Azza Fahmy’s boutique in Riyadh officially opened its doors on September 11, with a design in celebration of Egypt’s cultural identity, and a new High Jewellery collection telling a story of the country’s rich heritage. It’s the jewellery brand’s first boutique in the Kingdom, one that aims to answer “the increasing demand for pieces in the region and deepen our relationship with our already loyal Saudi clientele,” says Egyptian jeweller Azza Fahmy.
The boutique opening also showcases the brand’s new visual identity, which will reflect the unique cultural elements of each region in which it is present. For the Riyadh boutique in Kingdom Centre, the brand collaborated with regional talent, including Randa Fahmy who “brought the ancient Egyptian essence to life by creating a lotus and papyrus-inspired chandelier,” explains Azza. “There’s also a tapestry in the VIP room that was beautifully crafted by Bojka’s Huda Baroudi and Maria Hibri, which draws on the beauty of temple columns, flowers, papyrus, and celestial motifs of suns and stars found on temple ceilings.”
The VIP room in question is “one of the most beautifully designed spaces” for an elevated shopping experience, says Azza, allowing clients to explore her collections in a more intimate setting.
As for which collections, the opening of the boutique debuts her Tales of the Nile collection for the first time, featuring six High Jewellery pieces in which her love for Egypt is infused in every detail. “The Enchanted Art Deco Necklace is truly a marvel,” Azza explains, “with its stunning pear-cut precious stone, either emerald or tanzanite at the centre, framed by delicate twisted wirework, diamonds and refined baguette stones.” The piece is also inscribed in Arabic with the words ‘Love, Endearment, Happiness’. There are also emerald and diamond Eternal Union earrings that symbolise connection and unity, the Echoes of Nature ring that draws inspiration from the natural world, an Enchanted Calligraphy bangle featuring the brand’s signature calligraphy, the Crescent of Filigree earrings that pay homage to the brand’s iconic shiftisi wirework, and the Scripts of Love bangle that is etched with poetic inscriptions by Mohamed Ibn Soliman. “Each piece in the collection is not just jewellery, it’s a reflection of the stories, values and emotions that connect with us on a deeply personal level,” Azza adds.
While it might be Azza Fahmy’s first boutique in the Kingdom, the designer is no stranger to Saudi. “I love visiting sites with traditional architecture that beautifully showcase the region’s culture,” she says. “The craftsmanship in the old buildings and markets always fascinates me, particularly the traditional jewellery that carries so much cultural significance. I like anything that allows me to immerse myself in the local traditions.”
Azza says Saudi holds a special place in her heart, and she has a particular appreciation for the way Saudi women “possess an unparalleled sense of elegance, effortlessly blending the richness of their cultural heritage with contemporary fashion brands. Their style is a balance of tradition and modernity, where every piece of jewellery is chosen with intention. But jewellery is far more than an accessory, it’s a statement of individuality and a celebration of their history.”
Riyadh is just the first step in Azza Fahmy’s expansion plans, the designer says. “We’re looking at other key cities in Saudi Arabia, such as Jeddah, as well as other locations in the Gulf region. We’ve seen great success with our pop-ups too, like the one in AlUla, so we plan to continue connecting with our clients in unique and culturally significant settings.”
For now, Saudi clients can enjoy Azza Fahmy’s new boutique, the launch of the Tales of the Nile collection, the Soraya Limited Collection which features unique, limited-edition designs inspired by the rich heritage of the region available at the Riyadh boutique and a series of “exclusive events tailored to our Saudi clientele, where we will create a beautiful synergy between our culture and theirs.”
