Xerox in partnership with Bishara Est. LLC, its master distributor in Oman, launched the Xerox Iridesse Production Press, the only digital press that can print metallic gold or silver dry ink, CMYK and clear dry ink in a single pass, in Oman. The launch event titled “Iridesse Launch – Color Reignited” took place at the Crown Plaza Hotel at Sindbad Ball Room in Qurum on January 23rd, showing Oman based commercial printing companies, and graphic arts clients from across public and private sectors how they can have an immediate competitive edge in the growing digital print enhancement market.

“The Iridesse launch in Oman is one of the biggest of the year. The availability of the new high-end press will open new business opportunities for our partners and their customers while offering them a new competitive edge. Iridesse will help printers to produce better quality printouts cost and time effectively. Since we launched Iridesse in the Middle East we received a big volume of inquiries and we are positive that the press will be equally well received by our customers in Oman,” said Mohamed Amer, VP and regional general manager for the Middle East and Africa, Xerox.

Xerox and Bishara Est. LLC held demo sessions during the event and invited Muscat Printing Press, the first Xerox Iridesse customer in Oman to share their expectations and objectives for buying the Iridesse, as well as their current experience and the quality of the output.


Iridesse eliminates multiple presses and processes usually required for print embellishments, increasing capacity and profits for customers. Digital print enhancement can result in a rapid return on investment as print service providers’ profit margins on such embellishments can be as high as 50 to 400%.

With two inline specialty dry ink stations, customers can create lucrative applications with spot colors, metallic and mixed metallic gradients, and specialty enhancements. Gold and silver dry metallic inks can be used on their own or layered under or over CMYK to create unique iridescent palettes. A layer of clear dry ink can be added for an extra touch of dimension or texture.

“Xerox Iridesse is a game-changing product that has already sparked a lot of interest from our customers. The press produces special effects and digital enhancements cost-effectively and in a simplified workflow environment like no other digital production press can. We can’t wait to see what Iridesse can do for our customers in the long run,” said Ken Borthwick, CEO of Bishara Est. LLC.
Launched in May 2018, the Iridesse was first announced by Fuji Xerox in November 2017. The six-colour device boasts newly developed technologies for colour management and a range of automation. Xerox Emirates introduced the Iridesse Digital Press in Dubai in September and later introduced in Jeddah and Kuwait as well.