Empowerment Through Design

Damas’ Alif collection, featuring TV presenter and entrepreneur Sara Murad, celebrates the resilience of Middle Eastern women.

Damas, renowned for their exquisite jewellery designs, introduce a new chapter in the Alif collection. Inspired by the Arabic alphabet’s majestic first letter, it stands as a testament to the resilience, confidence and generosity of women across the Middle East.

The campaign features Saudi entrepreneur and TV presenter Sara Murad. A senior presenter on the popular morning show Sabah Alkhair Ya Arab, she is a familiar face in households across the Middle East. She’s also a trailblazer, having recently ventured into entrepreneurship with her fragrance brand, By Sara Murad.

Shot against the captivating backdrop of the Arabian desert, the imagery invokes a journey from past to promising future, instilling a deep sense of pride in the region’s heritage. As a successful woman, Sara embodies the essence of empowerment, becoming a beacon of inspiration.

Since its inception in November 2020, Alif has evolved, each piece encapsulating the empowered spirit of standing tall and strong. From the inaugural ensemble to the recently released Alif Unity, the designs speak volumes with their minimalist yet striking aesthetic. The creations boast sleek and graphic shapes, embodying modern craftsmanship blended seamlessly with cutting-edge technology. The collection offers standalone pieces of striking beauty designed for layering and stacking, catering to every woman’s taste.

The jewellery pieces, adorned with diamonds, mother of pearl and semiprecious stones, offer an unforgettable presence. Each creation, with its grooved and highly polished motif, pays homage to strong roots and rich heritage.

Beyond the glitz and glamour, the Alif collection represents a movement towards empowerment and self-expression. It’s a reminder that jewellery isn’t just about adornment but also about storytelling and celebrating the spirit of womanhood. With each piece, Damas continue redefining modern luxury, offering timeless creations that resonate with the empowered woman of today.


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