Dana Alfardan, distinguished Qatari composer and songwriter, and CEO of DNA Sounds, has joined Alfardan Jewellery as it’s newly appointed Vice President. Under Dana’s leadership, the jewellery house is set to enjoy a bold and new edgy look with inspirational campaigns and offers for women in Qatar, as well as an array of new timepieces of the world’s finest jewellery brands soon coming to Doha.

Though music has always been a passion for Dana Alfardan, as one of the heirs to the Alfardan jewellery empire, Dana has also always had a keen interest in the luxury fine jewellery industry. Having spent her college years in Dubai studying International Relations, Dana went to London to pursue her post graduate studies in gemology so she could join the family business and build on the long history of the family’s aspirations and success in fine jewellery.

Gearing up for her new role, Dana recently visited the Salon International De La Haute Horlogerie “SIHH” 2017 in Geneva, a yearly gathering of professionals in the watchmaking industry set to roll out the latest trends in the industry. Adding to the existing Alfardan repertoire of Vacheron Constantin luxury collection, Dana brought back with her to Doha the brightest feature of the show with the brand’s latest watch creation, the world's most sophisticated watch featuring 23 different complications.

With her new appointment, Dana envisions to launch new and inspirational campaigns for women in Qatar starting with the “Stay Active and Shine” campaign which is set to launch in QRT1 in 2017. In launching these campaigns, Dana aspires to raise awareness of the importance of leading a healthy and active lifestyle for the women of Qatar, while confidently incorporating into every day wear and use the beauty of the finest jewellery of world renowned designers.

Speaking about her new appointment, Dana Alfardan said: “I am thrilled with my new role at Alfardan Jewellery and to have the opportunity to live my passion for jewellery design once again. Jewellery has been at the forefront of my family business for generations and I am excited to build on its existing outstanding collections with new fine pieces where women will feel empowered while wearing them. My real mission for our company is to re-energize our spirit by adding bold and edgy pieces to reflect the spirit of the modern woman today.”

Dana added: “Diamonds are a girl’s best friend because we can take them with us everywhere! Diamonds are not only confined to the ballroom, they add value to everything we do in life. I believe in the power of jewellery to help us express ourselves and I see every item as a conversation piece that speaks about us and defines us to the world. We all deserve to sparkle and stand out! Our aim is to encourage women to stay fit and active and take care of their wellbeing from within whilst enjoying the finesse and beauty of their timeless jewellery pieces at the same time.”

Through its various splendid showrooms, Alfardan Jewellery displays exclusive jewellery pieces from worldwide luxury designer brands including Chaumet, Alain Philippe, Vacheron Constantin, Chopard, Piaget, De Grisogono, Harry Winston and many others. Furthermore, Alfardan Jewellery features exclusive pieces by Noudar, courtesy of designer Noor Al Fardan, an award-winning Qatari designer who sells her inspiring jewellery only at Alfardan jewellery showrooms in Doha. Noudar pieces are purchased by celebrities including Anna Friel, Nicole Scherzinger and Taylor Swift amongst others and are also available in St Tropes, London and LA as well as other destinations.

Alfardan Jewellery will participate at the Doha Jewellery and Watches Exhibition at the Doha Exhibition and Convention Centre ‘DECC’ from 20-25 February, 2017 showcasing its latest collection of top class luxury brands.

Alfardan Jewellery strongly believes that jewellery is not just a luxury attribute, but a part of a woman’s lifestyle and daily routine from sports to shopping and going to work. World renowned celebrities, who lead an active lifestyle, like Serena Williams and many others, come to Alfardan Jewellery often for their fine jewellery pieces.

Throughout 2016, Dana Alfardan has also achieved a number of milestones in her music career including her collaboration with the award winning DJ Robin Schulz on his latest album Sugar, and the London concert where songs from her album, Sandstorm, were performed by members of the UK-based Orion Orchestra at the prestigious Cadogan Hall, alongside Lebanese-American composer and pianist Guy Manoukian.

Dana continues to emphasize the importance of cultivating a culture of wellbeing and healthy lifestyle and hopes to see amazingly ambitious women of today expressing themselves throughout jewellery and all facets of their lives.

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QNE

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