Damas Jewellery has launched a concept store in Dubai and, to mark the occasion, the brand named Lebanese-Tunisian star Nadine Nassib Njeim as its brand ambassador.
The actress and 2004 Miss Lebanon winner was revealed as the new face of Damas by its chairman and chief executive, Luc Perramond, at the opening of the new outlet, Bayt Damas.
Perramond also said that Njeim, 37, would star in a new campaign to be launched in June.
At the event, Njeim wore a halterneck mustard gown by Lebanese couture house Zuhair Murad.
Known for her work highlighting social inequalities, Njeim was badly injured in the August 2020 explosion in Beirut, and in 2019, she memorably shaved her head in support of young cancer patients at the Children's Cancer Centre of Lebanon.
Situated in the Umm Suqeim area of Dubai, Bayt Damas is a new concept for the brand, which was founded in 1907.
In a first, the store offers perfume, fashion, jewellery and art all under one roof. Sitting alongside jewellery creations by names such as Graff, Dhamani and Scott West. Visitors can also enjoy artworks from the Aisha Alabbar Gallery and a selection of fashion from the designer's collective platform, Elevenish.
In addition, pieces from Damas collections such as Alif, Fireworks and Gaia will also be on display.
The space also houses a library stocked with coffee table books from Assouline, and visitors can even sip tea on the balcony, thanks to the in-house Damas Cafe.