Kicking off the New Year in true L’azurde style, the largest gold and jewellery designer, manufacturer, and distributor in the Middle East, today announced its collaboration with Emirati-Yemeni soprano Balqees Ahmed Fathi to be their new face for 2017.

Famed for her unique sense of style, confidence and attention to detail, the 28-year-old singer, was a natural fit for the role, according to Sélim Chidiac, CEO of L’azurde, who said: “Balqees is a wonderful addition to the L’azurde family, and we are pleased to have her on board. Her dynamic personality and strong dedication to her craft, embodies the essence of our brand, that blends traditional Arab values with modernity, which are also reflected in our designs. Moreover, she is a positive influence and contributor (appointed by the UN as the first Planet 50-50 champion for the Arab States region) which resonates with our customers and community who aspire to be future leaders and trendsetters.”

Balqees has 5.5 million followers on Instagram and over 1 million Facebook fans, and is the only female singer from the region to have sung with Italian classical-crossover tenor Andrea Bocelli.

The new collections endorsed by Balqees, will soon be available with the latest from L’azurde jewellery designs. Speaking of the appointment Balqees said with a smile: “I am very excited to be working with L’azurde, a trusted name in the market and the preferred jeweller for my wedding look last month (December 29^th, 2016). I’m sure we are going to shine together, both on and off stage.”

No further details around the terms of the deal have been released.