Azza Fahmy Jewellery, the leading luxury design house in the Middle East renowned for its exquisite craftsmanship and authentic cultural storytelling, has partnered with Bidayat, an Alsara Investment Group company founded by Rachid Mohamed Rachid. The investment platform will inject new capital into the family-owned jewellery house to support its regional development, retail expansion and international growth. The strategic ambitions for Azza Fahmy Jewellery also include a focus on its product offering to further promote the brand’s luxury positioning, while continuing to capitalise on the unique design and artisanal expertise already established over the past decades.
AzzaFahmy Jewellery is the Middle East’s leading jewellery brand, founded by Azza Fahmy, who is renowned for her pioneering spirit. In 1969 Mrs. Fahmy broke into the male dominated jewellery industry in Egypt, as the first woman to train as an apprentice with the masters in Cairo’s jewellery quarter. Through this trail blazing approach, authentic storytelling around cultures as well as the preservation of craftsmanship and education, Azza Fahmy Jewellery has garnered an esteemed following including world leaders, royalty and celebrities while having collaborated across some of the most sought-after and illustrious designer runways.
“I believe that our rich cultural heritage has huge potential to inspire wonderful and innovative creations to show the world what we can do. I am very happy about this partnership with Bidayat and have complete trust that we share the same values and vision to continue our global journey,”Azza Fahmy.
Bidayat’s mission to support talented entrepreneurs and high-growth companies with a strong brand DNA is in great alignment with Azza Fahmy Jewellery’s innovative, ambitious, and empowering brand history. The shared values between the two companies create a strong foundation for this exciting partnership, given the investment company’s history of nurturing talent through education and supporting exceptional female entrepreneurs.
“Azza Fahmy’s approach in creating unique pieces through cultural story-telling and superior know-how in design and craftsmanship is a most remarkable way of celebrating the rich heritage of Egyptian artistry. It is perfectly in line with Bidayat’s mission to nurture, develop and unite creative talents. We are excited and proud to join forces with Azza, her daughters Amina and Fatma, as well as the entire team to support one of the most esteemed jewellery houses worldwide,” Rachid Mohamed Rachid
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