Damas partners with fashion brand WhiteHello for jewellery-inspired prints

The collaboration transforms four Damas designs—Firework, Lace, Alif, and Stella d’Oro—into exclusive prints for WhiteHello’s 70-piece autumn–winter 2024–25 collection

Dubai: Damas Jewellery, one of the Middle East’s most prominent jewellers since 1907, has recently collaborated with Dubai-based sustainable fashion brand WhiteHello. Through this collaboration, four of Damas’s signature jewellery designs have been reimagined as exclusive prints for WhiteHello’s autumn–winter 2024–25 collection.

The jewellery-inspired prints—Firework, Lace, Alif, and Stella d’Oro—form the foundation of a 70-piece collection that blends the elegance of Damas’s craftsmanship with WhiteHello’s signature focus on sustainable, feminine, and vibrant modest fashion. These exclusive patterns mark a first for Damas, showcasing its adaptability and relevance in the modern luxury landscape.

Damas Jewellery, one of the largest jewellers in the Middle East, has a network of 180 stores across seven countries, representing both international brands and its own in-house collections, crafted by an array of designers.

Founded by Coralie François in 2022, WhiteHello is known for its limited-edition capsule collections and commitment to sustainability. Drawing on François’s extensive experience in fashion retail and insights from thousands of customers, WhiteHello has quickly become a staple for modest fashion enthusiasts seeking quality and exclusivity.

The collaboration between these two iconic brands underscores a shared ethos: innovation, craftsmanship, and a celebration of beauty. First unveiled at the Bayat Damas store in Dubai, the collection is now available online at whitehello.com, offering customers a chance to wear designs inspired by Damas’s unique artistry.

This partnership not only highlights Damas’s enduring influence in the jewellery world but also demonstrates its ability to inspire beyond its traditional domain, reinforcing its position as a leader in luxury and design.

Retail Jeweller ME News