Home / Knowledge / News / Fashion / 'Generation Gold' features Farfasha jewellery brand
'Generation Gold' features Farfasha jewellery brand
02
Sep '08
The pioneering initiative that has made gold a buzz-word amongst fashionable youth in the Arab world is set to make waves in the jewellery world once again. World Gold Council (WGC), the global advocate of gold, in partnership with the region's leading jewellery house Damas, has launched this year's 'Generation Gold' Youth Campaign featuring its centrepiece youth jewellery brand - Farfasha.

As part of the overall strategy to engage its intended audience, WGC and Damas have come up with a fresh story concept for its main promotional vehicle – a 60-second TV commercial that reflects the unique brand proposition of Farfasha in the context of the ever-changing tastes and sensibilities of the youth.

Nancy Ajram, the celebrated face of Farfasha for three years now, portrays a charming girl-next-door enjoying a typical day in a quaint neighbourhood on a lazy weekend – roaming around in a bicycle, passing by a fruit stand, enjoying baked goodies in a local bakery and meeting a new acquaintance in one of the neighbourhood cafes. The subtle story demonstrates the many facets of a young woman and how Farfasha jewels compliment each of her transformation.

The new TV commercial was shot in historic Batroun, a coastal city 53km from Beirut in Lebanon. The rustic charm of the location was the ideal backdrop for the Farfasha story which celebrates the beauty, playfulness and youthful glow of signature long chains, anklets, bracelets, Kaffs and earrings. The production was led by an international crew that worked for four days, almost non-stop.

The new Farfasha jewels featured in the TV commercial were created by seven noted Italian designers who came up with funky and colourful designs that set the youth trends for the season. What makes the latest collection even more unique is that the pieces can be personalised according to the wearer's tastes.

For example, the chain can be worn as a bracelet and the charms can be interchanged among the various pieces of jewellery. Crafted in 18kt gold, the fashionable and highly affordable jewels are exclusively available at Damas outlets in the UAE and overseas.

Enjoying overwhelming brand success over the last two years, Farfasha, which translates to 'chill out' in Arabic, has revolutionised the way the youth looks at gold jewellery.

According to Lama Al Saheb, PR Manager of World Gold Council, recent surveys have shown that young girls in the region aspire to become sweet, charming and stylish ladies. “This ideal is reflected by their brand choices especially in fashion and jewellery.

Majority of the young respondents identifies with Farfasha's brand image as represented by Nancy Ajram, who is looked up to as a role model and inspiration. WGC and Damas have used this as an entry point to promote positive values of youth associated with the Farfasha brand.”

“I am happy to report that apart from its success in the region, Farfasha has also been getting a lot of attention on an international level in countries such as Pakistan, India, Hong Kong, Singapore, India and Canada. Farfasha has definitely made gold a dominant trend in the highly competitive youth market.”


Must ReadView All

FDI in Vietnamese textile-garment projects on the rise

Apparel/Garments | On 24th Jun 2018

FDI in Vietnamese textile-garment projects on the rise

The European Union-Vietnam Free Trade Agreement and the Comprehensive ...

Courtesy: Alizilla

Apparel/Garments | On 24th Jun 2018

Alibaba Group sets up office in Kuala Lumpur

Strengthening its commitment to Malaysia, Alibaba Group has set up an ...

Bombay Dyeing plans to wind up Indonesian JV

Textiles | On 24th Jun 2018

Bombay Dyeing plans to wind up Indonesian JV

Bombay Dyeing & Manufacturing Co Ltd plans to wind up its loss making ...

Interviews View All

Divyesh Mashruwala
Akshar Industries

Surat dominates foiling, embossing and pleating

Nishank Patel
Shri Dinesh Mills Limited

Broad range of fabrics will sell well this financial year

Amrit Sethia
SOIE

‘The intimatewear category in India is slowly becoming trend-sensitive.’

Karan Behal

Karan Behal, founder and chief executive of top-selling brand...

Nitesh Mittal

Kusumgar Corporates is a leading manufacturer of technical textiles and...

Sugandha Bhardwaj

<div>New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Sidharth Sinha
Sidharth Sinha

<b>Sidharth Sinha</b> has contributed to the successful rebirth and...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


June 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search