Farasha’s collection for contemporary Arab woman

April 25, 2008 (UAE)

Damas, the leading international jewellery retailer in the Middle East, showcases the latest jewels of its bestselling house brand - Farasha.

Presented in 18k white gold, each piece in the collection is adorned by diamonds and multi-coloured gemstones representing the cultural diversity of Dubai.

Farasha, which translates to butterfly in Arabic, is inspired by metamorphosis – the magical transformation that gives birth to unique beauty and grace.

Similarly, Dubai has evolved itself from a rustic community into a booming international city in just a few decades, an amazing feat by any world standard.

As a collection designed with the contemporary Arab woman in mind, Farasha’s bright, kaleidoscopic colours pulsate, reminding us once again that change is the very essence of existence.

Tamjid Abdullah, Deputy Managing Director of Damas, shares: “Farasha was conceived as a metaphor for Dubai and how it has emerged as a cosmopolitan city.

It signifies growth and vitality that have redefined the sensibilities of the community while staying in touch with time-honoured traditions.”

Abdullah adds the diamonds surrounding the jewellery represent the strong, solid Arabic identity of Dubai while multi-colour stones represent the 200 or more nationalities that comprise the expatriate community, adding colour and excitement to the city.

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