Damas Retail

Customer-Driven Marketing
Damas Group is a jewelry and watch retailer
that has expanded into 18 countries around the
world with about 450 stores. The group is the
most widespread jewelry and watch retailer in
the Arab world, in terms of number of stores.
The group has subsidiaries mainly in the Arab
world, India, and Italy. It also has jointly
controlled entities and associates in the Arab world, Europe, North Africa, and other locations. Damas
sells its own brands, and it also sells other top international and Arab world brands.

It might be perceived that Damas focuses merely on the high-end consumer, yet this is not absolutely
correct. Essentially, Damas targets three types of consumers through selling its brands in three types of
stores: Les Exclusives stores, Semi-Exclusive stores, and Damas 22K stores. The Les Exclusives stores
mainly serve “high net worth consumers,” and offer highly extravagant worldwide brands in addition to
Damas’ own products. Semi-Exclusive stores target “upper-middle income consumers” with products
that are relatively less unique, but appeal to a broader spectrum of consumers, such as tourists and
expatriates, professionals, and office workers. These stores sell international brands, along with Damas’
products. Thirdly, Damas 22K stores target “middle income and working class immigrant populations,”
and sell Damas’ products along with some regional brands. While the above are the main stores, Damas
targets other segments by selling in other stores, such as Damas Kids for youngsters and families, and
Mono-stores specializing in certain global brands, including Tiffany & Co, Paspaley, Graff, Parmigiani,
Stefan Hafner, Links of London, Roberto Coin, Roberta Porrati and Folli Follie.

Let’s take a closer look at Damas’ A-segment in its Les Exclusives Boutiques. In Dubai, Damas holds the
Luxury Week event, which displays the extravagant and up-to-date jewelry and watch collections at the
city’s renowned shopping site. Shoppers at that event are treated with gifts with every purchase they
make. The occasion, which is attended by journalists and VIPs, gives A-class buyers the chance to
purchase the latest fashionable brands in the jewelry and watch markets brought from all over the
world. The list ranges from standard brands to modish celebrated worldwide brand names, such as
Carrera y Carrera and Mikimoto; world-renowned Italian jewelry brands such as Roberto Coin, Marco
Bicego, Fope, Luca Carati, and Leo Pizzo; famous Spanish brand Magerit; in addition to a wide collection
of watches crafted by legendary watch brands, including Chronoswiss, Parmigiani, Perrelet, Roger
Dubuis, and Sarcar. Tamjid Abdullah, deputy managing director, Damas, says: “In keeping with the
growing international profile of Dubai, Damas has always sought to bring customers a versatile array of
brands acknowledged for their style definition and creative exuberance. And I am happy to say that it is
their enthusiastic appreciation and support of our efforts that has provided us the incentive to forge
ahead as true pioneers. During the Damas Luxury Week, shoppers will be treated to a thrilling selection
of the most exclusive diamond, gold and pearl jewelry collections, by the world’s leading jewelry and
watch brands. Such events also provide brilliant testimony to the tremendous trust Damas enjoys with
its international partners.”

Recently, Les Exclusives Boutiques in the UAE have added a new collection of the leading Italian design
house, Roberto Coin. Roberto Coin is featured by its best-selling Cento Collection, which is based on the
artistic designs of the luxurious 100-facet Cento diamonds. In Les Exclusives shops, Roberto Coin offers
the latest of its collections.

Tawhid Abdullah, managing director of Damas, added: “The extensive Roberto Coin collection has been
launched to create a distinct modern look for contemporary woman and set a different trend this festive
season. Thus on one side it captures the hearts of discerning followers of fashion and on the other
complements the personality of the wearer. Roberto Coin’s vibrant creations blend color and an eye for
detail that has helped the brand carve a niche in the highly competitive Middle East market and Mr.
Coin’s recent visit to Dubai is proof of his close affinity to jewelry lovers in this part of the globe.”

Roberto Coin, CEO of the brand, commented: “You

must understand that Roberto Coin is a niche jewelry
brand which unwaveringly upholds and perfects its
standards to stay at the top by constant innovation and
creativity. We use some of the world’s finest jewels and
our treatment of the most precious metals and stones
have given new meaning to the words ’top-class.’ Thus I
create jewelry for a woman who has her own personal
style, is intelligent, witty and has grace. So it is natural
that my inspiration comes from the elegance of
femininity.”

Around the world, Roberto Coin’s name appeals to the

A-segment; this includes famous Hollywood stars and
VIPs in all fields in Europe. Roberto Coin now is
positioned among the most famous jewelry brands in
the United States, and is the leading Italian jewelry
brand. Roberto Coin finds his target niche in the Arab world as well. Coin said, “The Middle East is a very
important market for us and the growth potential for Italian jewelry is enormous. I am extremely happy
to know that Roberto Coin has found a loyal following driven by a huge demand from the style conscious
of the region.”

The Arab world has become a promising region for the most luxurious brands, local and global. In fact,
the region displays a wide array of demographic segmentation from highly rich to low-income buyers.

This makes it easy for marketers to find their target; however, it is a tougher job to convey sound
product positioning. How may you help Damas achieve that focusing on their retail service and
innovation.