L'Azurde Company for Jewellery and World Gold Council have launched the largest advertising campaigns ever organized in the region to promote the industry and trade of gold and jewellery, through a press conference held on May 3, 2007 in Burj Al-Arab Hotel in Dubai. Present at the press conference were: Mr. Ayman Al-Haffar, Executive General Manager of L'Azurde Company for Jewellery, and Mr. Moaz Barakat, Managing Director of World Gold Council in the Middle East, Turkey and Pakistan, in addition to representatives of Arab and international news agencies in UAE; not to mention Elissa, the Superstar and singer whose radiance glowed among the audience with her presence, being the Ambassadress of Gold for 2007-2008, for L'Azurde and World Gold Council.
In his speech during the press conference, Mr. Ayman Al-Haffar declared that "L'Azurde Co. has never been the offspring of the present nor that of the near past," and that since its early foundation, it has aimed at developing the art of manufacturing gold and jewellery, and at reaching a leading position. Now, its aim is to preserve the position it has already reached as an outstanding leader. He added that "our cooperation with World Gold Council started long time ago, and that our goals have always been the same, namely to reach the different segments of society, who have put their trust in us, for we are one of the sources of fashion development, and to offer the most beautiful and the most prestigious jewellery and gold collections to them. Such collections reflect the most impressive fashion lines and modern life trends". Mr. Al-Haffar also said that L'Azurde is confident that World Gold Council would not spare any effort or consultation for the sake of enhancing the development of the manufacturing and trade of gold in the Arab region and the world.
Mr. Al-Haffar also pointed out that "L'Azurde has been fortunate this year by choosing the superstar Elissa to be the ambassadress of L'Azurde's Gold for 2007 and 2008, since Elissa, being the symbol of glamour and elegance, has mirrored the fascination of jewellery collections newly designed by L'Azurde, and entitled: "Miss L'Azurde Collection". Mr. Al-Haffar added that this campaign is considered the most large-scaled advertising campaign ever organized in the Arab region, for a budget of about 20 million dollars has been allocated in order to be at the level of the high reputation of L'Azurde, which is one of the major producers of gold jewellery in the Arab region, a status which befits the name of World Gold Council, since the latter maintains an effective role and a high status in the field of enhancing the development of the industry of gold jewellery all over the world. Lastly, this campaign matches the high level of the superstar, Elissa, the symbol of elegance, glamour, and success, and who deserves to be the Ambassadress of L'Azurde and whose marvelous voice and delicacy are the reflection of L'Azurde's new jewellery collections. "We are confident", Mr. Al-Haffar explained, "that Elissa will play an important role in increasing the demand of married and single women for gold and jewellery, in general, and for the jewellery to be displayed in this "Miss L'Azurde Collection" campaign, in particular.
At the end of his speech, Mr. Al-Haffar explained that L'Azurde has been prominent in creating innovative yellow gold fashion designs in the Middle East and North Africa, since it has won many international awards for the quality of its prestigious yellow gold products, and that it has been ranked 2nd among the major companies in the Middle East in terms of the volume of amounts spent on advertising gold jewellery products, according to the survey carried out by the International Ipsos Company. Mr. Al-Haffar also clarified that the fact L'Azurde has obtained many awards on the local and international levels, proves that its main and permanent concern is to develop its administrative and organizational schemes for the purpose of achieving the goals of the strategic plans of the company. According to Mr. Al-Haffar, this fact has qualified L'Azurde to obtain the ISO 9001 Certificate for the best international quality. Finally, Mr. Al-Haffar thanked all the parties that have contributed to the success of this advertising campaign, be they artists, photographers, or producers. He ended his speech with special thanks to World Gold Council and to Elissa.
Mr. Moaz Barakat, Managing Director of World Gold Council for the Middle East, Turkey and Pakistan, clarified that, "the role of World Gold Council is to offer innovative ideas, and the latest, state-of-the-art means in strategic campaigns and projects, in order to meet the actual needs of the end-consumers, and to efficiently enhance the growth and development of gold and jewellery. Mr. Barakat added that "on the basis of the surveys and researches carried out by World Gold Council in the world, in general, and especially in the Arab region, focus has been made on orienting the industry of gold and jewelry in the same direction as that of the stream of fashion trends, and of modern life", and this in such a way that such products be ranked as the top among the other modern products.
Mr. Barakat further said that the fact that Elissa has been chosen as a prominent media face, and as the ambassadress of gold and jewellery by L'Azurde for 2007-2008, has been due to her charismatic and enchanting presence on all TVs and stages of the Arab world, and that she reflects the desires and aspirations of women -whether married or single. Rich and elegant yellow gold jewellery with modern designs represent an inseparable part of the modern and elegant woman. Mr. Barakat then explained that cooperation between World Gold Council and L'Azurde, the most important manufacturer and producer of gold and jewellery in the Arab region and which plays a major part in contributing to the growth and the development of fashion and modern life in the gulf region and in the Arab countries, such cooperation aims at offering the latest modern vogue and trends in the world of gold and jewellery."
At the end of his speech, Mr. Barakat highlighted the most important goals of the campaign, as follows: "This huge campaign is one of many other campaigns around the world that were launched to focus on one of the most important factors of the precious and modern yellow gold jewellery which is the factor of fashion, elegance and modern life. The campaign aims at offering the best jewellery in terms of designs, and quality, to a major stratum of the society, namely married and single women in the classy societies, for the purpose of satisfying their desires for all occasions, and in their daily life; to contribute to the development of the showrooms of gold jewellery in the purpose of making women's shopping experience a pleasant and precious one by offering a large choice of prestigious, modern and fashionable yellow gold jewellery of 18 or 21 karat", a fact that in Mr. Barakat's opinion, would lead to increase the demand for gold and jewellery.
At the end of the press conference, the attendants viewed a TV commercial for the "Miss L'Azurde Collection" Campaign, and the huge production work that has been done behind the scenes. The press conference ended with a live show revolving around all the gold jewelry collections, which are represented and reflected by the Ambassadress of Golf for L'Azurde and World Gold Council, Elissa, knowing that the number of the said collections is six, and the name given to each one of them is as follows: LA DONNA, BARONA, SHARQIYYAT, ZARINA, SIMAR, and NOKHBA.
The said collections, which reflect the prestigious modern life, ranged between 18 and 21 karat. The LA DONNA Collection comprises a series of sets of 18 karat gold, characterized by their splendor and fascinating beauty with off-white earrings and circular pendants. Their target are women over 18, and they have been designed to satisfy women's needs on all the occasions, such as marriage, engagement, souvenirs, gifts, etc. As for the gold sets of the BARONA Collection, they have been marked by their originality, fineness, and feminine aspect, and they target women above 26 years.
Traditional luxury is reflected by the SHARQIYYAT Collection of 21 karat gold, which gives a sense of welfare on all occasions, such as marriage, engagement, and family evening gatherings. The ZARINA Collection comprises lively designs fit to daily wear. The 18 karat SIMAR Collection glowed with its soft touch among the L'Azurde collections for summer 2007. AL NOKHBA collection singled itself out by a distinguished manufacturing accuracy and magnificent creativity that complement the needs of modern women.
It is worth mentioning that all these collections are currently available in selected gold and jewelry showrooms in Saudi Arabia and in the Gulf region, as well as in North Africa.
-Ends-
© Press Release 2007
