Damas and World Gold Council unleash the latest fashion must-haves

Everyday jewels intended for young fashionistas includes fashionable gold rings, earrings, necklaces and punjas.

Enjoying huge success since it was introduced two years ago, Farfasha, which translates to 'chill out' in Arabic, has made gold a staple in many a young lady's wardrobe.

Teeming with rainbow colours and charming details the new collections take inspiration from nostalgia, dreams and brand iconography.

Charms in different colours and designs adorn the jewels thus giving movement and lightness to every piece.

Tawhid Abdullah, Managing Director of Damas, commented:

"Through our close collaboration with WGC, Farfasha has risen to become one of the most popular brands in the Arab World. Its latest offerings are geared towards young jewellery lovers, keeping in mind their dreams, aspirations and insatiable need for self-expression. With the launch of the new collections, we anticipate even greater success for the brand's unique concept in gold jewellery."

Damas and WGC have commissioned seven noted Italian designers to create the new Farfasha collections.

Apart from the funky and colourful designs, what makes the latest collections unique is that the pieces can be personalised according to the wearer's tastes.

In the latest Farfasha TV commercial airing across the region, Arab singing sensation Nancy Ajram, the Youth Ambassador of Farfasha, demonstrates the versatility of the jewels as she transforms her look from day to evening.

The new collections allow the wearer to swing from laidback casuals to smart dresses while retaining the playful charm of the whole outfit.

For instance, the chain can be worn as a bracelet and charms can be interchanged. The necklace can be worn long, as shorter double strands or as a belt.

It can also be detached and worn as a double stranded bracelet.

The charm pendants are interchangeable while the punja can be worn as an anklet.

Ideal for everyday wear, all pieces are multi-functional and can be mixed and matched to suit any occasion.

Crafted in 18kt gold and accentuated by enamelwork, the brand offers nine exciting collections: Bubbles evokes childhood memories of soap bubbles, Cindrella is a firmament of coloured stars inspired by Cinderella at the Court Ball, Sparkling carry delicate motifs accentuated by amethyst stones while Honey is a play on warm, earth tones in enamel and stones.

Infinity, on the other hand, highlights stone-shaped elements with enamel and natural stones.

Eternity casts brilliant colours and stone shapes while Rainbow and Purple Rainbow assemble enamel and crystals in drops and rounds in rich dramatic designs.

Charming carries natural stones and bright enamel colours, allowing its wearer to enjoy each jewel in different ways every day.

Nancy Ajram remarked: "I agreed to represent the Farfasha collection because it suits me and my age. Just like most young ladies, I love the idea of playing with accessories. And with this new collection, I am allowed to mix and match pieces and come up with a new look each time."

The latest collections of Farfasha are now available in Damas shops across the Middle East.