In this blooming season of brilliance, we sat down with the woman at the helm of Damas’ dazzle, Sarah Ali Zahid.
As Jewels in Bloom gets ready to enchant the world, Sarah shares her glittering thoughts in this fun, feel-good, and fabulously unconventional chat!
Interview by Syeda Ifra Abbas
If the ‘Jewels in Bloom’ collection were a mood, what would it be?
Golden hour nostalgia in the summer.
You walk into a garden of dreams — what flower is wearing the most bling? And what jewel would it be wearing?
I’d say the sunflower! I imagine it would be wearing bold, chunky gemstones — something playful and funky that really reflects its bright, confident vibe.
If you could bottle the spirit of Damas in a perfume, what would it smell like?
Luxury wrapped in trust!
Your ideal marketing brainstorm snack: diamonds or doughnuts?
A foamy cappuccino and fudgey brownies — all the way!
Which gemstone matches your personality best — and why?
I’d choose tourmalines or pink sapphires. I’ve loved all things pink as long as I can remember, and that love has only grown over the years. I’m drawn to every shade of pink — it’s a colour that really resonates with me. One of my most treasured pieces is a pink sapphire and diamond gold ring my parents gave me for my 30th birthday. It’s incredibly special and absolutely beautiful.
Tell us the last idea you had that made your team go, “Wait, that’s actually genius.”
You’d probably have to ask my team that! For a long time, it was more or less a one-woman show, but over the past couple of years, I’ve been fortunate to build a strong team of smart, creative young women. I feel really lucky to have them by my side. That said, I think our new campaign, ‘Jewels in Bloom’, stands out as something truly different from anything we’ve done before. We’ve all put a lot of heart and hard work into it, and I’m genuinely excited to see how people respond.
“Jewels in Bloom” is all about celebrating inner beauty — what’s a personal mantra you live by that keeps you blooming?
I wouldn’t say I have a specific mantra, but I strongly believe in the value of hard work. Whatever you want in life, you have to be willing to put in the effort — don’t be entitled, nothing should be taken for granted. I’ve always felt that if you stay focused and work hard, what’s meant for you will find its way to you.
The boardroom meets the ballroom — what statement piece from the new collection would you wear to rule both?
Uff, there’s a stunning pair of statement gold floral earrings with rubies and diamonds that I absolutely love. They have this incredible versatility — they’d elevate any outfit and suit almost any occasion beautifully.
If Damas could collaborate with any fictional style icon, who would it be — and what would they wear?
Ariel from ‘The Little Mermaid’! I can absolutely see her wearing the stunning pearl pieces from the ‘Jewels in Bloom’ collection — they’d suit her perfectly. I was completely obsessed with ‘The Little Mermaid’ growing up, so pairing her with this collection feels like a perfect match.
HR hats off — what’s one trait every dazzling team member must have to shine at Damas?
I believe as an employee anywhere, it’s important to take full ownership and responsibility for your work. Being accountable not only builds trust but also ensures you’re constantly learning and growing in your role.
How does it feel to be the face of a legacy that sparkles through generations? And what’s your vision for the future?
It’s a tremendous privilege and responsibility. While many people assume the jewellery business is all glamour and fun — and there certainly are moments like that — the reality is that like any other business, it requires hard work, dedication, and sacrifice.
My parents built Damas from the ground up, and I’ve witnessed first-hand the incredible effort they’ve put in and continue to put in every day. Our reputation, along with the quality of our products and service, is something we take immense pride in. I feel a strong sense of responsibility to uphold that standard and to keep pushing for excellence in every aspect of the business.
Looking ahead, we definitely plan to expand Damas beyond Lahore, where we currently have two branches. We’re aiming to open stores in both Karachi and Islamabad soon, and we’re excited about what’s to come!
What’s a piece of advice from your mother (or Ruby Zahid) that you carry with you every day — in work and in life?
More than any single piece of advice, I’ve learned the most from simply observing my mother — how she carries herself both professionally and personally. People often tell me I take after her in many ways. If I had to highlight one thing she always says, it’s this: ‘don’t doubt yourself — once you’ve made a decision, stand by it and don’t regret it.’
When you’re not running the show at Damas, what’s your version of ‘unwinding in style’?
Besides the classic Netflix marathons and what the internet now calls ‘couch rotting’ — one of my favourite ways to unwind is heading to a coffee shop. There’s something therapeutic about sipping on a latte, pretending to read or work, and doing some good old people-watching. Thankfully, Lahore keeps the café scene exciting with a new spot popping up every other week!
What’s one signature element of your personal style that reflects the essence of Damas — timeless, bold, or ever-evolving?
Since entering my 30s, my personal style has definitely evolved. These days, it’s more classic and effortless — matching separates are my go-to. As for jewellery, my wedding ring and Cartier love band are everyday non-negotiables. I also go through phases — every couple of months, I’ll get obsessed with a new pair of earrings, wear them to death, and then move on to the next. One of the many perks of owning a jewellery store!