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On the Red Carpet with Penelope Cruz

Homegrown brand and the GCC’s leading jewellery retailer, Damas, has unveiled its latest luxury collection, SAMA.

With a glittering launch event at Armani Hotel, Dubai at Burj Khalifa – the world’s tallest building – A-list Hollywood celebrity Penelope Cruz was revealed as the ambassador for the premium line.

SAMA, named after the Arabic equivalent (Sumou) for splendour or elevation, stands for ‘a higher stage of opulence’, the platform that Damas aims to create at an international level with this launch. And they make it straight to the red carpet with Penelope Cruz, so that’s a good start!

Created with the belief that the jewellery a woman wears should be as unique as she is, every piece is an artfully crafted masterpiece that embodies exclusivity. The SAMA collection comprises a dazzling range of evening sets for special occasions and is also at the highest end of the market with exceptionally handcrafted designs incorporating a minimum of 40-carat gemstones.

The range boasts exquisite coloured and colourless diamonds, rubies, sapphires and emeralds embedded with 18-carat white, rose or yellow gold and platinum. And as bridal jewellery forms an important focus for the brand in the region, SAMA also features a range of stunning white diamond four-piece bridal sets (earrings, necklace, bracelet and ring). Rings with a 10-carat master stone, surrounded by colourless diamonds in various cuts, are also a highlight of the collection.

It is great to see a dominant local and regional jewellery brand making waves across the globe with the launch. Since its inception in 1907, Damas has grown from a UAE-based retailer to an internationally acclaimed name, redefining industry standards with luxury jewellery and timepieces.

CEO of Damas, Anan Fakhreddin, speaking about the collaboration, says, “SAMA comes as a natural evolution of the great vision we set forth three years ago. It presents not just a product line but (also) an entire experience and showcases what lies at the heart of the brand – what Dubai and the UAE has taught us. It is a premium and luxurious offering that will capture the essence of the brand globally.”

Speaking about the collaboration with the Oscar-winning star, he says, “We are thrilled to be working with Penelope, an ambassador whose values and characteristic perfectly fit the heart of the brand. With this launch, and the collaboration, we are truly moving from a famous jewellery retailer in Dubai to conceivers of a famous jewellery brand from Dubai.”

The SAMA collection will now be available at select Damas luxury boutiques across the GCC. We will be dropping in to see if the sparkling pieces look as amazing as they did at the launch!


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