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Why did you choose London for your first store outside of the MENA?
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.
Additionally, London (with the help of the British Council) has made a significant educational contribution to my early career path and that of my younger daughter who is our head of design, further enhancing our connection to the city.
What advice would you give a young entrepreneur?
Believe in yourself and be passionate about your craft. Don’t be afraid of failing – disappointment is all part of process. Consider failings and mistakes as learnings. They form experience. Work hard, success will come.
What can consumers expect to see you at the London store?
Visitors to the store will be able to experience and shop the Azza Fahmy brand. A curated selection of hand-crafted exquisite pieces from across our most popular collections together with exclusive pieces will be available as well as the opportunity to utilise our bespoke design service.
As a family, how do you resolve business issues?
We have a golden rule. Business is not discussed outside of the office so. It can be difficult but it is important that any issues or potential issues are addressed and resolved in the office during specific regular meetings. It maintains domestic harmony.
Please tell us about your latest collection and the inspiration behind it.
The ‘Falahi’ collection is inspired by and reflects Egyptian traditional heritage from across the region. It is dedicated to and celebrates the peasant woman, the unsung heroine who plays a great role in society that no one notices, who has had a huge impact on modern jewellery introducing and popularising many styles including kerdan and the ubiquitous serpent motif.
The collection is elegant and features intricate fine wirework and detailing that has been carefully designed to create a layered 3D appearance. There is also a strikingly sophisticated necklace with matching earrings that is inspired by and honours the iconic artist & performer, Taheya Karyoka.
As our inspiration is drawn from many different eras we have subtly fused Egyptian, Greco and Victorian origins to create individual and unique stylish designs.
The collection is available in our trademark metal mix combination of 18ct gold and sterling silver or 18ct gold option and feature rose cut diamonds, pearls, coins, motifs and calligraphy together with textured finishes.