Damas Unveils Farfasha Collection

Dubai, UAE: Damas, the Middle East’s leading international jewellery and watch retailer, has today unveiled its latest Farfasha Collection for 2011/2012. Farfasha is a designer gold jewellery brand by Damas, which is available in seven themes with more than 160 designs ranging from necklaces and bracelets to earrings and rings. The Farfasha brand was first launched in 2005/2006 to showcase a trendy and colourful gold jewellery line to fashion conscious, stylish and youthful consumers. The brand quickly achieved great acclaim, quickly creating the ‘generation gold’ for young consumers, with more than 82,000 pieces sold between 2006 and 2009. Farfasha is represented by Nancy Ajram, a multi-platinum best selling singer, UNICEF goodwill ambassador, and one of the biggest celebrities in the Middle East. The new Farfasha campaign is being rolled out across the entire Middle East and North Africa region via selected Damas stores. “This is our most exciting collection to-date, and with a very strong brand ambassador supported by an excellent marketing campaign, we are confident that this new Farfasha collection will once again be one of the most talked about gold jewellery brands in the Middle East,” said Anan Fakhreddin, CEO of Damas. “This new generation of Farfasha is again aimed at young, stylish and fashion-conscious women, however this time we have also added more intricate designs and layers using sophisticated technologies. We are sure we will once again capture hearts of our target consumers,” added Fakhreddin. The new collection is available at all price points and affordability remains a key attraction of the brand. Each product is sold with an Authenticity Certificate that affirms it originality and authenticity. Special laser technology has been used in the manufacturing process for many of the pieces to enable lightweight pieces with finely crafted designs. The new collection incorporates gold with different designs and colours, incorporating interesting layers and geometric designs. The 2011/2012 collection has more variety, choices and attitude than the previous Farfasha collection, while the designs have been updated to reflect changing consumer preferences in jewellery tastes. The 18k gold Moonlight Collection, also referred as the Masterpiece collection, draws inspiration from the mysteries of the night and it is well-represented with the dazzling laser cut gold designs which bestow each jewellery piece with the feel of diamonds. An array of bracelets, anklets, earrings, rings and necklaces/belts are available in this collection. The 18k gold Oasi Collection is inspired by the beauty of a new morning as the sun’s rays filter through the clouds. It uses rose petal patterns and other floral designs. Each creation of this jewellery theme, which includes earrings, necklaces, rings, punjas, and necklaces/belts, draws its inspiration from nature. This 18k gold Mirror Collection incorporates elements from a royal jewel collection such as water ripples, hearts and flowers which bring glamour and prestige to those who wear it. Designs in the collection include bracelets, necklaces, earrings, rings and anklets. The 18k gold Mora Mora Collection creates a waterfall of emotions with designs depicting different leaves including the classic maple leaf. Earrings, necklaces and bracelets are all available in the Mora Mora collection. The Dolce Vita Collection is crafted in 18k gold to blend the elegance of a jewel with the harmony of nature’s favorite colours as to emphasize the best of a woman’s beauty. Enticing enamel designs, in bracelets, necklaces, earrings, rings and anklets, helps to create colour, finesse and sparkle to make the jewellery shine. Like the gentle movement and soft caress of a breeze, the 18k gold Breeze Collection brings infinite joy to the wearer with designs like stars, hearts and flowers that capture the true essence of a girl’s youth. Necklaces, anklets, bracelets, earrings and rings are all available in the collection. The Symphony Diamond Collection is highlighted with carefully selected diamonds and is inspired by grace, elegance and the energy of music. This collection is a reaffirmation of one’s good taste and makes a bold statement. Musical notes highlighted with diamonds are painstakingly detailed into the collection, which includes earrings, necklaces and bracelets. Damas has also rolled-out its latest marketing campaign to promote its new Farfasha collections, featuring Nancy Ajram. For more information or to view the products or ads, please visit www.damasjewellery.com or www.facebook.com/farfashajewellery.