APM Monaco appoints Egyptian actor Hannah El-Zahed as its Middle East brand ambassador

Known for her contemporary style and digital influence, she blends European craftsmanship and the region’s evolving jewellery tastes

Dubai: APM Monaco has announced Hannah El-Zahed, Egyptian actor and prominent regional style personality, as its new Middle East brand ambassador, marking a significant step in the jewellery house’s strategy to build deeper, localized engagement across the region. Known for her refined, contemporary style and strong digital presence, El-Zahed brings a fresh, relatable voice to the brand as it continues expanding its influence within the Gulf’s fast-growing fashion and jewellery landscape.

Her appointment marks an important moment in how APM Monaco plans to engage with the Middle East’s growing jewellery audience. As the region continues to shape global fashion conversations, the brand is focusing on personalities who represent both aspiration and authenticity. Hannah brings this balance with ease. She reflects a new generation that values individuality, cultural awareness and modern elegance, which allows APM Monaco to connect more meaningfully with consumers who look for jewellery that feels personal and expressive.

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APM Monaco has always drawn inspiration from the relaxed sophistication of the Côte d’Azur. The brand blends refined craftsmanship with a playful and fashion led identity. This approach has helped the Monaco-born house build a strong global presence in the accessible luxury space, where lifestyle story-telling and emotional connection matter as much as design. By selecting Hannah El-Zahed as its ambassador for the Middle East, APM Monaco is strengthening its ability to speak directly to the region. Her role helps translate the brand’s European sensibility into a style language that aligns with the tastes of Middle Eastern shoppers who appreciate both minimal everyday pieces and bold statement designs.

El-Zahed’s debut appears alongside the new Hiver Collection, which features quiet winter-inspired elements such as soft light, snowflake motifs and the serene beauty of the season. The collection features only as the visual setting for the campaign, allowing the focus to remain on the new brand ambassador and her introduction to the region.

APM Monaco is a contemporary jewellery brand founded in Monaco in 1982. The brand continues to invest in the Middle East through key locations such as Dubai Mall and The Galleria in Abu Dhabi. With over 400 stores globally, it specializes in silver ornaments and gold-plated fashion jewellery.

Retail Jeweller ME News