Complex Made Simple

Paspaley unveils new boutique at Mall of the Emirates in partnership with Damas

Damas, the Middle East’s leading jewellery and watch retailer in partnership with Paspaley, producers of the most beautiful pearls in the world, has officially opened the doors of the new Paspaley boutique at Mall of the Emirates.

Paspaley is thrilled to be opening its newest boutique at one of the world’s best shopping destinations, Mall of the Emirates. It provides a wonderful opportunity to showcase Australian South Sea Pearls in a market that already has such great respect and admiration for one of nature’s beauties

Known as the world’s leading producer of Australian South Sea Pearls, Paspaley’s designs are both classic and unique with an outstanding approach to detail and design. Whilst the hallmark of Paspaley is the classic strand, Paspaley has been one of the world’s leaders in contemporary pearl jewellery design, in many ways redefining how pearls are worn.Paspaley boutiques showcase an unrivalled range of pearl jewellery from simple pearl pendants to elaborate one-of-a-kind pearl and diamond colliers fit for royalty.Many of the Paspaley jewellery collections are created in Paspaley’s own design studio in Australia, a world-class facility dedicated to creating pearl-first design.

Paspaley produces two major collections a year for local and international customers. In addition to Paspaley’s own distinctive collections, Paspaley engages in creative collaborations with a selection of the world’s foremost designers, whether they are located in Australia or in France, Italy or Japan. Paspaley boutiques feature exquisitely crafted collections from the world’s consummate jewellery designers, who have been invited by Paspaley to create classic and contemporary pieces, specially designed to highlight the natural beauty of each pearl.

Each amazing jewellery piece uses only the very finest of all Paspaley Australian South Sea pearls of incomparable lustre and orient. Their beauty is illuminated by precious stones such as diamonds, rubies and emeralds that appear throughout the collections. In addition to bringing Paspaley’s exquisite signature South Sea pearl jewellery collections and strands, Paspaley at Mall of the Emirates will showcase a brand new retail design concept.

Created by Carbon dale, pioneers in high-end retail, the brief for the new look was “the most beautiful store in the world for the most beautiful pearls in the world”. The store concept represents an important chapter in the evolution of one of Australia’s most successful luxury brands; a striking new direction in pearl retailing and a global benchmark in store design.

A media and VIP event celebrating the opening was hosted at the lavish new boutique in the attendance of James Paspaley, CEO of Paspaley, and Anan Fakhreddin, CEO of Damas.

James Paspaley, said of the new store, “Paspaley are delighted to be opening in The Mall of the Emirates, a shopping and entertainment destination. It feels like a very natural move to open a boutique here given the demographic and profile of the region. We feel it is the perfect fit for our customer offering and are proud to partner with Damas.”

Paspaley boutiques are located at Atlantis Hotel, The Dubai Mall, Abu Dhabi Mall and Mall of the Emirates.

For more information please contact:
Fatina Al Arda
PR Manager
Damas Jewellery
Tel: +97144459583