Damas, a leading jewellery and watch retailer in the region, has signed multi-platinum Lebanese singer Nancy Ajram 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,” said Anan Fakhreddin, the CEO of Damas.

“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 jewellery collection in the Middle East to incorporate a wide variety of colours and shapes in the jewellery design, and went on to become Damas’ most popular brand.

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, a statement said.

“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,” Fakhreddin concluded. – TradeArabia News Service