MARRIOTT BUZZ NO. 16 - 2019

jewelry, not only in the classical way of cufflinks and money clips, but even necklaces and bracelets and that’s why this year we designed pieces for men with a modern twist,” Fatma explains. All designs are executed by chairwoman and Creative Director Azza Fahmy and Head Designer Amina Ghali. “The creative process starts by the theme that inspires us for the collection, sketching and amending of the designs takes a few weeks, then making samples of each design and this entails amendments as well, until we achieve the final products.” Yet, she explains, some collections take much more time in research and design, such as their Pharaonic collection. It took Azza Fahmy about eight years of painstaking research to “bring the collection to life because she always felt that the Pharaohs had a very rich culture that she was keen on reflecting perfectly in her designs,” her daughter says. In addition, there is a yearly culture collection, which is established under a cultural theme chosen by Azza Fahmy herself, such as the previously designed Um Kulthum and the Falahy collections. Azza Fahmy Jewellery also develops seasonal collections based around popular holidays such as Valentine’s Day and Mother’s Day, with pieces reflecting the message of the occasion, not under a unique theme, and more in the design style for gift-giving purposes. Empowerment & Sustainability “We have always been very passionate about education, especially educating people about craftsmanship and reviving dying crafts. This is why we founded the Design Studio by Azza Fahmy in 2013 to give a chance to young men and women who want to learn the basics of jewelry-design and since she didn’t find this chance here at the beginning of her career and had to travel to London to learn at Sir John Cass Polytechnic,” Fatma explains about the brand’s efforts in the corporate social responsibility realm. To supplement these efforts, this year Azza Fahmy Jewellery is embarking on a new project on vocational training where the brand will establish a school for craftsmen to teach the basics of dying techniques in jewelry-making and other related activities. This year Azza Fahmy Jewellery is launching the Azza Fahmy Foundation, an institution for vocational training in handicrafts. Through specially-devised professional training programs, employment opportunities, and business start-up support, talented Egyptian youth will be able to carve out careers in the jewelry industry and buil d a competent local workforce that adheres to international quality standards. This project will also create a sustainable model for qualifying professional technicians in this industry.       Fatma says that Azza Fahmy Jewellery is committed to a fully-integrated brand strategy that prioritizes the hopes of future generations and their opportunities alongside their relevant education. “What we did as a brand is to create a complete ecosystem for jewelry-making, we create and produce pieces, we teach young talents who aspire to start their brands one day, and we teach young craftsmen who will use this teaching in finding jobs in the market, not only at Azza Fahmy Jewellery,” she says. and time honored techniques” by telling stories through their timeless designs, such as their famous mix of sterling silver and gold, ornate calligraphy, detailing and craftsmanship. “Our vision and legacy have always been the same, to translate world cultures into modern and wearable art. We always valued craftsmanship, handmade products and fine jewelry-making techniques such as filigree, ajoure and hand-piercing which are still heavily used in our designs until today,” says Fatma. As a trailblazer for similar and like- minded Egyptian and Middle Eastern designers, Azza Fahmy Jewellery, prides itself on a corporate culture that values storytelling as a key component. “Each piece we design has a story behind it so people choose a piece that they connect with, not just because it’s beautiful but because it speaks to them,” Amina says. “Our inspiration is always drawn from many different eras and cultures, wherever I visit a country I love to see and explore the heritage, culture, and civilization of that country. I absorb it, interpret it and translate it into my designs,” says Amina, whose latest collection was inspired by Gypsy tribe aesthetics. “Our designs are inspired by both Egyptian and global references. However, Egypt to us is everything, not just for its rich cultures like the Coptic, Islamic or Pharaonic, the nature is incredible and so will always fuel and inspire me” says Amina who believes that her vocation is more than creating material products, but rather ones that carry a certain message and story that are timeless. “For me a collection is fully successful when people get to know the history and the message behind it,” she continues . International Exposure On their international success and recognition, the sisters are buoyant on the added commercial benefits of expansion, but are also reticent straying from the brand’s beloved house style and heritage in order to facilitate this growth. “Brand evolution is key for growth, and as such we have included the services of trend- and insight-intelligent resources to ensure that we are leading design trends,” says Amina. “Like other brands we do not wish to alienate existing clients but we do need to broaden our appeal without compromising the brand’s DNA. We also have an international audience so we are very aware of the requirements of different market specifics and our pieces reflect this. It is a delicate balance,” Fatma states, who mentions that Azza Fahmy Jewellery’s target audience has grown to now encompass a younger base compared to when the business was in its infancy. As the foremost Egyptian jewelry house which has had exposure in the form of multiple international celebrity endorsements and flagship outlets open in London, Dubai and Washington D.C., the sisters are always seeking to draw inspiration from the world’s diverse cultures and civilizations, not least Egypt’s own Pharaonic heritage. Developing Design One of the most obvious examples of Azza Fahmy Jewellery’s continual evolution and adaptation as a brand has been in their catering to the now burgeoning segment of men’s jewelry, which they have now incorporated into their ever- expanding and diverse design portfolio. “We have been noticing a huge leap in men wearing Azza Fahmy Daughters Talk Jewelry, Empowerment and Sustainability FA S H I ON As the most renowned jewelry brand in Egypt and amongst the most globally-recognized Middle Eastern fashion brands, Azza Fahmy Jewellery has garnered a glittering reputation not solely as a leading purveyor of quality handmade oriental designs, but also as an essential incubator and educator for reviving the dying arts of handicrafts and establishing a sustainable model for producing qualified technical professionals in the industry. The Cairo Marriott Hotel is pleased to announce the upcoming partnership with Azza Fahmy Jewellery; and in light of it Marriott Buzz spoke with daughters of the eponymous founder, Amina and Fatma Ghali, who shared their thoughts on their brand’s past, present and future achievements and aspirations. Dynamic Duo Head designer, Amina Ghali, has always fostered a natural inclination towards art, beauty and jewelry, and as a graduate of jewelry design at the University of Birmingham, she has made her mark both from a design perspective and also with significant contributions on the commercial aspects of it as well. “From as long as I can remember my mom used to take us with her everywhere, every workshop and every exhibition. I have a beautiful relationship with my mother and this is maintained in the work environment,” she says. On the evolution of her role, Amina reflects on her journey; “to be very honest, it’s changed over the years, when I started it was very much a master and apprentice relationship, however as my design and business capabilities grew the relationship shifted and now we have a strong design partnership,” she explains. Managing director, Fatma Ghali, who has a bachelor’s degree in oil painting, emphasizes her sister’s account of a strong maternal influence and relationship. “We grew up helping my mother with her work from a very young age so we learned everything there is to know about the business and it felt like the natural evolution for us to be part of it. She never pushed us to join her and asked us to explore what is out there before making a decision,” she recounts. Fatma also went through her own professional development as a key face behind the brand, which was somewhat ironic, owing to her academic experience; “I thought I’d be working in the design part of the business. Yet when I joined, I found my passion more in the business side of it,” she says. Special DNA On Azza Fahmy Jewellery unifying mission and vision, the Ghali sisters are resolute in the belief that every piece contains within it the inherent DNA of the brand which prides itself on core concepts of; “reviving heritage, art, research, 19 20 18