A new jewellery collection by D’damas was launched across all Shoppers Stop outlets pan India, by Leading Jewelers of the World (LJOW). The collection features stylised lightweight designs in gold and diamonds for every woman who wants to project her best look at all times including the festive days. Innovative techniques are combined with state-of-the-art technology to produce pieces which begin with price points of Rs. 7400, an affordable price category. The jewellery has a premium and heavy look as well as a high luxury quotient. Each piece looks large and solid, but is actually extremely light and easy to wear. This is achieved with hollow interiors that are not apparent to the viewer due to special techniques used in crafting.

Through a fashion show in Mumbai the collection was unveiled in which Avani Modi, star of the soon-to-be-released film Calendar Girls, was the showstopper. The brand ambassador is Nargis Fakhri.