With Mouawad's history as the jeweler to Middle Eastern royalty, a tie-up with cheeky U.S. underwear retailer Victoria's Secret may not have seemed a match made in heaven.
But combining Mouawad jewels and the Victoria's Secret "angels" - high-profile models such as Alessandra Ambrosio and Candice Swanepoel - proved a surprise piece of marketing genius.
Since 2001, the luxury jewelry house has designed, manufactured and built the jewel-encrusted "fantasy bras" worn at the end of Victoria's Secret's annual fashion show.
The showpieces are worth between $2 million and $12 million each, which Pascal Mouawad considers a price worth paying for global exposure the angels and their bras receive.
"The Victoria's Secret fantasy bras are really fantasy items," Pascal, the chief executive of Mouawad's retail group and the architect of the VS deal, told CNBC's Hadley Gamble in an interview in Dubai. "We've never sold one of them, even though they've always been for sale."
As co-guardians of the Mouawad legacy, thinking outside the parameters of the 126-year-old company's heritage has been key for Pascal and his older brothers, Fred and Alain.
Mouawad was established by their great grandfather David in Beirut. Their grandfather Fayez took the business to Saudi Arabia, where he won a reputation as the aristocracy's favorite. Then their father Robert expanded brand beyond the Middle East to Europe.
So when Robert stepped down in 2010, was a decision that the family did not expect.