The collection was launched by Bollywood stars including Akshay Kumar, Suniel Shetty and Mahima Chaudhary. The five signature lines have been designed keeping in mind the stars' personal tastes and is a reflection of glamour and stardom. Each piece of jewellery is inscribed with the filmstars' signature and is certified by IGI guaranteeing its quality and authenticity. A part of the sales proceeds of this collection will be contributed towards the benefit of some of Bollywood's unsung stars the behind the scene technicians, stuntmen, junior artistes.

The IIFA Glitterati collection from D'damas reflects the personality of the stars and is a personal statement crafted in a style that combines traditional Indian motifs with international settings, says an official release. The entire collection has been crafted keeping in mind the image and personality of the star so that each customer takes home a piece of his or her favourite star. Designers like Shibani Suri worked closely with each star to create designs that reflect their personal taste and style.

D'damas is a joint venture between Gemplus Jewellery and Damas which claims to be the largest retailing jewellery brand chain in the Middle East.