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BASK in the glow of Damas 22kt Gold Jewels

Aug '08
Damas, the leading international jewellery retailer in the Middle East, showcases some of the finest jewels crafted in 22kt gold – a unique material given its natural 'softness'. Embellished with precious and semi-precious stones, these exclusive creations represent Damas' prowess in working with the yellow metal, a hallmark that has made the century-old company an institution in the realm of jewellery.

Signature collections such as Nakshatra, Legacy, Tanisqh, Harmony, and Asmi have created a steady following among expats especially jewellery lovers from the Sub-Continent due to their originality and exquisite details. They offer a wide range of jewels to meet diverse tastes and budgets – from modern lightweight pieces ideal for daily wear to ornate traditional adornments for weddings and festivals.

Tawhid Abdullah, Managing Director of Damas commented:
“Working with 22kt gold demands a special set of skills that allow the material's unique properties to emerge. Through the years, our in-house designers and goldsmiths have sought ways to create memorable pieces that put a premium on the natural beauty of gold.”

“Design superiority and production innovation have allowed us to build distinct in-house brands that demonstrate possibilities of 22kt gold and reflect aspirations of their intended audiences. Jewellery and personal adornment play an important role in every daily life and this special type of jewellery allow us to connect to special segments of the Middle East market.”

For instance, Legacy presents extraordinary designs featuring uncut diamonds traditionally set in 22kt gold. Tanisqh highlights elaborate metalwork accentuated by precious and semi-precious gems. Harmony on the other hand is for those who prefer Italian designs in 22kt gold. For everyday wear, Asmi and Nakshatra are the ideal choices as they are lightweight and carry streamlined designs with diamonds. In addition, Damas customises jewellery pieces based on client specifications.

During festivities, Damas launches limited edition 22kt gold masterpieces to highlight celebration. Special promotions are also offered as added value. Across cultures, acquiring jewels for oneself or loved ones during these age-old festivals brings good luck. Damas shops are especially well-stocked during these times to meet the high demand.

Abdullah adds: “It is quite gratifying to share important occasions with our customers. Even on regular days, we observe families visiting our stores to make special purchases as gifts or as personal adornments.

But the number increases significantly during festivals as wearing fine jewellery has been closely associated with these events. We can see time-honoured traditions being passed on from parents to children right in our stores and we take pride in being part of these precious moments.”

“It is always a challenge for us to exceed our clients' expectations. We will keep comingup with innovative ways to keep them satisfied with our merchandise as well as value-added services we provide in our stores.”

Marvel at exquisitely crafted 22kt gold jewels on display at over 140 Damas 22 shops across GCC.


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