Famed Jewellery Label Azza Fahmy Opens Pop-Up Store in Saudi Arabia's

Local jewellery artisans Azza Fahmy have just landed in Saudi Arabia’s AlUla. A label known for their culturally-entrenched designs, Azza Fahmy’s regional and global notoriety came about as a result of their dexterous designs that aim to bolster Egyptian craftsmanship. After many store openings in Egypt and a boutique store in London’s Burlington Arcade, the jewellery house took to AlUla - the kingdom’s historic city, often referred to as an open air museum - to expand upon its existing repertoire.                                                                                                                     

“We’re very excited about our first pop-up at AlUla,” Amina Ghali, Head Designer at Azza Fahmy, tells SceneStyled. “Saudi Arabia is a very important market for us and this is the first step towards having a more permanent presence in the country and connecting with our regional clients. AlUla has become a hub for modern and contemporary culture and we’re honoured to be part of this beautiful natural heritage site.” 

The store boasts interiors reminiscent of its Egyptian counterparts. Minimal and inviting, Azza Fahmy’s AlUla store serves as a microcosmic embodiment of the brand’s opulent elegant approach to consumer experiences. Located beside a slew of designer labels, the store is one of many labels currently populating AlUla’s Asher Valley Fashion promenade. The pop-up is available from January through to March and is open every day from 4:00 PM to 11:00 PM.