Damas, the leading international jewellery retailer in the Middle East, in partnership with International Diamond Laboratories (IDL), a subsidiary of the Dubai Multi Commodites Centre (DMCC), has launched a special workshop to educate jewellery lovers on the basics of identifying authentic diamonds.
Dubbed as ‘Damas-IDL Diamond Family Workshop,’ the pioneering initiative rolled out with a special session for the Sharjah Ladies Club. It is open to all women and their families and will be held in strategic venues across the UAE throughout the year.
As an acknowledged leader in the jewellery industry, Damas is taking concrete steps in educating its existing and prospective clientele amidst the proliferation of all types of diamonds in the local market. Besides imparting basic knowledge on the 4 C’s of diamond appreciation – Colour, Cut, Clarity and Carat, the workshop aims to build awareness of the diamond certification program organised by IDL.
Participants also get the chance to view representative pieces from Damas’ vast jewellery collections like Boudoor, Hayati, Romance, Damas Solitaire, and soon Damas Cut, which have all been or will be certified by IDL.
Explained Tawhid Abdullah, Managing Director of Damas, “In view of the high demand and popularity of diamond jewellery today, we at Damas feel committed to raise public awareness on the proper identification and selection of diamonds. The workshop will equip them with the basic knowledge and skills in detecting genuine diamonds and increase their confidence when buying diamond jewellery. We would like the market to spend more time appreciating the beauty of a jewellery and less time worrying about the quality of its stones.”
Damas-IDL Diamond Family Workshop will be conducted in major shopping malls and with select organizations throughout the country.
