Dhamani Jewels DMCC’s has created a ‘Dubai Cut diamond jewelry’ line, iconic to the city of Dubai. The collection includes "Dubai Cut" diamonds set in jewellery moulds with the letter D, representing Dubai. According to Dhamani Jewels Managing Director Amit Dhamani, "What this means is that even from afar people will know that this jewellery includes the unique Dubai Cut diamond. Normally when a woman wears jewellery, she has to say what brand it is. Our patented innovation to incorporate the shape of the letter "D" for Dubai into the design of this jewellery means this is no longer necessary."

Initially, the collection would include bracelets, earrings, necklaces and rings for women, cuff links and rings for men. New lines will be introduced twice a year. The collection will be retailed as a limited collection only in Dubai. The first collection will be featured at the Dhamani boutique in the Mall of the Emirates, and later progress to Maktoum Street, the Gold Souk, the Gold and Diamond Park, Dubai Festival City and Dubai Mall.

The "Dubai Cut" is the world’s first diamond cut inspired by a city and named after it. It includes 99 facets representing the 99 holy names of Allah. Dhamani Jewels DMCC is the sole distributor of this diamond cut which has been produced by Russian polished-diamond manufacturer Kristall Corp., exclusively for DMCC under a legal patent.