Gold is a popular present during Ramadan and Eid, as people know that jewellery is a very special and memorable gift. During the Holy month, a lot of customers buy jewellery for their families, children, relatives and friends. Historically, gold was a gift that benefited kings and royalty for thousands of years for every special occasion.

The most popular jewellery gift during the Ramadan season is a pendant, either with Arabic writing in the design, or with the general theme of Ramadan, such as with moon and stars. People prefer to buy gold and diamond jewellery on this occasion rather than watches and accessories as gold jewellery is a good investment, and it shows the recipient how valuable they are to the one giving the gift. The gold jewellery is affordable, and there are price points to suit every budget. We always emphasize that it is not what you give, but how much love you put into the gift.

This year, Damas has created a special collection for Ramadan and Eid, which has taken us more than six months to create. We have several new products that we have created especially for this occasion and we are sure they will be very popular. The campaign during the holy month is not usually product-centric, as the inspiration has been to embody the spirit of Ramadan. We encourage consumers to reflect and truly appreciate the joy of gifting – since there is no bigger joy than gifting our loved ones. We also believe that giving is not a duty, but a privilege.

Our advisor is Raj Sahai, director of retail for Damas. Check out their new collection at locations across the capital or visit www.damasjewel.com.