Damas launches latest Farfasha collection

Designed for teeners to young ladies with unique sense of style, the trendsetting collection reflects youthful zest and positive attitude through an exclusive selection of drop earrings, chains, pendants, bracelets and rings in 18 k gold.

The Farfasha brand, which has successfully introduced gold as a fashion statement among its young and highly selective clientele, made headlines with its endorsement of Lebanese musical sensation Nancy Ajram, who is known to wear the jewellery brand herself. On the second year of 'Farfasha - Generation Gold campaign,' the full marketing blitz that propelled Farfasha to wide popularity, Ajram is featured in a new TV commercial that captures the essence of Farfasha.

Tawhid Abdullah, Managing Director of Damas, remarks, "I am very proud of the achievement of Farfasha. The collection is dedicated to youth's aspirations, hopes and dreams and judging by the immense response of the market to the new designs, we have achieved our objectives. The Farfasha brand takes into account the unique lifestyles and tastes of the young generation. Its popularity among the Pan-Arab youth surpassed our expectations."

"The collection has set record sales in the Pan-Arab region, proving once more that the youth is in search for a strong brand that they can identify with. By catering to the youth segment which was long overlooked, we are assured of the continued appreciation for gold jewellery for generations to come," says Moaz Barakat, Managing Director of World Gold Council for the Middle East, Turkey and Pakistan.

In Farfasha, youngsters will find pieces that not only echo their emotions and feelings but also help them remain stylish in their own way. Youth is an exciting stage in life. It has its contrasting moments, at times carefree and bubbly while at other times serious and pensive.

Reflective of these dramatic contrasts, excitement is imbued in every twist and turn of Farfasha's charming creations, which are highly versatile and lightweight. In a departure from the traditional mode of wearing jewellery, Farfasha's pieces offer a variety of adaptations to suit both mood and occasion. For instance its necklace can be worn long, short or even as a waistband. Its wearer can now switch in an instant from formal to casual, yet maintaining elegance and glamour.

As a vital aspect in the life of a young woman, friendship offers undying support and commitment, shaping one's later attitudes towards life. The Farfasha collection stands out as a true dedication to the spirit of friendship, its openness of attitude, its acceptance of different modes of thinking and its universal tolerance.

Modern, contemporary, trend setting, all these and more enhance Farfasha's youthful appeal, which you can now discover at Damas stores throughout the Middle East.