LONDON — Egyptian jeweler Azza Fahmy is adding even more sparkle to London’s Burlington Arcade with a flagship that showcases the brand’s latest culturally rich, interiors concept.
The flagship replaces a smaller, temporary store that Azza Fahmy had occupied in the Mayfair arcade, and neighbors include a string of vintage watch and jewelry shops as well as Manolo Blahnik, Johnstons of Elgin and Ladurée.
The brand, founded by the jewelry designer Azza Fahmy in 1969, has transformed the space with an interiors concept that debuted in Riyadh, Saudi Arabia in September.
Inside the new Azza Fahmy flagship in London’s Burlington Arcade.
Elements include a lotus-inspired chandelier on the first floor and a colorful, handcrafted tapestry that nods to Ancient Egypt’s temple columns, flowers and birds.
The brand worked with Universal Studio, and tapped Middle Eastern designers for some of the pieces. Randa Fahmy contributed a brass curtain adorned with Fatimid, diamond-shaped geometric patterns and the chandelier with its lotus shapes, a symbol of rebirth in Ancient Egypt.
Inside the new Azza Fahmy flagship in Burlington Arcade in London.
Bokja, a Beirut-based design studio, created the tapestry for the VIP area, while the marble flooring is by Marmonil and draws on patterns from Nefersekheru’s tomb in Luxor. There are also pieces from the Fahmy family, including books, images and art.
The store carries the main line collections, and the high jewelry — necklaces and bracelets that twinkle with tanzanite, rubellite and emerald. The designs also showcase myriad varieties of gold filigree, and many are inscribed with lines from Egyptian love poetry.
While the jewels may be utterly glamorous and romantic, they are also very practical. Fahmy’s youngest daughter, Amina Ghali, designs the jewelry so that women can put it on, and take it off, themselves. She also tests every design on herself and the women in her studio and office.
The VIP area at Azza Fahmy’s new Burlington Arcade flagship in London.
Collar necklaces are hinged so they can open and close easily, and without fussy clasps. Chain lengths can be adjusted and pendants are detachable. All of the earrings — even the elaborate ones — have been designed so that it’s possible to wear them and talk on the phone at the same time.
A large horizontal ring shaped like an eye, and inspired by one that King Tutankhamun wore, has ergonomic grooves for the fingers and smooth, curved edges to prevent it from catching on hair or clothing.
Ghali said she wants clients to be comfortable and to wear the jewelry rather than keep it locked up. She also wants her customers to come home at the end of the day — or after a big night out — and be able to remove their jewelry themselves, “rather than having to wake up someone at home and ask for help,” she said.
Azza Fahmy has 14 further boutiques — mostly in Egypt — and selected wholesale distribution, including Bloomingdale’s and That Concept Store in Dubai, 51 East in Qatar, Beymen Department Store at the Four Seasons Cairo and the Four Seasons in Amman.
