Damas announces growth in Diwali sales

This included two specially designed jewellery sets, a splendorous 22k yellow gold featuring rose-cut diamonds from its high selling Legacy collection and the other, a stunning 18k yellow gold diamond jewellery set inspired by the charm of traditional Rangoli designs, an ethnic feature of India.

Damas 22K segment stores registered very encouraging results during the promotion period between 1st - 17th October 2009, which was incidentally the longest in the jewellery sector of the region, offering its growing Asian fan base an astonishing total of 17 glittering days of grand festive shopping with its Free Gold Coin offers. Dia-mond jewellery sales for the 22K segment during this period notched an exceptional growth of more than 50% for the same period last year.

Tamjid Abdullah, Deputy Managing Director Damas Jewellery, commented,

"Diwali is one of the best times of the year to proclaim Dubai as the 'City of Gold' and Damas lends its support by presenting our valued shoppers with the most innovative collections for this festive occasion with exclusive offers. And as Indians form one of our larg-est and most enthusiastic sections of shopper's, this year's Diwali promotions were strategically geared to present them with breathtaking offers taking into account both the sentiments associated with the occasion and the pre-sent market conditions. And I am happy to say this has been one of our best promotions ever."

Ajay Pandey, Deputy General Manager Products, Brands & Marketing Head, Damas said, "Continuing with our spirit of innovation we introduced a well researched revolutionary diamond setting through a specially designed Diwali Diamond pendant set. Inspired by Rangoli designs this collection had an overwhelming response and we were out of stock by Diwali day. The Legacy Utsav in our Meena bazaar outlet showcased a royal era of timeless beauty reminiscent of India's rich culture and heritage designed with uncut (polki) diamonds and drew several connoisseurs of ethnic jewellery. The event was very successful with record breaking sales for the specially de-signed Diwali Legacy set."

Tamjid added "The market's response to our promotion was exceptionally high. As a way of thanking our valued customers for their continuous patronage of Damas, we gave away Free gold coins for their purchase during the promotion starting at a minimum purchase of amount of money and over several slabs the gift increased. Dhanteras is an occasion for buying gold, an old age tradition and custom that the same would invoke prosperity and well being. We can't think of a better way to show our esteem and gratitude to our customers than to gift them with gold on this auspicious occasion, and aid in bringing them more prosperous days to come."

Elaborating on the sales achieved during this promotion Raj Sahai, Deputy General Manager (Sales) Damas, added, "Sales were at par with what we had projected for this promotion, and we strongly believe that we would have gone well beyond our expectations had the gold price been in control. While buying gold is the primary pur-pose of this occasion, our exquisite Diamond Masterpieces rendered great support in the achievement of our ob-jectives for this promotion."

As is well known, one of the important features of Diwali is gold or gold jewellery buying, considered highly auspi-cious to do so, especially on the first day of Diwali, which is called Dhanteras. So Damas presented shoppers the option of buying individual pieces from its two special jewellery collections if budgetary restraints did not allow them the option of buying the entire set. This gesture, was clearly, much appreciated by the thronging milieu of shoppers to its stores.

Its grand Diwali promotions also included another equally attractive offer where Emirates/NBD cardholders could enjoy 0% interest for three months on gold jewellery and six months on diamond jewellery purchases throughout the entire month of October 2009. The offer clearly proved irresistible for shoppers as they could now own a be-witching Damas jewellery collection bought on the occasion of one of their most important festivals.

As a true pioneer, Damas has always set rather than followed trends, an aspect that has seen it take the lead and stride confidently ahead as the leading international jewellery retailer of the region.