Damas Jewellery has grown its signature Alif collection with a new, exquisite line named Unity, breathing new life into the brand's most iconic collection. Launched in November 2020, the Alif collection was designed as a symbol of women's empowerment and independence, characterized by the "Alif", the first letter of the Arabic alphabet and widely considered to be the origin ("Assel" in Arabic), foundation, and beginning of all else.
The Unity line, characterized by interlocking gold Alif structures, goes one step further, symbolizing the connection that each woman has with women before and beside her and the importance of the collective alongside the individual in Middle Eastern societies. Damas has specifically created this collection as a visual representation of the invaluable influence that each and every woman has on her peers, symbolizing the chain reaction of support in creating empowered women and resilient communities.
Made of 18K gold and diamonds, the Unity line consists of bracelets, necklaces, and earrings, with subvarieties of bangles, chains, and pendants. Interlocking Alif-shaped structures hold at centre-stage the main Alif piece, embellished with diamonds, and lending the item a unique, impeccable beauty. Round rivets add soft movement, while engraved grooves add a touch of elegant artistry.
Damas began its Alif journey with prominent and talented ladies, the likes of Mahira Abdel Aziz, celebrated TV anchor and the face of the collection, and Nayla Al Khaja, the UAE's first female film director, who is continuing to pave the way for younger generations of admiring and aspiring women within the fields of acting, filmmaking, and media. With the Unity line, Damas is continuing to build on its legacy of collaborating with outstanding female figures, such as Adwa AlDakheel, a Saudi Arabian polymath who has successfully launched her career in a multitude of areas, including music, business, aviation, and the arts. Damas hopes its current and upcoming partnerships will create space for generations of supportive and interconnected women who can learn from and build on each other's achievements and accomplishments.
Damas has launched Alif to celebrate all women, as it believes every woman to be an "Alif" – a confident, self-assured individual with her own unique character, firmly rooted and unwavering, based on strong, solid foundations. Confident and possessing innate strength, the Alif woman is every woman at her true, authentic core, void of all the external traits that seem to differentiate every woman from the next.
As the jewellery house of choice from the region to the region, Damas is proud to be continually updating and evolving its keystone Alif collection, launched to encapsulate the brand's essence and represent the brand's foundational vision – to empower, embolden, and inspire women at every new stage and endeavour.
Every Woman is an Alif Woman
Now available at Damas Jewellery stores across the GCC and online.
To view the full collection, please visit
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