Lebanese-Tunisian actress Nadine Njeim is the new face for Damas

Damas chairman and chief executive, Luc Perramond, revealed Nadine to the world as the Damas face at the opening of its new Dubai outlet, Bayt Damas.

If one talks about concept in jewellery making and designing, the first name that comes to mind is Damas.

Damas Jewellery launched a concept store in Dubai, one which caters to the upper-echelons of the society. A store that is meant for connoisseurs of art and fashion, who can pop into the store at their leisure, and of course, buy something for themselves and their loved ones.

To mark the occasion in a grand manner that is the brand’s signature, it brought in Lebanese-Tunisian star Nadine Nassib Njeim and named her the brand ambassador.

Njeim is an actress and had won the 2004 edition of Miss Lebanon. Damas chairman and chief executive, Luc Perramond, revealed her to the world as the Damas face at the opening of its new outlet, Bayt Damas.

Perramond went on to announce that the brand’s new campaign, which will be launched in June would feature the 37-year-old actress.

The store will bring jewellery, art and fashion all under one roof. To commemorate the occasion, Njeim put her best foot forward. She wore a halterneck mustard gown designed by the Lebanese couture house Zuhair Murad.

Njeim is famous for her work that highlights any kind of social inequality. She was severely injured in the explosion that shook the foundations of Beirut in 2020. In 2019, she hit the headlines after shaving off her head in support of the cancer patients at the Children’s Cancer Centre of Lebanon.

“I believe that integrity and authenticity are our most beautiful features. I stand here today as an empowered woman of strength and courage, representing change and hope. We hold the beauty and future of this planet in our hands, it is ours to protect and cherish. I am a woman of tomorrow,” said Njeim.

The actress’s latest release was the 2021 Ramadan drama Zizi’s Salon. She has also launched a collection of cosmetics with the beauty brand Mac earlier this year.

Situated in the Umm Suqeim area of Dubai, Bayt Damas is a new concept for the brand, which was founded in 1907.

For the first time in its history, the store offers perfume, fashion, jewellery and art, all under one roof. The store features noted jewellery creations by famous names like Graff and Scott West. Along with the gushes of wonder at the beautiful jewellery, visitors will also be able to enjoy the exquisite artworks from the Aisha Alabbar Gallery and a fashion selection 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 fun does not end here. There will also be a library with coffee table books from Assouline, and people can even enjoy a leisurely sip of tea on the balcony, courtesy Damas Cafe.

Courtesy: Retail Jeweller World News