With Damas, Middle Eastern luxury has always been given a new meaning. The leading jewelry retailer reaches new levels in this field with the launch of its brand Sama during an exquisite gala event that took place in the Armani Hotel, Burj Khalifa last Thursday. Marking the beginning of a new chapter in the retailer’s rich history, this premium line starts its journey with its Hollywood celebrity face, Penelope Cruz.
Derived from the Arabic word “Sumou”, the Sama line perfectly represents its name, as it features pieces of higher opulence or in other terms, unique high-end masterpieces. It comprises stunning designs set with a minimum of 40 carats of natural and beautiful precious stones. Radiant rubies, breathtaking emeralds and dazzling sapphires come together with colored or white diamonds in 18-carat white, rose, yellow gold or platinum settings – forming pieces of art that exude glamour and mystery.
This line allows every woman to stand out, as the jewelry pieces she wears are unmistakably unique, exclusive and rare. Every piece is one-of-a-kind, perfectly in line with every evening look and the most special of occasions. In addition to the wide range of rings that feature a center stone of minimum 10 carats surrounded by various diamond cuts, Sama also provides every bride with exquisite white diamond sets of 4 pieces – making her day even more special and sparkling.
Commenting on the unveiling of the new brand, Damas CEO Anan Fakhreddin said: “SAMA comes as a natural evolution of the great vision we set forth three years ago. It presents not just a product-line but 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.”
As for the collaboration with Penelope Cruz, he states: “we are thrilled to be working with Penélope, an ambassador whose values and characteristics perfectly fit the heart of the brand. She is one of many celebrities we’ve tied up with but this is, by far, our most glamorous campaign. With this launch, and the collaboration, we are truly moving from a famous jewelry retailer in Dubai to conceivers of a famous jewelry brand from Dubai.”
To ensure the highest level of perfection, every Sama jewelry piece is certified by the most prestigious jewelry labs in the world and created by globally-renowned award-winning designers. Available at select Damas luxury boutiques across the GCC, the retailer’s expert consultants will never disappoint you with their guidance.
