Damas unveils unique Alif collection at DJWE

Damas Jewellery presented its new Alif collection at the Doha Jewellery and Watches Exhibition (DJWE) 2023 where renowned TV anchor and actress Mahira Abdel Aziz unveiled the unique brand on Thursday.
“The collection has been created and inspired from the majestic first letter of the Arabic alphabet while amazingly signifying strong roots. It very much suits the Arab aesthetics and taste while integrating the classic with modernity,” Damas chairman and CEO Luc Perramond told Gulf Times.
"Alif is the most-awaited new high jewellery piece," he stated. Damas has designed Alif, a simplistic and modern collection, to honour the women's strengths and achievements as the integral pillars of today’s society.
At Damas Exhibition Salon, Alif Unity features necklaces, bracelets, and for the first-time, double motif drop earrings. The necklaces offer various designs with full link chain or double rolo chain or Y rolo chain while the bracelets offer double rolo chain design and full link chain. The pieces in this edition feature a singular hero Alif motif fully studded with brilliant diamonds further elevating the design.
At DJWE, Damas is showcasing its latest collections while lining up a great collection of high-end jewellery featuring some of its timeless pieces. Damas Exhibition Salon features the brand’s new identity while mirroring the design recently rolled out in Qatar. The collection includes the Dome and Lace collections inspired by Arabic architecture. Also, there are the high-end collections of Kallista, Revolve, Fireworks, Kanzi and Qamar that beckon the Arab women with bespoke pieces and much more.
Perramond said that Dome is inspired from the rich heritage of the Arab region’s architecture, specifically the diverse and intricately designed ‘domes’ of the mosques and royal palaces and their beauty.
“Inspired by the Arabic architecture, Damas has transformed its products into vibrant and modern medallions which make a statement of beauty and elegance,” he explained.
The Dome collection, which celebrates the empowered Queen within every woman, is described as the essence of regal elegance and transforms the beauty of architectural domes into designs of confidence and self-love. Each design is made around a gemstone.
Dome uses vivid gemstones intricately cut to represent the dome silhouette while exposing the natural beauty and characteristic of each stone and liberating its power. "Dome will become the favourite of Arab women with its distinctive features," the Damas official said.
The exclusive Revolve collection has been designed with the repetition of delicate layers, radiating with diamond brilliance and gold shine. The Revolve collection has an array of jewellery with diamond embellishments that add sparkle to the signature overlapping discs of gold, creating a simple and classic piece.
Damas’ collection of Kanzi, which means treasure, is made in celebration of love. Kanzi uses coin shaped motifs which hold at their centre semi precious gemstones - Raspberry Rhodolite, Orange Citrine and Purple Amethyst - while brilliant diamond embellishments further attenuate their fascinating beauty.
Qamar, meaning the moon in Arabic, reflects the lunar cyclical patterns in a nod to the kinetic jewellery as the pieces feature two interlaced adjacent panels in crescent shape that transform and move to reflect the phases of the moon.
The Fireworks collection includes a range of jewellery embellished with a combination of differently shaped and cut diamonds adding glamourous detail that emits radiance. The classic designs are reimagined adding a flair of sparkling firework shapes that spiral into the sky while captivating celebratory showcase of life.