Damas Jewellery expands its Alif collection with versatile designs using Rubies, Emeralds, and Diamonds, honouring women’s strength

The collection, inspired by the first Arabic alphabet, honours women’s strength, courage, and generosity. These versatile, stackable pieces with round-cut rubies and emerald appeal to a growing demand for meaningful and customisable luxury jewellery.

Dubai: Damas Jewellery, the renowned Dubai-based luxury brand, has unveiled new designs for its iconic Alif Collection. Originally launched to celebrate women’s strength and resilience, the Alif Collection now features fresh additions, incorporating round-cut rubies and emeralds, alongside the collection’s classic diamonds. These vibrant gemstones are not just decorative, but carry symbolic meanings: rubies for courage, emeralds for generosity, and diamonds for strength. 

The Alif Collection, named after the first letter of the Arabic alphabet, has always been a tribute to women and their unique journey. The addition of rubies and emeralds amplifies the emotional connection behind the collection, offering more choices for women who wish to express their empowerment through jewellery. The rubies and emeralds enhance the collection’s visual appeal, adding bold pops of colour while reinforcing its core message of empowerment and strength. 

The collection, which blends traditional craftsmanship with modern aesthetics, has been carefully crafted to reflect a woman’s evolution. Each design in the Alif Brilliance range is versatile and can be worn in multiple ways, making it suitable for stacking and personalisation. The new additions are intended to allow wearers to create a style as unique as their personal journey. Damas has highlighted the new designs as a continuation of the Alif Collection’s narrative—one that celebrates the spirit of womanhood while embracing contemporary jewellery trends. 

The symbolic nature of the Alif Collection sets it apart from other luxury jewellery lines, as it combines deep cultural meaning with timeless design. Damas has always focused on creating jewellery that resonates emotionally with its customers, and the Alif Collection, now enhanced with rubies and emeralds, is a perfect example of this approach. By adding these gemstones, Damas is catering to a growing market segment that seeks jewellery that is not just beautiful, but also meaningful. 

The revamped Alif Collection is available in Damas stores and online, offering customers a chance to explore the new designs that celebrate women’s strength, courage, and generosity. This launch signals the brand’s continued commitment to creating jewellery that connects with personal narratives while maintaining high standards of craftsmanship. As the Alif Collection evolves, it remains a powerful symbol of empowerment, reaffirming Damas Jewellery’s position in the competitive luxury market. 

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