Damas, a leading jewellery and watch retailer in the Middle East, has launched an exclusive collection in partnership with Princess Nejla bint Asem, a member of the Jordanian Royal Family.
This collaboration plays on Damas’ increased efforts to support the local community through an educational programme that supports aspiring young talent, said the company.
Princess Nejla, who is a jewellery designer in her own right, has helped to create a 16-piece line that will be sold exclusively in The Dubai Mall. The collection “Nejla Bint Asem” is a celebration of cultures, bringing the East and the West together by blending traditional oriental pieces with monochromatic hues and tones, it said. Speaking of the inspiration behind the collection, Princess Nejla said: “I draw my inspiration from my days as a child walking through Downtown Amman and romanticising about the semi-precious stones in the shops."
"Influenced by everything surrounding me, I grew up in an Arab and oriental environment, which helped me pave the way for designing jewelry.” She continued: “As a child my grandmother spotted my thirst for jewelry design and helped me nurture and develop the craft. We shared countless moments discussing gems, stones and different pieces, she would describe some of the most memorable pieces she's seen in her time and I would attempt to imitate them. Damas has given me a platform to showcase my creations to the world and I’m very grateful for that,” Princess Nejla said.
“In this most recent line, you’ll be able to see how I explore the artistic and cultural history of different countries, creating pieces that bring the perfect harmony between the East and West. Each handcrafted piece is a manifestation of the abstract yet somehow realistic life we are living in, each with a tale of its own from our history.”