Damas, a leading jewellery retailer in the GCC region, has roped in A-list Hollywood celebrity Penélope Cruz as the brand ambassador for its newly-launched luxury jewellery brand - Sama.

A spectacular gala event was held at the Armani Hotel, Burj Khalifa recently to launch the premium line. Derived from the Arabic word ‘Sumou’ meaning elevation or splendor, the Sama line is named as such for the fact that the pieces represent a ‘higher stage’ of opulence.

The launch marks a significant milestone in Damas’ rich history driving the brand to greater heights and further strengthening its position as a leading player in the market, said a statement from the jeweller.

The unique pieces in Sama are high-end masterpieces with dazzling designs that boast a minimum of 40 carats of natural and beautiful precious gemstones that have been magnificently manufactured using the best goldsmiths and the most exquisite of jewels.

With radiant rubies, enchanting emeralds, stunning sapphires and both colourless & fancy-coloured diamonds intrinsically embedded with three options of glittering 18K white, rose and yellow gold and platinum, the Sama range exudes an unmistakable facet of glamour and mystery that combine to create breath-taking pieces of art.

Commenting on the new brand, CEO Anan Fakhreddin said: "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 has taught us."

"It is a premium and luxurious offering that will capture the essence of the brand globally," remarked Fakhreddin.

Sama carries exquisite white diamond 4-piece bridal sets - necklace, earrings, bracelet and ring - designed to offer the bride an unmatched element of brilliance and beauty on her special day, he added.

Sama, he stated, was created on the basis that no two women are alike and so the jewellery they wear should be as unique as they are.

"It offers discerning customers artfully crafted, exclusive, one-of-a-kind masterpieces that are so rare, there is only one piece of each in existence. A testament to Dubai’s passion for innovation and progressive culture, SAMA is the embodiment of the emirate’s impression on Damas," he noted.

On the collaboration with Cruz, the Damas official said: "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 have tied up with but this is, by far, our most glamorous campaign."

Sama, now available at select Damas luxury boutiques across the GCC, is just one of the major launches of Damas in 2016.

Earlier this year, the brand partnered with Forevermark, a part of De Beers Group, to incorporate the rarest diamonds into their ‘Damas Classics’ collections, said Fakhreddin.

"With this launch, and the collaboration, we are truly moving from a famous jewellery retailer in Dubai to conceivers of a famous jewellery brand from Dubai," he added.-TradeArabia News Service