The world renowned 'MIMI' jewellery is launched for the first time in the Middle East by Damas

MIMI is an exquisite young jewellery brand designed by Giovanna Broggian. MIMI means 'beauty' and its jewellery depicts just that. The flawless pieces are a result of sophisticated aesthetic approach inspired by the colours and magic of the universe with an unmistakable 'Italian style'.

Tamjid Abdullah, Deputy Managing Director of Damas, said:

"Damas constantly strives to give its customers the best. This means giving them more choices, good quality designs and jewellery that means much more than gold. Consumers from the region come here to shop, and more importantly, to learn and experience the latest jewellery trends in the region. Dubai is a 'must-go' place for all established international brands. With this aim we have brought MIMI' to the region and I hope as with our other brands this one will be a hit too."

He added the world of MIMI' is built around a modern, refined and cosmopolitan woman who stands out by wearing exclusive accessories which become unique when associated with her special personality.

Meanwhile, Giovanna Broggian, Founder and Designer of MIMI, raved: "MIMI' debuted in 2000 in New York by introducing a line of delicate jewellery with a strong personality. It was such a hit among customers that there was no looking back. I'm proud to say that in such a short span of time we have become a very reputed brand and have expanded almost everywhere. The Arab people are extremely sophisticated and have a refined taste for jewellery and I'm sure our collections will steal their hearts."

MIMI' jewellery is divided into a range of permanent collections, expressing its recognisable themes: unusually long necklaces; cocktail rings; cascade of pearls; a new look at cameos; delicate flowers and more.

Its Shan Collection is a sophisticated and fascinating combination of pearls, gemstones and diamonds. The mystery and translucence of lavender jade, the elegance of onyx and rose quartz, the sophisticated clarity of amethyst and smoky quartz are exquisitely matched with white or brown diamonds and rose or white gold.

Teki is another popular collection of the brand. It comprises of long or short necklaces in irregular patterns, with shimmering pearls or clear amethyst, set in rose gold. Other combinations are rose quartz, rock crystal and pink pearls; or onyx, smoky quartz and purple pearls. Earrings seem long brushstrokes of deep colour. Stunning, large gemstones on which the symbols of MIMI' convey their message of good wishes immersed in superb pearl pavés or hung from delicate chains of rose gold are simply awesome.

Cocktail rings are the most sought after. Bold architectural volumes and lines create oversize rings of exuberant elegance in a cocktail of sparkling colours likes lavender jade, rose quartz, peridot, aquamarine, blue topaz, citrine, amethyst etc.

The other popular collections by the brand include Ognibene, Maxi Sautoir and Cameos. All collections are beautiful creations in gold, gemstones, perfect pearls and diamonds.

Tamjid Abdullah concluded: "We are pleased that MIMI has decided to take advantage of the exciting retail opportunities Dubai offers, to showcase its latest jewellery line in our dynamic city in the company of many other internationally renowned brands. I wish the brand every success in its continued development in Dubai, the City of Gold, and beyond."

The MIMI collection is exclusively available at Damas Les Exclusives Boutiques in Wafi City and Saks Fifth Avenue and newly opened Dubai Festival City have been strategically chosen for this unique brand of Damas.