Azza Fahmy''s memoirs

The day the idea for this book was born, we were celebrating the 50th anniversary of the establishment of (Azza Fahmy Company), and the company''s daughters were busy preparing (the celebration programme) which made me panic. I asked myself, Oh news, have 50 years passed?!! When did these days and years happen like this? I felt that this was the last chapter that I was entering, this was the last scene in the play. I said: "You must calm down and rhyme, and tell what is specific to Azza Fahmy (Al-Bani Admaiah)." This book tells a true Egyptian success story, in which Azza Fahmy was able Overcoming many obstacles in her life, starting with the ordeal of her father''s death and the family''s move to a lower economic level, then her exit from the job routine to choosing "jewellery" as a profession and a journey of self-discovery, through to transforming this craft into an artistic profession that has industrial origins and applies modern global marketing rules and systems. And ending with the name "Azza Fahmy" becoming a global brand emerging from Egypt, carrying a global identity, culture and heritage in terms of design, craftsmanship and quality.