Celebrating its 55th anniversary, Egyptian fine jeweller Azza Fahmy partners with renowned Lebanese actress Carmen Bsaibes to unveil an exclusive collection for the region
Immerse yourself in a world of rich heritage with Azza Fahmy Jewellery’s exclusive collection featuring Lebanese actress and friend of the brand, Carmen Bsaibes as the face of the campaign.
The 55-year-old family business, renowned for hand-crafting exquisite pieces that embody the spirit of Egypt, will host a pop-up as part of the Doha Jewellery & Watches Exhibition. Carmen Bsaibes joins us to showcase the 6-piece Turath Collection, ushering in a new chapter for the brand with an exclusive debut in Doha. Turath, which means heritage in Arabic, is Azza Fahmy Jewellery's modern interpretation of various cultures.
The collection seamlessly fuses modernity with heritage, showcasing a timeless beauty that calls for someone of similar grandeur. Therefore, collaborating with Bsaibes, a friend and ambassador for the brand, was the ideal choice. Her effortless grace and charm perfectly complement Azza Fahmy's reinterpretation of signature pieces.
“Working on this campaign with Carmen came naturally to us since we felt that this collection, which is modern and bold yet simple to wear, was ideal for her as she radiates grace, beauty, and elegance.” Head Designer, Amina Ghali.
Bsaibes said of the collaboration, “I’ve always admired Azza Fahmy for her identity and authenticity. In 2008, during my first filming experience in Cairo, I got my first Azza Fahmy piece—a beautiful, adorned ring with the inscription, ‘smile and the world will smile back’. Now, 15 years later, I am thrilled to collaborate with Azza Fahmy on this new line."
This collection transports you to vibrant realms of heritage, where each piece is meticulously handcrafted to pay homage to the timeless beauty of jewellery. It combines Azza Fahmy's signature elements and techniques—like the roman chains—as well as words and poetry by Abdel Rahman el-Abnudi.
The pop-up will not only include a unique selection of pieces but also embody the beauty and elegance that distinguish Azza Fahmy Jewellery. Its design is intended to highlight the brand's newly developed brand identity and retail concept.
In an all-around exclusive experience, this collection will be unveiled for the first time at the DJWE. Attendees of the fair will have the unique opportunity to view this collection, which highlights Azza Fahmy's intricate craftsmanship.
Following the DJWE pop-up, the collection will make its way to the THAT Concept Store in Dubai. Later, it will be shown in Azza Fahmy Jewellery's first stand-alone store in Saudi Arabia, and across the region.
For a chance to view the collection, visit us at the 51 East Pavilion from February 5 to February 11.