamonds will be made available to win during the month.

Meanwhile, it has been announced that the Dubai International Jewellery Week at World Trade Centre will host seminars for members of the public about diamonds.