SERVING as a tribute to cultural heritage, Azza Fahmy Jewellery's “Trade Mark” line offers contemporary jewellery based on different inspirations; old Byzantine and Victorian designs, Arabic motifs, nineteenth century verses by various poets and sometimes the simple inspirations of nature. A new theme in the Culture Line is introduced every year, depending on the source of inspiration, be it the poet Kahlil Gibran, the philosopher Ibn Hazm, Sufi poets like Rumi and Al-Hajjaj or the Great Saharan desert and its Bedouins. In addition, the “Ala Ray Al Masal" (As the Saying Goes) collection was launched as part of the Culture Line, inspired by traditional sayings and proverbs that have been part of our daily lives for ages. Expressing truths and ways of life, these sayings are infused on each and every piece with attention to detail. Fahmy is currently chairwoman and chief jewellery designer of the Egyptian company that creates a niche market for her unique designs. In the last 10 years, she evolved and expanded the business by shifting the company from a one-woman-show to a structured organisation. Among Fahmy's other works are “The Exclusive Collection Pieces”. This line is forged mainly from 18 and 21 carat gold studded with precious stones like diamonds, emeralds, rubies and sapphires in ornamental settings. This limited line represents Azza Fahmy Jewellery's couture line and was first launched in December 2001. The 2010 Fashion Collection was designed by Amina Ghali, second designer for Azza Fahmy Jewellery. This collection is the young designer's third, causing a massive demand. The Fashion Collection has been designed to suit fashion statements around the world; whether haute couture or casual. The Gifts & Men's Collection includes a range of signature gifts in silver and gold for any occasion, including corporate gifts, exclusive gifts and items such as key chains, wallets, picture frames, cuff links, and other items. The collaborated collections Fahmy Jewellery launched its second collaborative collection "Azza Fahmy for Preen by Thornton and Bregazzi". They are the UK's hottest designer duo and rising star of the international fashion industry. The collaboration included exclusive Azza Fahmy Jewellery/Preen designs, which resulted in an avant-garde collection, presented at Preen's catwalk show during New York Fashion Week in February 2010, under the name of “Azza Fahmy for Preen”. Inspired by a shared taste for the ‘futuristic', a mutual love of giving ‘classics' an ultra modern twist and innovative design elements, the Azza Fahmy Jewellery for Preen collection brings together, artistically and seamlessly, the essence of both brands with unique, uncompromising and intricately designed handcrafted pieces. Azza Fahmy started her journey with little more than a great passion for design and a desire to translate this passion into her ownjewellery collections. Today, almost fortyyears later, she is internationally recognised as the leading jewellery designer of the Arab world. She began her apprenticeship in the alleys of old Cairo and then moved on to explore the artistic, intellectual and cultural history of Islamic design. Over the years, she extended her research to other jewellery traditions, developing her jewellery into a uniquely elegant, universal style. By doing so, she has successfully transformed the concept of creating jewellery from craft to art and has managed to change women's concept of wearing jewellery. The designer jewellery clientele includes world leaders, royalty and connoisseurs of from all over the world.
