Damas, the Middle East’s leading jewellery and watch retailer, has recently officially launched new collections featuring Forevermark diamonds in the UAE. It is the first time that Forevermark, the diamond brand from the De Beers group of companies, is available in the Middle East.

Forevermark diamonds are the world’s most carefully selected diamonds, each one coming with a promise that it is beautiful, rare and responsibly sourced.

Two popular Forevermark collections — the Forevermark Setting and the Forevermark Millemoi Collection — are now available at six Damas stores within the UAE. Less than one per cent of the world’s diamonds are eligible to become a Forevermark diamond and be inscribed with the Forevermark icon and an individual number.

“Forevermark is a special brand for us because of the unique promise that comes with each diamond,” said Anan Fakhreddin, CEO of Damas. “Customers appreciate the quality of Forevermark diamonds and treasure the fact that each one has been responsibly sourced. We are delighted to have been appointed as the exclusive Authorized Forevermark Jeweller in the UAE,” he added.

Forevermark Setting is inspired by the shape of the Forevermark icon — a four pronged mount which delicately cradles each Forevermark diamond. The unique icon also takes the form of a secret piercing in the setting, offering a reminder of the promise of exceptional beauty, rarity and responsibly sourcing at the heart of every Forevermark diamond. The exclusive Forevermark Setting was created to reveal the full beauty of a Forevermark diamond by allowing in the maximum amount of light. The Forevermark Setting collection includes rings, earrings and pendants in 18k gold.

The Forevermark Millemoi Collection is comprised of exquisite jewellery pieces with joyful hoops, jostling bands, sensuous fringes and tassels. They are all connected and intertwined, presenting a wealth of experiences, memories and emotions in abundance of femininity. At the core of each design, a beautiful Forevermark diamond holds the differing bands together, representing the unique sparkle inherent to each modern woman.

Each Forevermark diamond is carefully selected and comes from a source committed to high business, social and environmental standards; is beautifully crafted by a select group of diamantaires; and exclusively available from select jewellers around the world. Each Forevermark diamond has been responsibly sourced and has directly benefitted the communities from which it comes. This careful selection process means that Forevermark diamonds are the world’s most carefully selected diamonds.

Forevermark diamonds are available in select Jewellers around the world, including in Hong Kong, China, Japan, the US, India as well as Malaysia, Singapore, South Africa the Caribbean and Mexico. The brand is popular with many international celebrities, who admire Forevermark’s promise that not only gives assurances of quality, but also of integrity.

The Forevermark diamond collections are now available at selected Damas outlets in the UAE, including the Marina Mall Abu Dhabi boutique, Mall of The Emirates boutique, The Dubai Mall boutique, Deira City Centre store, and two stores in the Dubai Gold Souq. For more information, please visit www.damasjewellery.com or www.forevermark.com.