Penelope Cruz in Dubai, plus her Sama jewellery launch

Penelope Cruz in Dubai, plus her Sama jewellery launch


Text: Faizal Dahlawia

Image: Damas

One of the region's most famous jewellery names has launched an exclusive new brand featuring Penelope Cruz.

Dubai's jewellery maker Damas has unveiled Hollywood actress Penelope Cruz as the face of its new product line Sama. Translated as splendour for the Arabic word 'Sumou', the premium Sama brand offers only one-of-a-kind pieces. The Sama line offers a full suite of sparkling accessories, each one bedecked with no less than 40 carats of precious gemstones.

To mark the launch of the new line as well as announcing its collaboration with Cruz, Damas held an exclusive event at Armani Hotel, Burj Khalifa this weekend. "We are thrilled to be working with Penélope, an ambassador whose values and characteristics perfectly fit the heart of the brand," said Anan Fakhreddin, CEO of Damas. "She is one of many celebrities we've tied up with but this is, by far, our most glamorous campaign. With this launch, and the collaboration, we are truly moving from a famous jewellery retailer in Dubai to conceivers of a famous jewellery brand from Dubai."

As well, the jewellery maker posted a video on Instagram, starring Cruz, showcasing some of the fine pieces that are available in the new Sama line. Watch the video campaign here...

A video posted by DAMAS (@damasjewellery) on

Sama is now available in select Damas boutiques across the GCC. Also, discover the new Bulgari Serpenti Eyes On Me collection.