What is the main sales challenge during the festive season?

One challenge that the industry as a whole is facing is the rise in the gold prices but we won’t let that stop us from having a successful festive season. This Diwali season, in particular, is a very competitive time as the market is flooded with endless promotions, gifts, prizes and a vast variety of collections. This can be seen as a challenge. However, at Damas Jewellery we are confident in the amazing promotions and bonus gifts we are offering our customers and are sure to see amazing results.


Have you planned any promotion campaigns for Diwali?

Yes, in fact we have launched amazing promotions for our customers to enjoy in the lead up to Diwali. Across the GCC, in participating Damas Jewellery stores, we are giving our customers a fantastic chance to win one of 15 diamond jewellery sets from the stunning Legacy collection on every purchase of Dh500, as part of a festive raffle draw. The incredible offers continue for all our customers who spend Dh2,500 on all diamond and gold jewellery purchases, instantly qualifying them for an amazing 22k gold coin reward. To continue giving back to our customers, we will reward all gold purchases of Dh15,000 with a 1gm, 22k gold coin bonus gift. We welcome our customers to enjoy ‘zero making charges’ on select 22k gold jewellery while also benefitting from ‘zero deduction’ on all gold exchanges.


How has Damas’ relationship with the Dubai gold industry evolved?

Gold is our heritage. Having been goldsmiths since 1907, we are extremely proud to be the number one destination for jewellery in the Middle East. We are recognised for our exceptional craftsmanship and array of beautiful designs, allowing the company to continue to grow and lead the market.


Our strong heritage dates back more than 100 years, with the first Damas store opening in the Gold Souk in 1959, and carries through to where we stand today, with over 200 stores across the GCC and an extensive portfolio of, not only, highly respected luxury brands but an equally impressive variety of in-house brands.


We have always believed in the strength of the industry in Dubai and this is why we are proud to have been one of the first to bring renowned international brands to the UAE and continue to hold strong partnerships with several highly respected global brands. Alongside these partnerships, we support emerging jewellery designers in the region to give them a platform to build their brand and reputation within the industry.


Yearly, we continue to participate in and support the Dubai Retail calendar activations such as Dubai Shopping Festival and Dubai Summer Surprises while also contributing knowledge to the industry through forums and conferences.

Are there any markets/regions you are particularly looking to expand?

We are definitely looking at India as a potential market to expand our reach and portfolio. We strongly believe that we have a compelling offer and unique positioning, setting ourselves apart from the competition.

Are your products available online? What is your strategic approach to online sales?

We are looking to launch our website at the end of the year. While we are not going to sell online, we are definitely going to drive an omnichannel approach, using it as a tool to drive footfall to our stores. We are a gifting destination and our purchases are emotional therefore experiencing our products in store is still a key driver.

What plans are in the pipeline for 2020?

We continue to look at opportunities through driving exclusive new product launches, focusing on being a customer centric, product-focused business. We will continue to renovate and invest in our in-store experience and international expansion.