Azza Fahmy Jewellery commences its 50th anniversary celebrations with a nod to the luxury brand’s most important pillar of its success throughout the years – its clients.

For this Mother’s Day Azza Fahmy moved away from its traditional approach and invited clients to be the heroes of the online campaign, which celebrates 50 years of love.

For the shoot, International photographer, Toufic Araman, captured portraits of four clients, highlighting family relationships and bonds.


Head of design at Azza Fahmy, Amina Ghali, shares: “The idea behind the Mothers’ Day collection campaign was for the brand’s life long clients to be part of our anniversary celebrations and the launch of our new Mothers’ Day collection provided the perfect opportunity. We dedicated a special day to creating an inclusive experience where our clients shared stories about motherhood and family.”

Each client enjoyed an indulgent celebratory day of pampering while participating in the campaign shoot wearing their favorite Azza Fahmy pieces layered with jewellery from the new Mother’s Day capsule collection styled by Amina Ghali.

The collection consisting of earrings, necklaces and a ring feature semi-precious stones and Arabic calligraphy inscriptions which include ‘Love’, ‘The Safe Life’ and ‘The Eyes are the Gateway to the Heart’.

Take a sneak peek at the collection here:

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