Damas Jewellery’s new collection ‘Lace’, is inspired by delicate architectural forms of the Arab region

Damas Jewellery’s new collection called ‘Lace’ includes timeless intricate medallions with striking accents, giving the delicate dainty pieces a powerful aspect. With an array of gemstones, multiple combination possibilities, and different chains and volumes, the medallions can be spun according to the style needed for the day. The Lace collection perpetuates the tradition of the Arabic architecture, translating it into modern jewellery designs with a combination of opaque stones promoting rhythm and balance in intricate gold designs and hammered gold textures. The aim is to create jewellery pieces with gemstones and diamond detailing, and to make every woman feel feminine, sophisticated and strong.

The Lace collection draws inspiration from the delicate architectural patterns of the region, transformed into intricate lace designs with majestic and vibrant gemstones for a bold statement of elegance and femininity. Lace features interlacing embroidery patterns, calligraphy lines, and captivating gemstones, all showcased in a magnificent jewellery line. The collection boasts 11 different styles of necklaces, earrings, bracelets, and rings in 18k gold, diamonds and gemstones.

Bayt Damas is the region’s premier 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. 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 with inputs from Janhavi Ganguly

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