Designing Legacy: Amina Ghali on Storytelling, Craftsmanship and the New London Flagship
As Azza Fahmy Jewellery unveils its new London flagship, the brand’s Head Designer reflects on heritage, home, and how a boutique can feel like both a gallery and a memory
When Amina Ghali speaks of jewellery, it’s never just about gold or gemstones but about memory, meaning, and the stories etched into every curve and clasp. As the Head Designer of Azza Fahmy Jewellery and daughter of the brand’s legendary founder, Amina brings a multi-generational vision to life – one rooted in Egyptian heritage, yet boldly contemporary in form.
Now, as Azza Fahmy opens the doors to its expanded London flagship in Burlington Arcade, Ghali marks the moment as a deeply personal evolution. The boutique, designed in collaboration with regional creatives and inspired by ancestral artistry, is a living narrative. “This isn’t just a relocation,” she says. “It’s a reflection of how far we’ve come and where we’re heading.”
In this exclusive interview with Harper’s Bazaar Arabia, Amina opens up about the emotional threads that run through every piece she designs, the power of collaboration across Arab creatives, and why London remains a natural home for a brand that celebrates craft, culture, and identity in equal measure.
What does this new location in London represent for you personally and
professionally?
England has always held a special place in my heart since I was a little girl; it’s where I studied and where much of my creative perspective was shaped. Even before that, my family and I used to travel to Oxford every year to attend Art in Action, a celebration of craftsmanship in its purest form. London was also always close to our hearts; we would immerse ourselves in museums, exhibitions, and theatre, constantly soaking in new ideas and perspectives.
So, this expansion into a larger, more immersive space feels deeply personal. Professionally, it reaffirms our global outlook. London — a city that celebrates both heritage and innovation — feels like the perfect place to continue our story. This isn’t just a relocation; it’s a reflection of how far we’ve come and where we’re heading.
Heritage and storytelling are at the core of your designs. How did you bring that ethos into the design of the new store itself?
Just like our jewellery pieces, the boutique tells a story that’s layered, detailed, and
intimate. We approached the design with the same care we give our collections: every texture, pattern, and object carries meaning. Collaborating with different artists and artisans was essential in bringing this vision to life. The floor, for example, is a beautiful interpretation of my mother’s love for the ceilings of ancient Egyptian temples; Marmonil translated that inspiration into an exquisite marble design that quite literally grounds the entire space.
From the intricately woven tapestry on the wall by Bokja to the carefully curated objects throughout, the store is a living expression of our narrative. It’s an immersive experience, one where our design language continues to unfold and where heritage and storytelling remain at the heart of everything.
The boutique features pieces by Randa Fahmy, Bokja, and other regional creatives. How important is it for you to collaborate with fellow designers from the region?
We’ve always believed that creativity thrives in dialogue, not isolation. Collaborating with incredible designers like Randa Fahmy, Bokja, and others allows us to explore different mediums and narratives while remaining rooted in craftsmanship and storytelling. These are visionaries in their own right, artists whose work stands on a global stage and bringing their pieces into the boutique felt like a natural extension of our world. These pieces don’t just complement the space; they bring it to life with stories, textures, and perspectives that echo our own. It becomes a conversation between disciplines, where jewellery, furniture, and art come together to create a richer, more immersive experience.
With curated elements drawn from your personal collection (books, art, and images) how did you approach blending the intimacy of home with the elegance of a luxury retail space?
For us, luxury is deeply personal; it’s about meaning, not just material. So we wanted the store to feel lived-in, thoughtful, and warm. Many of the objects and books are things that have inspired us over the years, pieces that carry emotional weight and creative energy. By integrating those personal layers, the space feels more like a creative studio or a collector’s living room than a traditional retail environment. It invites people to slow down, to connect, and to experience the world of Azza Fahmy through our eyes.
The High Jewellery pieces in your collection are described as one-of-a-kind masterpieces. What story or emotion do you hope each client takes away when wearing them?
Each High Jewellery piece is born from a specific narrative, whether it’s a line of poetry, a historic motif, or a moment in time that moved me. My hope is that clients feel an emotional connection when they wear them, that the piece becomes part of their story. These aren’t just adornments; they’re heirlooms of meaning. I want the client to feel empowered and to carry a piece of heritage and emotion with them wherever they go.
What keeps you creatively inspired across continents?
My mother taught me early on to see the world with curious eyes; to find inspiration in everything, wherever I am. That lesson has stayed with me. Whether I’m in a museum, walking through a new city, listening to music, or reading a piece of literature, I try to absorb it all. Each country, each continent offers a different lens: architecture, art, history, nature; they all leave an imprint. What’s beautiful about working with my mother is that she’s given me the tools to translate those impressions into wearable art. So no matter where I am in the world, I feel creatively awake. Inspiration is always around me, it’s just a matter of noticing.
You’ve always championed traditional techniques while embracing modern design. How do you balance innovation with preserving artisanal heritage in today’s fastpaced fashion landscape?
For us, tradition isn’t something static or confined to the past; it’s something living, breathing, and constantly evolving. The techniques we use, whether it’s hand-piercing or filigree, have been passed down through generations, and we treat them with the reverence they deserve. But we also believe that honouring heritage means allowing it to grow. We’re always exploring new ways to reinterpret these methods; whether through unexpected materials, bold silhouettes, or contemporary contexts. It’s never about choosing between old and new; it’s about creating a conversation between them. That’s where true innovation happens, with deep roots and an open mind.
Looking ahead, what does this new chapter in London signal about Azza Fahmy’s evolving global vision?
It marks a new era of presence and possibility. We’ve always believed that our stories can travel beyond borders, that the emotions behind our designs are universally understood. This London chapter is about bringing our heritage to a wider audience, but doing so in a way that feels grounded and true to who we are.
On a business level, it also reflects our commitment to strategic growth in key cultural capitals; locations where our brand can thrive and connect meaningfully with a global clientele. It’s not about expanding for expansion’s sake; it’s about deepening the dialogue between cultures, and inviting more people into the world we’ve been building for decades.
If we peeked inside your jewellery box right now, what’s the one piece you’d never part with — and what story does it tell?
I actually have two pieces I could never part with. The Enta Omry chevalier ring, which I wear every single day, and my snake rings. No matter how I switch up my style, stack different pieces, or change my look; those two are constant. The Enta Omry ring holds deep sentimental value; it’s a tribute to the timeless beauty of Arabic music and poetry. The snake rings, on the other hand, are powerful and symbolic; they’ve become a part of me over the years.
If you could create a bespoke piece for any historical figure, who would it be and why?
I would honestly choose Audrey Hepburn. She embodied a kind of timeless beauty and quiet strength that continues to inspire generations. Her elegance was effortless, and her sense of style was understated yet impactful which made her an enduring icon. I imagine creating a piece that speaks to her grace but also to the depth of character she carried.