Damas Jewellery, the leading luxury jewelry and watch retailer in the GCC, has unveiled its first high jewelry brand, Sama. The launch marks a major step in the company’s journey from regional retailer to global luxury maker.
“Sama comes as a natural evolution of the vision we set forth three years ago,” said Anan Fakhreddin, CEO of Damas. “It represents not only a product line but also an experience that captures the spirit of Dubai, the UAE, and the global luxury market.”
Penélope Cruz Named Global Ambassador
To strengthen its international presence, Damas has chosen Hollywood actress Penélope Cruz as the face of Sama. Her elegance and values align perfectly with the brand. Moreover, her role ensures that Sama’s debut receives global attention.
“This is, by far, our most glamorous campaign,” Fakhreddin added. In short, the collaboration highlights Damas’s shift from retailer to creator of high jewelry.
The Meaning and Inspiration Behind Sama
The name Sama comes from the Arabic word Sumou, meaning “elevation” or “splendor.” As a result, the collection embodies refinement, grandeur, and cultural depth. In addition, the designs were created by award-winning international designers, many of whom worked with top jewelry houses worldwide.
Inside the Sama Collection
The collection is crafted with diamonds and gemstones weighing at least 40 carats. Each creation reflects beauty, rarity, and luxury.
Highlights include:
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Radiant rubies
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Deep blue sapphires
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Brilliant colorless diamonds
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Intense fancy yellow diamonds
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Enchanting emeralds
Furthermore, Sama’s bridal set features a necklace, earrings, bracelet, and ring, all adorned with white diamonds. The line also includes statement rings with central stones starting at 10 carats. Finally, every piece is offered in 18k white, rose, yellow gold, or platinum, blending timeless artistry with modern elegance.
Commitment to Transparency and Perfection
Damas ensures that every Sama creation meets strict international standards. Therefore, each jewel is certified by prestigious global labs. As a result, clients can trust the authenticity and quality of their investment.
