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Damas brings 'Tears of Joy' to jewellery connoisseurs

  • United Arab Emirates: Wednesday, August 11 - 2004 at 16:16
  • PRESS RELEASE

Damas, the leading jewellery retail chain in the Middle East, with the most exclusive brands and alluring pieces of jewellery, recently relaunched the Sara and Fulvio Scavia 'Tears of Joy' line of jewellery.

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  • Damas has introduced the 'Tears of Joy' line of jewellery.
    Damas has introduced the 'Tears of Joy' line of jewellery.
This artistic line of jewellery has been adapted especially for the Middle East and exclusively for Damas customers by Scavia. Scavia's exclusive designs are renowned for their style, refinement and graceful fit that makes it seem as if the jewellery and its wearer were made for each other.

The 'Tears of Joy' set was originally designed by Sara and Fulvio Scavia over 25 years ago as a tribute to woman's beauty. This jewellery set, as are all of Scavia's fabulous designs, was designed primarily to add lustre to woman's profile. The set was an instant hit with both consumers and the media and became one of the most popular of jewellery images in the 1970s. This image was also used by DeBeers to promote diamond jewellery in America and Europe in the following three to four years.

Now 25 years hence, Scavia set out to redesign his own original creation in a bid to simplify the design and crystalise its essence. The redesign has been done keeping in mind Middle Eastern design aesthetics. The earrings embrace the ears and nudge the diamond drops towards the eyes as a very natural progression. The pair of earrings is conceived of as one 'mono' piece, but they can be worn as a couple too.

'Three Drop Diamonds' ring is one of the most sophisticated of Scavia's ring creations. Simple in its essence, it surprises us with its sheer innovative genius. It fits so snugly onto the finger that it adorns the hand as a natural jewel and not as an add-on. This is what brings to your mind the idea that sometimes, the drops, the tears, can indeed be joyful ones.

'Tears of Joy' line of jewellery is available at selected Damas Les Exclusive boutiques.
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Notes and media contacts

For more information, please contact:

Damas Jewellery Marketing Department Tel: +9714-2266222 Fax: +9714-2263404

The Idea Agency PR Department Tel: +9714-3434424 Fax: +9714-3434

Janet Miranda
PR Executive
THE IDEA AGENCY
Sheikh Zayed Road
503 Al Attar Tower
P.O. Box 50887, Dubai
Tel: 04-3434424
Fax: 04-3434305

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