Get set to sparkle with Damas this Diwali

The UAE's leading jewellery brand Damas has new collections in focus this Diwali. CEO Asil Attar tells us what the collectors can look forward to this festive season.

Khaleej Times: Do you have any exquisite styles especially designed for the festive season?

Asil Attar: This Diwali, we have two collections which will really help you make a statement. Firstly, the 'Maharani' collection made up of beautiful handcrafted, traditional antique gold chockers and long statement necklace sets with matching bangles and earrings. Another beautiful collection, with bold statement pieces, is the 'Sampathy' collection focusing on stunning temple designs and is perfect for the Diwali season.

For the more fashionable and trend-led collectors, we have the new 'Anmol' collection designed by an extremely talented Turkish designer. The collection is made up of smaller pieces perfect for complementing your daily outfits. We also have our 'Manthura' collection, focusing on intricate craftsmanship to create beautiful 'Bahraini' designs which, again, that are very trend focused and perfect for adding an elegant touch for the festive season. Alongside these, we have two new collections called 'Symphany' and 'Hybrid' which are both made up of unique, easy-wear pieces perfect for styling your outfits for the daily celebrations. Keeping up with the spirit of Diwali, we have two collections which will add colour to the festive celebrations. Firstly, the 'Rangoli' collection uses an array of coloured gemstones incorporated into the beautiful gold designs to add an extra dimension to the pieces. We also have 'Navratna', as the name suggests, which is a stunning collection made up of pieces, which incorporate the nine auspicious stones: Diamond, Ruby, Emerald, Yellow Sapphire, Garnet, Blue Sapphire, Pearl, Topaz and Cat's Eye.

We also have diamond sets as part of the beautiful 'Legacy' collection and the 'Ananya' collection, incorporating kundan polki for an elegant and regal feel. We also have several pieces which focus on traditional designs from South India such as mango mala and coin mala, both of which are light weight and have a unique way of making a statement.

Khaleej Times: What jewellery designs are the preferred choice for consumers this festive season?

Asil Attar: For the festive season, the focus is on beautiful jhumkas (earrings), multi-layered necklaces and traditional statement pieces. At Damas, we have stunning, show-stopper chockers in both, antique gold and gold, which are essential picks for the season. All light-weight collections and smaller pieces, perfect for gifting, do exceptionally well during a festival season like Diwali.

Khaleej Times: What is the main sales challenge during the festive season?

Asil Attar: One challenge, which the industry as a whole is facing, is the rise in the gold prices but we won't let that stop us from having a successful festive season.

This Diwali season specifically is a very competitive time. The market is flooded with endless promotions, gifting, prizes and a vast variety of collections and this can be seen as a challenge. However, at Damas Jewellery, we are confident in the amazing promotions and bonus gifts we are proudly offering our customers this Diwali and are sure to see amazing results.

Khaleej Times: Have you planned any promotion campaigns for Diwali?

Asil Attar: Yes, in fact we already have launched amazing promotions for our customers to enjoy in the lead up to Diwali.

Across the GCC in Damas Jewellery stores, we are giving our customers a fantastic chance to win one of 15 diamond jewellery sets from the stunning 'Legacy' collection on every purchase of Dh500, as part of a festive raffle draw. The incredible offers continue for all our customers who spend Dh2,500 on all diamond and gold jewellery purchases, instantly qualifying them for an amazing 22k Gold Coin reward. To continue giving back to our customers, at Damas Jewellery, we will reward all gold purchases of Dh15,000 with a 1gm, 22k gold coin bonus gift. We welcome our customers to enjoy 'zero making charges' on select 22k gold Jewellery while also benefitting from 'zero deduction' on all gold exchanges.

How has Damas' relationship with the Dubai gold industry evolved?

Asil Attar: Gold is our heritage. Having been goldsmiths since 1907, we are extremely proud to be the number one destination for jewellery in the Middle East, recognised for our exceptional craftsmanship and array of beautiful designs that allows Damas to continue to grow and lead the market.

Our strong heritage dates back more than 100 years, with our first Damas store opening in the Gold Souk in 1959, and carries through to where we stand today, with over 200 stores across the GCC and an extensive portfolio of, not only, highly respected luxury brands but an equally impressive variety of in-house brands. We have always believed in the strength of the industry in Dubai and this is why we are proud to have been one of the first to bring renowned international brands to the UAE and continue to hold strong partnerships with several highly respected global brands. Alongside these partnerships, we support emerging Jewellery designers in the region to give them a platform to build their brand and reputation within the industry.

Every year, we participate in and support the Dubai Retail calendar activations such as Dubai Shopping Festival and Dubai Summer Surprises while also contributing knowledge to the industry through forums and conferences.

Khaleej Times: Are there any markets/regions you are particularly looking to expand?

Asil Attar: We are definitely looking at India as a potential market to expand our reach and portfolio. We strongly believe that we have a compelling offer and unique positioning, setting ourselves apart from the competition

Khaleej Times: Are your products available online? What is your strategic approach to online sales?

Asil Attar: We are looking to launch our website at the end of the year, whilst we are not going to sell online, we are definitely going to drive an omnichannel approach, using it as a tool to drive footfall to our stores. We are a gifting destination and our purchases are emotional and, therefore, experiencing our products in store is still a key driver.

Khaleej Times: What are your plans for 2020?

Asil Attar: We continue to look at opportunities through driving exclusive new product launches, focusing on being a customer-centric, product focused business. We will continue to renovate and invest in our store experience and international expansion.

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