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RAPAPORT... Damas rolled out a new corporate vision that is intended to drive the company's growth and global status as a market leader in luxury jewelry. One nuance to its corporate image was to change from being a famous brand in Dubai to one that is an internationally famous jewelry brand from Dubai. Damas also developed a new customer relationship management (CRM) system and launched its new website design. "Similar to Dubai, Damas foresees no limits to advancing its position as a leader in the high-end luxury market. Under this new vision, we are furthering our brand name and image and are proud to be recognized as one of the most dynamic and prestigious international trademarks in the jewelry industry," said Anan Fakhreddin, the CEO of Damas.  "With our rich heritage in jewelry stretching over 100 years, our clients will continue to enjoy the same high quality products and staff dedication," he added. Damas unveiled its new direction with a black tie affair with senior leaders and key customers. The Damas ''glamour and mystery'' advertising campaign, which highlights its new identity, was also unveiled at the event. Damas expects to launch more gold and diamond products, introduce carefully selected international brands to feature in its stores, remodel its outlets and adopt a two-store-format retail strategy. The new format will present Damas with the opportunity to offer prestigious international brands, while the Damas Collections retail outlets will continue to showcase in-house styles.
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