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Exclusive: The “disruption” in premium luxury retail is here

Asil Attar, CEO, Damas Jewellery spoke exclusively to AMEinfo about the Damas portfolio, the sales forecast for luxury retail, and trends to watch out for.

"When we look at the luxury retail landscape – everybody is talking about millennials" "We’re looking at how we speak to consumers; we’re looking at palettes and creative directions that we take" "Customization, personalization, brand experience are at the forefront, right now, of trends" in luxury retail

"I'm the major disruption in the luxury retail industry," said Asil Attar, CEO, Damas Jewellery during her exclusive interview with AMEinfo at a Damas store in Dubai Mall. A commanding personality, who is also approachable and down-to-earth, Asil Attar oversees an impressive portfolio of more than 40 international luxury brands with more than 230 stores across the GCC.

Asil Attar, who has more than 25 years of experience in the fashion and luxury retail industries spoke at length about the Damas portfolio, the sales forecast for the luxury retail segment, trends and disruptions to watch out for, and her views on women empowerment.

"When we look at the luxury retail landscape, the consumer profile, and the demographics – everybody is talking about “millennials”. Very quickly coming up is also the Generation Z. This means that we always need to be mindful that things need to be relevant – things need to have color; they need to be punchy; things need to be relevant to their lifestyles – whether it’s representing what they do in the day time or representing what they do in the evening. When we look at trends in the industry, we’re looking at a number of things. We’re looking at how we speak to our consumers; we’re looking at the palettes and the creative directions that we take. So, when we look at gems, for instance, they tend to be a lot more colorful. The environments, even in stores, have changed. The trend is, therefore, going to targeted profiling. The trend is looking at the fast-paced life that we live and to evaluate how we can speak to such consumers and get them to part with their money," Asil Attar said.