With over 25 years of experience in IT systems, infrastructure, and cybersecurity, A. Rauf brings a wealth of knowledge that has been instrumental in shaping the operational backbone of DAME Designs.

From the very beginning, his expertise ensured that DAME was built on more than just creative vision; it was built on structure, security, and scalability. He has led the implementation of our inventory systems, POS integration, and data protection protocols, creating a seamless and secure environment for both our in-store operations and online experience.

His strong background in cybersecurity has also played a key role in building customer trust, ensuring that every digital transaction and client interaction is handled with the highest level of privacy and protection.

As a family-led brand, DAME has grown with the values of craftsmanship, care, and reliability and his contribution has been vital in aligning our tech foundation with the elegance and professionalism our brand stands for today.

Every design needs a foundation. At DAME, that foundation is Nida R. – the backbone behind our operations, execution, and vision.

A qualified doctor by profession, Nida made a bold and heartfelt decision to step away from the world of medicine to pursue something that had always lived quietly in her heart; the world of design, beauty, and purpose-driven creation. What began as a support role soon transformed into a leadership journey, and today, she stands at the very core of how DAME runs, grows, and delivers.

From concept to customer, Nida is involved in every stage of the process. She works side by side with our artisans, ensuring that every stone is placed with intention, every design speaks to our brand values, and every launch reflects both artistry and precision. She leads quality control with an almost clinical eye for detail; making sure nothing leaves our studio unless it meets her exacting standards.

Her deep understanding of what women want; not just aesthetically but emotionally; makes her role irreplaceable. Whether it’s refining a design, managing the back-end logistics of a collection, or reviewing packaging down to the last ribbon, Nida ensures that every touchpoint with DAME feels personal, premium, and unforgettable.

DAME is nothing without her. Her discipline, heart, and vision breathe life into every piece we create. She gave up one calling to build another; not just for herself, but for every woman who deserves to feel empowered by what she wears.