Dana Alfardan is the Face of Chopard's Exquisite L'Heure du Diamant Collection
In a dazzling confluence of artistry and elegance, Alfardan Jewellery, the esteemed regional partner for Chopard, unveils its latest campaign for the L'Heure du Diamant collection, fronted by the extraordinary Qatari composer, singer, and businesswoman, Dana Alfardan. This collaboration showcases the alchemy that occurs when Chopard's peerless craftsmanship meets Dana's innate grace and sophisticated artistic vision. Alfardan Jewellery is proud to present a selection of timepieces from Chopard's L'Heure du Diamant collection curated specifically for Qatar.
The recently completed campaign captures Dana adorned with the L'Heure du Diamant collection's resplendent timepieces and jewellery. Her natural poise and deeply refined aesthetic effortlessly embody the spirit of these creations, celebrating the diamond's unparalleled brilliance and the meticulous artistry of Chopard's master artisans.
Since its founding in 1860, Chopard has been renowned for its unwavering commitment to haute horlogerie and joaillerie – a history steeped in Swiss precision and ethical sourcing. The L'Heure du Diamant collection showcases pieces where exquisite diamonds are meticulously hand-set to unleash their inherent fire and captivating allure. A hallmark is the diamond halo technique, framing the dial or central gem with a luminous diamond crown, enhancing brilliance and symmetry. This includes a unique Chopard design of index, an adaptation of the signature crown-setting technique where the diamond is held like a crown. Floral and organic motifs further embody femininity and grace, resonating with Middle Eastern preferences. Some models feature artistic dial finishing with mother-of-pearl or natural stones, while their unmatched versatility allows styling for any occasion, reflecting the dynamic lifestyle of Qatar's discerning clientele.
The exquisite pieces showcased feature ethical 18k white and rose gold settings, with brilliant-cut and pear-cut diamonds, sometimes accented with marquise or cushion cuts. Total diamond weights range from 3 to 7 carats. Dials boast textured mother-of-pearl, an array of natural stones (malachite, turquoise, lapis-lazuli, tiger eye, carnelian, onyx, opal), or full diamond pavé. L'Heure du Diamant watches are offered on sophisticated straps or a distinct gold bracelet, heavily textured in an authentic 60s 'tree bark' style.
Alfardan Jewellery clients seek emotion, heritage, and artistry. Chopard's L'Heure du Diamant collection resonates strongly due to its in-house artisanship, ethical gold reflecting Alfardan Jewellery's commitment to sustainability, stone-setting mastery, and the maison's ethos to timelessness over trend.
This collaboration holds particular significance due to Dana's deep roots in luxury and craftsmanship. Alfardan Jewellery, as Chopard's regional partner, identified Dana as an ideal local muse, lending authenticity and cultural relevance. The collection highlights exclusive Qatar exclusive editions of the L'Heure du Diamant collection, reimagined for the modern Qatari woman, represented by Dana Al Fardan.
Alfardan Jewellery have selected Dana as she embodies the perfect candidate; representing the ideal fusion of cultural richness, artistic excellence, and timeless elegance. As a visionary composer, she represents the modern Qatari woman—elegant yet bold, creative yet rooted in heritage, bringing an authentic, emotional connection to the jewellery house's clientele.
As the newly appointed Vice President and Creative Director Dana's multifaceted identity aligns with the collection's narrative of women who shine through individuality and strength. What makes this collaboration even more personal is her father, Ali Alfardan's significant role in the collection's development.
As a leading music composer and creative force in the region, Dana's artistic journey has always been rooted in storytelling and emotional expression. This time last year, Dana performed at the prestigious Cannes Film Festival, where she debuted a piece inspired by Caroline Scheufele herself—and that composition has now been officially launched. A musical tribute that beautifully captured the spirit of femininity and creativity that L'Heure du Diamant celebrates.
Speaking on the collection Dana added: 'The pieces speak to a timeless elegance that resonates deeply with my own creative journey—where emotion, artistry, and heritage intersect. Collaborating with a Maison as visionary as Chopard, and one so closely connected to Caroline Scheufele's inspiring legacy, is a true privilege. This campaign celebrates not only exceptional craftsmanship, but the power of storytelling through both music and design."
The campaign featuring Dana for the L'Heure du Diamant collection is poised to captivate audiences globally. The L'Heure du Diamant collection has launched and is exclusively available at Alfardan Jewellery boutiques in Qatar.
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