New venture into perfumes announced with the launch of its ‘Diamond Scent’ at the event Dubai April 27, 2015: Renowned jewellers Mouawad celebrated their 125th anniversary at a gala luncheon event in Dubai at the Armani Ballroom in the Armani Hotel, Burj Khalifa on April 22nd. There to share the landmark occasion and enjoy the celebrations were some of the city’s glitterati including Mouawad’s valued patrons, top city bloggers and influencers as well as the media. The event was covered by three television shows, with media crews from local television channels MBC and Rotana Khalijiya on hand to record every sparkling moment.
The occasion was flagged off by an ‘action painter’, whose stunning pop art style, jewellery-themed masterpiece painted live at the scene managed to turn heads and attract much attention. Mr. Pascal Mouawad, CEO of Retail Division, graced the occasion with his presence, welcoming guests and sharing two lively and compelling presentations. He spoke to an appreciative audience, offering interesting insights and informative anecdotes about Mouawad’s rich history and its accomplishments from humble beginnings in 1890 until its emergence as a modern-day brand to be reckoned with. He also spoke about Mouawad’s capabilities and expertise in the art of sourcing and manufacturing diamonds, as well as about the hard work and creativity that goes into the design and production process behind the scenes at the company’s ateliers.
This was the perfect occasion to also announce Mouawad’s first ever venture into a whole new arena, that of haute perfumes, as Mouawad’s new perfume ‘Diamond Scent’ was launched at this event. As with everything Mouawad undertakes, the launch of the perfume was conducted with creative flair and a touch of the unique, with two elegant ballerinas performing a dance around a mysterious gold silk-covered glass showcase that was later unveiled to reveal the perfume. Inimitably luxurious and infinitely seductive, Mouawad’s ‘Diamond Scent’ has been created to reflect the beauty and sensuous aura of a diamond. The regal composition, encased in a finely polished glass bottle with sparkling crystals, has a heart of iris, violet, jasmine and rose, with a base of vetiver and patchouli with Oud wood, Benjamin and musk revealing its bold, Oriental feel. The perfume launch at this event captured the interest of the audience, creating a noteworthy buzz, as it heralded a whole new chapter in the future of Mouawad, with more brand extensions seeming to be a distinct and exciting possibility. The glittering and stylish event ended on a sweet note, with Mr. Pascal Mouawad cutting a sumptuous tiered anniversary cake that was resplendent in white and gold. Guests were then invited to a lavish luncheon buffet. Mr. Pascal Mouawad said: “As we celebrate our 125 years of history and achievement, we take this opportunity to express our gratitude to our guests for their invaluable support and good wishes today. It has been a privilege to see both familiar and new faces here, and to share our success and joy through this marvelous celebration.”
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