About
Headquartered in Dubai, United Arab Emirates, Damas is the Middle East’s leading international jewellery and watch retailer. Founded in 1907, the company today operates around 296 stores distributed across 12 countries, most of which are located in the GCC region. The company has grown from a UAE-based retailer into a global brand name, and is also the retailer for a large portfolio of renowned global luxury brands.
Damas sells jewellery and watches through four main store formats, which are uniquely positioned to address different consumer segment needs.
Specifically, the Les Exclusives Stores offer high-end luxury products; Semi-Exclusives Stores offer stylish and sophisticated products for the discerning consumer; and the Damas 22K and 18K Stores offer trendy, fashionable and stylish products and brands at competitive prices.
In addition to the four principal store formats, Damas also operates other outlets such as exclusive watch stores and Mono-brand boutiques.
The Group has its origins in the activities of Mr Mohammed Tawfique Abdullah, the grandfather of the Founding Shareholders. Mr Abdullah began designing, crafting and selling gold jewellery to retailers in Syria in the early 1900s. In 1955, the family business moved to the UAE when Mr Tawfique Abdullah’s son, Mr Mohammed Taher Abdullah, moved to Dubai and opened a goldsmith’s shop under the name Al Abdullah Jewellery Traders LLC (“AAJT”). The first retail outlet of AAJT was opened in 1959 and the gold wholesale operations began in 1970. In the late 1970s, Mr Taher Abdullah and his three sons, Tawfique, Tamjid and Tawhid, first developed the Damas brand in order to promote and market AAJT’s products. By the end of 1985, the Group had expanded into several retail stores, and in 1988 the Group launched its first branded jewellery line under the Harmony brand.
In the 1990s, the Group adopted an early version of its current marketing and merchandising strategy to develop its brands and products based on customer segmentation according to demographic profile, including its current three store format.
By 2000, the Group had established retail operations in Qatar, Bahrain, Oman and Jordan. In 2002, the Group expanded its operations to Kuwait and Saudi Arabia, and by 2004, the Group had expanded to Egypt, Libya, Sudan, Italy and India.
