Azza Fahmy Jewellery, the leading luxury design house in the Middle East renowned for its exquisite craftsmanship and authentic cultural storytelling, is pleased to partner with Bidayat, an Alsara Investment Group company founded by Rachid Mohamed Rachid. The investment platform will inject new capital into the family-owned jewellery house to support its regional development, retail expansion and international growth.


Bidayat’s mission to support talented entrepreneurs and high-growth companies with a strong brand DNA is in great alignment with Azza Fahmy Jewellery’s innovative, ambitious, and empowering brand history. The shared values between the two companies create a strong foundation for this exciting partnership, given the investment company’s history of nurturing talent through education and supporting exceptional female entrepreneurs.

“I believe that our rich cultural heritage has huge potential to inspire wonderful and innovative creations to show the world what we can do. I am very happy about this partnership with Bidayat and have complete trust that we share the same values and vision to continue our global journey,” says Azza Fahmy about her namesake brand.

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