Dubai, UAE: Damas, the international jewellery house and watch retailer, has celebrated the opening of its first new “Damas Collections” store in Al Ghurair Centre, Dubai. The store, situated in Al Ghurair's new extension, offers Damas' in-house jewellery collections and watch brands, the store's design and positioning reflect the brand's new strategy and direction. Under its new direction, Damas has divided its retail stores into two formats, Damas store which is offering luxury and the jeweller's most prestigious international brands. The Damas Collections stores, such as the one in Al Ghurair, offer innovative in-house designs. Both store formats will offer gold jewellery, diamonds and pearls in an array of high-end designs, in line with the company's new strategy. “After decades of success in the local market, we are enhancing our marketing operations to challenge jewellery houses across international boundaries. Our new strategy will see us open new Damas Collections and Damas stores with luxury interior designs to fit with the new branding scheme,” said Mr Anan Fakhreddin, Chief Executive Officer of Damas. “We are setting our eyes on the global stage, and we are fully confident that we offer the quality, attention to detail and appeal to become an internationally recognised jewellery brand,” he added. The new vision of the brand has been supported by the launch of a revamped website. To learn more about Damas and its new Damas Collections and Damas outlets, please visit: www.damasjewellery.com. About Damas: Damas is the leading luxury jewellery and watch retailer in the Middle East. Since its inception in 1907, the brand has been setting the standards in their trade by providing unmatched quality, luxury and glamour with an air of Middle Eastern mystique. The company has grown from a UAE-based retailer into a global brand name, with a large portfolio of renowned global luxury brands including Graff Diamonds, Garrard, Roberto Coin, Mikimoto, Paspaley, Forevermark, Parmigiani, and Girard Perregaux, Perrelet, Magerit among many others. Damas' popular in-house brands include Farfasha, OneSixEight, Farasha, Gehna, Hayati, Legacy, Fulla and many more. Headquartered in Dubai, United Arab Emirates, the company today operates around 300 outlets distributed across 11 countries. The company has earned many awards including the prestigious De Beers Award 2000, 2004 and 2007 for jewellery design.
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