When it comes to design, sometimes you seek out inspiration and sometimes you just stumble upon it. With the launch of the newest Azza Fahmy collection, Africa 2016, Head Designer at Azza Fahmy Jewellery, Amina Ghali, gave us an insider look to know what it takes to bring the pieces to life. We're taking you go inside the world of Amina Ghali, so keep scrolling and read on, as she shares with us her design philosophy and style diary.
On wanderlust and travel-inspired design...
It all started when my mother and design partner Azza Fahmy embarked on a trip to Addis Ababa, Ethiopia around 7 years ago. At Azza Fahmy Jewellery, we are inspired by global cultures and constantly looking at innovative ways to re-introduce those cultures with a contemporary intake. Africa was very different than any other culture we experimented with. We were struck by the richness of their motifs despite their primitive nature. We spent around 3 years in research before we launched our collection earlier this year, together with my mother and the design team. We look at colors, forms and unpredictable elements for inspiration. Re-interpreting cultures is what we do. We did not stop at merely drawing inspiration from the continent’s jewellery and its aesthetics, but we also dove deeper into Africa’s key traditions, history, and heritage. We were particularly inspired by body adornments in South Eastern Africa.
The little details bring out the big picture…
We looked at body adornments in Africa and how they provide such a beautiful contrast with its people’s complexions. We drew a lot of reflections from body art originating from Surma Valley used as a prime means of self-expression, ceremonial protective masks by Bassari tribes, traditional geometric textiles, glass beads, and bridal jewellery. Each piece in the collection has its own special story and it’s up to our clients to decide which story speaks to them and expresses who they are the most in terms of aesthetics and inspiration.
About the Azza Fahmy woman and what she likes...
The Azza Fahmy woman is one that appreciates culture and artistic messages of beauty. No matter how bold or diverse the inspiration is; there is always a piece for every woman in every collection we design whether she’s looking for that bold statement piece or that passé-partout pair of earrings or dainty ring to stack. We also play a lot with our use of stones, form and material to appeal to various individual styles.
How jewellery is a form of self expression...
I usually plan my outfits according to what jewellery I’m wearing, and what I love about this collection is that you can have a lot of fun with it! I find a lot of stackable bangles, rings, and necklaces which I can easily layer and style differently every time. Depending on my mood, you’ll either catch me wearing my African stack rings and pairing them with my classic Umm Kulthum chevalier or you’ll see me going all out with our bold Tibetan turquoise ring and body paint cuff. When it comes to jewellery, I would tell every woman to go for something that truly represents who she is and how she’s feeling. Style, especially in jewellery, is a tool for self-expression and individuality.
