DAMAS LAUNCHES EXCLUSIVE COLLECTION WITH PRINCESS NEJLA BINT ASEM FROM JORDANIAN ROYAL FAMILY Damas, the Middle East’s leading jewellery and watch retailer, has recently launched an exclusive collection in partnership with Princess Nejla bint Asem, a member of the Jordanian Royal Family. This collaboration plays on Damas’ increased efforts to support the local community through an educational programme that supports aspiring young talent. Princess Nejla, who is a jewellery designer in her own right, has helped to create a 16-piece line that will be sold exclusively in The Dubai Mall. The collection “Nejla Bint Asem” is a celebration of cultures, bringing the East and the West together by blending traditional oriental pieces with monochromatic hues and tones. Speaking of the inspiration behind the collection, Princess Nejla said: “I draw my inspiration from my days as a child walking through Downtown Amman and romanticizing about the semi-precious stones in the shops. Influenced by everything surrounding me, I grew up in an Arab and oriental environment, which helped me pave the way for designing jewellery.” She continued, “As a child my grandmother spotted my thirst for jewellery design and helped me nurture and develop the craft. We shared countless moments discussing gems, stones and different pieces, she would describe some of the most memorable pieces she's seen in her time and I would attempt to imitate them.”
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