Azza Fahmy Jewelry is setting ambitious growth targets for 2025, aiming for a 30% increase in sales. This growth will be driven by strategic expansions in its newly opened Riyadh store, along with further developments in its London branch, which has been operational since 2018.
Azza Fahmy Jewelry’s CEO, Fatma Ghaly, revealed that the brand growth plans focus on expanding sales in their newly opened Riyadh branch and strengthening operations in their London branch.
In an exclusive interview with Al-Mal, Ghali shared that the company has historically experienced annual growth rates ranging from 25% to 40%. The focus for 2025 will be on maximizing the potential of these key international locations while also capitalizing on the growing e-commerce sector.
The newly launched Riyadh store, opened in September 2024, along with the continued expansion of their London presence, will be at the core of the company’s growth strategy. Additionally, enhancing its online sales platform will be another key focus area, as Azza Fahmy Jewelry looks to adapt to the evolving digital landscape.
Ghali highlighted that the brand’s 2025 strategy revolves around three main pillars: increasing retail sales in Riyadh and London, boosting online sales to 10% of total revenue by the end of 2025 (up from the current 7%), and streamlining manufacturing and marketing processes. These elements will be vital for maintaining the brand’s growth trajectory in both regional and global markets.
Currently, Azza Fahmy Jewelry operates across several key markets, including Egypt, Doha, Dubai, Jordan, Saudi Arabia, and the UK, while exploring new opportunities for international expansion.
Ghaly also mentioned that despite the company’s rapid growth, there are no current plans for an IPO. Instead, Azza Fahmy Jewelry will continue to focus on strategic partnerships, such as their recent collaboration with Badaayat Group, which acquired a minority stake in the company two years ago. This partnership has been pivotal in supporting the brand’s regional and international expansion efforts.
Following the acquisition, the ownership structure of Azza Fahmy Jewelry is now divided, with Badaayat holding less than 40% of the shares, while the remaining ownership belongs to the Fahmy family, including founder Azza Fahmy and her daughters, Fatma and Amina Ghaly.
Beyond its retail and manufacturing operations, Azza Fahmy School of Design and the Azza Fahmy Foundation for Training provide high-quality training for artisans and designers, helping to strengthen the jewelry industry in Egypt and beyond.
The brand’s production facilities in 6th of October City employ over 320 staff members, all of whom contribute to the creation of its signature jewelry pieces.
Founded in 1969, Azza Fahmy Jewelry revolutionized the Egyptian jewelry market, making history as the first woman to train in Cairo’s famous Khan El Khalili market. Over the years, the brand has built a global reputation for craftsmanship, design innovation, and commitment to preserving Egypt’s rich jewelry-making traditions.
