Middle East jewelry and watch retailer Damas has launched a new diamond brand, reports AMEinfo.com.

Aptly named OneSixEight, the new diamond brand is designed to be worn for any occasion in each of the one hundred and sixty eight hours of the week. Each piece of the new collection comprises a single solitaire diamond highlighted by individually matched stones, a combination which creates a breathtaking illusion of a much larger carat, according to AMEinfo.com.

On sale at 108 Damas stores across the UAE, the full OneSixEight collection includes pendants, necklaces, bracelets, earrings and seventeen different ring designs, reports the news source. Available in white gold, the jewelry designs can be customized upon request. The starting price of the collection is AED 2,656.

Damas Retail Director Raj Sahai explains that OneSixEight  "embodies affordable luxury and represents excellent value for money." He further adds that the items in the collection were "crafted using advanced technology that is exclusive to Damas, which means that the craftsmanship is of the highest quality that Damas is renowned for," cites AMEinfo.com. Sahai is confident that OneSixEight will prove to be one of Damas' most popular brands.

In June of this year, De Beers' Forevermark appointed Damas as its exclusive authorized jeweler in the UAE. To read more about the appointment click here: http://tinyurl.com/cge2m3s