Damas introduces limited-edition Arabian architecture-inspired jewellery line ‘Lace’ ahead of Ramadan  

Featuring diamond-set medallions and gemstone tassels inspired by Arabian architecture, the collection is available in-store and online and aligns with the growing demand for festive jewellery  

Dubai: Damas Jewellery has launched a new extension of its Lace collection for Ramadan, drawing inspiration from Arabian architecture and traditional craftsmanship. The latest creations feature intricate cut-out medallions that have been reversed and set with diamonds, offering a new design perspective to the collection. The Ramadan collection is now available both in-store and online.  

View this post on Instagram

A post shared by DAMAS JEWELLERY (@damasjewellery)

The new Lace creations introduce a series of limited-edition designs that incorporate tassels adorned with emeralds, sapphires, malachite, and coral. This addition aims to enhance the collection’s appeal among customers looking for statement jewellery pieces during the festive season. With a focus on craftsmanship and heritage, the new line seeks to position itself as a contemporary yet culturally rooted offering.  

View this post on Instagram

A post shared by DAMAS JEWELLERY (@damasjewellery)

Damas has emphasised the fluidity and versatility of the collection, presenting Lace as a key styling element for Ramadan. The brand highlights how the medallion motif, a signature of the Lace line, has been adapted to include diamond embellishments, adding a distinct visual identity to the pieces. These elements aim to appeal to a clientele that values both tradition and modernity in their jewellery choices.  

In keeping with the brand’s positioning, the collection underscores the role of jewellery in personal expression and celebration. The designs integrate intricate details inspired by Islamic art, reflecting the influence of regional aesthetics in contemporary jewellery. By incorporating local craftsmanship, Damas continues to align its offerings with the tastes of Middle Eastern consumers.  

View this post on Instagram

A post shared by إلهام علي | Elham Ali (@elhamali85)

As part of the campaign, Damas has positioned the Lace collection as an ideal gifting option for Ramadan. The brand has communicated the collection’s longevity, portraying it as a range of pieces designed to be passed down through generations. The introduction of gemstones and detailed metalwork further reinforces this concept, aiming to create heirloom-worthy jewellery.  

The collection is being made available through both online and offline channels, aligning with the brand’s omnichannel approach. Customers can explore the new designs in Damas boutiques or through the brand’s digital platforms. The campaign messaging focuses on accessibility, ensuring that consumers can engage with the collection through multiple touchpoints.  

Retail Jeweller ME News