Damas unfurls new pieces in its Damas Cut diamond jewellery collection

Set on highly polished white and yellow gold settings, designed to complement and enhance their sparkle and brilliance to flattering excess, in these jewels, diamonds come together in floral partnership to offer red carpet worthy jewels for a special class of women.

Tamjid Abdullah, Deputy Managing Director of Damas and creator of Damas Cut, said:

"Damas Cut diamonds combine the outstanding qualities of three famous diamond cuts - Princess, Asscher and Radiant. And as the brilliance of a diamond is largely determined by its cut, the new jewels featuring them are of exceptional brilliance. Perfectly matched by settings and designs to magnify their allure further, these jewels in turn form the most fitting tribute to a woman's unique essence and expression. I am confident that jewels featuring these diamonds will especially be cherished by women of the region for it's a unique Dubai product."

Top of the list in this collection are necklaces in avant garde styles. One such magnificent piece is a waist-length necklace aligning a neat row of diamond brilliants in a sensuous arch around its wearer's neck that dangles two awesome sized Damas Cut diamonds. This is followed by pendant chains suspending the iconic stone from pendants featuring round brilliants in graded sizes.

Competing for attention alongside are earrings in various sizes, starting from classic diamond studs and moving on to more elaborate floral studs where round brilliants form petal-like features around Damas Cut diamonds. This array includes drop earrings of various lengths designed to hype-up the glamour quotient. Adding the finishing touch to a woman's adornment is Damas' riveting range of rings featuring its exotic Damas Cut diamonds. Paying grand testimony to Damas' famed craftsmanship, these new jewels in the Damas Cut diamond collection are backed by its century old expertise in jewellery designing.

Hailed across the world as a breakthrough in diamond design, the Damas Cut diamond saw a glamorous debut in the city of its birth, Dubai in June 2008, which also proved to be a memorable 100-year milestone in Damas' history as an industry pioneer and leader. Its launch saw Damas join a highly exclusive group of jewellery companies across the world who have a diamond cut named after them.

This 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. The stones are unique from other square-shaped diamonds due to the symmetry and angle of their facets which are designed to maximise light reflection. Each Damas Cut diamond is engraved with the letter 'D' on its girdle, depicting the Damas trademark of excellence and is also 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. Every jewel in the Damas Cut collection is accompanied by a diamond certificate detailing its specifications.

Damas Cut diamond 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.