DECA Launches Lorévia Collection With Dh3 Billion Pipeline, First Address in Al Zorah

DECA Developments has launched Lorévia Collection, a selective series of premium residential developments, with its first ten destinations spanning the UAE and beyond. The launch was marked at The Grand Unveiling, an exclusive event in Dubai attended by real estate agency owners and industry leaders.

The developer also announced plans to launch more than Dh3 billion of new developments over the next six months. The collection’s first signature address is a premium waterfront residential development in Al Zorah, Ajman.

The Lorévia Collection launch film.

The first address in Al Zorah

The Al Zorah development will offer 178 residences, studios and one- and two-bedroom homes, listed from AED 400,000 with handover scheduled for March 2029. Studios run 308 to 521 sq ft, one-bedroom homes 614 to 1,029 sq ft, and two-bedroom homes 1,012 to 1,328 sq ft.

Set among natural mangroves, waterways and open coastal landscapes, the development will offer premium architecture, panoramic waterfront views and amenities for comfort, leisure and recreation. Residents will also have access to Al Zorah’s beaches, marina, championship golf course and leisure attractions.

“True luxury goes beyond the price of a home. It’s about how every element comes together to create an elevated living experience.”

Emad Haq, Founder and Vice Chairman of DECA Developments

“Buyers today are looking beyond the property itself. They’re considering the destination, the quality of the experience, the individuality of the design and the long-term value of what they own.”

Saad Haq, Founder and Group CEO of DECA Developments

Ten destinations, two of them in Europe

The first ten destinations will span Dubai, the wider UAE and select international locations. The collection will cover urban destinations, waterfront and coastal addresses and natural landscapes, with two projects in Europe, including a master-planned villa community in a mountain setting.

DECA describes the collection as intentionally selective, with the Lorévia signature reserved for a limited number of residences that meet its standards. The developer brings three generations of family heritage and more than 50 years of combined real estate experience to the collection.

A brand, not a building

The launch matters because DECA is selling a brand rather than a single project. A collection with ten destinations and a Dh3 billion pipeline lets the developer carry its premium positioning from one address to the next, instead of starting the sales story from zero each time.

Starting in Al Zorah is the telling choice. The first address sits outside Dubai, in Ajman, which shows the premium market spreading along the coast rather than staying inside Dubai’s established districts.

If the Al Zorah residences sell on the collection’s name, the two European projects become easier to launch.

The test will be whether selectivity holds. A collection that admits every project loses its meaning, so the next reveals will show whether DECA keeps the bar high or lets the pipeline dilute the brand.