Damas unveils luxury jewellery collection

Damas unveils luxury jewellery collection
Penelope Cruz and Damas CEO Anan Fakhreddin during the launch of Sama collection by Damas in Dubai.

dubai - Hollywood celebrity Penélope Cruz launched the brand Sama in Dubai

By Staff Report

Published: Sat 24 Sep 2016, 6:53 PM

Last updated: Sat 24 Sep 2016, 8:57 PM

GCC's leading jewellery retailer Damas launched on Thursday its luxury jewellery brand - Sama - at a spectacular event at the Armani Hotel in the presence of Hollywood celebrity Penélope Cruz.

Anan Fakhreddin, CEO of Damas, said the Sama collection came as a natural evolution of the vision set forth three years ago. "It presents not just a product line but also an entire experience and showcases what lies at the heart of the brand - what Dubai and the UAE has taught us. It is a premium and luxurious offering that will capture the essence of the brand globally."

"We are thrilled to be working with Penélope, our brand ambassador whose values and characteristics perfectly fit in with the heart of the brand. She is one of many celebrities we've tied up with but this is, by far, our most glamorous campaign. With this launch, and the collaboration, we are truly moving from a famous jewellery retailer in Dubai to conceivers of a famous jewellery brand from Dubai," said Fakhreddin.

He said every piece by Sama is certified by reputed jewellery labs to ensure quality of perfection. Each Sama piece has been conceived by renowned award-winning designers who have also created beautiful jewellery pieces for numerous international brands as well.

Sama is now available at select Damas luxury boutiques across the GCC, all sold by Damas' team of expert consultants who guide customers to make the best-informed decisions on jewellery purchases.

Sama is just one of the major launches Damas has announced this year. Earlier in 2016, the brand partnered with Forevermark, part of De Beers Group, to incorporate the rarest diamonds into their 'Damas Classics' collections.

Fakhreddin said Damas has been redefining the industry's standards on a global level and is committed to providing the best to consumers and partners, focusing on the heritage and integration of quality and aesthetics under the company's umbrella.

- issacjohn@khaleejtimes.com

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