Leading luxury jewelry and watch retailer in the GCC region (Gulf Cooperation Council), Damas Jewellery recently launched its high jewelry brand Sama.“Sama comes as a natural evolution of the great vision we set forth three years ago. It presents not just a product-line but an entire experience and showcases what lies at the heart of the brand – what Dubai and the UAE have taught us. It is a premium and luxurious offering that will capture the essence of the brand globally,” said Anan Fakhreddin, CEO of Damas. Heavenly Halo – The enchanting blue hues of the oval sapphires, nestled in a halo of pear and marquise-shaped diamonds, exudes elegance.With Hollywood actress Penélope Cruz as the brand ambassador, Damas has moved from being a noted jewelry retailer to being makers of high jewelry. “We are thrilled to be working with Penélope, an ambassador whose values and characteristics perfectly fit the heart of the brand. She is one of many celebrities we’ve tied up with, but this is, by far, our most glamorous campaign,” Fakhreddin added. Infinite Blossom – The necklace set in a combination of deep red rubies Spring from a collection of diamonds that resemble blossoms.Sama’s pieces are designed by award-winning designers, who have also honed their skills designing for numerous international brands. The brand’s name, Sama, is derived from ‘Sumou,’ which in Arabic means ‘elevation’ or ‘splendor.’ Crafted in diamonds and precious gems weighing no less than 40 carats, the core collection features radiant rubies, stunning deep blue sapphires, mesmerizing colorless diamonds, gorgeous intense, fancy yellow diamonds, precious red rubies, and enchanting emeralds. Regal Jewel – Evocative of the beauty and design of tiaras from the crowning ceremonies of Queens, oval sapphires of deep blue color are accented with an array of pear, marquise, and round-cut diamonds.The one-of-a-kind range – crafted in 18k white, rose, and yellow gold as well as platinum – also includes rings with large central stones (minimum 10 carats). Sama’s four-piece bridal set features necklace, earrings, bracelet, and ring adorned with white diamonds. The brand maintains transparency and perfection by ensuring prestigious jewelry labs certify the jewelry. Damas Jewelry Eternal Sunshine – Drawing upon the rays of the morning sun, the intense, fancy yellow diamonds radiate warmth and beauty.