MEANINGFUL DESIGNS AND ARABIC ORIGINS

The Middle East is home to many successful brands, and Damas Jewellery is one of them. With a strong presence in the region, we explore their history and plans for the future.

Stories are part of everyone’s life and brands that build their legacy with a solid path, evolving with the years, are the ones we usually want to relate to and carry close to our hearts. That’s what Damas Jewellery has been doing to establish itself as a well-known name in the Jewellery scenario in the region. A brand that was born more than 100 years ago, in 1907, it has built a beautiful story over the years, creating connections with its clientele and understanding their ever-changing desires over the past century.

We’ve taken a brief look at Damas’ legacy. In 1959, the jewellery house opened its original store at the Gold Souq in Dubai, the first of many. Well-known for its precious natural pearls, the Gulf region attracted a lot of attention and Damas is one of the names that helped it become a reference for these frosted little beads. The year 1973 marked the arrival of the label’s first diamond cutting machine for producing diamond-cut bangles and wedding bands. After two years, they introduced Italian-made diamond jewellery to the market and a new era of luxury began. In 1988 it was time to step up their game, with the launch of more lines such as Damas Classics, Vera, OneSixEight and Farfasha. The 2000s saw the label expand through the MENA region. In 2021, a new concept was born, the Bayt Damas. The impressive space is a lifestyle destination that brings together limited-edition luxurious jewellery pieces, art and fashion. All under one roof, creating a sophisticated home for creativity and craftsmanship.

Lots of other remarkable achievements took place during this period, but the truth is that they all led Damas to become an established label with its eversought-after and unparalleled opulent Arabian aesthetic. They developed the astuteness of understanding their customers and their wishes with collections that suit the Middle Eastern culture and traditions, bringing, in recent years, a contemporary twist for those looking for edgy and modern pieces. Damas is today one of the most recognisable jewellers in the Middle East, with over 150 locations. A triumph that not many brands can celebrate.

Two years ago, Damas embarked on a transformational journey with the motto of ‘from the region to the region’. Reinforcing its status as a house of jewellery design rooted in the Middle East, it now offers today’s women a unique customer experience. As part of this revamping process, they are consolidating their DNA and long-established storytelling skills. However, evolving is part of the process, and without losing their Arabic heritage and identity, they are investing in design-led collections based on worldwide and local jewellery trends – always keeping the Arab woman as the main inspiration, offering creations that instil happiness, empowerment and confidence. The brand provides authenticity and creative designs that genuinely represent the intrinsic heritage of the Arabic culture mixed with trendy elements. The creations are locals’ favourite picks, but expats who want to take a piece of the region with them currently choose Damas pieces that will become heirlooms and pass from generation to generation together with the stories of a life lived in the desert.