Azza Fahmy always manages to stay in the limelight. The focus these days is on the jewelry’s new look designed by her talented daughter, Amina Ghali. Amina takes both her strong will and love of design from her mother. And like her famous mother, she decided to learn how to make jewelry. While her mother was the first Egyptian woman to learn silversmithing as an apprentice in the Khan Al-Khalili, Amina studied for a B.A. in jewelry design and silversmithing in the United Kingdom.
According to her, being a brilliant designer alone is not enough to control the jewelry process; it is essential to master the techniques of jewelry making. When you are strong technically, you know in advance how to craft any piece of jewelry.
After her graduation, Amina returned to Egypt and joined the family business where she worked behind the scenes for four years. In 2008, she felt she was finally ready to launch her first collection which was inspired by African animal motifs and prints. For her second collection, Amina did extensive research on the subject of oriental rugs so the pieces echo the intricate patterns found in the carpets.
Both these collections typify the essence of the Azza Fahmy brand whereby each and every piece of jewelry reflects a cultural theme. Azza Fahmy’s first silver pieces were inspired by Egypt’s folk heritage. Her international fame is largely due to her iconic pendants combining silver and gold with calligraphy. For the aptly named, Fashion Collections, Amina Ghali is not only faithful to the brand’s signature style by reinterpreting traditional motifs but she has also been inspired by the latest fashionable styles and trends. Unlike a lot of jewelry pieces where the focus is on rare gemstones and on one-of-a-kind design, Amina Ghali’s fashion-focused creativity is affordable. Moreover, her stylish pieces, produced in limited quantities, reflect the feeling of individuality, the taste of the designer and the touch of the craftsman.
She is leading the Azza Fahmy brand to new heights. She has succeeded in re-energizing and personalizing the jewelry-buying experience. She has created pieces of precious jewelry that are not only fashionable but also reach beyond fashion to last a lifetime. She sets her pieces of jewelry in a life-style context. They are uniquely versatile: necklaces, bangles and bracelets can be worn alone, or in a layered look, thanks to the variety of chain lengths. Amina Ghali has also succeeded in creating a collection of jewelry that suits all occasions so that the same piece can also be worn during the day, at work or in the evening.
For many years, there was a gap between high-jewelry and mass-produced jewelry; this gap is now being filled by creative brands offering artistry and sophistication. The gifted daughter of Azza Fahmy, Amina Ghali is fulfilling the customers’ requests for beautifully crafted jewelry produced in small quantities and sold at affordable prices. The market, increasingly appreciative of quality and craft, values jewelry as an art form and buys for the pleasure of wearing the item rather than investing in the stones.
