La Nouvelle Bague's dream-like creations take centrestage in Damas

Damas, the leading international jewellery retailer in the Middle East presents La Nouvelle Bague, the famed Florentine jeweller that reinterprets traditional iconography through its awe-inspiring jewellery pieces. The renowned brand has established its headquarters in Florence's ancient Palazzo Bombicci Pontelli amidst the rich heritage of 15th century Italy.

Leopoldo Poli, co-founder of La Nouvelle Bague and the creative mind behind its captivating designs, explained: "I am pleased to present our unique jewels to discerning women in the region. It has always been our vision to bridge technology and artistic expression through our collections and each of our jewels aims not only to give joy to its wearer but also inspire her to live her dreams through constant reference to positive symbolisms."

Tawhid Abdullah, Managing Director of Damas remarked: "La Nouvelle Bague has enjoyed thirty years of success in the international markets and we are pleased to make its signature collections available in the Middle East. The brand is noted for being distinctive, exclusive, precious and internationally recognized. Its highly selective clientele is united by a common delight in precious, contemporary objects chosen to express and give oneself pleasure."

La Nouvelle Bague celebrates the creativity and skill of the Florentine goldsmith, and looks to artistic forms of every variety for design inspiration. Its design team carefully studies symbols, signs, codes, and ciphers, and assembles them into new expressions that speak to both wearer and onlooker.

The White vs Black collection, for instance, explores creative possibilities with dramatic contrasts of black and white which have been traditionally regarded as symbols of polarity. The outcome are wonderful jewels, made of diamonds and white gold, enamels and baroque pearls with the gothic inspiration softened by tied ribbons, helix and flowers.

In another collection, the famed brand presents a world of Italian and Florentine culture that slowly becomes pure intuition, prayer and superstition. Images are made of ancient colours of pink gold, orange and burned enamel - shining shades made of sun and Mediterranean.

At La Nouvelle Bague workshops, only the top goldsmiths, setters, and enamelers working in the Florentine tradition are involved in the crafting of each jewel. Everything is hand-made by master jewellers whose innate talent permits them to transform the designs into reality.

"The world of beauty is not at all in contradiction with ethics and morals. The return to the simplicity of the primordial shapes and archetypes represents a design philosophy that is not only focused on beauty for beauty's sake but also on paying respect to cultural heritage and traditions," adds Poli.

The dream-like creations of La Nouvelle Bague are available in selected Damas Les Exclusives Boutiques across the UAE.