LONDON — Egyptian jeweler Azza Fahmy is including much more sparkle to London’s Burlington Arcade with a flagship that showcases the model’s newest culturally wealthy, interiors idea.
The flagship replaces a smaller, momentary retailer that Azza Fahmy had occupied within the Mayfair arcade, and neighbors embody a string of classic watch and jewellery outlets in addition to Manolo Blahnik, Johnstons of Elgin and Ladurée.
The model, based by the jewellery designer Azza Fahmy in 1969, has remodeled the area with an interiors idea that debuted in Riyadh, Saudi Arabia in September.
Inside the brand new Azza Fahmy flagship in London’s Burlington Arcade.
Parts embody a lotus-inspired chandelier on the primary flooring and a colourful, handcrafted tapestry that nods to Historical Egypt’s temple columns, flowers and birds.
The model labored with Common Studio, and tapped Center Jap designers for among the items. Randa Fahmy contributed a brass curtain adorned with Fatimid, diamond-shaped geometric patterns and the chandelier with its lotus shapes, an emblem of rebirth in Historical Egypt.
Inside the brand new Azza Fahmy flagship in Burlington Arcade in London.
Bokja, a Beirut-based design studio, created the tapestry for the VIP space, whereas the marble flooring is by Marmonil and attracts on patterns from Nefersekheru’s tomb in Luxor. There are additionally items from the Fahmy household, together with books, photographs and artwork.
The shop carries the primary line collections, and the excessive jewellery — necklaces and bracelets that twinkle with tanzanite, rubellite and emerald. The designs additionally showcase myriad kinds of gold filigree, and lots of are inscribed with strains from Egyptian love poetry.
Whereas the jewels could also be totally glamorous and romantic, they’re additionally very sensible. Fahmy’s youngest daughter, Amina Ghali, designs the jewellery so that ladies can put it on, and take it off, themselves. She additionally exams each design on herself and the ladies in her studio and workplace.
The VIP space at Azza Fahmy’s new Burlington Arcade flagship in London.
Collar necklaces are hinged to allow them to open and shut simply, and with out fussy clasps. Chain lengths will be adjusted and pendants are removable. All the earrings — even the flowery ones — have been designed in order that it’s attainable to put on them and speak on the telephone on the similar time.
A big horizontal ring formed like an eye fixed, and impressed by one which King Tutankhamun wore, has ergonomic grooves for the fingers and easy, curved edges to stop it from catching on hair or clothes.
Ghali stated she desires shoppers to be snug and to put on the jewellery moderately than maintain it locked up. She additionally desires her clients to come back dwelling on the finish of the day — or after an enormous evening out — and have the ability to take away their jewellery themselves, “moderately than having to get up somebody at dwelling and ask for assist,” she stated.
Azza Fahmy has 14 additional boutiques — largely in Egypt — and chosen wholesale distribution, together with Bloomingdale’s and That Idea Retailer in Dubai, 51 East in Qatar, Beymen Division Retailer on the 4 Seasons Cairo and the 4 Seasons in Amman.
