Middle East welcomes Mimi

The Middle East will now benefit from having Giovanna Broggian designed Mimi jewellery after the brand was introduced to the region.

Damas showcased the brand at the Al Murooj Rotana hotel in Dubai and speaking of its launch in the Middle East, deputy managing director of Damas, Tamjid Abdullah, said that Mimi offered "good quality designs and jewellery [that mean] much more than gold".

Mimi is designed in an Italian style and is aimed at cosmopolitan women who wish to be adorned with accessories that reflect their personality.

Mr Abdullah commented: "Consumers from the region come here to shop and more importantly, to learn and experience the latest jewellery trends."

Designer of the collection Mr Broggian is enthused by the Middle east launch of his brand and described the Arabic consumer as "extremely sophisticated", a fact that he believes will lead to them taking his designs to their "hearts".

To mark its launch, the new Mimi collection is only available at the Damas Les Exclusives Boutiques in Wafi City and Saks Fifth Avenue as well as at Dubai Festival City.