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The World Gold Council and Damas have partnered for a campaign aimed at launching fashionable, contemporary and affordable gold jewellery that appeal to the Pan Arab youth. To this end, renowned Lebanese songstress Nancy Ajram has signed on as the Youth Ambassadress, by virtue of which she will be the face of Damas’ latest gold jewellery collections specially targeted to the younger generation. Moaz Barakat, Managing Director, World Gold Council, Middle East, Turkey & Pakistan, said, “The World Gold Council commercially focused, marketing organization engaged in the promotion of gold jewellery worldwide. The partnership between Damas and the Council in bringing Nancy Ajram as the Youth Ambassadress is an appropriate choice and we are sure of the success of this strategic marketing campaign in changing the perception of the younger generation towards gold jewellery. Nancy’s superstar status and the collection’s captivating energy both embody the essence of youth.”
“The youth today make up a significant percentage of the region’s population. Through this campaign we aim to enhance the status of gold as a ‘must have’ accessory among the youth with some help from the popular Lebanese diva,” asserted Tawhid Abdullah, Managing Director, Damas.
Nancy Ajram who was in Dubai herself to launch the campaign spoke passionately of her role as the Youth Ambassadress. “I am really excited about my new role with the World Gold Council and Damas. It is the perfect gift, the perfect way to say you care and the best way to express oneself,” averred the Middle East popular pop star.
In being part of the campaign aimed at making gold accessories and jewellery a dominant brand in the region, Monisha Cooper, Marketing Manager, UAE, World Gold Council, expressed optimism on its success, given that more than 50 % of the Arab youth are under the age of 25 and a majority of them, particularly in the GCC have high disposable incomes which they enjoy spending on lifestyle products.
Damas launched the new ‘Farfasha’ gold collection as part of the campaign. The collection will be exclusively available in rings, earrings, necklaces and pendants across Damas outlets in the region. Along with ‘Farfasha’, the Eternity, Forever and Romance collections will also be launched, according to Samit Bhatta, General Manager, Sales & Marketing, Damas.