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A Drop of Turquoise: Damas launches HRH Princess Nejla bint Asem's exclusive collection

Posted on 26 September 2017

For over 100 years, UAE-based jewelry giants, Damas, have offered remarkable designs and exquisite taste and their newest collaboration is no different. The Middle East’s leading international jewelry and watch retailer has teamed up with Jordan's Princess Nejla bint Asem for an exclusive 16-piece collection. Intricately crafted in rich gold, turquoise and a touch of red, the collection is absolutely to die for. We met with the beautiful inside and out HRH Princess Nejla to talk about her latest collaboration and inspiration behind her collection.

EM: When did you launch the collection?

HRH: I launched this collection initially in Dubai as a one-off collaboration, but thankfully after the success of the collection, it’s now an official line that is available at Damas.


EM: What was the inspiration behind this collection? In terms of the shapes, cuts, and colors you chose?

HRH: My favorite color is blue; it represents life, serenity, and tranquillity. Blue is in the sky and the seas, there’s something about it that attracts and calms me. The turquoise stone is also one of the oldest stones to be used in jewelry centuries ago. It’s also very oriental and relates to my surroundings, background, heritage and culture.

EM: How would you describe your style?

HRH: I would say sport rock chic. I like leather and denim a lot.


EM: Who is your quintessential client? Who is the woman who wears your brand?

HRH: She is a woman who likes to make a statement and she’s not afraid to show who she really is. She’s proud of her roots and she wears them proudly. I feel like a lot of people are losing their heritage and history. Don’t get me wrong, I love modern, contemporary designs and trends but we, as Arabs, have a rich and deep culture that we often forget. So the woman who wears my pieces is not afraid to show this.

EM: What’s on the horizon for your brand?

HRH: I plan on launching more collections in collaboration with Damas.


EM: If you could dress anyone in the world (dead or alive), who would it be?

HRH: Cleopatra; because she’s so beautiful and her jewelry is so unique.


EM: Describe your collection in three words.

HRH: Simple. Sophisticated. Statement.



The collection is currently available in 16 stores around the UAE.



by Haya Issa

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