Dubai, UAE (July 18th, 2013): Damas, the Middle East's leading jewellery and watch retailer, today announced that it will be supporting Dubai Cares through sponsorship of its Ramadan activity at the Dubai Mall, and a fundraising promotion at its retail outlets.

Damas is sponsoring Dubai Cares community engagement activity which will run for three weeks at the Star Atrium in The Dubai Mall. The interactive stand will start with black and white posters on tiles showing children living in poverty, which will gradually transform into a colored image representative of children receiving an education. The change will take place every time a donation of AED 50 is made in support of the campaign. This symbolic activity will help convey the impact and difference that every dirham donated can make to a child's life.

The activity is part of Dubai Cares' Ramadan campaign titled “End Poverty. Educate Now.” which will highlight education as one of the most effective tools to break the cycle of poverty, and will launch in Ramadan this year. The campaign also aims to raise funds throughout different fundraising channels in support of providing children in developing countries access to quality primary education.

Anan Fakhreddin, CEO of Damas said, “We are very excited to show our support for Dubai Cares. Damas has long been known for its efforts to better the community, and for us giving back is a part of our identity as an organization. This Ramadan, we want to do our best to encourage our customers to share in the spirit, and donate as much as possible.”

Tariq Al Gurg, Chief Executive Officer of Dubai Cares said: “'End Poverty. Educate Now.' is the message that our campaign aims to drive across the entire UAE community, as we continue our efforts in providing children in developing countries with access to quality primary education. We are pleased to form this partnership with Damas, which confirms the active support that UAE based corporations are extending to the philanthropic development sector. Such corporate support highly reinforces our efforts to enroll and keep more and more children in schools.”

Building on this, every Damas customer who buys diamond/pearl jewellery or watches for AED 3000 or more from any Damas store in UAE will be able to purchase a coupon   at AED 50, from which the proceeds will go as a donation directly to Dubai Cares. For each donation of 50 AED, Damas will grant an instant discount of AED 100 on the purchase to the customer as an incentive to donate.

Every purchase will also come with a free watch valued at 10% of any purchase amount over 3000 AED, from one of the many international watch brands that the jeweller houses. In addition, customers will get a chance to enter a mega draw to win 20 exclusive watches. Each watch in this draw would be of a value of AED 50,000.The draw of the watches will be done every 2 weeks.

All the funds raised will be presented as an additional donation by Damas to Dubai Cares at the end of the promotion.

For more information, visit www.damasjewellery.com