L’azurde appoints Superstar Nelly Karim for their 2018 Collection 28 September 2017

Cairo, 12th December, 2017 – L’azurde, the largest gold and jewelry designer, manufacturer, and distributor in the Middle East, has released their 2018 collection during an exclusive event at Royal Maximum Palace Kempinski, where they announced the Super Star Nelly Karim as the Star of their new campaign.

Assigning the international Egyptian superstar Nelly Karim, is a part of the company’s continuous investment and expansion of its portfolio of jewelry in Egypt. L’azurde’s latest collection will be celebrating individuality, and the beauty of uniqueness in all women, placing Nelly Karim as an iconic and aspirational figure of the modern L’azurde woman. L’azurde offer a diverse collection of designs annually, and their two factories in Egypt have been allowing for more affordable prices for all women. Their latest addition of wedding bands, which were introduced two years ago, has found valuable positioning in the Egyptian market for women.

Commenting on the collaboration, Nelly Karim stated: “I’m honored to be representing the L’azurde woman. The brand is known for representing women with elegance across all their roles, and aspires women to be unique, and this is something that empowers me to be successful. It is my honor to embody this message, and I am truly pleased that I will share this luxury with women in Egypt”.

L’azurde’s CEO, Mr. Selim Chidiac, agreed with Karim adding, “L’azurde is the number one regional brand in luxury jewelry & manufacturing, and this success is due to our belief in empowerment. We offer numerous designs, reaching 5,000 designs a year, to serve all types of women. We are thrilled that Nelly Karim is our partner on this journey, and hopeful to see more women enjoying L’azurde’s remarkable jewelry”.

L’azurde has cooperated with several super stars previously, including Lebanese singer Elissa and UAE singer Balqees Fathy both strong female superstars in the Middle East who stand for diversity and women empowerment. Nelly Karim is a great addition to the list and is expected to take the brand’s image to a whole new level.


About L’azurde:

Since it was founded in 1980, L’azurde has excelled at the art of jewelry design. Today, it is the largest gold and jewelry designer, manufacturer, and distributor in the MENA region, and the fourth largest gold manufacturer in the world, selling over one million pieces of jewelry per annum.

L’azurde has over 2,000 employees and produces more than 5,000 different jewelry models every year in 21-karat, 18-karat, 14-Karat gold and diamond jewelry. The jewelry pieces are manufactured at the company’s factories in Saudi Arabia and Egypt, using advanced high-technology equipment, and distributed to more than 2,000 retailers across Egypt, GCC and MENA region, as well as being exported to more than 15 countries outside the region.  L’azurde also has its own network of 20 mono brand retail shops at top malls in KSA, Egypt and the UAE, where it is focused on the sale of diamond jewelry.

In line with its strategy of becoming a ‘house of brands’, L’azurde launched in 2016 its own value diamond brand, Kenaz Jewlery to attract a new consumer segment.  L’azurde also acquired the franchise for Amazing Jewelry, a silver jewelry fashion brand from Copenhagen, within 9 countries and for 25 years.

L’azurde’s fusion of traditional craftsmanship, top design and the use of precision technologies has been a key driver to its international expansion and evolution, and the Company has won many awards for its intricate designs over the years