Damas Jewellery launched a beautifully crafted Valentine’s Day collection

The Valentine’s Day collection launched by Damas Jewellery is all about romantic lovers who relish making the ultimate decision: whether to select a piece adorned with ruby or diamond. As the ultimate gemstone symbolizing love, ruby brings its passionate red hues to the heart motif, while diamond, as the ultimate symbol of everlasting love, emits its scintillating sparkle on a selection of irresistible designs. The collection is strongly marketed with the #InTheNameOfLove throughout their social media handles.

Bayt Damas is the region’s first lifestyle destination which brings together 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 brands from the region 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