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L’azurde, the largest gold and jewelry designer, manufacturer, and distributor in the Middle East, has announced Arab star Nelly Karim as the ambassador of their new campaign in Egypt.

Nelly has managed through her various roles to focus on the lifestyle of women in the Arab world and to present their well-situated pictures from various social circles. L’azurde ensures to celebrate individuality of Arab women of all ages in a perfect way.

The announcement is a part of the company’s continuous investment and expansion of its portfolio of jewelry by placing Nelly as an iconic and aspirational figure of the modern L’azurde woman.

L’azurde offers a diverse collection of designs annually, and has found valuable positioning in the GCC market for women.

Commenting on the collaboration, Nelly said: “I’m honored to be representing L’azurde. The brand is known for representing women with elegance across all their roles, and aspires them to be unique. 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.”

Selim Chidiac, CEO of L’azurde, said: “L’azurde is the top regional brand in luxury jewelry and manufacturing. This success is due to our belief in empowerment.

“We offer numerous designs, reaching 5,000 of them 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 Emirati singer Balqees Fathy. Nelly is a great addition to the list and is expected to take the brand’s image to a new level.