Last Updated : 09 January 2009 at 21:55 IST

Damas woos girls with diamond collection

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Commodity Online
NEW DELHI: Worried over the global meltdown, jewellery companies are now inventing new methods to boost their business. Since liquidity crunch has become a global phenomenon, leading jewellery companies have to be really innovative to lure customers to their shops.

As part of its new ways to attract customers, Damas, leading retailer of luxury watches and jewellery in West Asia, has launched a jewellery line exclusively for young girls.

This is an attempt to lure parents of small kids and get some business from them.

The new diamond collection is called ‘Fulla’, which means flower in Arabic. It is also the name of a popular doll among young Arab girls.

Fulla jewels are made of 18 carat yellow gold with diamonds and attractive enamel colours to enhance the beauty of the wearer.

These highly-stylised assortments of beautiful, fine jewellery are available as a three-piece set (pendant chain, earrings and ring), brooches and bracelets.

Initially, more than 25 designs are being introduced in West Asia, and the company expects them to be on the must-have list of all parents who have profound love for their little girls.

The passion and careful attention that have gone into this new line are evident in the choice of materials, the well-thought out but simple design and the superb craftsmanship, Damas said in a statement.

“The Fulla character is a famous doll carrying Arabic cultural values. The brand has been extended into several kids’ categories such as toys, stationery, textiles and much more. Damas has the privilege of introducing for the first time ever a wide range of jewellery collection with the popular Fulla character by using attractive and colourful enamels, accentuated with diamonds made in 18 carat gold for young girls to enjoy. We at Damas have always tried to give something extraordinary to our customers in the Middle East and I am sure that the brand will do very well,” the company said.

The collection is a fusion of traditional jewellery art and modern designs. Classic style intertwines with patterns of nature to make each piece extremely beautiful.