HOT 100 NEXGEMS: Amina Ghali, Head of Design, Azza Fahmy Jewellery

Amina Ghali, head of design, Azza Fahmy Jewellery (All photos taken by Kalory Photo & Video, kalory.co.uk)

For Amina Ghali, of family business Azza Fahmy Jewellery, the standout moment of the past 12 months was undoubtedly the launch of the brand’s Wonders of Nature collection.

Always looking to push the boundaries of jewellery design, this was a particularly challenging project for the team. “It actually took us a couple of years in the making, researching global trends and design and craft techniques,” says Amina. “Seeing the positive reactions of the media and our clients, as well as the initial sales, brings joy to my heart and to my team, because we feel that all the work we’ve done is really being appreciated.”

Indeed, Amina believes that the successful outcome of this project will spur them on to raise the bar even further with future collections. “The Wonders of Nature collection is a very valuable stepping stone to a new design era for the brand,” she says. Pictured in her favourite London hotel, the Sloane Square, Amina is a huge fan of the capital, and of Europe as a whole. Time spent studying in Birmingham and travelling the continent has helped her to widen the brand’s field of vision when it comes to market research, working with trend forecasters and other insight resources.

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In addition, Amina has brought a contemporary edge to the jewellery designs, influenced by both her European and global travels.

“In the last couple of years, for example, I’ve been working on modernising our traditional ‘filigree’ craft technique by setting it within ultra-modern motifs,” she explains. “This has resonated with a growing younger audience who are now looking at the brand from a completely new perspective – or just discovering it!”

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