Azza Fahmy goes to London

CAIRO – 22 January 2018: Azza Fahmy Jewellery is heading out to the UK and opening her first London store in Mayfair’s historic Burlington Arcade on March 1.
While building and directing the brand's future designs, the concept store is an element of Fahmy’s plan for total globalization.

"The store strengthens our existing retail presence in London and the educational contribution London made to my early career path further enhances our connection to the city," Azza Fahmy, founder and CEO, said in a press release.

It adds to the network of 15 retail doors across the MEA including own brand boutiques and UK stockists, including on-line retailers.

Azza Fahmy first fell in love with jewelry when she came across an art book on classical jewelry of the Middle Ages in Europe. “The book was in German and cost LE 17.5 — a fortune at the time — but neither language nor price barriers stopped me from buying it,” Fahmy said. After receiving a bachelor’s degree in interior design, Fahmy did something both culturally and socially unacceptable at that time: she decided to become an apprentice in Khan El-Khalili to learn at the hands of skilled masters and craftsmen. “I tied my hair back, put on my overalls and spent my days in a workshop full of men, learning the tricks of the jewelry making trade,” Fahmy said to Egypt Today in a previous interview.

“We are delighted to make our retail debut in the UK. We have invested in growing the UK audience and our online boutique {www.azzafahmy.com} has witnessed significant UK revenue. This market has become one of our important growth areas outside the MEA region,” Fatma Ghaly, managing director commented in a statement.

Ghaly is a business development specialist with more than 12 years of experience. Working her way up from marketing executive, she gained experience at a very early age by being part of the family-owned business. Today, she plays a vital role in consolidating the homegrown brand as an international luxury designer name. She is one of the main players who worked hard to bring the brand to where it is today and is currently developing new strategies to globally expand.


Photo courtesy of Azza Fahmy