Damas, the Middle East's leading international jewelery and watch retailer, on Thursday announced that it has signed Lebanese singer Nancy Ajram to again be the brand ambassador for its popular jewelery 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. Speaking during a press conference in Beirut, Lebanon, Anan Fakhreddin, the CEO of Damas International Limited, said: “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.” “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,” Fakhreddin added. Damas initially launched the Farfasha brand in 2006 to showcase a trendy and colourful gold jewellery line to fashion conscious consumers. It was the first major jewelery collection in the Middle East to incorporate a wide variety of colors and shapes in the jewelery design, and went on to become Damas' most popular brand. Farfasha attracted a loyal following of customers, particularly youth, with its signature long necklaces, anklets, bracelets and earrings showcasing fashionable and contemporary jewelery. The response to the previous Farfasha launch was overwhelming, with a total of 26 collections from top designers incorporated within the brand, and more than 82,000 pieces sold between 2006 and 2009. The new Farfasha product range, which is due for release in mid-September, will reflect the next generation in product design for this brand. Vivacity, femininity and style are core elements of the new collection, which will be available at all price points. The collection will soon be available at all Damas outlets across 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 jewelery brand reflects these exact attributes. The decision to sign Nancy was very clear for us,” Fakhreddin concluded. In addition to Farfasha, Damas stocks a number of contemporary in-house diamond, gold and watch brands, which include Hayati, Noor, Boudoor, Solitaire, Fulla, Kiku, Fior, My Vice, Chaimpesan, Genero, Graziella, Manthoura, Jacque Lemans, Chalyano, Fossil, Esprit, and Cobra, among others. Damas is also the retailer for many renowned international jewelery 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. Nancy Ajram is a multi-platinum Lebanese singer and Goodwill Ambassador for UNICEF, and has been described as one of the most influential celebrities in the Middle East. BM
