Dubai, UAE (April 15th, 2012) - Damas, the Middle East’s leading international jewellery and watch retailer, has launched its new Akshaya Tritiya 2012 collection.  The 10 new designs within the collection have been crafted to welcome the ‘colour of prosperity’ associated with the auspicious occasion.

The word Akshaya means ‘that which never diminishes’ and the day is ideal for beginning new ventures as it is believed that all investments made on this day appreciate. The day is believed to bring good luck and success, and will be celebrated this year on Tuesday, April 24, 2012.

This Akshaya Tritiya, immerse yourself in all that is auspicious, and pave the way for a prosperous new beginning with Mira, the classic, Victorian-style jewellery set from Damas. Inspired by designs that once adorned the necklines of high royalty, the set is crafted in 18k gold and sterling silver and accompanied with rose cut and single cut. The pendant and earrings set is an exquisite reproduction of classic Victorian jewellery, and is priced at AED 11,990.

Drawing inspiration from the rich culture and colours of India, the new Legacy jewellery necklace and earrings set is crafted in 22k yellow gold and accompanied with rose cut diamonds and rubies.   The Legacy set is priced at AED 19,900.

When good luck comes knocking this Akshaya Tritiya, there is no better way to welcome it than with the beautiful Rangoli jewellery set. Designed in 22k yellow gold with rubies and emeralds, add some colour to your life with this glittering piece of art, priced at AED 12,990.

This Akshaya Tritiya, light up with prosperity by adorning yourself with our Gehna Gold collection. A stunning necklace and earring ensemble with coloured enamel encrusted in 22k yellow gold, this Gehna theme symbolizes prosperity.

Damas has also created a number of other beautiful designs for Akshaya Tritiya, which are suitable for all ages, tastes and budgets. The collections can be found in select Damas stores throughout UAE, Kuwait, Bahrain, Qatar and Oman. The new Akshaya Tritiya 2012 collection is available at select Damas outlets from April 1 – April 24, 2012.