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Damas Jewellery’s new collection exudes chic luxury



The famous jewellery brand Damas Jewellery has launched yet another splendid collection called Fope. The line-up’s international success was initially sparked by the brand’s distinctive gold mesh chain which can be found at the core of all collections. Over time elegance and comfort have blended into one simple concept: Everyday Luxury. The beautiful collection revolves around the thin and wider gold weave. The suite includes both Flex’it bracelets and Flex’it rings, enriched with gold bars with diamonds. The collection is available in-store in select Damas Jewellery boutiques in UAE, Kuwait, and Qatar.

Bayt Damas is the region’s first lifestyle destination which brings together limited-edition luxurious jewellery pieces, art and fashion together under one roof to create a home of exceptional creativity and craftsmanship.  Founded in 1907, Damas Jewellery is one of the leading jewellers in the Middle East.

After joining the house as chairman and CEO in April 2020, Luc Perramond turned, restructured and repositioned the business to create a leaner organization. A shift in consumer preferences increased during the pandemic and was accompanied by a change for the brand and the industry. 

“The future is with strong brands,” said Perramond. “People want brands and the safety of a brand umbrella. They want the emotional connection and the brand to stand behind their products.”

A design-led jewellery house, Damas is one of the few brands from the region to compete with international labels such as Cartier and Bulgari. The company’s competitive advantage lies in its positioning, enabling it to cater to a broader customer base. Damas operates 150 stores across the Gulf region, with close to 3 million customers in the Middle East.

Written by Pranita Sawant

RJW Exclusive

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