Less than one per cent of the world's diamonds are eligible to become a Forevermark diamond
Dubai, UAE: June 12, 2012: Damas, the Middle East's leading international jewellery and watch retailer, has announced that it has recently been appointed as the exclusive Authorised Forevermark Jeweller in the United Arab Emirates (UAE). Forevermark is the diamond brand from the De Beers Group of companies and this is the first time that Forevermark diamonds, popular with celebrities around the world, will be available in the Middle East.
Each Forevermark diamond is carefully selected and comes from a source committed to high business, social and environmental standards; is beautifully crafted by a select group of diamantaires; and exclusively available from select jewellers around the world. Less than one per cent of the world's diamonds are eligible to become a Forevermark diamond and be inscribed with the Forevermark icon and an individual number. Each Forevermark diamond has been responsibly sourced and has directly benefited the communities from which it comes. This careful selection process means that Forevermark diamonds are the world's most carefully selected diamonds.
"We are delighted to be appointed as the first and exclusive Authorised Forevermark Jeweller in the UAE," said Anan Fakhreddin, CEO of Damas. "Customers who buy Forevermark have the assurance that they are buying high quality diamonds that come with the promise that they are beautiful, rare and responsibly sourced."
Stephen Lussier, CEO of Forevermark, said "We are delighted to welcome Damas as the latest partner into the rapidly growing global Forevermark network. As the leading jewellery retailer in the Middle East with a long association with some of the world's most well- known and prestigious brands, Damas was the obvious choice for our expansion into the UAE and beyond. We look forward to a strong partnership where Damas' knowledge and experience of the consumer in the Gulf works in harmony with Forevermark's expertise in diamonds."
Forevermark collections will soon be available at six Damas stores within the UAE, specifically in the Marina Mall Abu Dhabi boutique, the Mall of Emirates boutique, the Dubai Mall boutique, the Deira City Centre store, and two stores in the Dubai Gold Souq. Damas has confirmed that it plans to increase the number of outlets that retail Forevermark to 13 by the end of 2012.
"We are very excited about the potential of Forevermark in this region, which is why we are finalizing plans to expand this partnership across GCC region within a short time frame. This is an exceptional brand and we are sure it will be very well received by our discerning customers," Fakhreddin concluded.
For more information, please visit www.damasjewellery.com or www.forevermark.com
ABOUT FOREVERMARK
Every Forevermark diamond is inscribed with a promise; a promise that it is beautiful, rare and responsibly sourced. Less than one per cent of the world's diamonds are eligible to become a Forevermark diamond and be inscribed with the Forevermark icon and individual number.
Forevermark is a diamond brand from the De Beers group of companies and as such, benefits from over 120 years of diamond expertise. Forevermark diamonds are carefully selected and come from sources committed to high standards; are beautifully crafted by a select group of diamantaires; and are exclusively available in select jewellers.
FOREVERMARK INSCRIPTION & GRADING
Less than one per cent of the world's diamonds are eligible to become a Forevermark diamond and be inscribed with the Forevermark icon and individual identification number. Invisible to the naked eye, the inscription is made using bespoke technology from the De Beers group. It is also recorded on the personalised Forevermark identification card which comes with each and every Forevermark diamond. The actual size of the inscription found on Forevermark diamonds is only 1/20th of a micron deep and can only be seen using a special Forevermark viewer which can be found in Authorised Forevermark Jewellers. It is confirmed by leading gemmological institutes that the Forevermark inscription does not affect the internal quality of a diamond in any way.
Authorised Forevermark Jewellers are able to provide a Forevermark Diamond Grading Report. It is an accurate blueprint of the qualities - cut, colour, clarity and caratage of each Forevermark diamond. The Forevermark Diamond Grading Report also features the individual identification number inscribed on the diamond and a specifically designed security hologram, providing reassurance that the Forevermark Diamond Grading Report is valid and genuine.
For more information and to find your nearest Forevermark Jeweller offering Forevermark Grading Reports go to www.forevermark.com
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 close to 300 stores distributed across 11 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 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 is committed to the communities in which it operates.
For more information please contact:
Damas PR Department
Tel: +9714-4459588
E-mail: damasnews@damasjewellery.com
© Press Release 2012
