In a proud moment for Egyptian creatives, globally-loved jeweler Azza Fahmy will soon present a stunning new collection at the annual Doha Jewellery & Watches Exhibition.
Photo: Courtesy Azza Fahmy
Best known for its artistically handcrafted pieces, the family-run business will celebrate its 55th anniversary with a collection that will be showcased in a pop-up format at the prestigious Doha fair from February 5 to February 11. What’s more, Azza Fahmy’s milestone moment is also being marked by a very special campaign featuring Lebanese actor Carmen Bseibes. The star will be seen as the face of the jewelry house’s latest collection, Turath, which translates to ‘heritage’ in Arabic.
“I’ve always admired Azza Fahmy for her identity and authenticity. In 2008, during my first filming experience in Cairo, I got my first Azza Fahmy piece—a beautiful adorned ring with the inscription, ‘smile and the world will smile back’,” Carmen Bsaibes recalls. “Now, 15 years later, I am thrilled to collaborate with Azza Fahmy Jewellery on this new line.”
Photo: Courtesy Azza Fahmy
Featuring six lovingly-made pieces, the Turath collection blends the Egyptian brand’s signature elements and techniques, like roman chains, with words and poetry by Abdel Rahman el-Abnudi. The campaign sees a glowing Bsaibes draped in the unique pieces, which play with mixed metals, delicate carvings, and eye-catching gemstones. “Working on this campaign with Carmen came naturally to us since we felt that this collection, which is modern and bold yet simple to wear, was ideal for her as she radiates grace, beauty, and elegance,” explained Amina Ghali, head designer.
Photo: Courtesy Azza Fahmy
By taking part in the Doha Jewellery & Watches Exhibition, Azza Fahmy has taken a big step towards putting Egyptian crafts and culture on the global map. The pop-up will spotlight a unique selection of pieces from the jewelry house, but will also amplify it’s newly developed brand identity and retail concept. Following DJWE, the collection will be available in Azza Fahmy Jewellery’s retail outlets in Dubai, Saudi Arabia, and across the region.
