Rock of all Ages

CityInfo
Bangalore
Cover Story

Rock of all Ages
Diamonds are a girl's best friend

A journey into the glimmering world of Damas will leave you breathless. At the stunning range, of course, but also at who’s shopping. 10,000 sq ft of dazzling gold and diamonds shaped into one of the country’s largest collections of jewellery, caters not just to bridal parties and platinum couples, but also to teenagers and children. “Our range is yet unmatched,” beamed managing director Shaheeda Abdul Kader.
The latest collection at Damas is Farfasha, meaning ‘chill out’ in Arabic. It was launched on the eve of Valentine’s Day and its brand ambassador is the smouldering hot Lebanese singer, Nancy Ajram. “We chose Nancy because she is the icon of the youth today,” explained Abdul Kader. Farfasha is an affordable collection especially designed for the young and young at heart.
Another favourite at Damas is Aya – meaning verses – which consists of pendants, all inscribed with lines from the Koran. The store’s expert craftsmen are currently working on inscribing the Bhagvad Gita too.
Quite unlike local jewellery stores, Damas carries the complete range of each of the brands it houses. The selection includes Italian jewellery brands, Uno Aerre, Aprile and Salvatore Bersani, the Swiss Gemtique, and even middle-range collections like Uno Trend and Celine Renato. Sidra, and Alice & Alex are exclusive collections of jewellery for children. Fior is a beautiful Sri Lankan brand of floating diamonds. Boudoor, literally meaning constellation of moons, is Damas’ in-house collection.
Damas has a network of over 250 branches worldwide. You’ll find over 90 per cent of the largest Italian jewellery brands and some of the best Swiss watches here. The Italian brand Aprile, in particular, is extremely popular with the Indian market.
The jewellery conglomerate believes in showcasing craft that is unique. Not only does Damas house well-known international brands, it also fetes local talent. Anjana Das, a Bangalore-based designer has her collection of Biorlet diamonds sharing the limelight with Gemtique and Boudoor.
Abdul Kader knows beyond a doubt that the Indian consumer has arrived. “A large chunk of our customers in Dubai were Indians. Indians have the purchasing power, but they don’t always find the quality they’re seeking. Why should they have to make trips abroad just to shop?”
The name, the glamour, and the style associated with Damas have all arrived intact to India. Not surprising, since Damas literally means indestructible. The brand was created in Dubai in 1907, and the name is derived from the Greek, Adamas, meaning indestructible or unconquerable, another synonym for Diamond.
So when it came time to travel to India, what made Damas pick Bangalore over other metros? Chairman Tawfique Abdullah initially came to Bangalore for a visit and fell in love with its lush greenery. When he brought it up with the concierge of his hotel, he was told, “No matter what you plant in the soil here, it flourishes.” Abdullah was so charmed with this insight on the richness of the city that he decided to bring his brand to Bangalore.
World-class jewellery usually costs the earth. This myth will be effectively shattered on your first visit to Damas, the city’s definitive jewellery mall.
Damas, 16/2 Commissariate Rd, Opp Garuda Mall, Bangalore. Ph: 4112-7200.