Damas Dubai Mall Boutique’s new luxury look revealed

Damas, the Middle East’s foremost jewellery and watch retailer, celebrated the refurbishment of its Dubai Mall flagship boutique with a ribbon cutting. This is the second of many Damas stores that will receive the new look, which reflects the company’s new direction and vision.  

The elegant new interior of the store symbolises the epitome of luxury and will be accompanied by an enhanced customer service experience which will focus on building long term customer relationships and offering the ultimate bespoke shopping experience. 

Part of the company’s new business agenda is to remodel its outlets by moving towards a two-store format. This will enhance the Damas shopping experience and cater to ever changing customer interests. The ‘Damas   retail outlets will offer some of the most prestigious international brands globally, while the ‘Damas Collections’ retail outlets will showcase a variety of 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 vision. 

In addition to the new two-store format, the new retails strategy includes launching even more gold jewellery and diamond products with innovative designs to the global jewellery market. The company will also introduce carefully selected international brands to advance Damas’ position as an industry leader. 

Anan Fakhreddin, CEO of Damas, cut the ribbon to inaugurate the new store. He was joined by Keith Higley, Damas Chairman and senior management. 

“The Damas name and image is moving on from being a famous brand in Dubai, to becoming established as a famous international jewellery brand from Dubai. Similar to Dubai, Damas foresees no limits to advancing its position as a leader in the high-end luxury market. Under this new vision we are furthering our brand name and image and are proud to be recognised as one of the most dynamic and prestigious international trademarks in the jewellery industry,” explained Mr Anan Fakhreddin, Chief Executive Officer of Damas.