Azza Fahmy, Fatma & Amina Ghaly
By Hend Seif El Din
It must be incredible for the three of you to work together…tell me more about it.
Azza: I’ve had the wonderful opportunity of working with my two girls, Amina, currently my design partner, and Fatma, the company’s Managing Director. It was important for both of my girls to work their way up in the company in order to gain the respect of their peers and to grasp all the grounding they need to succeed in the business. The beautiful thing about working with family is that we all share the same ethos, passions, and aspirations and it’s a great shared value for us to work with.
When it comes to opinions and suggestions, are you usually in synch or not so much? Who usually wins?
Fatma: When it comes to brainstorming and decision-making, it’s never about winning. If anything, our differences only push us to think outside of the box and push our limits beyond our comfort zone where we constantly learn and evolve.
The modern take on some of your signature pieces always fascinated me…who does the credit go to for that?
Azza: Each of our pieces tells a story with a modern perspective, be it drawn from heritage or history. I’d have to give it to Amina who, having spent a considerable amount of time in Europe, beautifully introduces modern and authentic elements together. She is in charge of our ‘Fashion Line,’ inspired by global annual trends. The most important thing is for us to add a contemporary and trendy element to our pieces while staying true to our essence and what our jewelry represents.
How would each of you define the word “design”?
Azza: Creativity.
Amina: Art.
What about “style”?
Amina: Style is about individuality. It’s a tool for expression that speaks for who you are. The same goes for jewelry, which I believe is a beautiful way to artistically express yourself.
Over the years, you’ve stayed very true to your heritage-infused designs…how do you think your pieces speak to Egyptians?
Azza: Our pieces are not only limited to our Egyptian heritage; several of our pieces draw upon Victorian, Ottoman, and even Mogul legacies and civilizations. We always work on infusing various cultures into our work and turning them into unique, contemporary wearable art. I think our jewelry speaks to anyone who appreciates the craft and sentiment carried through the pieces.
What about foreigners? How does your jewelry represent Egypt to them?
Fatma: I think I speak on behalf of Azza Fahmy when I say that we set out with the purpose of spreading our heritage to the world. We’re proud to be the first leading Egyptian luxury design house that has taken its doors abroad and competes internationally. Our jewelry has for long attracted world-class jewelry connoisseurs; the authenticity and craftsmanship behind our pieces has naturally called on for a global demand that encouraged us to launch our online boutique www.azzafahmy.com last year.
What inspires you?
Azza: My inspiration comes in many forms – I like to draw upon world culture, art, architecture, history or even a piece of music. I’ve been blessed to be born and raised in a country of deep-rooted rich culture and heritage. The trick is to constantly research and innovate. For example, our Pharaonic collection took us 10 years of research before we laid down the first sketch. It was important for us to accurately represent this ancient civilization reflecting 7,000 years of history down to the smallest details in its culture and symbolism.
Speaking of inspiration, tell me about your latest, “Suma,” collection, which happens to be one of my favorites! Why did you choose to use her as a source of inspiration?
Azza: ‘Umm Kulthum for me is a role model! A modest woman who turns herself into Egypt’s number 1 lady. I cherish her so much for her admirable artistic, charitable, and nationalistic affairs. Suma has left an artistic legacy behind her and construed a dramatic imprint onto Egypt’s culture in the 20th century. I felt the need to create a collection that not only translates our heritage to the world but that also historically documents the beautiful songs of this Egyptian legend, honoring the poets and composers behind her magnificent works.
Which pieces from the “Suma” collection are your favorite, and why?
Amina: My favorite piece has to be the ‘Enta Omry’ Chevalier ring; its timeless, trendy, and fashionable all at the same time.
Moving on to collaborations; you’ve lately collaborated with Matthew Williamson…how was it?
Azza & Amina: Yes, we were very happy to work with Matthew on creating the ‘Azza Fahmy for Matthew Williamson’ jewelry collection that showcased in his S/S’14 show during London Fashion Week in September. We both spent time with Matthew and his team in London and merged our artistic inputs. The collection has gained wide regional and internation
al acclaim and is due to launch at all our boutiques in the region early December and at Matthew’s stores in Feb next year.
Why did you choose to join forces with this specific designer?
Amina: First of all, we love Matthew’s work! We were considering a possible Fashion collaboration and part of the criteria was to work with a designer who shared a similar design and cultural approach and has an interest in both the regional and the international markets. We approached Matthew and he realized our similarities as well and here we are!
I’ve heard you might be working with Williamson again…is that true?
Fatma: Yes, we’re very excited; we always look at projects in the long term and this collaboration has only just begun. We’re currently working on our second collaborative collection to be showcased at Matthew’s A/W’14 show this Feb for London Fashion Week.
Do you generally enjoy collaborating?
Fatma: Collaborations are an interesting and effective way of marketing; they create refreshing challenges – from designs to new relationships – and it’s an exciting platform where we can expand creatively and become more experimental with our thoughts and designs.
We always regard our collaborations as partnerships and they’re not always only limited to fashion but also extended to culture and education. Early 2012, we created a capsule Bespoke collection for the British Museum’s ‘Hajj Exhibition’ and in 2013 we joined forces with Alchimia, Contemporary Design School of Florence, Italy to opening the Azza Fahmy Design Studio in Cairo, the first institute of its kind in the region that aims at educating today’s young designers and equipping them with the right tools they need in order to be able to compete on an international level.
Essentially, the right partnerships with shared creative objectives and business goals have proved to be immensely successful.
In the future, who would you like to collaborate with?
Amina: We don’t have anyone in mind. We’ve just begun working with Matthew and are very excited about our London show next year.
What can we expect from Azza Fahmy in 2014?
Azza: Several interesting things for us in the pipeline next year! With the show in London and a couple of potential partnerships that will be revealed in due time. We’ve already started working on our upcoming Fashion and Culture collections for next year with very special themes that we can’t wait to reveal! We’re also directing much of our focus towards Education and development through the Azza Fahmy Design Studio and the development of the craft industry in the region.
Final words of wisdom for our readers?
Azza: Always stay focused and believe in yourself and your passion. The road to success is hardly ever straightforward so you need to be persistent and open to advice and critique. Constantly adapt and evolve but be sure not to lose sight of your purpose and to stay true to what you represent.
