On this Women’s Day special edition of Good Times Magazine, we celebrate two remarkable women who are shaping the story of luxury jewellery in Pakistan, Ruby Zahid and Sarah Ali Zahid of Damas Pakistan.

What began as a journey rooted in tradition and family heritage has grown into a brand that reflects modern elegance, innovation and the evolving spirit of Pakistani women. From Ruby Zahid’s pioneering role in introducing luxury diamond jewellery to the local market to Sarah Ali Zahid’s fresh vision in marketing, branding and workplace leadership, the mother-daughter duo represents the powerful blend of experience and new-age thinking.

Together, they embody the essence of generational empowerment, honouring craftsmanship and legacy while confidently shaping the future of the brand.

In this conversation with Good Times Magazine, Ruby and Sarah reflect on entrepreneurship, leadership, the changing landscape for women in business, and the values that continue to guide the journey of Damas Pakistan.

In Conversation with Ruby Zahid Founder & Owner, Damas Pakistan

You have been instrumental in bringing Damas Pakistan to the local luxury market. What inspired you to take this step and how did the journey begin?

I come from a legacy of jewellers; my father is a jeweller, as was his father before him, so in many ways jewellery has always been in my blood. I was married very young, at sixteen, and spent much of my early life as a homemaker. My husband served in the UAE Army, so we lived in Dubai for many years before eventually moving back to Lahore after his retirement.

Shortly after returning, we opened the Damas franchise. Initially, it was simply about supporting my husband while raising our daughter, who was still quite young at the time. But over time I became increasingly involved in the business, and what began as helping soon turned into something much deeper. Designing came very naturally to me, as I have always had a flair for it, and jewellery has long been a personal passion. From there, the journey unfolded quite organically and the rest, as they say, is history.

Entering the luxury jewellery industry is no small feat. What were some of the defining challenges you faced in establishing the brand in Pakistan?

We were among the first luxury jewellery boutiques to open in Lahore. Before that, most jewellery stores were traditional family-run businesses that generations of customers had been visiting for years. One of our biggest challenges in the beginning was building trust because we were new to the market.

Another challenge was introducing more modern designs, particularly diamond jewellery, which wasn’t as common at the time. We were also among the first to market our collections using professional campaigns and models. These new approaches were quite different from what people were used to, so it took some time for traditional clients to embrace them.

Jewellery carries deep emotional and cultural meaning in our region. How do you think Damas resonates with the evolving tastes of Pakistani women today?

I think Pakistani women today have a very evolved and dynamic sense of style. They appreciate tradition, but they also want jewellery that feels modern, versatile and wearable in their everyday lives. At Damas, we try to reflect that balance by offering pieces that combine classic craftsmanship with contemporary design.

Many women today are drawn to lighter, more minimal pieces that can transition easily from day to evening while still appreciating the beauty of traditional designs for weddings and special occasions. We try to create collections that allow women to express both sides of their style – timeless heritage and modern elegance.

Ultimately, our goal is to create jewellery that resonates with the modern Pakistani woman – confident, multifaceted and rooted in both tradition and modernity.

As a woman who has built and led a successful business, what does International Women’s Day represent to you personally?

Women’s Day is a celebration of strength, creativity and resilience. For us, it holds special meaning because our brand is built around women – the women who design, wear, gift and pass down jewellery through generations. It’s a reminder of the power of female support and the incredible ways women inspire and uplift one another.

Over the years, how have you seen the role and confidence of Pakistani women evolve, both as consumers and professionals?

Over the years, I’ve seen a remarkable shift in the confidence and independence of Pakistani women, both as consumers and as professionals. Today, women are far more self-assured; they know what they want and they pursue it with clarity and determination.

What I particularly admire about the younger generation is their boldness. They are strong, informed and very clear about their preferences. They make their own decisions and are not easily influenced, which I think is a very positive and empowering change.

What has it been like watching your daughter step into the business and become a part of the brand’s evolution?

It has been incredibly special. Watching my daughter step into the business and bring her own perspective and strengths has been very rewarding. I see her doing things I couldn’t have done myself, especially in areas like marketing, branding and connecting with a new generation of customers, and that makes me very proud.

Every generation brings something new, and seeing her contribute to the growth and evolution of the brand while still respecting the values we built it on has been very meaningful for me.

What leadership values have guided you through your entrepreneurial journey?

Throughout my entrepreneurial journey, the values that have guided me most are perseverance, integrity and a genuine passion for what I do. I really love my work so much. Building a business is never without challenges, but staying committed and believing in your vision is what keeps you moving forward.

Looking ahead, what is your vision for the future and legacy of Damas Pakistan?

My vision for the future of Damas Pakistan is to continue building on the foundation we have created while evolving with the changing tastes of modern women. Jewellery is deeply connected to emotion, celebration and tradition, and I hope the brand continues to be a part of those meaningful moments in people’s lives.

I would like Damas Pakistan to grow while staying true to its values of quality, craftsmanship and timeless designs. Most importantly, I hope it remains a brand that women trust and feel connected to, and one that continues to pass from one generation to the next.

In Conversation with Sarah Ali Zahid Marketing & HR Director, Damas Pakistan

A brand’s identity is deeply connected to its people, especially in a business like ours where relationships and trust matter so much. How do marketing and HR work together to shape that identity?

A brand’s identity is deeply connected to its people, especially in a business like ours where relationships and trust matter so much. Without the people behind it, a brand is nothing.

That’s why I see marketing and HR as closely linked. Marketing shapes how the brand is perceived externally, while HR ensures we build a team that truly embodies those values internally. When your people believe in the vision and feel invested in the brand, that authenticity naturally reflects in the customer experience.

Luxury branding today requires strong storytelling and digital presence. How are you positioning Damas to connect with the new generation of customers?

The new generation wants to feel a genuine connection with the brands they support. It’s no longer just about the product; it’s about identity, values and the story behind what they wear. They want to understand the materials, the craftsmanship and how a piece reflects who they are and what they stand for.

To connect with them, we focus on creating jewellery that fits naturally into their everyday lives. Today’s customers are looking for pieces that are versatile, lightweight and durable; jewellery they can wear from work to social gatherings to working out and throughout their daily routines. We are designing collections that reflect this shift while staying true to our sense of quality and elegance.

Honestly, the younger generation is incredibly inspiring, and we feel fortunate to have such a strong and engaged young clientele supporting the brand.

Working within a family-led business can be both inspiring and challenging. What have been the most valuable lessons you’ve learned from your mother?

From my mother, I learned how to be strong and assertive in what is a male-dominated industry. She truly paved the way, and because of that my own journey has been much easier in many ways. She also taught me the importance of carrying oneself professionally with both confidence and grace.

From my father, I learned the value of integrity in business. He always reminds me that we must conduct our work as honestly as possible in every aspect because one day we will have to answer to a higher power. That belief has stayed with me and continues to guide how I approach both business and life.

In your HR role, how important is it for you to create a workplace culture that supports and empowers women?

Creating a workplace culture that supports and empowers women is extremely important to me. For me, it’s essential that they feel safe, respected and valued in the workplace, and that they have the confidence to grow and succeed.

Being in a leadership position as a woman gives me the opportunity to help create that environment, and I feel a strong responsibility to ensure that women in our team feel supported enough to thrive in this industry. Luxury jewellery has traditionally been a male-dominated profession in Pakistan, so it’s incredibly encouraging to see more young women entering the field today.

What do you believe makes jewellery such a powerful form of self-expression for modern women?

Jewellery has always been a powerful form of self-expression. It carries deep cultural and emotional meaning, often representing love, memories and personal milestones. The pieces a woman chooses to wear often tell a story about who she is and what matters to her.

Especially with the younger generation, I see women choosing jewellery that reflects their individuality – pieces that resonate with their personality, interests and values. In that sense, jewellery becomes more than adornment; it becomes a reflection of identity.

Running a business together as mother and daughter must create unique moments. What has been the most rewarding part of building this journey together?

Ruby:

For me, the most rewarding part has been sharing everything I’ve learned with her and then watching her bring her own perspective and approach to it. It’s very fulfilling to see her take those lessons and make them her own. Of course, spending so much time together and traveling for work has also been very special – those moments create memories that go far beyond business.

Sarah:

For me, it’s been about learning from her every step of the way and building those memories together. Being able to work alongside my mother and carry forward the legacy she has created is something that means a lot to me.

If you could share one piece of advice with young women who aspire to enter leadership or entrepreneurship, what would it be?

Ruby:

Be bold, be confident and never give up. The journey may not always be easy, but perseverance and belief in yourself will take you far.

Sarah:

Ignore the noise and trust your own worth. External validation does not define you, but believing in yourself and staying true to your vision is what truly matters.