Azza Fahmy Expands With New Store, Collection

by Ahmed Mansour

Azza Fahmy Jewelry unveils its new retail concept with the opening of its 6th Cairo shop at Galleria 40. Designed with the discerning jewelry shopper in mind, the new model brings about a living stage for discovering emblems of beauty and heritage.

The sleek and contemporary space, designed by M-Studios in Amsterdam, comes with polished and raw marble walls and flooring with antique and mesh brass in-lays in dual tones that add subtle interest. Store fixtures in genuine leather and fine suede textiles embrace the Pharaonic tones of blue, brown and beige, providing a warm, inviting setting.

[caption id="attachment_436190" align="alignnone" width="620"] Azza Fahmy's new concept store in 6th of October.[/caption]

“This shop is different than all the other shops that we’ve ever opened, we made sure that it represents a whole new concept that merges modernity with our Eastern heritage. Our shop represents our creativity, and creativity entitles us to be up to date, not only with the interior design of our shops but also regarding our jewelry. On the other hand; we always make sure we never lose our identity in the process of evolving,” Azza Fahmy told Egypt Today.

The store’s interiors, complete with a heritage wall, celebration bar, and a collaboration gallery with graphic frames at every corner, narrates the brand’s most iconic moments since its inception in 1969. The space is complemented with a communal table and a woman’s vanity corner in the style of a boudoir, in addition to a bespoke consultancy lounge and an in-store library featuring some of the luxury house’s most quintessential book selections.

[caption id="attachment_436192" align="alignnone" width="620"] The opening of Azza Fahmy's new store in 6th of October.[/caption]

Azza Fahmy recently managed to further build on their relationship with the British Museum with the creation of a second bespoke capsule retail collection that will be available in both the Museum’s Grenville Room and the exhibition shop. Amina Ghali, Head of Design, and Azza Fahmy’s youngest daughter, took on the commission to create the Azza Fahmy for the British Museum collection.

“We are delighted to have been invited to collaborate with this iconic institution once again. A natural part of our design approach is to creatively include cultural references by way of story-telling. The coins captured that sense of history and really resonated giving us artistic scope to encapsulate elements of the exhibition in the creation of jewelry pieces that perfectly complements the exhibition’s dialogue,” announced Ghali at the opening of the new store.

Inspired by imagery of coins together with early 18th century French pocket watches, Amina Ghali reflects the essence of the exhibition while remaining true to the Azza Fahmy ethos of translating cultural references into jewelry designs.

Hand-crafted in the Azza Fahmy trademark mix of sterling silver fused with 18ct gold components the collection consists of four distinct pieces: two pendant coin necklaces, a collar coin necklace together with a pair of earrings which completes the offer.

The coin pendants individually depict the Cross and Arabic calligraphy, which features the phrase God is One, both of which give a nod to the style of early 18th century French pocket watches while the Roman Head is treated to an antique appearance. The Hand of Fatima, an amulet of strength and protection, earrings feature geometric motifs.

“The strong Egyptian theme in this exhibition offered us the perfect opportunity to work with the Azza Fahmy team again,” said Angela Pountney, buying manager at The British Museum Company. “The high standard of craftsmanship, but with a modern approach, reflects the commercial interpretation we have developed across a wide range of categories and price points.”

The Azza Fahmy for The British Museum collection supports the Egypt: Faith After the Pharaohs exhibition which explores the early development and co-existence of Judaism, Christianity and Islam in Egypt from 30 BC after the death of Cleopatra and Mark Antony.