“I used to walk into Harrods, look at the amazing fine jewelry displays, and think to myself, one day I will be here with my own designs,” says Egyptian jeweler to the stars Azza Fahmy. Joining a number of the world’s premier brands, Azza Fahmy Jewellery is set to open its first London pop-up shop at the prestigious Knightsbridge department store on June 1st. “With this opportunity, almost 50 years later, my dream has become a reality with three unique handcrafted collections. I could not be more delighted,” continues the acclaimed designer, who took her earliest professional steps in London and still nurtures an emotional bond with its streets.
Given Harrods’ determination to continuously offer its customers a diverse selection of designs, this one-month pop up is part of the retailer’s agenda to curate a new and exclusive presentation of unique jewelry from around the world. With a penchant for cultural heritage, Azza Fahmy aims to bring the brand’s interpretation of Pharaonic opulence, Arabic calligraphy, and eye for mesmerizing precious stones to the eminent retail destination. The displayed collection will vary between an exclusive range as well as a selection that summarizes the brand’s most iconic pieces, which is set to roam the globe. The assortment has already made a stop at the Waldorf Astoria in Beverly Hills earlier this year before crossing the ocean towards London. Located on the 1st floor – Hall 10, the collection’s upcoming home is set to embrace a minimal aesthetic. The simple wood and glass fixtures will invite customers to walk through the elevated display boxes to enjoy Azza Fahmy’s intricate craftsmanship and unwavering quality.
“We are delighted to be invited to join Harrods in June, a time that coincides with an important part of London’s Middle Eastern shopping calendar. In addition to our Burlington Arcade store, Harrods, a key luxury destination stop, will provide a further opportunity to shop specially-curated collections of Azza Fahmy’s new and most popular iconic pieces together with a range exclusive to Harrods,” shares Fatma Ghali, managing director of Azza Fahmy. Opening at Harrods is part of the team’s plan to expand the brand’s global presence. Their expansion started with Bloomingdale’s at the Dubai Mall. Azzafahmy.com