Jewellery was sewn into the fabric of Ancient Egyptian society. It’s recorded that everyone, no matter their class in society, wore decorative pieces on their bodies. Thought to protect wearers from disease and bring good luck, jewellery was a profound medium of cultural storytelling and personal expression. 

Centuries later, Egyptian jewellery designer Azza Fahmy captured the spirit of the past and brought new, modern narratives alive with pieces designed to be works of art under her eponymous brand. Head designer Amina Ghali, the visionary behind many of the brand’s creations and Fahmy’s daughter, is at the core of creating these timeless artefacts. 

For Ghali, jewellery was a calling as much as it is a profession. Her life has been intrinsically linked to the craft. 

“I feel I was destined to do this,” she reflects. Ghali’s mother took her and her sister along to countless exhibitions, workshops, and museums during their childhood, sowing the seeds of creativity in her future business partner. 

“She breathes jewellery,” the designer says of her mother. “Everything is inspiration. I think it’s actually one of the most beautiful things she was able to translate onto me. She would look at a carpet or a tree and say, ‘How would you convert that into jewellery?’ When you’re constantly playing this game as a child, everything becomes a source of inspiration – which is great, but it means you cannot turn it off.” 

After studying the craft in Italy and England, Ghali began designing for the brand. “Jewellery is the most personal thing you can ever buy,” she explains. “It’s literally touching your skin – it carries your story.” Fans of the brand will know that this belief is central to each piece, which often incorporates Arabic calligraphy, poetry, and motifs inspired by a time gone by. 

When the world serves as your creative inspiration, how do you select your next muse? “My mother and I love travelling,” Ghali says. “Over the last 15 years, we’ve put all our money into a pot just to be able to go to one location at the end of the year and really explore the culture. Then we’d come back and, you know, create something out of it.” 

At its heart, Azza Fahmy Jewellery is about relationships – both between the past and present and between art
and emotion. 

“Every piece has a story,” Ghali says as she strokes pieces from previous collections. Talking about crafting these narratives for today’s women, she says, “The internet has made the world a very small place. So now, when I’m designing, I’m thinking of character traits rather than age or nationality. You could be a Gen Z from the UK or a Brazilian woman in her 50s, but you both love travelling, vintage pieces and are not into over consumption.”

One of the brand’s latest collections, El Nur, interlaces ancient heritage with Arabic calligraphy.” Featuring positive affirmations written in beautiful cursive script, its aim is to spark a sense of joy in people, says Ghali. “I feel like the world has been going through a very challenging phase since Covid, and a lot of people are looking for a lot of light. They want to feel good. That’s why I added a lot of love, happiness, peace – also the pops of colour.”

What’s next for a brand that’s seemingly covered every corner of the world with its unique designs? Well, its second high jewellery collection is set to debut in February – expect wearable, versatile pieces. “We’re also expanding in London,” says Ghali excitedly, quickly adding, “Another focus for 2025 is expanding more into the GCC.” 

As the family-run brand moves forward, it continues to weave stories into the lives of the people who wear the pieces. And with Amina Ghali at the helm, infusing its designs with her blend of innovation and creativity, Azza Fahmy Jewellery continues to write its legacy.