Entre Case Study Jewellery

ABOUT JEWELLERY
Jewellery is a form of personal adornment, manifesting itself as necklaces, rings,

brooches, earrings and bracelets. Jewellery may be made from any material, usually
gemstones, precious metals or shells. Factors affecting the choice
of materials include cultural differences and the availability of the
materials. Jewellery may be appreciated because of its material
properties, its patterns or for meaningful symbols. Jewellery differs
from other items of personal adornment in that it has no other
purpose than to look appealing. Items such as belts and handbags
are considered to be accessories rather than jewellery.
The word jewellery is derived from the word jewel, which was
Anglicised from the Old French "jouel" circa the 13th century.[1] Further tracing leads
back to the Latin word "jocale", meaning plaything. Jewellery is one of the oldest
forms of body adornment; recently-found 100,000-year-old beads made from
Nassarius shells are thought to be the oldest known jewellery.[2]
Jewellery is sometimes regarded as a way of showing wealth and

might also possess some minimal functionality, such as holding a
garment together or keeping hair in place. It has from very early
times been regarded as a form of personal adornment. The first
pieces of jewellery were made from natural materials, such as
bone, animal teeth, shell, wood and carved stone. Some jewellery
throughout the ages may have specifically been as an indication
of a social group. More exotic jewellery is often for wealthier people, with its rarity
increasing its value. Due to its personal nature and its indication of social class,
some cultures established traditions of burying the dead with
their jewellery.
Jewellery has been made to adorn nearly every body part, from
hairpins to toe rings and many more types of jewellery. While
traditional jewellery is usually made with gemstones and
precious metals, such as silver or gold, there is also a growing
demand for art jewellery where design and creativity is prized
above material value. In addition, there is the less costly
costume jewellery, made from lower value materials and often mass-produced.
Other variations include wire sculpture (wrap) jewellery, using anything from base
metal wire with rock tumbled stone to precious metals and precious gemstones.
Jewellery has been used for a number of reasons:
Currency, wealth display and storage,
Functional use (such as clasps, pins and buckles)
Symbolism (to show membership or status)
Protection (in the form of amulets and magical wards),[3]
Artistic display
Most cultures have at some point had a practice of keeping large amounts of wealth
stored in the form of jewellery. Numerous cultures move wedding dowries in the
form of jewellery, or create jewellery as a means to store or display coins.
Alternatively, jewellery has been used as a currency or trade good; an example
being the use of slave beads. Many items of jewellery, such as brooches and
buckles originated as purely functional items, but evolved into decorative items as
their functional requirement diminished.
Jewellery can also be symbolic of group membership, as in the case of the Christian
crucifix or Jewish Star of David, or of status, as in the case of chains of office, or the
Western practice of married people wearing a wedding ring.
Wearing of amulets and devotional medals to provide protection or ward off evil is
common in some cultures; these may take the form of symbols , stones, plants,
animals, body parts ,or glyphs
Although artistic display has clearly been a function of jewellery from the very
beginning, the other roles described above tended to take primacy. It was only in
the late 19th century, with the work of such masters as Peter Carl Fabergé and
René Lalique, that art began to take primacy over function and wealth.This trend
has continued into modern times, expanded upon by artists such as Robert Lee
Morris, Ed Levin, and Alberto Repossi.
Materials and methods
In creating jewellery, gemstones, coins, or other

precious items are often used, and they are typically
set into precious metals. Alloys of nearly every
metal known have been encountered in jewellery -
bronze, for example, was common in Roman times.
Modern fine jewellery usually includes gold, white
gold, platinum, palladium, titanium or silver. Most
American and European gold jewellery is made of an
alloy of gold, the purity of which is stated in karats,
indicated by a number followed by the letter K. American gold jewellery must be of
at least 10K purity (41.7% pure gold). Higher purity levels are less common with
alloys at 22 K (91.6% pure gold), and 24 K (99.9% pure gold) being considered too
soft for jewellery use in America and Europe. These high purity alloys, however, are
widely used across Asia, the Middle East and Africa. Platinum alloys range from 900
(90% pure) to 950 (95.0% pure). The silver used in jewellery is usually sterling
silver, or 92.5% fine silver. In costume jewellery, stainless steel findings are
sometimes used.
Bead embroidery design. Other commonly used

materials include glass, such as fused-glass or
enamel; wood, often carved or turned; shells and
other natural animal substances such as bone and
ivory; natural clay; polymer clay; and even plastics.
Hemp and other twines have been used as well to
create jewellery that has more of a natural feel.
However, any inclusion of lead or lead solder will
cause an English Assay office (the building which
gives English jewellery its stamp of approval, the
Hallmark) to destroy the piece.[citation needed]
Beads are frequently used in jewellery. These may

be made of glass, gemstones, metal, wood, shells,
clay and polymer clay. Beaded jewellery commonly
encompasses necklaces, bracelets, earrings, belts
and rings. Beads may be large or small, the smallest
type of beads used are known as seed beads, these
are the beads used for the "woven" style of beaded jewellery. Another use of seed
beads is an embroidery technique where seed beads are sewn onto fabric backings
to create broad collar neck pieces and beaded bracelets. Bead embroidery, a
popular type of handwork during the Victorian era is enjoying a renaissance in
modern jewellery making. Beading, or beadwork, is also very popular in many
African cultures.
Advanced glass and glass beadmaking techniques by Murano and Venetian

glassmasters developed crystalline glass, enamelled glass , glass with threads of
gold (goldstone), multicoloured glass, milk-glass and imitation gemstones made of
glass. As early as the 13th century, Murano glass and Murano beads were popular.
Silversmiths, goldsmiths, and lapidaries methods include forging, casting, soldering

or welding, cutting, carving and "cold-joining" .
Diamonds
Diamonds were first mined in India.[7] Pliny may
have mentioned them, although there is some
debate as to the exact nature of the stone he
referred to as Adamas;[8] In 2005, Australia,
Botswana, Russia and Canada ranked among the
primary sources of gemstone diamond production.[9]
[10]
The British crown jewels contain the Cullinan

Diamond, part of the largest gem-quality rough diamond ever found (1905), at
3,106.75 carats (621.35 g). Now popular in engagement rings, this usage dates
back to the marriage of Maximilian I to Mary of Burgundy in 1477.
Other gemstones
Many precious and semiprecious stones are used for jewellery. Among them are:
Amber
Amber, an ancient organic gemstone, is composed of tree resin that has hardened
over time. The stone must be at least 1 million years old to be classified as amber,
and some amber can be up to 120 million years old.
Amethyst
Amethyst has historically been the most prized gemstone in the quartz family. It is
treasured for its purple hue, which can range in tone from light to dark.
Spanish emerald and gold pendant at Victoria and

Albert Museum.
Emerald
Emeralds are one of the three main precious gemstones

(along with rubies and sapphires) and are known for their
fine green to bluish green colour. They have been
treasured throughout history, and some historians report
that the Egyptians mined emerald as early as 3500 BC.
Jade
Jade is most commonly associated with the colour green, but can come in a number
of other colours as well. Jade is closely linked to Asian culture, history, and tradition,
and is sometimes referred to as the stone of heaven.
Jasper
Jasper is a gemstone of the chalcedony family that comes in a variety of colours.
Often, jasper will feature unique and interesting patterns within the coloured stone.
Picture jasper is a type of jasper known for the colours (often beiges and browns)
and swirls in the stone’s pattern.
Quartz
Quartz refers to a family of crystalline gemstones of various colours and sizes.

Among the well-known types of quartz are rose quartz (which has a delicate pink
colour), and smoky quartz (which comes in a variety of shades of translucent
brown). A number of other gemstones, like Amethyst and Citrine, are also part of
the quartz family. Rutilated quartz is a popular type of quartz containing needle-like
inclusions.
Ruby
Rubies are known for their intense red colour, and are among the most highly
valued precious gemstones. Rubies have been treasured for millennia. In Sanskrit,
the word for ruby is ratnaraj, meaning king of precious stones.
Sapphire
The most popular form of sapphire is blue sapphire, which is known for its medium
to deep blue colour and strong saturation. Fancy coloured sapphires in various
colours are also available. In the United States, blue sapphire tends to be the most
popular and most affordable of the three major precious gemstones (emerald, ruby
and sapphire).
Turquoise
Turquoise is found in only a few places on earth, and the world’s largest turquoise
producing region is the southwest United States. Turquoise is prized for its
attractive colour, most often an intense medium blue or a greenish blue, and its
ancient heritage. Turquoise is used in a great variety of jewellery styles. It is
perhaps most closely associated with southwest and Native American jewellery, but
it is also used in many sleek, modern styles. Some turquoise contains a matrix of
dark brown markings, which provides an interesting contrast to the gemstone’s
bright blue colour.
Some gemstones (like pearls, coral, and amber) are classified as organic, meaning
that they are produced by living organisms. Others are inorganic, meaning that they
are generally composed of and arise from minerals.
Some gems, for example, amethyst, have become less valued as methods of
extracting and importing them have progressed. Some man-made gems can serve
in place of natural gems, an example is the cubic zirconia, used in place of the
diamond.
About Damas
Overview
The Group is an international integrated jewellery and watch retailer operating in

about 14 countries with around 424 stores, and the leading jewellery and watch
retailer in the Middle East, based on number of stores. The Group’s network of retail
outlets includes subsidiaries predominantly in the Middle East, India and Italy,
Jointly controlled entities and Associates in countries across the Middle East,
Europe, North Africa and other regions. The Group’s stores offer the Group’s own
branded products as well as products sold under leading global and regional luxury
brands.
The Group sells jewellery and watches through three main distinctive store formats,
each of which is tailored to a specific type of customer.
• Les Exclusives stores, which cater to high net worth consumers through products that
include some of the world’s most exclusive luxury brands, for jewellery and watches, and some
of the Group’s own brands;
• Semi-Exclusives stores, which cater principally to upper-middle income consumers such

as tourists and expatriate professionals and office workers, through products that include well
known international jewellery brands of wider appeal, in addition to regional brands and the
Group’s own labels; and
• Damas 22K stores which cater mostly to middle income and working class immigrant
populations, primarily of South Asian origin, and primarily offer jewellery under the Group’s own
brands and regional brands.
In addition to the three principal store formats, the Group has other stores, such as
watch stores and Mono-brand stores, as well as Damas Kids for children and
parents, duty-free shops, a point of sale in the Saks Fifth Avenue department store
at Bur Juman shopping centre in Dubai and other individually branded small stores
such as Marhaba Jewellery and Farhan Jewellers etc. These include:
• Watch stores, which include Damas Watches and Time Art stores offering internationally
branded watches in the medium price range; and
• Mono-brand stores, each dedicated to a single international brand, located throughout the
UAE, including Tiffany & Co, Paspaley, Graff, Parmigiani, Links of London, Roberto Coin,
Roberta Porrati and Folli Follie.
History
The Group has its origins in the activities of Mr Mohammed Tawfique Abdullah, the
grandfather of the Founding Shareholders. Mr Abdullah began designing, crafting
and selling gold jewellery to retailers in Syria in the early 1900s. In 1955, the family
business moved to the UAE when Mr Tawfique Abdullah’s son, Mr Mohammed Taher
Abdullah, moved to Dubai and opened a goldsmith’s shop under the name Al
Abdullah Jewellery Traders LLC (“AAJT”). The first retail outlet of AAJT was opened in
1959 and the gold wholesale operations began in 1970. In the late 1970s, Mr Taher
Abdullah and his three sons, Tawfique, Tamjid and Tawhid, first developed the
Damas brand in order to promote and market AAJT’s products. By the end of 1985,
the Group had expanded into several retail stores, and in 1988 the Group launched
its first branded jewellery line under the Harmony brand.
In the 1990s, the Group adopted an early version of its current marketing and
merchandising strategy to develop its brands and products based on customer
segmentation according to demographic profile, including its current three store
format.
By 2000, the Group had established retail operations in Qatar, Bahrain, Oman and
Jordan. In 2002, the Group expanded its operations to Kuwait and Saudi Arabia, and
by 2004, the Group had expanded to Egypt, Libya, Sudan, Italy and India.
Damas’ key operational milestones
1907
Goldsmith operations began in Syria by Mr Mohammed Tawfique Abdullah, father of

the founder.
1959
First retail outlet branded as Damas opened by Mr Mohammed Taher Abdullah in

Dubai.
1970
Damas began wholesale gold operations in Dubai.
1985
Damas retail stores started selling international brands.
1988
Damas began the launch of its own brands.
1995
Damas established the Diamond Division to manage the sourcing of loose stones
and finished jewellery.
2000
Damas’ business was expanded to countries including Qatar, Oman, Lebanon,

Kuwait and Bahrain through investment in jointly controlled entities. The first Les
Exclusives boutique was opened in the UAE.
2004
Damas purchased Stefan Hafner, a high-end Italian jewellery business.

2005
Damas raised AED 521 million through a private placement. Damas’ operations
further expanded into Saudi Arabia, Jordan, Egypt, Libya, Sudan, Italy, India and
Japan through investment in jointly controlled entities and associates.
2006
Damas established a 30,000 sq. m. manufacturing unit in the Dubai Multi

Commodities Centre.
2007
Damas raised US$ 255 million through a syndicated loan.
2008
On July 8, Damas was listed on NASDAQ Dubai following a successful regional and
international initial public offering (IPO) to the institutional investors.
Mission and vision
We at Damas strive to be a leading multinational in the jewellery and fashion

industry and a house to international brands.
Our aim is to delight customers by offering luxury wrapped in trust with the help of
a team of dedicated professionals.
We are committed to the society we serve.
Damas and society

Damas donates a bus to the Emirates Thallassemia Association
Damas has donated a bus amounting AED 105,000 to the Emirates Thalassemia
Association.
The bus was handed over to Abdul Basitt Mohammad Mirdas, Chairman of Emirates
Thalassemia Association; Saeed Ja'afar Al-Aouadi, Financial Director; Salama
Juma'a Bilal, Managing Director; Mariam Al-Mur Mohammad Bin Huraiz, Manager of
Damas & Society Department; Elham Humaid Al-Suwaidi, Deputy Manager of
Damas & Society Department and some of children afflicted by Thalassemia and
their parents.
Abdul Basitt Mohammad Mirdas said, "Today’s meeting gives an indication of

beautiful and splendid meanings. It solidifies the participation of private sector in
supporting the social and health services within the society, pointing out that
(Damas Group) has for a long time a great role in backing up Emirates Thalassemia
Society and Thallassemia patients.
Damas sponsors Nasheed (Ya Bonaya”My Son”) for Ahmed Bu Khatir
Damas Group has announced sponsorship agreement for the production of the new
video clip of the UAE’s national Nasheed singer Ahmed Bukhatir called “Ya Bonaya”
as part of its commitment to preserve UAE and Islamic culture. Ahmed Bukhatir is
the only Nasheed singer to top Virgin’s charts, with this last album selling over a
million copies worldwide.
Admired worldwide, Ahmed Bukhatir hopes to use his influence to extend Islam’s
word through harmony and unique performances. He expressed, “Caring for your
elders—the theme of 'Ya Bonaya'--is one of the traditional parts of our culture that
is most important to me. I am extremely pleased that Mr. Tawhid
Abdullah( Managing Director of Damas Group) and (Damas & Society Department)
are dedicated to the same traditional values that I am and have done such a
tremendous job helping to spread this message through their sponsorship of the
video.”
After receiving high acclaim for an incredible performance at the “Dubai

International Holy Qura’an Award” competition attended by H.H. Sheikh
Mohammed Bin Rashid Al Maktoum – UAE vice president, prime minister and ruler
of Dubai and Sheikh Dr. Abdul Rahman Al Sudais( Emam & Khatib Al Haram Al
Makki, Ahmed Bukhatir didn't remain complacent. Rather, he continued to improve
and challenge himself. He soon gained international acclaim when he performed at
forty-thousand people. (Damas Group) has chosen to sponsor the Nasheed “Ya
Bonaya” from his new album because the video is an excellent tool to educate
children on the traditional responsibilities of caring for their parents.
Contours by Damas
Tawhid Abdullah- Managing Director of (Damas Group) explained the important of
the partnership in presenting the values and duties toward the parents and the
others in image of video clip to reach the level of young people mind and concept
Damas introduces Contours a new collection of timeless corporate gift solutions.
to reverence and respect their parents especially in the elderly stage.
The range includes branded and non-branded business gifts, customized and
custom-made gifts for recognition and bespoke trophies & awards. All items can be
personalized with a company logo and gift-wrapped according to our customer's
demands.
With local and overseas production facilities, there are unlimited possibilities for our
design and production teams to develop and manufacture any customized products
in any material i.e. gold, silver, platinum, brass, steel, acrylic, leather, ceramic, etc.
Most of our gifts can be engraved, embossed or printed on so you can add a
company logo, a personal message or a client, staff or event name.
Our customer database now include more and more loyal and satisfied clients from
the UAE and overseas, such as: Nestle, Kraft ME, Ducab, Dubal, Dugas, Damac,
Festival City, Intercon Hotel, Ritz Carlton, J.W. Marriott, Etihad, Emirates, KLM,
Microsoft, General Motors, Royal Bank of Scotland, Standard Chartered Bank, ADCB,
Union National Bank, Commercial Bank of Dubai, Sheik Hamdan Medical Science
Awards, Dubai Chamber of Commerce & Industry, RTA, Dubai University, UOWD and
many more.
Awards
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Awards
Damas receives Appreciation Award from the Ruler of Dubai
Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of
UAE and Ruler of Dubai conferred on Damas, the renowned jewellery and watch
retailer, the Appreciation Award under the Dubai Quality Appreciation Award
Programme (DQAP). The prestigious award was presented to Tawfique Abdullah,
Chairman of Damas Jewellery at the Dubai Quality Award (DQA) ceremony held at
the Grand Hyatt Hotel, Dubai. The award is based on the European Foundation for
Quality Management Framework (EFQM) where the performance of participating
firms is measured against strict parameters.
Commenting on this new and memorable milestone in its glittering journey,

Tawfique Abdullah, Chairman of Damas Jewellery said: “We at Damas feel
extremely honoured to receive this appreciation award for quality by the Ruler of
Dubai whose vision leads the nation. We constantly strive to understand the needs
of our customers and to deliver quality and innovative products through best
business practices, provide an excellent working environment for our people and
maintain a strong commitment to our society. ”
Damas website wins prestigious “BEST STRATEGIC FASHION AND ART AWARD”
from the UAE web awards committee!
Dubai, UAE (Dec.’08) – Damas the world renowned jeweller clinched yet another
win when its website won the prestigious “Best Strategic Fashion and Art”
award at the fourth UAE Web Awards 2008 as an entry from ETA Star Portal. It was
presented by The UAE Web Awards Committee, in association with MSN Arabia,
Microsoft, BSA and Gowealthy.com on the 29th November 2008 for thirty five
categories including finance, government and media. The competition presently
covers 10 Arab countries and is expected to expand to North Africa in the coming
years. The award aims to recognize the creative talent behind the development
and design of UAE websites.
Damas patriarch honoured with Lifetime Achievement Award
The UAE government and the Dubai Multi Commodities Centre (DMCC) had recently
bestowed upon the late patriarch of Damas, Mohammad Taher Abdullah with the
first ever “Lifetime Achievement Award" in a special ceremony held at Atlantis,
the Palm Jumeirah.
It was a moment of great pride when the Mr. Tawfique received the award alongside
his brothers, Tawhid and Tamjid in the presence of distinguished guests and
personalities.
“This award is a celebration for his great vision and immense contribution to the
jewellery industry in UAE and the Middle East region,” Mr. Tawfique said.
“We thank everybody for the commitment, contribution and hard work and for being
part of the Damas family,” Mr. Tawhid said.
Damas wins Best Service Performance Brand
The leading international jewellery retailer was honored along with other winners at
a glittering ceremony held at Jumeirah Beach Hotel. Sheikh Saeed bin Mohammed
Bin Rashid Al Maktoum and Khalid Ibrahim Al Kassim, Deputy Director General for
Planning & Development, presented the award to Tamjid Abdullah, Deputy
Managing Director of Damas.
Tamjid Abdullah remarked, “We are very pleased to be recognized once again by
the DSES as we pursue excellence in jewellery retail. We salute the body for
recognizing, supporting and encouraging enterprises that make positive
contributions towards a more vibrant trade environment and better service to
consumers."
“The success of Damas over the last 100 hundred years has been the outcome of
our continuing efforts to provide premium quality products and personalized service
to our clientele. Recognition such as this inspires us to introduce more innovations
in order to meet the growing needs of our publics."
Khalid Al Kassim, Deputy Director General for Planning and Development of DED,
commented, “The DSES certification primarily targets Dubai-based businesses that
have a high interface with customers and has been initiated with the specific intent
of facilitating growth in the tourism, trade, finance and service sectors. The scheme
aims to promote businesses that strive to increase the standards in customer
service and boost customer confidence through ethical and best practices.”
DSES binds all participating businesses to a common code of business ethics and
core criteria for customer service excellence in 15 retail categories. The winners
were selected out of over 1,000 participants on the basis of mystery shopper input.
Damas scored the highest among all other retailers in the “Special Business
Category” which covers establishments having more than 20 outlets.
As welcome bonus, Damas shops in Jumeirah Town Centre and Lulu Centre – Ajman
were proclaimed “Best Service Performance Outlets for Jewellery.” Damas was the
only participant winning multiple awards in its category.
The DSES has been designed to gain customer confidence and transform the
experience of buying in Dubai into a pleasurable one. This scheme is aimed to all
businesses, especially those from the service sector where customer service is the
differentiating factor between competitors.
Nature's Miracle Award 2004

Every year the Diamond trading Company (DTC), the marketing arm of DeBeers,
organizes international events and activities to spread their message of the central
role that diamonds play in the celebration of life and relationships.
DTC instituted an award called ‘Diamonds: Nature’s Miracle’ for jewellery designed
with diamonds and at the same time look at diamonds’ greater relationship with
nature and mankind.
Al Maharra
Damas won the first place in the Tahitian Pearl Trophy competition 2006 in the
entire Middle East region in the Pendants category. This international competition
was organized by Perles de Tahiti, in an attempt to promote the highly prized
Tahitian pearl in artistic jewellery.
The entry submitted by Damas was a pendant titled ‘Al Mahharah’, literally meaning
‘The Shell’. The piece is a unique combination of a Tahitian shell and Tahitian pearl
with diamonds, white gold and yellow gold. Its underlying theme is a representation
of Dubai as the pearl that radiates its glow and luminance to the rest of the world.
Its concept has an Emirati touch as a signature element by Damas. The piece
features a large Tahitian shell encasing a 13 mm Tahitian pearl, with rays of the
glow depicted in white gold set with more than 200 diamonds progressing to yellow
gold at the ends as it spreads.
‘Al Mahharah’ has been created entirely in-house by Damas, right from its
conceptualization by Mr. Tamjid Abdullah, to its design by the Product Development
Department, to sourcing of the Tahitian pearl and shell by the Pearl Division, to its
execution into a real piece of jewellery in our very own Damas workshop and its title
designation by Mr. Tawhid Abdullah.
Best Entrepreneurial Mentor Award

Tawhid Abdullah Awarded "Best Entrepreneurial Mentor" - Mohammad Bin
Rashid Awards For Young Business Leaders, June 2007
Mohammed bin Rashid Al Maktoum Business Award
Tawhid Abdullah, C.E.O Damas, received the award from HH Sheikh Ahmed bin
Saeed Al Maktoum, President of Dubai Civil Aviation Authority, Chairman and Chief
Executive Emirates Group, at an impressive ceremony attended by top government
officials, foreign dignitaries, members of the Board of Directors of Dubai Chamber,
representatives of business councils and trade centers as well as members from
media
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Damas Catalogue Boudoor Fulla Gili

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Damas Airmiles Promotion
Damas Airmiles Promotion
Offer:
o Special offer of 50% discount on selected Diamond
Jewellery, Pearls and Watches, exclusive to Air Miles
members.
o Double Air Miles on all purchases
Location:
o Damas pavilion located on ground floor, main entrance, Lulu
Hypermarket, Al Barsha, Dubai.
Dates:
o 16th to 18th December, 2010
Celebrate your Special Moments with Damas Gift Vouchers
A million ways to win someone’s heart.
Damas Gift Vouchers offer an endless choice of Diamond, Gold, Pearl Jewellery and Watches from a
premium mix of International and Damas Brands. This is an appealing gift for every one.
These vouchers can be a gifting option for Birthdays, Weddings, Anniversary, Festivals, Graduation,
Incentives and Corporate Gift.
The Damas Gift Vouchers are available in denominations of AED 1000, AED 500, AED 250, AED 100
and AED 50. We also offer personalized gift vouchers for AED 10000 and above.
For Corporate Inquiries please contact Contours by Damas on 04 – 4270 554.
Farasha’s new Summer Edition
Product description:
♦ Three-piece set floral fantasy collection consists of pendant chain, drop earrings and ring.
♦ Crafted in 18k yellow gold and showcasing diamonds, semi precious gemstones, pearls and
mother of pearl.
♦ The set is a definite must-have this summer.
♦ It makes splendid gifts for jewellery lovers seeking rare options.
♦ Total priced at Aed 8,990 with individual pieces priced as follows:
♦ Pendant Chain contains 0.25cts diamonds and priced at Aed 3,130
♦ Earrings contains 0.50cts diamonds and priced at Aed 4,030
♦ Ring contains 0.15cts diamonds and priced Aed 1,830
Availability:
Now available at select Damas outlets across UAE, till stocks last.
Call Damas Customer Service Department on 009714 – 4270336 for more details.
Great deals with partner banks and Loyalty Programmes!
Air Miles – Reward yourself while you shop!
To reward our customers’ continuous loyalty, Damas has partnered

with Air Miles - the free-to-join loyalty programme, to give you free
fabulous rewards you dream of and more for simply doing what you do
everyday – Shopping!
Make sure you swipe your Air Miles Card at all the Damas Jewellery
outlets every time you shop to earn Air Miles on every purchase.
All Airmiles card members can avail the facility of instant redemption of
their Airmiles either against their purchases at all Damas stores in the
UAE or choose from a collection of jewellery specially created for the
Airmiles card members only.
If you are not already a member and would like to join free today or to
find out more information about Air Miles programme, visit
www.airmilesme.com or call 04-3913400.
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Launch of Princess of Hearts
Diamond collection
Designed specially using princess
cut diamonds; the collection of
pendant chains, earrings and
three rings symbolizes romantic
emotions in the most beautiful
way.
The collection is available in 2

versions of 18k yellow or white
gold. Its signature element is the
heart motif and the letter “D” for
Damas, the symbol of true
confidence in quality and trust
which appear on each of the
pieces.
Description of each piece from

the collection:
o Pendant chain comes in
0.35cts at tag price of
Aed.1490
o Earrings come in 0.70cts at
tag price of Aed.2590
o Rings:
o Cluster ring comes in
Aed.1290
o Three-stone ring comes
in 0.45cts at tag price of
Aed. 1890
o Five-stone ring comes in
Aed. 1790
The quality of the diamonds used

range from VS to SI in clarity
and G to H in colour.
Availability:
This limited edition collection is
now available at selected Damas
outlets across UAE, till stocks
last.
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Spirit of Arabia – New Pendants launch – June 2010
 Spirit of Arabia latest collection consists of three circular pendants with chain.
 Crafted in 18k yellow gold and encrusted with select diamonds, each pendant portrays distinct
and well known features of the land such as date trees, camels and typical coffer jug.
 The iconic pendants which capture the legendary Spirit of Arabia are priced at Aed990 each,
make cherished gift options
Availability:
Now available at select Damas outlets across UAE, till stocks last.
Call Damas Customer Service Department on 009714 – 4270336 for more details.
Bracelet in 18k with a varity of drops and rounds purple crystals and enamel , can be worn as
an anklet.
Brand Name : Farfasha

Collection Name : Purple Rainbow
Article Available : Necklaces, Earrings, Rings, Bracelets, Hair Clip
Reference : 18D2FPR08
Bangle in 18k with coloured stones and enamel .The pendant has openable clasp and can be
removed.

Collection Name : Cindrella
Article Available : Necklaces, Earrings, Rings, Bracelets, Bangles, Punja
Reference : 18D2FCI08
Bangle in 18k with coloured enamel.

Collection Name : Bubble
Article Available : Necklaces, Earrings, Rings, Bracelets, Bangles
Reference : 18D2FBU08
Bracelet in 22 kt yellow gold
Brand Name : Harmony

Collection Name : Harmony Collection
Article Available : Necklaces, Earrings, Bracelets
Reference : HAR-BR01
Bracelet in 18k with coloured enamel , The pendant has openable clasp and can be removed.

Bracelet in 18k with coloured stones and enamel .

Collection Name : Charming
Article Available : Necklaces, Earrings, Rings, Bracelets, Mobile Charm
Reference : 18D2FCH11
Bracelet in 18k with coloured enamel .

Collection Name : Honey
Article Available : Necklaces, Earrings, Rings, Bracelets
Reference : 18D2FHO08
Bracelet in 18k yellow gold with coloured stones and enamel , The pendant has openable
clasp and can be removed.

Collection Name : Infinity
Reference : 18D2FIN08
Bracelet in 18k yellow gold with coloured stones in different shapes.

Collection Name : Eternity
Reference : 18D2FET08
Bracelet in 18k with a varity of coloured stones and enamel , can be worn as an anklet.

Collection Name : Rainbow
Article Available : Necklaces, Earrings, Rings, Bracelets, Punja, Hair Clip
Reference : 18D2FRB08
Bracelet in 22 kt gold
Brand Name : Harmony

Collection Name : Harmony Collection
Article Available : Necklaces, Earrings, Bracelets
Reference : HAR-BR02
Hair Clip
Hair clip in 18k with enamel and purple crystals in drops and rounds .

Collection Name : Purple Rainbow
Article Available : Necklaces, Earrings, Rings, Bracelets, Hair Clip
Reference : 18D2FPR08
Hair clip in 18k with a varity of coloured stones and enamel.

Collection Name : Rainbow
Article Available : Necklaces, Earrings, Rings, Bracelets, Punja, Hair Clip
Reference : 18D2FRB08
Mobile Charm in 18k yellow gold with bright enamel colours.

Collection Name : Charming
Reference : 18D2FCH12
Mobile charm
Mobile Charm in 18k yellow gold with coloured stones and enamel .The pendant has openable
clasp and can be replaced by another colour.

Collection Name : Infinity
Reference : 18D2FIN08
Mobile Charm in 18k yellow gold with coloured stones.

Collection Name : Eternity
Reference : 18D2FET08
24 kt gold pendant
Collection Name : Aura Collection

Article Available : Pendants
Reference : Aura - 0275
24 kt gold necklace

Article Available : Necklaces, Earrings, Rings, Bracelets
Reference : Aura-0262
24 kt gold pendant

Reference : Aura-0276
Pendant in 18k gold with diamond and Turquoise
Collection Name : Aya Collection

Reference : RMDR004TQ
Pendant in 18k gold with diamond and Mother of Pearl

Reference : RMDR004MPW
Pendant in 18 kt gold with diamonds, containing the transcriptions of the Holy Q'uran

Reference : Aya13
Pendant in 18k gold with diamond and mother of pearl

Reference : RMD006MQ
Pendant in 18 kt gold with trilogy of marquise-cut diamonds
Collection Name : Boudoor Collection

Article Available : Pendants, Earrings, Rings
Reference : BOU-P015
Ring in 18 kt gold with trilogy of pear-cut diamonds

Article Available : Pendants, Rings
Reference : BOURI01
Pendant in 18 kt gold with trilogy of round brilliant cut diamonds

Article Available : Pendants, Rings
Reference : BOU-P013
Necklace and earrings set in 18 kt white gold with Damas cut diamonds
Collection Name : Damas Cut

Article Available : Necklaces, Earrings, Rings
Reference : Pendant (DCP 006), Earrings (DCE006)
Full eternity ring with diamonds (2.65 ct)
Collection Name : Dibla Collection

Article Available : Rings
Reference : DIB-036
Full eternity diamond wedding ring (1.60 ct)

Reference : DIB-011
Full eternity diamond wedding ring (3.86 ct.)

Reference : DIB-030
Earrings in 18 kt white gold with diamonds and coloured stones
Collection Name : Farasha Collection

Reference : FE-101
Earrings in 18 kt white gold with diamonds and multi-coloured stones

Reference : FE-165
Pendant in 18 kt white gold with diamonds and multi-coloured stones

Reference : FP-101
Ring in 18k yellow gold studded with Diamonds and colored gemstones with a base of white
mother of pearl.

Reference : FR MOP 007
Ring in 18k yellow gold studded with Diamonds and colored gemstones with a base of white
mother of pearl

Reference : FR MOP 006
Pendant in 18k yellow gold studded with Diamonds and colored gemstones with a base of
white mother of pearl.

Reference : FP MOP 007
Earrings in 18k yellow gold studded with Diamonds and colored gemstones with a base of
white mother of pearl.

Article Available : Earrings
Reference : FE MOP 007
Earrings in 18k yellow gold studded with Diamonds and colored gemstones with a base of
white mother of pearl

Article Available : Earrings
Reference : FE MOP 006
Pendant in 18k yellow gold studded with Diamonds and colored gemstones with a base of
white mother of pearl

Reference : FP MOP 006
Ring in 18k with coloured enamel.

Earrings in 18k with coloured enamel.

DAMAS BRANDS
Aura
AYA
Boudoor
Damas cut
Dibla
Farasha
Farfasha
– Bubble
– Charming
– Cinderella
– Eternity
– Honey
– Infinity
– Purple rainbow
– Rainbow
– Sparkling
Farha
Fior
Fulla
Harmony
Hayati
Jawaher
– Her majesty
Legacy
Manthourah
Nakshaktra
Solitaire
Joy Alukkas
Company profile-
With a turnover of over $1 billion Joy alukkas Group, has rapidly expanded its
foothold all over the globe since its inception 24 years ago. Other than being
renowned as the world's favourite jeweller, the group has also diversified into other
profitable businesses.
Today the Group has grown with 10 million customers and employs a highly
committed and satisfied team of over 3000 people in nine countries, namely India,
UK, UAE, Kuwait, Oman, Bahrain, Saudi Arabia and Qatar. The phenomenal success
of Joy alukkas has been driven by an unstinting commitment to quality, a fact that
has been widely recognised.
Joy alukkas jewellery was the first jewellery retailer to be awarded the prestigious
ISO 9001:2008 and 14001:2004 certification. This was only the beginning for the
series of achievements that followed. The most recent is The Highest VAT Paying
Jewellery Group Award conducted by Kerala Gem and Jewellery Show & The
Department of Industries and Commerce, Government of Kerala.
Joy alukkas has been hailed as the world's favorite jeweler, not without reason. They
are also the jewellery chain to be conferred with the honor of the Retailer of the
year in The Middle East. In addition Joy alukkas has the distinction of being awarded
the Dubai Quality Awards Certification by HH Sheikh Mohammed Bin Rashid Al
Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai. the UAE.
Joy alukkas over the last 5 years has consistently opened approximately 10 new
showrooms per year across India and GCC. The global retail chain will have 80
showrooms in July with the opening of its showroom in Bangaluru. Joy alukkas
Jewellery aims at having 100 showrooms around the world by the end 2011.
Joy alukkas Group has always believed that people and the community within which
it operates are the cornerstones for its success and as such is actively involved in
CSR (Corporate Social Responsibility) activities across various states in India. Joy
alukkas consistently undertakes various programs to help the needy and encourage
causes that benefit the society. From building homes to helping flood victims or
helping expats reach back home when they require financial assistance, the Group
has always believed in being there when needed the most.
It is with immense pleasure that I welcome you to the online home of

Joyalukkas jewellery.
The reputation of Joyalukkas jewellery is built on several strong values,
not the least of which is innovation. Key to several of our
accomplishments, the spirit of innovation not only touches our designs
and products, but also epitomises our approach as a company.
We are constantly on the lookout for new ways to enrich and enhance the
customer experience. Our new enhanced website takes that commitment
further and brings your favourite jewellery destination closer to you.
Our website will keep you updated on the latest from us. You can browse
through our fascinating jewellery collections and be the first to know of
our exciting offers. In the days ahead, you can also look forward to
shopping for Joyalukkas jewellery from the convenience of your home,
through our website.
Even as you explore newer avenues to shop for Joyalukkas jewellery, you
can be sure that the quality we deliver will stay as impeccable as ever.
We thank you for your interest in Joyalukkas jewellery and hope you have
a thoroughly fulfilling online experience with us.
As a valued Joyalukkas customer I welcome your feedback and opinion to
help serve you better, please write to me on chairman@joyalukkas.com.
History
Joy Alukkas, followed in his visionary fathers footsteps and expanded the
‘Joy Alukkas’ name to a global level. His father Varghese Alukkas started
his first jewellery showroom way back in 1956 and since then Joy Alukkas
has made ‘Joyalukkas’ an household name in jewellery. Joy Alukkas took his
first step by setting the jewellery showroom in UAE in the year 1987, since
then there has been no looking back for Joy Alukkas. Today Joyalukkas is a
USD 1 billion plus global conglomerate which has been personally created
by Joy Alukkas in a span of merely two decades and with the single minded
vision to consolidate Joyalukkas’ position as the world’s favourite jeweler.
Joy Alukkas’s success is the result of his forethought. In 1987 he flew to
UAE to explore the untapped market and little did he realize that he was
going to change the way the world looked at jewellery. He set up his first
shop in Abu Dhabi followed by Dubai, Sharjah, Al Ain and Ras al-Khaimah.
The expansion since then has continued to rope in countries like UK, Qatar,
Oman, Bahrain, Kuwait and Saudi Arabia.
As a part of its Indian expansion, Joy Alukkas opened a number of outlets in his native state of Kerala, India
in 2002 and soon he started expanding in states of Tamil Nadu, Karnataka, Maharashtra, Andhra Pradesh
and Delhi. The flagship company of Joyalukkas touches the lives of over 10 million customers across eight
countries through its 80 retail outlets and the success of which is credited to the chairman of the Group, Mr.
Joy Alukkas.
Despite running a multi dollar retail gold and diamond jewellery business halfway across the world, Joy
Alukkas wears his success lightly. He has his ear to the ground, his finger on the pulse and his feet on the
ground. The fact is Joy Alukkas got to where he is because he never compromised with its corporate values
and strongly believed that satisfied customers are the backbone of a company.
Joyalukkas became the first jeweller in the Middle East to be awarded both the ISO 9001 and ISO 14001
certification and to be recognized by the Dubai government with the Dubai Quality Award under Trade
category in 2008. He has a long list of awards which Joyalukkas group got under his leadership.
It was due to his vision again that, Joyalukkas CSR (Corporate Social Responsibility) efforts were given shape
through unique business models. Such an effort is the first of its kind taken up by any jewellery retail chain.
For someone who has rarely –if ever –based his decisions on the more modern management tools such as
graphs, scales and projections, Joy Alukkas‘s meteoric rise is a role model of entrepreneurial grit and intuitive
enterprise.
Joy Alukkas revolutionized retail jewellery trade in India by introducing training programs for its employees
and also brought the concept of “wedding centre” within the jewellery store. Many a feathers are attached to
the success hat of Joy Alukkas, including the opening of the world’s largest showroom and the first Diamond
Cave in Chennai, India, considered the jewellery hub of India. The phenomenal success of this showroom and
this unique concept has proved his foresight and business acumen.
VISION
To become a global brand by ornamenting the world.
MISSION
To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by
incomparable value-additions, adhering to globally approved processes and norms and creating a
successful value- chain for our associates.
AWARDS
Joyalukkas is named Retail Chain of the Year 2010!
On August 21, 2010, amid a glittering array of stars from the jewellery industry, Joyalukkas was
named the Retail Chain of the Year 2010 at the Retail Jeweller India Awards.
The Retail Jeweller India award is the only business award in the country that recognizes the
achievements of jewellery retailers in India. Each year the Indian International Jewellery Show
(IIJS) celebrates the highest achievers in India's dynamic jewellery industry with one single
yardstick "THE RETAIL JEWELLER INDIA AWARDS". These achievers are chosen by an
esteemed panel of veterans in the industry. This year, the panel included the Chairman of FICCI,
the head of the De Beers Group as well as noted personalities form the Indian film and fashion
industries.
It was with great pride that the Chairman of the Joyalukkas group accepted the award of Retail
Chain of the Year. This award is a true testament to the fact that we have consistently come up
with successful initiatives in product design, marketing and retail concepts year after year.
From it’s inception with a single jewellery showroom to its current stature of USD 700 million
plus global conglomerate, Joyalukkas has revolutionized the jewellery retail industry through
innovative schemes as well as a unique business model. In the short span of 2 decades,
Joyalukkas has transformed the way the world looks at jewellery and made itself a household
name.
Government of Kerala presents Joyalukkas the award for being the highest taxpayer with
the best record for tax compliance.
Joyalukkas is the first jeweller to win at the Kerala Trade Awards a Government of Kerala
initiative. The award has been created to recognize organisations that pay the highest tax and
have the best record for tax compliance. The award was presented by the Hon. Minister of State
for Finance and Public Affairs, Dr. T. M. Thomas Isaac to Shri Joy Alukkas, Chairman,
Joyalukkas Group on 31st July, 2010. The award proves the Joyalukkas commitment to best
practices across all its business operations. Joyalukkas has recently won the Superbrand status
and has also received recognition from the Ruler of Dubai under the Dubai Quality Awards
program for its adherence to best practices in business.
“We ensure and strive towards best practices in all our business operations. To win our
customers trust we have to first ensure we adhere to the laws of the land we operate in. I thank
the Government of Kerala for the award and commit to continue doing our business with
sincerity and integrity at all times. We dedicate this award to our valued customers who are our
strength and encouragement.” said Mr. Joy Alukkas, Chairman of Joyalukkas Group. A number
of eminent dignitaries and guests graced the first Kerala Trade Awards function which is set to
recognize businesses across Kerala for their best tax practices.
Joyalukkas is distinguished for its trust, superior quality products, popular patterns and above all
the choice it offers customers in India and abroad. As such all Joyalukkas outlets offer 100% BIS
hallmarked gold jewellery, 100% IGI certified diamond jewellery and 100% PGI certified
platinum jewellery.
Joyalukkas is Superbrand of the UAE! 03-August-2010

The first jewellery retailer to be awarded the prestigious ISO 9001:2008 and 14001:2004 certification. The
jewellery chain that has been hailed as the Retailer of the Year in the Middle East. The business model that
was recognized by the Dubai Quality Appreciation Program. And now, Joyalukkas, the world's favourite
jeweller has yet another feather to add to it's cap, as it was recently awarded the distinction of being a
'Superbrand' in the UAE.
The announcement was made at the prestigious Superbrands Tribute Event, a high profile, premier
marketing occasion attended by the media and peers alike. The award was accepted by Mr. Joy Alukkas,
Chairman of the Joyalukkas Group, while the brand will be featured in the 2010 edition of the Superbrands
UAE book.
- View photos here -
The Superbrands organisation is acclaimed worldwide as being an independent authority and arbiter of
branding excellence and is committed to paying tribute to exceptional brands and promoting the discipline of
branding. Only brands that achieve the level of recognition set by the independent Superbrands Council are
eligible for inclusion in the Superbrands UAE book, which traces the history and achievements of each of the
brands.
From it’s inception with a single jewellery showroom to its current stature of a USD 1 billion plus global
conglomerate, Joyalukkas has revolutionized the jewellery retail industry through innovative schemes as well
as a unique business model. In the short span of 2 decades, Joyalukkas has transformed the way the world
looks at jewellery and made itself a household name.
For years, Joyalukkas has set the benchmark in jewellery, by offering the customers a wide range of
contemporary and ethnic jewellery, as well as a variety of gold, diamond, precious stone and platinum
jewellery under the Joyalukkas umbrella.
Mr. Joy Alukkas, Chairman of Joyalukkas Group said “We have always prided ourselves on being a customer-
centric brand, and have continuously been bettering ourselves to give the customer the best products and
services. To be voted as a Superbrand by the Council is a powerful endorsement and evidence for existing
and potential customers of our brand’s exceptional status; and I would like to thank them for helping us to
get to where we are.”
The global retail jewellery chain will have 80 showrooms in July with the opening of its showroom in
Bengaluru, India. Joyalukkas Jewellery aims at having 100 showrooms around the world by the end of 2011.
Joyalukkas won The Highest VAT Paying Jewellery Group Award 2009 22-November-2009
Joyalukkas won The Highest VAT Paying Jewellery Group Award 2009
The World’s Favourite Jeweller, Joyalukkas won The Highest VAT Paying Jewellery Group
Award. The Award was conducted by Kerala Gem and Jewellery Show & The Department of
Industries and Commerce, Government of Kerala. The Award was presented at an event held at
Gold Souk, Cochin on 21st November 2009. The Award was received by Mr. Joy Alukkas,
Chairman Joyalukkas Group from Mr. T.O Suraj - Director of the Department of Industries &
Commerce. Mr. P.V Jose, President of Jewellery Manufacturers Association, Gaurav Gupta -
Gold Souk Vice President & Sumesh Vadera - Managing Director of Art of Jewellery were also
present.
Acknowledging this special win, Mr. Joy Alukkas, Chairman Joyalukkas Group, asserted, “This
appreciation that we got is for doing a transparent business and this award is dedicated to all our
customers & associates.”
Joyalukkas won The Best T.V Campaign & The Best 360 Degree Marketing Award 14-August-
2009 2009
Joyalukkas won The Best T.V Campaign & The Best 360 Degree Marketing Award 2009
The World’s Favourite Jeweller, Joyalukkas won The Retail Jeweller Award for The Best T.V
Campaign of the Year and The Best 360 Degree Marketing of the year. The Award was
presented at an event held at Mumbai on 09th August 2009. The Award was received by Mr.
John Paul Joy Alukkas, Director Joyalukkas Group from Mr. Mehul Choksi, Chairman and
Managing Director, Gitanjali Group.
Acknowledging this special win, Mr. Joy Alukkas, Chairman Joyalukkas Group, asserted, “This
milestone is achieved due to the hardwork and dedication of the members of Joyalukkas Group
and this award is dedicated to all our customers.”
Joyalukkas Jewellery – “My0.50”initiative on Share Best Practise Conference - 2009 18-July-2009

Joyalukkas Jewellery, excelled in CSR activities carried the privilege to share the good
practice-“My0.50” among the corporate world. Joyalukkas Group received the memento in
appreciation to the support extended as an official sponsor of the programme and addressed our
strategic insights to the future.
My 0.50 is a voluntary micro project undertaken by all the employees of Joyalukkas jewellery as
a part of our CSR activities. This project was initiated in 2007 and company’s staff voluntarily
supports the project by donating 0.50 of their salary to the fund and in addition the top
management adds an equal amount from their personal funds in to the “My0.50”fund. CSR at
Joyalukkas is a three – pronged activity arising from the Joyalukas foundation, the Blood Donors
Forum and “My0.50”. We believe that God and Man are equal partners in life. God always does
his bit and we need to do ours. The box of God’s 0.50 is always full. Therefore at Joyalukkas ,
we decided to do our bit towards filling the box of our.50.
“My 0.50” is a voluntary micro project undertaken by all the employees of Joyalukkas jewellery
as a part of its CSR activities .This project was initiated in March 2007 ,and as a part of the
strong belief that, together, we ought to give back to society what we can. The unique feature of
this project is that it involves each and every member of the Joyalukkas family. The company’s
staff voluntarily support the “ My0.50” project by a daily contribution of only 0.50 fils of their
salary to the fund. This operation is deployed by an automatic deduction of the total monthly
amount from the salary of the employees. In addition, the Top Management adds an equal
amount from their personal funds in to the “My 0.50” Fund. It is fairly easy to succumb to the
habit of doing a good deed once and then forgetting about sustaining it. Therefore, to walk the
talk in a sustained manner, such thoughts need to be followed up and put on to a conveyor belt
for self propelled action. A mechanism has been developed by simply depositing the
contributions of the staff into a separate bank account and entering the details of the same in to
the software.
The funds raised this way have been used for various social causes across the world such as
medical treatment assistance to patients such as those suffering from AIDS ,cancer, renal failure
etc, jail rehabilitation, family help ,air ticket to the needy ,special needs care ,education, home
building ,old age home care amnesty help, disaster help, marriage help, beyond orphanage, cloth
distribution scheme ,sanitation scheme in rural area, self employment aid ,health awareness
campaign, monthly care scheme, child care scheme,etc.
All the help extended through the “My0.50” project is without any discrimination whatsoever
,irrespective of caste, creed, age, gender,nationality,religion etc.If you are interested in My 50
,please write to my50@joyalukkas.com
Joyalukkas Qatar receives the “BEST LOYALTY PARTNER” 15-June-2009

Joyalukkas Jewellery, Qatar has been recognized by the Doha Bank Dream Loyalty Program as
the “BEST LOYALTY PARTNER”. Mr. R. Seetharaman, CEO, Doha Bank officially
presented the Award to Mr. Jestin Anto, Joyalukkas Qatar at the ceremony held on June 8, 2009
at Four Seasons Hotel Doha. Mr. Seetharaman said that the partnership with Joyalukkas
Jewellery has been a definitive boost to the business.
Joyalukkas Jewellery Certified with ISO 9001 : 2008 and ISO 14001 : 2004 in the UAE 28-May-
2009
Joyalukkas Jewellery had started its journey of excellence by becoming the first and only jeweler
in the UAE to be certified to both ISO 9001 : 2008 and ISO 14001 : 2004 in the UAE.
“The success story in the Middle East led us to implement our Quality Management System
(QMS) in our Indian operations as well.
The Joyalukkas management system has also helped the company to institutionalize its vision
and mission in all levels of the organization. A Good QMS and EMS (Environment Management
System) system were implemented to ensure that there is maximum customer satisfaction,
environment friendly operations, also being a role model and advocate of business excellence.
The new ISO 9001: 2008 requires an organization to demonstrate its ability to provide products
that meets customer and applicable statutory and regulatory requirements and aims to enhance
customer satisfaction including process for continual improvement of system, and the assurance
of conformity to customer and applicable statutory and regulatory requirements.
And as a result of our uncompromised attitude towards Quality, we have been accredited as the
first and only jeweller in the Middle East to be conferred with ISO 9001: 2008. In our journey
towards excellence, Intertek has contributed immensely from the initial certification stage as well
as in providing structured training on latest updates.
Joyalukkas won the 'Consumers Choice Awards 2008' 24-April-2008
Joyalukkas won the 'Consumers Choice Awards 2008'

The world's favourite jeweller, Joyalukkas, has once again credibly underlined their premium status in
jewellery customer's minds by winning the prestigious Consumers Choice Award 2008 initiated by Retail
jeweller India in association with Dimexon .This outstanding achievement emphatically proved beyond
reproach why Joyalukkas jewellery is such a brilliant favourite among millions of customers across the globe.
Acknowledging this special win , Mr. Joy Alukkas,Chairman of the Joyalukkas Group, asserted,” This is a
victory for each and every one of my customers. Every achievement of Joyalukkas is dedicated to them,
because they are the special people who make us the special people that we have become, always ready to
bring them better jewellery through a dedicated team , more outlets, better variety, outstanding designs and
whatever it takes to delight our customers
The Best Retailer Award 2007 – “JJS & GoldSouk Jeweller Awards" 17-January-2007
The Best Retailer Award 2007 – “JJS & GoldSouk Jeweller Awards" 23-Dec-2007
Joyalukkas Group Chairman, Mr. Joy Alukkas was honoured with The Best Retailer Award 2007 which was
organized by Jaipur Jewellery Show (JJS) & GoldSouk. The event was held on 23rd December 2007 at Jaipur.
Distinguished panel of jurists comprised of Princess Dia (from the Royal Family of Jaipur), Dr. K.L. Jain
(Secretary – Rajasthan Chamber of Commerce) and Mr. Yogi Durlabhji (a legend in the Rajasthan Gems
industry).
The Best Retailer Award 2007 was presented by of Princess Dia & Mr. Dinesh Khatoria (Co- Convener of JJS).
Joyalukkas has bagged the "Best Service Performance Brand" 12-January-2006
Joyalukkas has bagged the "Best Service Performance Brand", Medium business category, Jan-March 2006
and DSES recognises Joy alukkas jewellery as a new valued member of DSES(Dubai Service Excellance
Scheme). This award is given by the Dubai Economic Department for the first quarter of the year 2006.
Mr.John Paul, Director, Joyalukkas Group, receives the award from Mr.Khalid Al Qasim, Deputy Director
General, Planning & Dev.
Retail ME awards -The best retailer of the year 2005 20-August-2005
"
Retail ME awards Joyalukkas Jewellery as the best retailer of the year 2005 in the Middle East
Continuing their saga of creating impressions that last, Joy Alukkas Group, the world's favourite jeweller, won
the RetailME Local Retailer of the Year 2005 award at a glamourous funcion in Dubai last evening.
The RetailerME awards institute last year under the patronage of HE Shaikha Lubna Bint Khaled Al Qasimi,
UAE minister for economy saw several heavy weights in the retail industry competing for the honour. Other
contenders shortlisted in the category were EMKE Group, Magrudy's, NStyle International and THE One.
The Award category is open to all local retailers headquartered in the Middle East. The award nominees are
closely examined based on store layout, merchandising, department management, customer service,
creativity, cleanliness as well as community involvement. They also had to provide strong evidence of unique
store positioning that offers outstanding quality, selection and extraorinary shopping experience.
Joy alukkas group was the winner for the Local retailer of the year. The judging committee is a team of
reputed experts and consultants in the retail industry including Saeed Mohammed Al Nabouda -CEO of DSF
and DSS; Walter Kleinschmit - Principal, Middle East Council of Shopping Centres (MECSC); Colm McLoughlin -
Managing Director of Dubai Free; John Stanley - International conference speaker and consultant; Peter
Walichnowski - world recognised developer of major commercial projects; and Ian Watt-Director, Old Mutual
Properties.
Expressing his happiness at the Group's selection, Joy Alukkas Group chairman, said, "It is indeed an honour
for us to be awarded the very first RetailME Local Retailer of the Year. We owe it not only to our customer
who inspire us to give trhe best; bust also to our team who always insist on giving the best"
PROMOTIONS
Joyalukkas Shopping Festival 30-November-2010
Welcome to BIG WINNINGS and a World of Choice.
Win gold coins every week through lucky draw

1st prize 25 soveeigns for 3 persons
2nd prize 10 sovereign for 12 persons
3rd prize 5 sovereign for 48 persons
Plus - Bike, T.V, Refrigerator, Mocrowave Oven, Washing Machine and many other consolation
prizes.
Gift coupons for every textile purchase worth Rs.1000 and for gold purchase worth
Rs.5000.
This offer valid in all Joyalukkas showrooms within Kerala.

Offer valid from 1st December 2010 to 15th January 2011.
Savaria - next generation gold chains 20-November-2010
Presenting Savaria, a stylish collection of chains studded with Rubies, Emeralds & Supphires.
Each chain is extra long, so you can wear it anyway you like.
Bandhan - diamond studded wedding rings 08-November-2010

Make the most important day of your life even more memorable, with 'Bandhan' rings for him
and her. Made with IGI certified diamonds, what makes them even more special is that you can
have the bride and grooms names etches on them.
The 'Bandhan' from Joyalukkas. An everlasting symbol of your love.

Glow with JOY this Diwali. 21-October-2010
This exclusive promotion has ended on 7th November 2010.
Free 200mg Gold Coin with every Gold & Diamond Jewellery worth Rs.25,000/-*
(in all Joyalukkas showrooms in Tamil Nadu, Puducherry, Bengaluru, Hyderabad, & Mumbai)
Free 200mg Gold Coin with every Gold & Diamond Jewellery worth Rs.30,000/-
(in all Joyalukkas showrooms in Kerala)
Celebrate this Diwali with exclusive offers from Joyalukkas. What's more, you can also check
out our exclusive collections of gold, diamond, pearl and platinum jewellery, available at all
Joyalukkas showroom.
- Own a diamond bangle at Rs. 42,000/- & Buy 3 Get one Free!
- Exclusive diamond studded Lakshmi pendant with chain for Rs. 23,900/-
- Elegant diamond set (Ring, studs & pendant with chain) for Rs.18,900/-
Special offer in Joyalukkas Gurgaon showroom:

Free 200mg Gold Coin with every Gold & Diamond Jewellery worth Rs.25,000/-
Elegant Diamond Set (Ring, Studs & Pendant with Chain) for Rs. 21,500/- & Rs. 28,000/-
*Conditions apply. Offer till 07th November 2010.
Not applicable for gold coin, bar & other offer products.
Navaratri Offer 09-October-2010
Own a diamond bangle

at Rs. 42,000/-*
& Buy 3, Get One Free!
This offer is available only till stock lasts.
100% LIFELONG BUY-BACK GUARANTEE ON OUR DIAMONDS.
INTERNALLY FLAWLESS BELGIUM DIAMOND JEWELLERY.
Available in all Joyalukkas showrooms in India.
*Conditions apply. Vat extra.

Solitaire Exhibition by Joyalukkas 26-July-2010
Discover the enchanting world of our collection of Solitaire diamond jewellery and loose stones.
Expertly created by our master craftsmen, each design is a work of art, made even more special
by the flawless stones that adorn it. Feast your eyes on this magnificent collection, at the
Solitaire exhibition in Chennai.
- The largest collection of diamonds under one roof

- 100% IGI certified diamonds
- Free setting in jewellery of your choice
- Wide range of precious stones at affordable prices
Joyalukkas, 39, N.Usman Road, T.Nagar, Chennai.

Tel: +91 442 8155655.
This exhibition closed on 1st August 2010
Joy of New Year 18-December-2009

1) Get Free 22ct. Gold Coin for every purchase of Jewellery worth Rs.25,000 or more.
2) Get Free 22ct. Gold Pendent for every purchase of Jewellery worth Rs.50,000 or more.
3) Get Free 22ct. Gold Ear Rings for every purchase of Jewellery worth Rs.1,00,000 or more.
4) Get Free 22ct. Gold Chain & Pendent for every purchase of Jewellery worth Rs.2,00,000 or
more.
This Offer is valid in all Joyalukkas showrooms in India.
HURRY! Valid only upto 3rd January 2010.
Not applicable for gold coins & bars. One purchase attracts only one gift.
*Conditions Apply
PRODUCT THEY OFFER GOLD
AAMIRA BAKIAMORE EBRU
MERMAID TEENS & TWENTIES ZENINA
FLORENTINA AKSHAYA MADHUBANI
MAYURI
DIAMOND
DI ROYALE MIST OVIO
SPRING TRE STELLE SVENI

MAGNUS PERFEKT
Pearl
MASAAKI
RAT
NA
Precious gem
Strengths Weaknesses
Strong direct selling strategy Lower returns and profit margins
Broad offerings Declining cash flows
Strong brand name Sluggish performance in the Japanese market
Strong balance sheet
Opportunities Threats
Expansion in retail outlets Counterfeit goods
Increasing online sales Increasing rental rates in the US
Growth in men’s toiletries and fragrances market Slowdown in the US economy

New business venture
Strengths
Strong direct selling strategy
Tiffany has adopted multiple direct distribution channels. The US retail sales include direct sales through
Tiffany stores in the US or through business to business direct selling operations in the US.
International retail sales include both Tiffany stores and boutiques. The company also sells its products
online and is also involved in catalog sales. Tiffany offers retail sale through its online portal tiffany.com.
The company offers a selection of more than 3,500 products through this website. The company also
operates www.tiffany.com/business portal for international online retail sales.
The company distributes catalogs (including Selection, Collections and the Blue Book) of selected
merchandise to its list of customers and to mailing lists borrowed from third parties. The total number of
names on US catalog mailing and US internet lists in fiscal 2007 increased to 3.2 million from 2.8 million
in fiscal 2005. The total US catalog mailings during fiscal 2006 was 21.7 million. The total US mail,
telephone or internet orders received were 0.7 million in fiscal 2006. This cost effective selling strategy of
Tiffany has enabled the company to emerge as a prominent player in the jewelry
and specialty retailer segment.
Broad offerings
The company offers a broad range of offerings including a selection of jewelry, as well as timepieces,
sterling silverware, china, crystal, stationery, fragrances and accessories. The company is not only known
for its broad range of diamond offerings, but for other precious and semi precious stones. Tiffany also
refreshes its product range at regular intervals. The company's Blue Book for instance, show cases its
latest jewelry collections. It is also developing a niche product line of jewelry made from titanium. Tiffany
also comes out with periodic collections to stimulate customer interest. The Palsma Picasso collection
has, as its central attraction, items with more colored gemstones and gold.
Tiffany launched an array of new products in 2006, including the fine jewelry designs of Frank Gehry.
Among the new designs were NOVO, a new cushion-cut solitaire diamond ring, STARS in platinum and
diamonds, and new collections of sterling silver charms. The company also added products to its
Celebration, Swing and Legacy collections. A broad range of offerings enable Tiffany to meet a wide
range of customer needs.
Strong brand name

Tiffany is one of the leading brand names in the fine jewelry market. It is one of the world's premier
jewelry designers and retailers. The Tiffany brand is ranked 96th in the top 100 global brands list
published by www.stores.org in 2006. Business Week-Inter brand valued Tiffany brand at $3,819 million
in 2006. Apart from Tiffany, the company owns trademark registrations for Tiffany & Co, Tiffany Blue Box
and the color, Tiffany Blue, for a range of product categories in the US and other countries. The
company's leading brand name provides it with an edge over its competitors.
Strong balance sheet

Tiffany has a strong balance sheet. The company’s long term debt excluding current portion stood at
$406.4 million at the end of fiscal 2007, as compared to a shareholders’ equity of $1,804.9 million at the
end of fiscal 2007.The company’s long term debt to equity ratio was 0.23 in 2006. By contrast, competitor
LVMH’s long term debt equity ratio was 0.31 at the end of December 2006. Strong balance sheet
provides Tiffany the flexibility to strengthen its offerings and expand geographic coverage through
acquisitions. The company, for instance, invested over $11.7 million acquisitions in the last three years
(2005-2007). The company therefore has the balance sheet strength to undertake large organic
initiatives.
Weaknesses
Lower returns and profit margins
Tiffany recorded weak returns in fiscal 2007. Its return on assets, return on investments and return on
equity for twelve months ending January 2007 were 8.9%, 11.5% and 14.1%, respectively, lower than
LVMH, a close competitor of the company. LVMH recorded return on assets, return on investments and
return on equity for twelve months ending December 2006 as 20.4%, 15.6% and 20.4%.
The company recorded an operating margin and net profit margin of 15.7% and 9.6%, respectively, in
fiscal 2007, lower than LVMH, a close competitor of the company. LVMH recorded operating margin and
net profit margin of 19.9% and 14.1%, respectively, for fiscal year ended December 2006.
Lower returns and profit margins reflect the inability of the management to deploy assets in profitable
avenues, and this could result in decreasing investor confidence.
Declining cash flows

The cash flow from Tiffany’s operations declined in fiscal 2007 to $233.6 million, a decline of 11.1% in
comparison to $262.7 million in fiscal 2006. The free cash flows declined by 51.6% to $51.2 million in
fiscal 2007 compared to $105.7 million in fiscal 2006.The cash and cash equivalents also declined by
55.2% in fiscal 2007 to $176.5 million from $393.6 million in fiscal 2006.
Such decline in cash flows would strain the company’s financial positions. This in turn will limit the
company’s investment options and dividend payment capabilities. This could impact the company’s
performance on the stock exchange.
Sluggish performance in the Japanese market

After showing signs of improvement in early 2006, Japanese consumer confidence fell to 1.8 points in
June 2006 from a high of 6.1 points in March 2006. Rising wages and falling unemployment made
consumers in March purchase more than they ever had in the past decade. However, core consumer
prices, which exclude fresh food, increased by 0.6% in May 2006 from the previous year, the fastest pace
in eight years. This has discouraged consumer spending, resulting in 0.7% decline in retail sales in
Japan, in April 2007. The Japan Chain Stores Association reported that 2006 was the tenth consecutive
year of annual sales decreases, with a 2.7% decline in sales on a same-store basis. Moreover, according
to IMF’s ‘World Economic Outlook, April 2007‘, it is projected that the real GDP for Japan would decline
from 2.3 in fiscal 2007 to 1.9 in fiscal 2008. Low consumer confidence has impacted the company’s
operations in Japan. Revenues from the Japanese market increased 0.1% in fiscal 2007, to touch $491.3
million. The contribution from this market declined from 22.3% in fiscal 2005 to 18.6% in fiscal 2007.
Tiffany also closed seven stores in Japan between the periods 2006-2007. A continued
underperformance in Japan would further affect Tiffany’s revenue growth.
Opportunities
Expansion in retail outlets
Tiffany expanded its retail stores in fiscal 2006.The company opened five stores in the US including
Nashville, Indianapolis, Atlantic City, Tucson and Hawaii. The company also opened three retail outlets in
China, four in Japan, one in Korea and on each in Vienna, Austria, Monterrey, Mexico and Vancouver in
fiscal 2006. The company operated 167 Tiffany stores and boutiques in fiscal 2006, with 64 in the US and
103 in international markets. The new retail stores accounted for 8% increase in the number of locations.
Tiffany continues to pursue the store expansion strategy in fiscal 2007. Tiffany opened new stores and
boutiques at various locations such as Las Vegas, Singapore, Japan, Korea, Mexico City, New Jersey,
Belgium, Macau, Honk Kong and Kuala Lumpur between January 2007 and July 2007.
New stores would expand the company's geographic reach, besides improving its market position.
Increasing online sales

Online shopping has steadily grown in popularity in the US, during the second quarter of 2005 e-
commerce sales grew 26% as compared to the same period a year ago. US online retail sales are
expected to have reached $130 billion in 2006 from $104 billion in 2005. US online retail sales are
expected to grow annually by 17% through 2008. The online retail sales in the US are expected to reach
$329 billion in 2010. By 2008, online groceries are expected to account for 1% of the estimated total
market amounting to an annual growth rate of 42%.
In keeping with this trend, Tiffany offers retail sale through its online portal tiffany. Com. The company
offers a selection of more than 3,500 products through this website. Transactions made on websites
outside the US are reported in the international retail channel of distribution. Business account holders
can gift purchases through the company’s website at www.tiffany.com/business. For instance, the
company offers Tiffany merchandise in England, Wales, Northern Ireland and Scotland through its UK
website at www.tiffany.com/uk. Price allowances are given to eligible business account holders for
specific purchases on the Tiffany for Business website. Online sales while offering that extra convenience
to customers, also improve a company’s margins by cutting down its operating costs. Tiffany is well
poised to benefit from the expected increase in online sales.
Growth in men’s toiletries and fragrances market

Lifestyle trends including a growing willingness by men to spend both time and money on their
appearance and increased activity within the men's magazine market, are favoring the men's toiletries
and fragrances market. The market has continued to show strong year-on-year growth, which can be
attributed to strong new product development and to the fact that companies have improved their
understanding of marketing toiletries and skincare products for men. For instance, the sale of men’s
toiletries in the US reached $ 2,392.7 million in 2006 and is expected to grow at a CAGR of 3% to touch $
2691.59 million by 2010. In New Zealand, the world's most dynamic men's grooming markets, sales in
men’s grooming products increased by over 100% between 2001 and 2005, and Australia wasn't far
behind, with 77% sales growth in the same period.
Tiffany’s product line up includes branded fragrances for men such as Tiffany for Men and Tiffany for Men
Sport. Tiffany is also taking initiatives to open boutiques exclusively for men. For instance, in March 2007,
Tiffany announced plans to open a new boutique for men 'Tiffany & Co. The Men's Store', in Japan, which
would showcase men's jewelry and accessories. The company intends to introduce new merchandise
specifically designed for men at this boutique, including a new collection featuring the exclusive Tiffany
Lucida diamond set in white gold. The men’s collection would also include Tiffany diamonds set in
platinum and 18K gold; designs from Paloma Picasso, Elsa Peretti, Jean Schlumberger and Frank Gehry;
watches and accessories.
The positive market outlook in men’s toiletries is expected to boost the company's revenues from its
men’s fragrance and accessories business.
New business venture

In December 2006, Luxottica Group and Tiffany signed a ten year eyewear license agreement for the
design, manufacturing and worldwide distribution of exclusive ophthalmic and sun collections under the
TIFFANY & CO. brand name. The agreement marks Tiffany's entry into the eyewear market, with the
launch of its first luxury brand collection scheduled for early 2008. This new business venture will not only
diversify its product offerings but it will also complement its product line enabling its customers to choose
from a wide product basket.
Threats
Counterfeit goods
The abundance of counterfeit goods and accessories is adversely affecting the sales of branded
accessories. In February 2007, more than 9,614 incidents of counterfeiting and piracy activities worldwide
were recorded by Gieschen Consultancy, an organization that tracks counterfeit activity across the globe.
In total, authorities seized more than 1.9 billion counterfeit items valued at more than $7.6 trillion.
Counterfeiting is more prevalent in fashion accessories such as watches, shoes, and hand bags and
these goods are increasingly finding place in various retail shops. For instance, in the French market,
demand for counterfeit products nearly doubled from 2005 to 2006.
In addition, increasing internet retailing could be an extra challenge for Tiffany in the fight against
counterfeit goods. For instance, in September 2006, LVMH filed a lawsuit against online retailer eBay in a
Paris court for marketing counterfeit goods on the website. LVMH is claiming E20million while Dior
Couture wants a further E17million in damages for counterfeits sold between 2001 and 2005. The group’s
research discovered that 90% of items sold under its labels on the eBay site are counterfeit products.
Tiffany also initiated a civil proceeding against eBay in the Federal District Court for the Southern District
of New York, alleging direct and contributory trademark infringement, unfair competition, false advertising
and trademark dilution. It was discovered that 73% of the Tiffany jewelry sold on the auction site were
counterfeit. Tiffany sought damages and injunctive relief stemming from eBay's alleged assistance and
contribution to the offering for sale, advertising and promotion of counterfeit Tiffany jewelry and
merchandise. Again, in March 2006, counterfeit Tiffany goods such as silver rings, necklaces, bracelets
and other jewelry sold on eBay were seized by the UK authority.
As counterfeit trade increases, the company stands to lose its brand equity. Besides, it may also result in
customer dissatisfaction, which will also be detrimental for the company’s image.
Increasing rental rates in the US

Retail rents have been on an upturn in the US since 2004. Rents have increased by more than 5% since
2004 and by another 5%-6% in 2006. With markets tightening further in 2007, landlords in many US
markets are expected to gain greater lease rent negotiating power. Approximately 20 central business
district (CBD) markets are expected to raise rents by at least 5% in 2007.
In fiscal 2006, Tiffany operated 64 stores in the US, of these 63 stores are on lease. In addition, the
company is actively expanding its store presence in the US and has entered into new lease agreements
for all the new stores opened in the US. Increasing rents could cause the operating expenses of the
company to rise due to increasing rental expenses. Rising operating expenses would pull down the
Tiffany operating margins.
Slowdown in the US economy
According to OPEC economic outlook 2007, the US real GDP growth could fall from an estimated 3.4% in
2006 to 2.4% in 2007. A slowdown in the US economy would depress the purchasing power of the retail
customers, which in turn will depress revenue growth and reduce margins of Tiffany.
The US economy is likely to slowdown in the short to medium term owing to rising inflation and interest
rates. The US has seen 17 successive interest rate hikes over the past few years leading to the current
high of 5.25%. Rising interest rates are already beginning to depress consumer spending, as the
percentage of disposable income that US households pay out to service mortgage and consumer debt is
increasing. This reduction in consumer spending does not augur well for retail chains like Tiffany.
Slowdown in the US, the key market for Tiffany, will put pressure on the revenues of the company.
Weaknesses
•There may be conflicts of interest between them and certain of their
Promoter group companies.
•As the major raw material requirements need to be imported, companies
normally stock huge quantities of inventory resulting high inventory carrying
costs.
•Technology is less improved compared to China and Thailand’s company.
Opportunities
•New markets in Europe & Latin America.
•Growing demand in South Asian & Far East countries.
•Industry moving from a phase of consolidation.
•Expansion possibilities in lifestyle and luxury products in India like watches,
leather goods, Platinum jewellery because increasing disposable income of
people.
Threats
•International Competition:-China, Sri Lanka and Thailand's entry in small
diamond jewellery.
•Increase in the price of Gold & Diamonds.
•Other local competitors. According to the data 97% jewellery sales are by
family jewelers.
•Threat from producing nation like S.A. & Russia.
Strengths
•Large integrated diamond & jewellery player and having an International
presence.
•Pioneers of branded jewellery in India.
•Strong marketing & distribution network. Strong retail presence in India and
in U.S. 112 distributors and 1246 outlets in India and 143
outlets in U.S.
•Strong brand equity and broad product range Such as, Gili, Asmi,
Nakshatra, Sangini, D’damas, Vivaaha, Maya, Giantti, Desire, Samuels etc.
•Visionary leadership (Acquiring Nakshatra, Samuels, Rogers etc.)
•Expanding manufacturing capabilities in Mumbai and at special
economic zone in Surat to address increasing demand.
•Net Worth is 3,460.37 million Rs. So we can say that it is financially very
strong company.
•Sight holder status with DTC through a promoter group company.
•Highly skilled, qualified and motivated employee

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ABOUT JEWELLERY

Jewellery is a form of personal adornment, manifesting itself as necklaces, rings,

Jewellery is sometimes regarded as a way of showing wealth and

Currency, wealth display and storage,

Functional use (such as clasps, pins and buckles)

Symbolism (to show membership or status)

Protection (in the form of amulets and magical wards),[3]

Materials and methods

In creating jewellery, gemstones, coins, or other

Bead embroidery design. Other commonly used

Beads are frequently used in jewellery. These may

Advanced glass and glass beadmaking techniques by Murano and Venetian

Silversmiths, goldsmiths, and lapidaries methods include forging, casting, soldering

The British crown jewels contain the Cullinan

Spanish emerald and gold pendant at Victoria and

Emeralds are one of the three main precious gemstones

Quartz refers to a family of crystalline gemstones of various colours and sizes.

The Group is an international integrated jewellery and watch retailer operating in

• Semi-Exclusives stores, which cater principally to upper-middle income consumers such

Damas’ key operational milestones

Goldsmith operations began in Syria by Mr Mohammed Tawfique Abdullah, father of

First retail outlet branded as Damas opened by Mr Mohammed Taher Abdullah in

Damas began wholesale gold operations in Dubai.

Damas retail stores started selling international brands.

Damas began the launch of its own brands.

Damas’ business was expanded to countries including Qatar, Oman, Lebanon,

Damas purchased Stefan Hafner, a high-end Italian jewellery business.

Damas established a 30,000 sq. m. manufacturing unit in the Dubai Multi

Damas raised US$ 255 million through a syndicated loan.

We at Damas strive to be a leading multinational in the jewellery and fashion

We are committed to the society we serve.

Damas and society

Abdul Basitt Mohammad Mirdas said, "Today’s meeting gives an indication of

Damas sponsors Nasheed (Ya Bonaya”My Son”) for Ahmed Bu Khatir

After receiving high acclaim for an incredible performance at the “Dubai

Damas receives Appreciation Award from the Ruler of Dubai

Commenting on this new and memorable milestone in its glittering journey,

Damas patriarch honoured with Lifetime Achievement Award

Damas wins Best Service Performance Brand

Nature's Miracle Award 2004

Best Entrepreneurial Mentor Award

Mohammed bin Rashid Al Maktoum Business Award

Damas Catalogue Boudoor Fulla Gili

Damas Airmiles Promotion

Damas Airmiles Promotion

Celebrate your Special Moments with Damas Gift Vouchers

A million ways to win someone’s heart.

Air Miles – Reward yourself while you shop!

To reward our customers’ continuous loyalty, Damas has partnered

The collection is available in 2

Description of each piece from

The quality of the diamonds used

Brand Name : Farfasha

Brand Name : Farfasha

Bangle in 18k with coloured enamel.

Brand Name : Farfasha

Brand Name : Harmony

Brand Name : Farfasha

Brand Name : Farfasha

Bracelet in 18k with coloured enamel .

Brand Name : Farfasha

Brand Name : Farfasha

Bracelet in 18k yellow gold with coloured stones in different shapes.