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Dubai, UAE. December 12, 2018: L’azurde, the Middle East’s largest gold and diamonds jewelry designer, manufacturer and distributor unveiled superstar and fashion icon Myriam Fares as its new brand ambassador.
Known as the Queen of the Stage, Myriam Fares will team up with L’azurde to star in the jeweler’s latest brand film and launch the new “Path Collection”. The playful video, inspired by Myriam’s effortless confidence and playful charisma, will take the viewers on a journey of elegance and jewelry craftsmanship showcasing the superstar’s path to find and treasure life’s key moments. The film is set to debut at around the end of December 2018, marking the launch of new top L’azurde collections and Myriam’s long-awaited comeback to the stage.
“I have always admired L’azurde’s exquisite jewelry, so to wear a collection that blends creativity with art and matches my style is something very exciting,” said Myriam. “I couldn’t think of a better partner that celebrates self-expression and embodies timeless craftsmanship and elegance. I cannot wait for everyone to see the results.”
Sélim Chidiac, CEO of L’azurde commented on the collaboration, “Myriam is one of the region’s leading superstars, her spontaneous and creative personality goes hand in hand with her natural charm and allows her to shine in every role she takes. Myriam embodies the spirit of the L’azurde woman and has inspired women in the region to express themselves with confidence and overcome any challenge they might face.”
He added, “Myriam’s bold and modern fashion choices have definitely inspired the creativity and passion of our international designers working on the Winter Collection. We wanted to redefine how Arab women wear jewelry while maintaining the synergy between modernity and our traditions, and I believe this partnership with Myriam captures that vision and spirit.”
The Path Winter Collection uses the most sophisticated techniques in the industry and introduces motifs and material inspired by pathways and mirrors. Latest technologies such as 3D printing, hollow and micro setting are reflected in every piece of this collection, differentiating L’azurde’s craftsmanship and creativity.
This winter collection will be revealed in January 2019 and will be available at the L’azurde retail stores across the Kingdom, key other retailers and L’azurde shops in Duty-Free locations at Saudi airports.
Myriam will also be giving her fans sneak peaks of the collection pieces on her social media channels that have a staggering 25 million fanbase.
Since it was founded in 1980, L’azurde has excelled at the art of jewellery design. Today, it is the largest gold and jewellery designer, manufacturer, distributor and retailer in the MENA region, and the fourth largest gold manufacturer in the world, selling over one million pieces of jewellery per annum.
L’azurde has over 2,000 employees and produces more than 5,000 different jewellery models every year in 21-karat, 18-karat gold, 14-karat gold and diamond jewellery. The 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 the GCC and MENA region, as well as being exported to more than 28 countries outside the region. L’azurde also has its own network of more than 21 Mono Brand retail shops at top malls in KSA, Egypt and the UAE, where it is focused on the sale of diamond jewelry.
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.
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