Damas brand ambassador Nancy Ajram launches new Farfasha jewels in Dubai

Nancy Ajram at the Damas store in The Dubai Mall. Courtesy Damas
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Lebanese pop star Nancy Ajram made an appearance at The Dubai Mall yesterday, to launch a new jewellery line for Damas. The singer has been the brand ambassador for the Dubai-based jewellery house – and the face of its Farfasha line - since 2011.

The new Farfasha range is playful and youthful, with elements such as flowers and butterflies, set in 18K yellow gold and rose gold in rings, bracelets, earrings and necklaces.

During the launch at the Damas store, which included a meet and greet between the singer and the brand’s VIP customers, Ajram wore a set from the new collection, which included a delicate bracelet and three-chain neckpiece, enmeshed earrings and an oversized cocktail ring. “I’m ecstatic to launch these youthful pieces,” Ajram said. “They allow me to dress for any and all occasions.”

Since its inception in 1907, Damas Jewellery has expanded from being a UAE-based retailer to an international name with a portfolio that includes Graff Diamonds, Roberto Coin, Mikimoto and Parmigiani Fluerier.