Damas Jewellery ties up with ‘Her Nation, Her Strength’ to stand beside UAE women

The brand showcased select pieces from its Alif, Lace and Dome jewellery lines at the event, while giving attendees a first look at its upcoming Nuqoosh collection

Dubai: Damas Jewellery recently associated with ‘Her Nation, Her Strength’, an event at Expo City Dubai, to recognize the role of Emirati women in leadership, community and everyday life. The association gave Damas an opportunity to engage with women and community voices in the UAE through an initiative centred on the contribution women make to the country, while creating a setting for the brand to connect its jewellery with their personal stories and milestones.

“When we first heard about the theme ‘Her Nation, Her Strength,’ it struck a chord immediately. So much of what holds this country together is quiet, unseen work by women, work that rarely gets a spotlight. That’s exactly the kind of strength Damas has always wanted to honour. For us, this isn’t just a partnership on a calendar. It’s a continuation of something Damas has done for decades: standing beside Emirati women at every chapter of their lives,” said Ananthanarayanan Hariharan, CEO, Damas Jewellery.

The event’s focus on leadership and community contribution also aligned with Damas’ view of jewellery as part of personal experiences. The brand sees jewellery as being connected to memories, milestones and moments that shape an individual’s identity. Its participation allowed it to engage with women and recognize the roles they play as leaders, caretakers and contributors within their communities.

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Damas brought select pieces from its Alif, Lace and Dome collections to the event, while attendees also got a first look at the upcoming Nuqoosh collection. The jewellery was presented within a curated setting featuring a backdrop and photo wall, allowing guests to interact with the brand and its designs as part of the event experience.

The brand also created a personal touchpoint for attendees through a gift representing ‘the woman who shapes tomorrow’. Each guest received the gift with the option to personalize it, giving the association an element that extended beyond jewellery display into individual experience.

“This event wasn’t about visibility for us. It was about being in the room with the right people, leaders and community voices who genuinely care about this conversation, and showing up in a way that felt sincere rather than promotional. What we hope stays with people isn’t a logo they saw that day, but the moment they sat down and took home something personal. If that builds a little more trust and warmth toward Damas within the UAE community, that matters far more to us than short-term exposure,” said Hariharan.

The association therefore placed Damas within a community-focused platform while giving the brand opportunities to introduce its jewellery, create personal interactions and strengthen its relationship with women consumers in the UAE.

Damas has 146 stores across the six GCC countries: the United Arab Emirates (UAE), Saudi Arabia, Qatar, Oman, Kuwait and Bahrain.

Written by Achal Chaubey

Retail Jeweller ME News