World Gold Council and Damas celebrate the success of 'Farfasha

Singing superstar Nancy Ajram to topbill 2nd phase of youth campaign

Dubai UAE (June 6, 2007) - World Gold Council (WGC), the global advocate of gold marks its second year of unprecedented success in promoting gold jewellery and accessories to the Middle East youth with its partner Damas Jewellery through its Farfasha - Generation Gold campaign.

Farfasha, in its second year now unveiled its next - generation collection with a new TV commercial aired on Pan Arab TV channels. The gold jewellery brand Farfasha, popularized by Lebanese singing sensation Nancy Ajram, is the outcome of successful collaboration between WGC and leading jeweller Damas. The brand offers a vibrant collection of rings, earrings, necklaces, anklets, armbands and pendants for young ladies who have a strong liking for versatile, stylish and fashionable jewellery pieces.

Moaz Barakat, Managing Director of World Gold Council for the Middle East, Turkey and Pakistan, remarked, "The campaign has successfully created a new generation of gold jewellery enthusiasts best represented by our Youth Brand Ambassador Nancy Ajram. This is probably the first time that a gold jewellery brand has paid close attention to the sensibilities of the youth from brand conceptualization all the way to creative marketing."

"In its first 60 days of launch, the brand has created a stir in the market and has posted record sales of over 100 kilograms of gold. Perhaps globally, this could be the first gold brand to clock such numbers just within the first 2 months. The Farfasha - Generation Gold campaign is undoubtedly a triumph in reinforcing the interest in gold among the Pan-Arab youth, which comprise more than half of the total population," he added.

Nancy Ajram, who played a pivotal role as the campaign's Youth Brand Ambassador, said, "It is a pleasure to be part of this exciting initiative. The previous year has taken me throughout the region and the response to Farfasha has been truly overwhelming."

"These are pieces that I enjoy wearing myself, thus it is not surprising for the young set to feel the same way. I look forward to another year of bringing Farfasha closer to the young generation because this is a brand meant for them."

Farfasha, which translates to 'chill out' in Arabic, offers a unique collection that 'celebrates the strength of friendship with links that cannot break.' Through a full media campaign spanning print, TV, radio, cinema, and outdoor, the brand sends across its primary message of friendship, carefree lifestyle and youthful sophistication, values that appeal to the Pan-Arab youth market.

The fashionable, contemporary and highly affordable gold pieces embody youthful energy in 18 kt gold. Farfasha is exclusively available at Damas outlets in the UAE and overseas.

Tawhid Abdullah, Managing Director of Damas said, "The first phase of the 'Generation Gold' campaign far exceeded our expectations. The popularity of the brand and its strong recall among the youth as well as other markets has translated to actual sale."

"It was so successful that our stores ran out of stocks and several jewellery lines were reproduced several times to meet the overwhelming demand from pan-Arab and local clients. Predictably, the jewellery pieces worn by Ms Ajram in the media campaign were especially popular."

According to Damas sales figures, Farfasha has sold over 109 kg of gold in the Middle East for the 1^st Quarter of this year alone. The UAE remains its strongest market, registering total sales of 63 kg worth of Farfasha's jewellery and accessory pieces during the quarter period.

The campaign aims at specific distinctive signature elements supported by a youthful market positioning- 'Generation Gold' -- to establish gold's status as a must have accessory among the younger generation. This early, it has become a benchmark for other marketing efforts targeting young women.

Barakat and Abdullah both agree with what has been achieved during last year's campaign. On the second year of the Farfasha - Generation Gold Campaign, WGC and Damas will be building on the success of the previous year by adding exciting new pieces to the existing collection and introducing an exciting twist to the Farfasha story. The new campaign will definitely make gold a dominant trend in the highly competitive youth market.

-Ends-

Note to Editors:
The World Gold Council is a global organisation, formed by an association of the world's leading gold mining companies, whose aim is to promote the end-use of the unique and precious metal which they all produce - GOLD.

As the industry's marketing arm, the Council, with its global presence, marshals the skills and resources needed to create the market conditions that will allow consumers and investors unhindered access to gold and gold products.

As a publicist for gold jewellery and other end-use markets such as industrial use, and investment, the Council works to address any major consumer issues. The Council is a source of data for the gold industry, providing balanced information on gold demands and trends to market participants and key influencers of the financial markets.

The World Gold Council brings users, investors and consumers closer to the metal of their choice - GOLD.

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