Damas & Graff host 'rare jewels' exhibition in Dubai

Damas organises exclusive runway show for VIPs to offer private viewing of the world's finest jewellery
190 pieces on display with retail value exceeding USD 80 million

Dubai, UAE (April 11^th, 2012):

Graff Diamonds, in collaboration with Damas Jewellery, has yesterday (Tuesday, April 10, 2012) inaugurated a rare jewels exhibition, featuring some of the luxury British jeweller's finest jewellery pieces from around the world. The three-day exhibition celebrates the opening of the new Graff boutique, located in the Burj Al Arab hotel, Dubai, UAE.

An evening runway show was organised by Damas, the distributor of Graff in Dubai, to offer select regional VIPs the chance to have an exclusive viewing of some of the world's finest jewellery collections.

More than 190 pieces have been flown into Dubai direct from London for the exhibition, with a combined retail price exceeding USD 80 million. Key pieces of the rare jewels exhibition include the Scroll Motif collection, a new collection of high jewellery designs featuring intricate scrolls of dazzling diamonds beautifully set with stunning gemstones, creating one of a kind necklaces. With elaborate swirls and scrolls of white diamonds, designed to complement richly coloured emeralds, sapphires, rubies, spinels and yellow diamonds, this collection highlights the quality of stones and craftsmanship that Graff is known for. A beautiful selection of other jewellery and watches were also on display, including a swan brooch, a flower brooch and other unique pieces. Many of the jewels on display have never left the United Kingdom before.

Francois Graff, Managing Director, Graff Diamonds, said: "I am proud to announce the opening of our second boutique in Dubai. Dubai has always been an important location for us and the new Graff store will be a wonderfully elegant destination to view the most fabulous jewels in the world."

Anan Fakhreddin, CEO of Damas International, added: "We are delighted to collaborate with Graff to bring these rare jewels to Dubai and celebrate the opening of another Graff store. We are very pleased that our loyal customers were able to join us for this special event and view some of Graff's most beautiful pieces, some of which have never travelled before. We are honored to be the exclusive retailer of Graff in Dubai as we see huge opportunities for further growth for the brand within this region."

The new Graff boutique in the Burj Al Arab is Graff's second salon in Dubai. Monte Carlo-based Interior Designer Jean-Pierre Gilardino, the prominent designer of several Graff stores including Shanghai, Tokyo, Geneva, and Monte Carlo, has once again created a sumptuous showroom, drawing on inspiration from Middle Eastern motifs, to echo the much-admired style of Graff's other stores around the world. Ebony furniture, bronze detailing, and striking high gloss statuary marble mix with black Portoro marble and crystal chandeliers, creating a luxurious and stunning décor. The main salon leads through a beautiful circular hall to a VIP room for those clients who wish to enjoy greater privacy. The new 121-square metre store, which is located on the 1^st floor of the 7-star hotel, carries a variety of Graff jewellery and watch collections from London, including the 'Diamonds on Diamonds', and 'Butterfly' collections, among others.

Graff is the luxury British jewellery house, synonymous with the most fabulous jewels in the world; renowned for crafting jewellery comprising diamonds and gems of unmatched rarity, worn by royalty and celebrity for generations. Graff Diamonds uses only the most exquisite diamonds and coloured stones in the world, each one selected for its unsurpassed quality, rarity and sheer perfection, handset by master craftsmen in Graff's workshops in London. There are currently more than 27 Graff boutiques globally, plus Graff is available in selected Saks Fifth Avenue stores.

Damas is the Middle East's leading international jewellery and watch retailer, with a network of around 300 stores distributed in 12 countries. Damas recently announced that it has been appointed as the sole agent for Graff within Dubai, following a deal to take full control of a joint-venture company.

Within the UAE, Graff stores are located in Dubai Mall and now at the Burj Al Arab. In addition to Graff, Damas is also the retailer for a number of other international luxury jewellery and watch brands. For more information, please call +9714 3399795.

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About Graff:
The House of Graff is synonymous with the most fabulous jewels in the world. The name symbolises rarity, beauty, excellence and, above all, the best quality, craftsmanship and diamonds. A diamond company extraordinaire, Graff produces polished diamonds from the rough sourced from mines around the world, making it one of the world's leading diamond companies. Tens of thousands of carats of rough diamonds are cut and polished by expert teams around the world. Each jewel is unique, from the perfectly cut diamond to the magnificent hand finished piece.

About Damas:
Headquartered in Dubai, United Arab Emirates, Damas is the Middle East's leading international jewellery and watch retailer. Founded in 1907, the company today operates more than 300 stores distributed across 12 countries, most of which are located in the GCC region. The company has grown from a UAE-based retailer into a global brand name, and is also the retailer for a large portfolio of renowned global luxury brands including Graff, Tiffany & Co., Roberto Coin, Paspaley, Mikimoto, Carrera y Carrera, Girard Perregaux, Vacheron Constantin, among many others. Damas' popular in-house brands include Farfasha, Gehna, Hayati, Fulla, Legacy, and many more.

An ongoing commitment to setting benchmark standards in quality, craftsmanship and customer service have enabled Damas to win many prestigious awards including the exclusive De Beers Award 2000, 2004 and 2007 for jewellery design. Damas contributes to the communities in which it operates and is a proud Middle Eastern brand with a long history of success.

The company is listed on Nasdaq Dubai (former Dubai International Financial Exchange) as Damas International Limited under the ticker "Damas."

For more information please contact:
Damas PR Department
Tel: +971-4459588
E-mail: damasnews@damasjewellery.com