Leading Jewellery Retailer Damas Launches Premium Line Sama with Penelope Cruz as Ambassador

Damas, the leading jewellery retailer in the GCC, launched luxury jewellery brand - SAMA - at a spectacular gala event in the Armani Hotel, Burj Khalifa last Thursday. The launch of this premium line and its association to A-list Hollywood celebrity, Penélope Cruz, marks a significant milestone in Damas’ rich history driving the brand to greater heights and further strengthening its position as a leading player in the market.

Derived from the Arabic word ‘Sumou’ meaning elevation or splendor, the Sama line is named as such for the fact that the pieces represent a ‘higher stage’ of opulence. The unique pieces in Sama are high-end masterpieces with dazzling designs that boast a minimum of 40 Carats of natural and beautiful precious gemstones that have been magnificently manufactured using the best goldsmiths and the most exquisite of jewels. With radiant rubies, enchanting emeralds, stunning sapphires and both colourless & fancy-coloured diamonds intrinsically embedded with three options of glittering 18K white, rose and yellow gold and platinum, the Sama range exudes an unmistakable facet of glamour and mystery that combine to create breath-taking pieces of art.

SAMA was created on the basis that no two women are alike and so the jewellery they wear should be as unique as they are. It offers discerning customers artfully crafted, exclusive, one-of-a-kind masterpieces that are so rare, there is only one piece of each in existence. A testament to Dubai’s passion for innovation and progressive culture, SAMA is the embodiment of the emirate’s impression on Damas.

The SAMA collection comprises of a fantastic array of evening sets perfectly handcrafted for the most special of occasions. The range also features a wide variety of exceptional rings garnering a center stone of minimum 10 Carats surrounded by various diamond cuts. SAMA also carries exquisite white diamond 4-piece bridal sets - necklace, earrings, bracelet and ring - designed to offer the bride an unmatched element of brilliance and beauty on her special day.

Commenting on the new brand, Anan Fakhreddin, CEO of Damas 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.”

In speaking about the collaboration with Penélope Cruz, Anan continued, “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 jewellery retailer in Dubai to conceivers of a famous jewellery brand from Dubai.”

Every piece by Sama is certified by the most prestigious of jewellery labs in the world to ensure the highest quality of perfection. Each Sama piece was conceived by globally-renowned award-winning designers who have also created beautiful jewellery pieces for numerous international brands as well.

SAMA is now available at select Damas luxury boutiques across the GCC, all sold by Damas’ team of expert consultants who thoroughly guide customers to make the best-informed decisions on jewellery purchases.

SAMA is just one of the major launches Damas has announced this year. Earlier in 2016, the brand partnered with Forevermark, part of De Beers Group, to incorporate the rarest diamonds into their ‘Damas Classics’ collections.

Damas has been redefining the industry’s standards on a global level and are committed to providing the best to consumers and partners, focusing on the heritage and integration of quality and aesthetics under the company’s umbrella.