Damas Continues to Highlight Women Empowerment With the Luxurious Alif Collection

Written By Damas PR

05 Dec, 2021

Damas Jewellery, leading house of jewellery design in the Middle East, elevates its signature Alif Collection as it continues to highlight the elegant Alif silhouette with new statement pieces that are bigger and bolder. The Alif collection remains a true symbol of women empowerment in the GCC, where Nadine Nassib Njeim, Damas brand ambassador and a true representation of women empowerment, shines as an Alif woman.


“An Alif is a woman who can stand up for herself, the woman who can face difficulties in the hardest of times”, said Nadine when we interviewed her. Nadine Njeim is a key figure in the Middle East who is the definition of strength and success and looked at as an inspiration.  The Alif collection continues to capture the empowered spirit of women who stand strong, tall, and proud, just like the Arabic letter ‘Alif.’ It remains to draw inspiration from the majestic first letter of the Arabic alphabet, beautifully signifying strong roots, ‘Assel’ in Arabic, rich heritage, and proud origins. This still holds true, as Alif has transpired to showcase the success and journey that each woman embarks on. 

The first Alif campaign was mainly about the start, the pillar, and the origin, and to emphasize on the role of the women in the region. That leads now to the journey of success and the enthusiasm of the Alif women to reach the unreachable. When Nadine joined us to show her version of an Alif woman for this launch, she spoke about the importance of being capable, loved, and strong as a message she wants to highlight to all women. “What makes a woman unique is about who she is from the inside, her personality, her decency, the way she talks, the way she thinks, her character and then comes external beauty”, says Nadine.


Damas is proud to have collaborated with inspirational women in the region who champion these virtues  such as, Mahira AbdelAziz, a celebrated TV Anchor, the face of the collection for two campaigns, Amna Al Qubaisi, the first woman Emirati race car driver, Nayla al Khaja, UAE’s first Emirati female film director, Raha Moharrak, the first Saudi woman to climb Mount Everest, Alia Al Neyadi, the UAE’s first ballerina and Zahra Lari, the first Emirati ice-skater, who shared their experiences as Alif women.


 The Alif collection highlights the beauty of colorful meticulous gemstones inspired by the art of mosaic, which uses 18K gold to create the intricate design that is covered by the Alif Silhouette. Alif was born through the plain gold, half diamond and full diamond motif, as well as a sophisticated white color called the Mother of Pearl. The range evolved from a six-millimeter thickness in the design to eight-millimeters. This showcases the strength and beauty of the new Alif collection, which is reflected in each Alif woman.


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