Unveiling our latest campaign for Alif, featuring the Saudi entrepreneur and TV presenter Sara Murad, expanding the Alif portfolio of women, symbolizing a tribute to every woman.
Shot in the Arabian desert, the campaign evokes the journey of women, from their past to their promising future, amidst the breathtaking landscape, instilling a sense of pride in the roots and origins of the Middle East. The Alif collection celebrates resilience, confidence, and the generosity of the women from the region – a true testament to the enduring spirit of womanhood.
Sara Murad embodies the inspirational character of the women of the region, as a successful example of women empowerment. She has become a household name as the senior presenter on the number 1 morning in the Middle East, “Sabah Alkhair Ya Arab,” on the regional television channel MBC. Most recently, Sara became an entrepreneur, launching her own fragrance brand By Sara Murad, capturing her professional journey, exuding power and confidence.
First launched in November 2020, the Alif creations draw inspiration from the majestic first letter of the Arabic alphabet, all designed to pay tribute to women empowerment, turning a single letter into simplistic and modern jewellery which capture the empowered spirit of standing tall and strong just like an Alif. Over the years, the Alif collection has become an icon for Damas, signifying strong roots, rich heritage and dedicated to women in the GCC honoring their strength and achievements as integral pillars of today’s society.
From the first Alif collection, to Alif Mosaic, to Alif Unity, each creation giving an uptake of the design with its grooved, highly polished motif, curved aesthetic and ever relevant styles; in a selection of gold, diamonds, mother of pearls and semi precious stones, giving each one an unforgettable presence. In November 2023, the three-year anniversary of this collection ushered in a dazzling new chapter in the Alif story, with three diamonds adorning the Alif pieces.
The Alif creations embody the line's iconic sleek design with its smooth yet graphic shapes, offering standalone pieces of striking beauty that are also designed for layering and stacking. Paying homage to this minimalist aesthetic, Alif is a sparkling beacon of modern craftsmanship beautifully blended with cutting-edge technology, every creation caters to every woman's discerning taste.
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