Since Perramond took over in Could 2020, Damas has accelerated its transition to be a ‘jeweller somewhat than a retailer. “We wanted to be often called the ‘home of design’, and that meant elevating the model. We’re 60 per cent of the way in which there – and we are going to get the remainder of the way in which there.”

One may say this emphasis on the upscale is in step with Perramond’s monitor document, which has seen him tackle stints with H. Stern Jewellers, Hermes Watches and Tag Heur.

“The modifications at Damas doesn’t imply we develop into fully elitist,” the CEO stated. “No, however we have now the alliances with such manufacturers as Graff, Damiani.

“We nonetheless need our model and enterprise to be extra accessible, be a jeweler to all. Or nearly everybody.”
With the lab-grown diamonds – and that underneath Dh10,000 solitaire – Perramond exhibits how that’s finished.