DUBAI (Commodity Online): Damas, the leading international jewellery retailer in the Middle East, added extra sparkle to Diwali celebrations by unleashing a grand array of promotions for shoppers.

This included two specially designed jewellery sets, a splendorous 22K yellow gold featuring rose-cut diamonds from its high selling Legacy collection and the other, a stunning 18K yellow gold diamond jewellery set inspired by the charm of traditional Rangoli designs, an ethnic feature of India.

Damas 22K segment stores registered very encouraging results during the promotion period between October 1-72009, which was incidentally the longest in the jewellery sector of the region, offering its growing Asian fan base an astonishing total of 17 glittering days of grand festive shopping with its Free Gold Coin offers.

Diamond jewellery sales for the 22K segment during this period notched an exceptional growth of more than 50% for the same period last year.

Damas said Diwali is one of the best times of the year to proclaim Dubai as the City of Gold and Damas lends its support by presenting its valued shoppers with the most innovative collections for this festive occasion with exclusive offers.

And as Indians form one of the largest and most enthusiastic sections of shoppers, this year’s Diwali promotions were strategically geared to present them with breathtaking offers taking into account both the sentiments associated with the occasion and the present market conditions.

The Legacy Utsav in Meena bazaar outlet showcased a royal era of timeless beauty reminiscent of India’s rich culture and heritage designed with uncut (polki) diamonds and drew several connoisseurs of ethnic jewellery. The event was very successful with record breaking sales for the specially designed Diwali Legacy set.

As is well known, one of the important features of Diwali is gold or gold jewellery buying, considered highly auspicious to do so, especially on the first day of Diwali, which is called Dhanteras. So Damas presented shoppers the option of buying individual pieces from its two special jewellery collections if budgetary restraints did not allow them the option of buying the entire set. This gesture, was clearly, much appreciated by the thronging milieu of shoppers to its stores.