Not only has Azza Fahmy built a successful business and a brand name which is starting to gain international recognition, but her work has had a strong impact on both Egyptian public taste and on the traditional craft of jewellery-making.

Her innovative jewellery inspired by a range of Arab and oriental influences is now worn by royalty, celebrities and the women of the elite in Egypt and elsewhere. In a region where western fashion provides the only yardstick for sophistication, Azza Fahmy has managed to create coveted objects of desire out of traditional styles and shapes which had until then been dismissed by upmarket consumers as uninteresting and too much like what peasants wear.