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

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

“The adjustments at Damas doesn’t imply we grow to be fully elitist,” the CEO stated. “No, however we’ve got 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 beneath Dh10,000 solitaire – Perramond exhibits how that’s executed.