Azza Fahmy Key of Life Diamond Ring

Egyptian fashion and fine jewellery brand Azza Fahmy, renowned for contemporary hand-crafted jewellery inspired by culture, is on the hunt for a UK flagship location as interest in the brand’s iconic designs continues to build momentum.

Speaking to Professional Jeweller, the brand’s creative director Amina Ghali – who spent time studying at the Birmingham School of Jewellery – explained that the brand is currently looking for premises in Chelsea, West London, to immerse clients in the brand universe.

The brand currently has 12 owned and operated stores across Egypt, the Middle East and Africa and 22 doors in total. It is also seeking new retail premises in Dubai.


Azza Fahmy launches four collections per year focusing on intricate designs using silver and gold with diamonds and precious gemstones. It currently has on-going collaborations with the British Museum and fashion designer Matthew Williamson. Stockists in Europe include La Maison Couture and Luisa Via Roma.

Amina Ghali comments: “The UK market is an important part of our expansion plans. The cosmopolitan culture is right for our brand and since we launched our online boutique the UK has become our third largest retail sales market.

“We have collaborated with a number of designers, Julien Macdonald, Preen and Matthew Williamson and gained much understanding of the UK consumer, coupled with the sales performance, the time has come for us to have a ‘bricks and mortar’ presence in the UK. It also helps that both Azza and myself have an emotional connection with UK as we have both studied here.”

Its current best-sellers tap into the market trends for holistic, spiritual and talismanic jewels, including the Key of Life ring, which can be seen in the gallery below.

More information about the brand can be found here…