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Damas presents its 24-Karat gold collection - Aura
Aug '08
Damas, the leading international jeweller in the Middle East, once again displays its mastery of crafting exceptional jewels with Aura – its first-ever 24-karat gold brand. Spreading elegant necklaces, earrings and bracelets, the collection makes a truly unique statement in personal adornment owing to the exclusivity and unique qualities of its main material.

The enchanting beauty of 24-karat gold, often referred to as fine gold, was for a long time reserved for royalty. And rightfully so: working with the delicateness of this material has always posed a challenge even to the most seasoned designers and goldsmiths. Thus 24-karat gold jewels occupy a special place in the hearts of serious jewellery lovers and have come to signify rare opulence and sophistication.

Tawhid Abdullah, Managing Director of Damas, commented: “With Aura, we join a very exclusive league of jewelers with the capability of creating jewellery from 24-karat gold. Our research and development team has developed a process that allows us to work creatively with this celebrated material.”

“Apart from being personal adornments, Aura jewels are excellent investment pieces that only increase in value over time. They are also ideal gifts that can be passed on from generation to generation given their timeless charm.”

A passion for creating the finest jewels shines through in Aura. Handmade by master craftsmen, these 24-karat articles highlight traditional and contemporary designs that have unique appeal. Every piece in the collection comes with a certificate of authenticity, a guarantee of superior material, design and craftsmanship from its creator, Damas.

Aura jewels carry a signature textured finish, the stunning effect of which is achieved by using hard and delicate brushstrokes that leave imprints on the gold surface, enhancing the tactile beauty of each piece. This type of finish produces less reflection and shine compared to high polish thus adding a dramatic touch to the collection.

Aura is a departure from most gold jewels available in the market which are preferred for their hardness (made possible by blending other metals with gold) and lower cost. 24-karat gold creations stand out from the rest and their value further appreciates with Damas' high-concept designs that are difficult to replicate using conventional techniques. They add a warm glow to an elegant attire during special occasions and are ideal gifts for women of discerning taste.

Delight in the timeless beauty of Aura 24-karat gold jewels now on display at select Damas shops across GCC.


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