Damas Targets Youth Market

Damas, a UAE-based jewelry company, is trying to tap into the youth market. It recently opened a retail store in Mumbai, India where it sells its new “Damas Kids” line. The company has also teamed up with the World Gold Council to launch a youth campaign aimed at selling affordable gold jewelry that appeals to the younger generation.

“The youth today make up a major percentage of the region’s population. Through the campaign we aim to enhance gold’s status as a must-have accessory,” said Tawhid Abdullah, managing director of Damas. The new gold collection for youth will be available in rings, earrings, necklaces, and pendants.

In Mumbai, Damas’ 1,500 square foot store opened on time for the Diwali festival. “The new store in Mumbai at Infiniti has been extremely successful,” said Damas India CEO Anaggh Desai. “The only regret during Diwali, being our first year here, is that we underestimated the Damas brand recognition by people who have been purchasing from Damas during their visits abroad, thereby running short of some products. But there is always the next season,” Desai added.

The Damas Kid’s line is popular in India where the jewelry is made for infants to twelve-year-olds. Most of the designs are based on animals and Disney characters.

Damas opened its first store in India in 2005, and it expects to open more than 30 in the next financial year.