— This is the reveal of a unique Damas journey in the great city of Riyadh, in the prestigious Olaya Tower. The house of jewellery"s new prime location is more than a boutique, a luxurious yet welcoming experience. The highly-awaited new concept is a high point in Damas’s transformation journey in line with its vision “from the region to the region”, thus shifting to design-led collections, pioneering in retail innovation concepts while preserving the brand’s social responsibility and identity as a strongly rooted Arabic brand. With this, Damas continues its expansion in the Kingdom further transforming into the ultimate House of Jewellery Design in the Arab world. Discovering the space and its many treasures is a beautiful experiential journey. The 2-storey 3,380 sqft boutique’s decor draws its inspiration from the region"s nature and culture as a tribute to its heritage. Sand, beige and gold hues dominate the natural colour palette; lines are curved with soft rounded architectural silhouettes to embody the magnificent deserts" dunes and movements. The value of tradition is noticeable with the Arabic patterns that the brand carefully revisited, giving it a bold modern and contemporary take that fits its vision. The design and concept are set to make an unforgettable impression and an unparalleled experience for its visitors with the exclusive curated collections and personalized services. Damas is introducing its first-of-its-kind discovery journey to the Saudi market with heritage-inspired collections and everyday exquisite fine jewellery. Fine and high jewellery pieces cohabitate the beautiful space with Damas" most coveted pieces alongside the jewellery brand Djula Paris, glam rock Diamond, which has its own exclusive area. Visitors will find crafted to perfection exclusive or bespoke pieces in different styles, from classic to avant-garde that include mesmerizing collections including Alif, the core collection that embodies woman empowerment in line with the Arabic woman evolution for which we choose to collaborate with exceptional women such as Raya Moharrak, the youngest Arab and the first Saudi woman to climb the Mount Everest, Dome and Lace collections, inspired by Arabic architecture, bespoke pieces of its high end collection Kallista and much more... These collections are designed for the Arab woman and an ode to the region: the confident, the bold, the tender, the delicate, the traditional, the modern and every woman will find the piece that expresses her beautiful inner self. A land of history and heritage the Kingdom will surely inspire and add incredible things to this new Damas journey.