Damas Cut makes its international debut in Dubai

The iconic 77-facet premium diamond magnificently combines the outstanding qualities of Princess, Asscher and Radiant Cuts, a breakthrough in design and technological precision.

As an industry pioneer and market leader in the region, Damas has embarked on an ambitious project to create a signature diamond product that is highly distinguishable from those currently available in the market. It is part of the overall strategy of the 101-year old company to highlight its capabilities and reinforce its position as a creator and innovator of fine jewellery.

Tamjid Abdullah, Deputy Managing Director of Damas and creator of Damas Cut explains, "Our quest for the finest diamond has led us to the creation of a first-of-a-kind diamond brand. It serves as a symbol of our company's deep passion for the precious stone. It is the culmination of extensive research, dialogue and collaboration with global experts and long working hours at our laboratories and workshops to enhance the stone's innate beauty. "

"Only a handful jewellery companies across the world can lay claim to having a diamond cut named after them. We are delighted to be the first in the world to come up with this shape and create a new path for others to follow."

Over the years, Damas has been witness to the unique role played by diamonds in people's lives. The highly valued stone has become different things to different people - a vehicle of self-expression, nurturer of relationships and a symbol of social status. Attached to every diamond is a set of values firmly held by its wearer, thus it becomes all the more important for jewellers to meet its clients' expectations in terms of design and quality.

The brilliance of diamonds is largely determined by the cut, and with the brand's 77 perfectly symmetrical facets, it is delivered in powerful dimension and intensity. Damas Cut is set apart from other square-shaped diamonds due to the symmetry and angle of its facets that maximise light reflection.

The premium diamond brand was created by Damas in partnership with Kristall, a leader in the global diamond industry with headquarters in Russia. Smolensk Kristall's Russian make is renowned in diamond markets across the globe for the exceptional fire and brilliance it brings to the stone.

Damas Cut stands unique with each stone engraved with a 'd' found in the girdle, depicting the Damas trademark of excellence and laser-inscribed with a serial number to verify authenticity. The brand's adherence to the highest standard of quality is backed by the Dubai-based International Diamond Laboratories (IDL) - a prestigious organisation in the field of natural diamonds certification.

Peter Meeus, Chief Executive Officer of IDL, remarked, "Damas Cut meets all criteria we have set for fine diamonds in terms of carat, colour, clarity and cut. Diamond certificates are becoming increasingly significant in the industry as they generate greater confidence in the product. Consumers are becoming more conscious of the quality of items they buy and as such, quality gems and jewellery now come with gemological reports as is the case of Damas Cut."

Abdullah concludes, "I am pleased to announce that as a way of introducing Damas Cut to our clients, we are launching an exclusive jewellery collection featuring the diamond brand. Crafted in 18k white gold, each jewel accentuates the beauty and precision of each signature diamond. We are confident that our first collection featuring Damas Cut will not disappoint even the most discriminating diamond lover."

Damas Cut jewellery collection is now available at Damas Les Exclusives Boutiques in Burj Al Arab, Wafi, Emirates Towers, Mall of the Emirates; as well as Damas 18kt shops in Le Royal Meridien Hotel Jumeirah, Deira City Centre, Deira Gold Souq, Sharjah Central Souq and Marina Mall in Abu Dhabi.