Egyptian luxury jeweler Azza Fahmy has opened a new flagship boutique in London’s Burlington Arcade. The move marks an important step in the brand’s global expansion.
The boutique replaces a smaller temporary store the brand had in the same Mayfair location. It now stands alongside prestigious neighbors such as Manolo Blahnik, Ladurée, and vintage watch specialists. This new space offers a more permanent home for Azza Fahmy in one of London’s most historic shopping arcades.
To celebrate the opening, the brand hosted “Azza Fahmy Week” in London. The event showcased the brand’s journey and explored how it blends Egyptian heritage with contemporary design. One key moment was a special talk at the Victoria and Albert Museum. The conversation featured founder Azza Fahmy, CEO Fatma Ghaly, and jewelry historian and former British Vogue editor Carol Woolton.
As part of its connection with the museum world, Azza Fahmy’s Eye of Horus Bustier is now on display at the Young V&A. The piece, created in partnership with Balmain for its 2023 Resort Collection, is featured in the Making Egypt exhibition.
Azza Fahmy has steadily built a strong reputation in the UK. Its past achievements include a partnership with Balmain, the design of a Turtle Mask for the Animal Ball, and various appearances during London Fashion Week. The brand is known for creating unique, culturally inspired pieces for special occasions and luxury events.
Founded in 1969 by Azza Fahmy, the company has also introduced a new interior design concept. This concept was first seen in Riyadh in September and is now featured in the London boutique. It was developed in partnership with Universal Studio and blends Egyptian art with modern design.
Inside the new boutique, customers will see handcrafted details such as a brass curtain with Fatimid geometric designs and a chandelier shaped like a lotus flower. Both were created by designer Randa Fahmy. The space also includes personal items from the Fahmy family, such as books, art, and photographs. These touches offer a more intimate look into the designer’s world.
The boutique showcases the brand’s well-known jewelry collections and its high-end pieces. These include necklaces and bracelets featuring gemstones like tanzanite, rubellite, and emerald. Many items are engraved with lines of Egyptian love poetry, which reflect the brand’s poetic style.
With this new location, Azza Fahmy now operates 15 standalone boutiques. Most are in Egypt. The brand is also available at select retailers such as Bloomingdale’s and That Concept Store in Dubai, 51 East in Qatar, Beymen at the Four Seasons in Cairo, and the Four Seasons in Amman.
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