This new venture of Damas is backed by World Gold Council which will feature Miss Ajram at the centre. The new jewellery line accompanies the campaign with designs featuring droplets of multi-coloured stones to remind the wearer of lifes most enjoyable moments. Damas sees courting the regions growing youth market as an obvious step.

Damas has enlisted the help of Lebanese pop princess Nancy Ajram to market its new range of youth-oriented gold jewellery. The new collection of gold earrings, necklaces and pendants will be fashionable, contemporary and highly affordable. The collection caters to a pan-Arab youth base with extra cash to spend on such luxuries.

"The youth today make up a major percentage of the regions population," said Tawhid Abdullah, Managing director Damas. "Through the campaign we aim to enhance golds status as a must have accessory and Nancy Ajram with her natural charm, energy and popularity among the youth was the obvious choice for this campaign," Abdullah added.
With the youth of Bahrain, UAE, Dubai and other wealthy Gulf states now highly-fashion conscious consumers, the recruitment of a star of Miss Ajrams magnitude was seen as key to the campaigns success.