Damas opens new concept boutique at Place Vendome

Damas, a leading jewellery design house, has revealed its highly-awaited new identity at the opening of its prestigious boutique at the Place Vendôme Mall in Lusail, Qatar, a statement said on Sunday.

As part of this revamp, and keeping with its long-established storytelling legacy and DNA, the brand shifted to design-led collections, based on worldwide and local jewellery trends, and keeping the Arab woman as its main inspiration and muse, offering collections that instill happiness, empowerment, and confidence.The brand started its concept transformation two years ago under the leadership of Luc Perramond, chief executive officer of Damas Jewellery, who is renowned for his visionary strategies and transformational change. Speaking at the opening ceremony, Luc Perramond, said: “We are delighted to launch our new vision and brand strategy through our beautiful new flagship store at The Vendome Mall. The store is more than a boutique and offers a luxurious and welcoming experience to all its visitors in Qatar.”

The brand’s transformation journey is in line with its vision “from the region to the region” by reinventing itself into the ultimate house of jewellery design in the Middle East and offering today’s modern woman an unparalleled customer experience.“Since we have a team of designers, we no longer buy and sell jewellery. All our collection has been designed by Damas in-house design team, to capture the essence of the rich heritage of the Middle East in the form of unique and contemporary designs.” Perramond added. The brand continues to develop innovative retail offerings, all while preserving its social responsibility and deep-rooted Arabic heritage and identity.Boutique visitors will find crafted to perfection exclusive and bespoke pieces in different styles, from the classic to the avant-garde to the ultra-feminine. Among these collections are the mesmerising Alif, the house’s core collection that embodies women’s achievements, Dome with its regal elegance of Arabic architectural elements, and Lace with its intricate, arabesque-inspired pieces. Damas, described as the largest jeweller in the Middle East, has a network of 180 stores in seven countries, representing both international brands from Europe, Japan and India while also its own in-house brands, from their own stable of designers. In Qatar, a second concept boutique is scheduled to open its doors in July in The Mall of Qatar, with four more stores anticipated to open in the near future.