Damas, the Middle East’s leading international jewellery and watch retailer, announced this past Thursday that it has signed Lebanese singer Nancy Ajram once again to be the brand ambassador for its popular jewellery brand Farfasha. The singer will represent the brand on a Pan Arab level, in what is expected to be the biggest launch in the history of the Farfasha brand.
“We are extremely pleased to announce the return of Nancy Ajram as the face of Farfasha. Nancy is someone that consumers connect to very well, as she embodies the core attributes of this fast-growing brand – youthfulness, vibrancy and success. Her popular face will further energize Farfasha and position it as an iconic brand internationally,”Anan Fakhreddin, the CEO of Damas International Limited at a Press Conference in Beirut, Lebanon. “This announcement also signals the strengthening of Damas’ industry leadership position, as we are ready to take the market by storm with this new collection.”
Initially, Damas launched the Farfasha brand in 2006 to showcase a trendy and colorful gold jewellery line to style conscious clients. It became the first major jewellery collection in the Middle East to incorporate a wide variety of colors and shapes in its jewellery design and went on to become Damas’ most popular brand attracting a loyal following of clients particularly young customers with its signature long necklaces, anklets, bracelets and earrings. The new Farfasha collection, which is due for release in mid-September. It will reflect the next generation in product design for this brand. The new collection emphasizes a feminine and vibrant look.
Multi-platinum Lebanese singer and Goodwill Ambassador for UNICEF Nancy Ajram is one of the most influential celebrities in the Middle East. “Consumer insights revealed that the connection between Farfasha and Nancy Ajram is still very strong. Ladies identify with Nancy’s attributes as a successful, feminine, modern woman and this jewellery brand reflects these exact attributes. The decision to sign Nancy was very clear for us,” concluded Fakhreddin.
Damas is also the retailer for many renowned international jewellery and watch brands in the UAE, which include Tiffany & Co., Paspaley, Carrera y Carrera, Roberto Coin, Folli Follie, FOPE, Marco Bicego, Magerit, Mikimoto, Vacheron Constantin, Girard Perregaux, Chronoswiss, Montega, Quinting, Roger Dubuis, Parmigiani, and many more.