𝐃𝐚𝐦𝐚𝐬 𝐉𝐞𝐰𝐞𝐥𝐥𝐞𝐫𝐲 𝐱 𝐒𝐀𝐔𝐃𝐈𝐀 𝐒𝐢𝐠𝐧 𝐀𝐠𝐫𝐞𝐞𝐦𝐞𝐧𝐭 𝐟𝐨𝐫 𝐀𝐋𝐅𝐔𝐑𝐒𝐀𝐍 𝐌𝐞𝐦𝐛𝐞𝐫𝐬 𝐭𝐨 𝐄𝐚𝐫𝐧 𝐌𝐢𝐥𝐞𝐬 𝐓𝐡𝐫𝐨𝐮𝐠𝐡 𝐏𝐮𝐫𝐜𝐡𝐚𝐬𝐞𝐬

The new partnership between Damas Jewellers and Saudia offers Al Fursan Elite membership citizens’ miles for every USD spent in Damas Boutiques across the kingdom. Luc Perramond, Chairman and CEO of Damas Jewellery, says, “We are proud to announce the signing of our partnership with SAUDIA, one of the most notable airlines in the region. As a leading player in the jewellery sector in the Kingdom and the Gulf in general, our products and services must remain fully compatible with the changing needs of the market that is always seeking brilliance and creativity.” 

Bayt Damas is the region’s first lifestyle destination, bringing 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 regional brands 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