Damas increases support for Al Jalila Foundation during the UAE National Day

Damas, the Middle East’s leading jewellery and watch retailer, has announced that in celebration of the 43^rd UAE National Day it will donate 15% of the sale value from every purchase of the ‘Key of Hope’ by Damas limited-edition collection to the Al Jalila Foundation to support medical research in the UAE.

This initiative comes as part of Damas’ partnership with the Al Jalila Foundation, a global, UAE-based philanthropic organization that was founded by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, to position the nation at the forefront of medical innovation. Under the partnership, Damas and Al Jalila Foundation are fronting joint campaigns throughout the year, such as the creation and sale of a unique collection- the ‘Key of Hope’ by Damas collection - for the Al Jalila Foundation that was launched in September 2014.

The Key of Hope by Damas designed for Al Jalila Foundation is a limited collection with only 1,000 pieces available at select Damas stores across the UAE. Available in two designs - one with diamonds and one in pure gold - the pieces embody the Foundation’s pledge to unlock medical advancements for a healthier society, and to deliver on His Highness Sheikh Mohammed’s vision to transform the UAE into one of the leading countries in the world.

Anan Fakhreddin, CEO of Damas, said: “The Al Jalila Foundation represents a truly inspirational cause and at Damas, we are proud to pledge our ongoing commitment to such a noble community endeavour. We reiterate our whole-hearted support to this noble cause by increasing our donations from the sale of the ‘Key of Hope’ from the initial five percent announced during the signing of the partnership, to 15% during this year’s National Day celebrations.” 

Dr Abdulkareem Sultan Al Olama, CEO, Al Jalila Foundation, said: “As a not-for-profit Foundation, we rely on the goodwill of the community to help fund life-saving research to improve the nation’s health. 100% of all the donations we receive are used to fund our programmes directly and we thank Damas for its commitment and creativity in supporting our cause.”

Damas is inviting the public to join its National Day celebrations by purchasing the ‘Key of Hope’ by Damas and contributing to Al Jalila Foundation’s cause to advance local medical research capabilities.