Damas, the Middle East's international jewellery and watch retailer, has officially opened its establishment in KidZania at The Dubai Mall on the eve of International Children's Day 2012.
The store, which stocks replicas of Damas' popular jewellery for children, is designed to give children practical experience in crafting jewellery and learning about gold, diamonds and precious stones.
To inaugurate the establishment, Damas organised an event at KidZania that included a kids fashion show featuring its Fulla, Hayati, Boudoor and Fior collections - all of which are brands that are popular with the youth. The event also featured dancing performances and competitions.
Raj Sahai, Director - Retail, Damas, said: "Damas Jewellery store at KidZania aims to inspire the jewellers of tomorrow by giving children practical experience in making jewellery and learning about gold and diamonds. As the region's leading jeweller, we are proud to join the other distinguished brands present in KidZania to influence the dreams and aspirations of the future generations."
"We are also looking into the possibility of offering jewellery courses for children at Damas Jewellery store at KidZania to guide them on the path to becoming experts in the jewellery industry," he added.
Ric Fearnett, Mayor, KidZania Dubai added: "With more than 80 'professions' already awaiting our young guests, KidZania is continuously looking at enhancing its edutainment experience. Apart from providing insights into the gold and jewellery business, the addition of Damas to our portfolio of partners will also help to strengthen the creativity of the youngsters with the opportunity to take part in jewellery designing."
During the event, a charity gift hamper from NewBoy - developer of the popular children's brand Fulla, was donated to the Awqaf and Minors Affairs Foundation. Mr Fahd Mohammed Al Bannay, the Deputy Minor Affairs Manager, accepted the gift and thanked Damas and NewBoy for their great support that will delight the children of the Foundation, which is an entity responsible for supervising minors in Dubai according the law.