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We introduced a limited collection featuring lab-grown diamonds into the Damas jewellery portfolio, marking our first step in bringing manmade diamonds to GCC markets where jewellery is traditionally valued as an investment. Our goal was to showcase the possibilities and advantages of lab-grown diamonds — offering larger carats and a wider variety of cuts at accessible price points.

To let the diamonds remain the true focus, I designed a minimalist yet sophisticated collection that highlights different diamond cuts, each over 1 carat. Complementing this designer line, I also created a commercial range of solitaires and diamond pendants 1 carat and under, appealing to a broader audience.

The collection generated strong awareness and publicity, gaining coverage in magazines and sparking customer interest and enquiries. The designer pieces played a key role in driving sales of the more commercial designs, establishing a successful introduction of lab-grown diamonds to the region.