Dubai Bank, a leading bank offering a comprehensive range of Shariah-compliant products and services, has announced the launch of  “Amirah,” a new service for its female customers.

“Amirah” (princess in Arabic) provides enhanced, targeted and more personalised services to the women that bank with Dubai Bank, said a top official.

As part of the new service, the bank has created exclusive areas within some of its branches, enabling women to carry out their banking transactions with greater comfort and privacy, explained Mohammad Amiri, head of Retail Banking group at Dubai Bank.

The new ladies banking services have initially been launched in the Ras Al Khaimah branch of Dubai Bank, with plans to expand to six other locations across the UAE over the course of the year, he said.

Dubai Bank also plans to establish eight to ten “Ladies Only” sections and branches by the end of 2010, Amiri added.

“Over the past few years, the number of Dubai Bank’s female customers has risen significantly. Women are playing an increasingly active role in financial transactions for themselves, their families and businesses.'

'They are also seeking more personalised services. Amirah is our first step towards meeting these needs, to help them bank with added ease and comfort while adhering to core Islamic values,' he noted.

'The bank will support its Amirah customers with a dedicated team of female banking professionals, who will provide operational assistance as well as advisory services relating to personal wealth management and commercial ventures,' he explained.

Amiri pointed out that there was a huge demand from its female customers for a more personalised service.

'Our new initiative, Amirah, will help women customers experience our world-class products and services within a more discrete setting. We are confident that this will greatly appeal to women of all ages and social backgrounds,' he added.-TradeArabia News Service