Azza Fahmy is a force of nature in the world of jewelry design, an icon who has dared to elevate adornment to the realm of cultural legacy. Her journey began in the late 60s, when a German art book on medieval jewelry ignited an unquenchable passion within her—a passion that would chart a new course for jewelry design. In an era and place where a career in jewelry was a daring departure for a woman, Fahmy broke boundaries, becoming one of the first female apprentices in Cairo’s historic Khan El Khalili. Now, with a 55-year legacy behind her, Fahmy’s family-owned business is poised for a new chapter. The debut of their first boutique at the Kingdom Centre in Riyadh marks a significant milestone. We had the privilege of sitting down with Fahmy for an in-depth Q&A, exploring the ethos behind their designs and the namesake brand’s legacy.
You began your journey at a time when societal norms often restricted women’s professional pursuits. What were some of the key challenges you faced, and how did you navigate and overcome them?
Beginning my journey at Khan El Khalili in 1969, I fully immersed myself in the craft under the guidance of one of the most esteemed masters of the trade. As one of the first women to enter this traditionally male-dominated field, many didn’t quite understand what I was doing or why I was there. Yet, I remained focused on my passion, reminding myself that my goal was not to seek approval or compete, but to follow what I truly loved. My dedication and love for the craft gradually earned me the respect of my peers. The community was incredibly supportive, offering invaluable technical and historical insights that shaped my expertise and deepened my appreciation for the artistry of jewelry-making.
Did you always envision your daughters joining you in the family business, or was it something that naturally evolved over time?
Of Course I hoped that my daughters might one day be part of the family business, but it was never something I pressured them into. Their journey into the world of jewelry was something that evolved naturally for them. From a young age, they were involved in our exhibitions and workshops, and their passion for the craft grew organically from those experiences. It’s been wonderful to see them develop their own deep connection to jewelry and choose to carry forward the legacy with genuine enthusiasm. Their involvement has felt like a natural extension of their own interests and talents, rather than something imposed on them.
What inspired you to open a store in Riyadh, and how does it align with your overall brand vision?
Opening a boutique in Riyadh was a natural step in our brand’s journey, given the deep connection between Azza Fahmy Jewellery and the rich tapestry of Arab culture, with Saudi Arabia holding a special place in this heritage. Riyadh, a city that beautifully balances tradition and modernity, mirrors the essence of our brand.
We’ve always had a strong relationship with our Saudi clients globally, and the growing demand in the market, especially after the success of our Al Ula pop-up, emphasized the need for a permanent presence. Establishing a boutique allows us to connect more closely with our clients and share our story, craftsmanship, and commitment to quality with a community that values these elements deeply.
Moreover, our partnership with Attar United came at the perfect time. As the Kingdom’s leading luxury retailer with an esteemed VIP clientele, Attar United shares values and aspirations that align perfectly with our brand. Together, we are excited to bring an exceptional experience to Saudi Arabia.
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What kind of experience do you hope to offer customers at the Riyadh store? How does it differ from your other locations?
At the Riyadh boutique, we aim to offer customers an immersive experience that celebrates artistic expression and cultural heritage while creating a deep personal connection. The atmosphere we envisioned for the space is one where our clients can truly immerse themselves in the world of Azza Fahmy. We wanted to create an environment where every detail reflects her personality, values, and artistic journey, making it both welcoming and inspiring. We were able to bring this vision to life with the invaluable support of Universal Together, we crafted spaces that reflect Azza Fahmy Jewellery.
The Riyadh boutique is unique because it features specially curated pieces from some of the region’s finest talents, this is where our collaboration with esteemed artists like Randa Fahmy and Bokja’s Huda Baroudi and Maria Hibri played a big role. For example the fabric-like curtain combining geometric Mamluk motifs with Randa Fahmy’s craftsmanship, which greets visitors as they enter, beautifully reflects our brand’s heritage. There’s also a stunning chandelier inspired by pharaonic designs, adorned with papyrus and lotus motifs in glass and brass, showcases the depth of Azza Fahmy’s historical research. In the remarkable VIP room, a tapestry by Bokja blends elements from pharaonic ceilings and temple walls with intricate engravings, creating a unique fusion of historical influences.
These carefully selected elements create a culturally rich shopping experience that sets the Riyadh boutique apart from our other locations. By incorporating traditional craftsmanship and nods to Ancient Egyptian culture throughout the space, we connect our clients not just to the brand, but also to the cultural and historical influences that have shaped our work. Ultimately, our goal is to welcome our clients to a place where they can engage with us and experience the essence of our brand in every corner.
Are there any special collections or exclusive pieces that will be available only at the Riyadh store?
Definitely, with our boutique opening comes the debut of some truly special collections exclusively at Riyadh. For the first time, we’re showcasing Azza Fahmy’s high jewelry collection, featuring breathtaking pieces with incredible stone options like precious stones, crafted with the finest materials and exceptional artistry. These pieces are not just jewelry, they’re statements, each one telling a unique story through its intricate design and holding cultural significance. The boutique will also showcase the Soraya Limited Collection, a selection of unique, limited-edition designs inspired by the rich culture and heritage of the region. It’s our way of bringing something truly special and one-of-a-kind to Riyadh, and we are excited for our clients to explore these beautiful collections.
Are there any other cities in Saudi Arabia or the Gulf that you are eyeing for potential store openings?
With the opening of our Riyadh boutique, we are eager to continue expanding our presence across Saudi Arabia and the Gulf region. We’re also exploring opportunities in other major cities across the region, where we see a growing appreciation for our unique blend of craftsmanship and cultural storytelling. Our aim is to create more intimate connections with our customers through personalized services, exclusive events, and a truly immersive brand experience. We want to bring the Azza Fahmy essence to as many people as possible, offering them a chance to explore our heritage and artistry up close.
Where do you draw your creative inspiration from, especially in a field that is so deeply rooted in history and culture?
My creative inspiration comes from a variety of sources and cultures, but a main source would be my fascination with Ancient Egypt. I often draw on ancient artifacts, architecture, literature, and traditional motifs as starting points for my designs. Traveling also provides endless inspiration, as it allows me to fully immerse myself in how different cultures express their heritage through art and design. I could travel to a place for months just purely for research and get inspiration from that. Beyond that, I find inspiration in the stories of people, both past and present. Each piece of jewelry we create is meant to tell a story or capture an emotion, and I’m constantly inspired by the idea of connecting people to their history and identity through our designs. For us, every moment is an opportunity to draw inspiration and tell a story through our craft.
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Sustainability is a growing concern in the fashion and jewelry industries. How does Azza Fahmy incorporate sustainable practices into its business model?
Sustainability is an integral part of our philosophy and business model. To incorporate sustainable practices, we focus on using high-quality, durable materials that ensure our pieces can be cherished for a lifetime and even passed down through generations. We also implement waste-reduction techniques in our production processes, minimizing material waste and reusing scraps whenever possible. Additionally, we emphasize the importance of handcrafted techniques, which not only preserve traditional skills but also have a lower environmental impact compared to mass production methods.
How important is ethical sourcing of materials to your brand, and how do you ensure that your pieces are created responsibly?
Ethical sourcing of materials is extremely important to our brand, as it aligns with our values of integrity, respect, and responsibility. We take great care to ensure that all our materials are sourced from reputable suppliers who adhere to ethical and fair-trade practices. This means that we only work with partners who guarantee that their materials are obtained in a way that is environmentally friendly and socially responsible. We also maintain close relationships with our suppliers and regularly review their practices to ensure they meet our standards. This approach helps us create pieces that our customers can wear with pride, knowing they are made responsibly.
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What advice would you give to young designers who are just starting out?
My advice to young designers would be to always start with a deep appreciation and understanding of tradition. It’s important to study the techniques, history, and cultural context of your craft, as this foundation will inform your creative decisions. Also, don’t be afraid to experiment, push boundaries and to be bold. Innovation comes from reimagining what’s possible while keeping a respectful nod to the past. Balancing respect for tradition with the need for innovation means finding your unique voice, one that honors the heritage but also is relevant and speaks to the present. It’s a delicate dance between preservation and progression, and the best way to navigate it is by staying true to your own vision and passion.
What about if you could go back in time and give one piece of advice to your younger self when you were just starting out, what would it be?
I would advise my younger self to embrace every challenge and setback as a valuable learning experience. Early in my career, it was easy to feel discouraged by obstacles or criticism, but these moments were crucial for my growth and development. Trust in your passion, vision, and most importantly your gut and remember that perseverance and resilience are key to overcoming difficulties.
What has been the most rewarding moment of your career so far?
The most rewarding moment of my career has been seeing our designs recognized and cherished on a global scale, especially when they resonate deeply with people from diverse cultures. To witness how our work, deeply rooted in Egyptian heritage, could capture the imagination of people worldwide and foster a greater appreciation for our cultural history was incredibly gratifying. It affirmed that our commitment to preserving and celebrating our heritage through jewelry has truly made an impact, and that is the greatest reward of all.
How do you unwind and find balance outside of your creative work?
I make it a priority to unwind in ways that relax both my mind and body. Meditation and yoga are non-negotiables for me, and I often travel to specialized yoga retreats. I’ve been to India multiple times for this specific reason, it’s the perfect way to detox and ground myself. These practices help me recharge and maintain balance in my life.
What are some personal passions or hobbies that might surprise people who know you only through your jewelry?
People might be surprised to learn that I have a deep passion for cooking, especially using traditional methods. I love preparing classic dishes just as they were passed down through generations in my family, using their authentic flavors and ways of cooking. Another hobby I cherish is gardening. There’s something incredibly rewarding about growing my own plants and tending to my garden. it’s a peaceful activity that allows me to connect with nature in a very personal way.
