Azza Fahmy Unveils All-New Zamalek Boutique

At 13 Mohammed Maraashly in Zamalek, Azza Fahmy Jewellery has reopened its flagship boutique following its relocation within the district. The new space marks an expanded footprint for the brand, introducing an updated retail concept already implemented across its London, Saudi Arabia and Grand Egyptian Museum locations.

The boutique reflects a design approach that brings together craftsmanship, heritage and contemporary retail. Its interiors draw on elements associated with Azza Fahmy’s design language, with personal references integrated through curated objects, books and artworks displayed throughout the space.

A number of regional collaborators contributed to the store’s design. Designer Randa Fahmy developed bespoke features including a brass curtain incorporating Mamluk geometric patterns and a chandelier inspired by the lotus motif. Beirut-based studio Bokja created a handcrafted tapestry for the VIP area, while marble flooring by Marmonil references patterns found in the tomb of Nefersekheru in Luxor.

The boutique includes a dedicated extension designed for immersive experiences and hosting events, expanding its function beyond retail into a more interactive space.

The relocation forms part of the brand’s ongoing retail development, maintaining its presence in Zamalek while introducing a revised in-store format centred on design, materiality and craft.