Damas Customers and Employees Experience The Journey of a Forevermark Diamond in the UAE

Dubai-UAE: 26 March, 2014 - Damas, the Middle East’s leading international jewellery and watch retailer, held an exclusive two-day Diamond Masterclass on 24 and 25 March, hosted by Forevermark, the diamond brand from the De Beers Group of Companies to build awareness and develop diamond knowledge among its key customers and employees in the UAE.

Presented by Forevermark diamond expert Liz Mearing, guests experienced the journey of a Forevermark diamond from mine to finger and the brand’s promise that every diamond is beautiful, rare and responsibly sourced. With less than 1% percent of the world’s diamonds eligible to be inscribed as Forevermark, the participants discovered how each Forevermark diamond is individually selected for its exceptional qualities. They also received a first-hand opportunity to sift, sort and select rough diamonds, as well as handle one-of-a-kind rare diamonds. 

The session allowed guests to view up close the Forevermark inscription at the heart of every diamond that is otherwise invisible to the naked eye. Completing the journey, they also experienced the full beauty of a Forevermark diamond with the opportunity to try on the jewellery, including the Forevermark Setting™ Collection. 

Rula Zaidan, General Manager Marketing, Damas, said: “It is very important for people to be properly educated on diamonds and we are proud to have been able to work with Forevermark to provide that benefit for our customers and staff.” 

A unique experience, the Forevermark Diamond Masterclass was an informative and engaging session that brought to life why Forevermark are the world’s most carefully selected diamonds.