Doha, Qatar – Feb 3, 2026: Azza Fahmy Jewellery, in partnership with Fifty One East, Qatar’s favorite department store, unveiled a unique immersive experience in Katara Cultural Village, Doha, offering guests an intimate journey into the world of one of the Middle East’s most celebrated jewellery houses. Designed as a multi-sensory exploration of heritage, craftsmanship, and contemporary design, the experience brings Azza Fahmy Jewellery’s rich narrative to life, reflecting the brand’s enduring legacy and creative spirit.
The experience was officially launched during a special event at Katara Hills Doha, LXR Hotels & Resorts, attended by senior officials from both entities, in addition to key media partners. Following the launch, the experience opened to the public across two days, inviting visitors to explore the stories, inspirations, and cultural narratives that have shaped the brand’s identity for decades.
Transforming a private villa into a thoughtfully curated destination, the experience unfolds across a series of immersive spaces, each revealing a distinct facet of the brand’s universe and showcasing High Jewellery, Shen, The Autobiography, El Sett, and El Nur. Together, these spaces offer an intimate insight into the house’s creative process, archival inspirations, and signature collections, creating an experience that feels both immersive and deeply personal.
The High Jewellery Room highlights the house’s exceptional craftsmanship and storytelling, featuring unique pieces from the Tales of the Nile High Jewellery Collection. Each piece is intricately crafted in 18kt gold and set with gemstones, reflecting Azza Fahmy Jewellery’s dedication to artistry and detail.
In The Shen Room, visitors are immersed in Ancient Egyptian culture through selected elements such as Azza Fahmy’s latest Scarab Collection, celebrating one of Egypt’s oldest and most enduring symbols of protection. This space reflects the brand’s deep connection to Egyptian heritage, bringing forward timeless motifs and symbols that have fascinated civilizations for thousands of years.
Rooted in personal research and creative vision, The Autobiography Room offers a deeper insight into Azza Fahmy’s journey, from her early beginnings in jewellery design to becoming the Middle East’s leading jewellery designer, known for challenging conventions since 1969.
The El Sett Room pays tribute to the legacy of Umm Kulthum through bespoke pieces designed specifically for the film El Sett. Created in close collaboration with the production team, the pieces reflect the elegance, authenticity, and spirit of the era.
Completing the experience, The El Nur Room invites visitors to explore Azza Fahmy’s extensive research into calligraphy, one of the brand’s defining elements and visual signatures. The room features iconic phrases drawn from timeless songs such as Umm Kulthum’s Enta Omri and Sayed Darwish’s Ana Haweit, celebrating the poetry of the Arabic language and music through jewellery.
Over the course of the experience, the venue also hosted a series of private gatherings led by acclaimed Egyptian chef Karim Abdelrahman, Founder and Executive Chef of Avec Karim. For this occasion, Karim created a narrative-driven menu rooted in Egyptian culture, adding a refined hospitality layer to the experience and fostering moments of conversation and connection.
Through this immersive experience, Azza Fahmy Jewellery reaffirms its commitment to storytelling, bridging jewellery, heritage, and contemporary expression in the heart of Doha. In parallel, Fifty One East continues to champion its vision of bringing world-class, culturally rich experiences to Qatar, reinforcing its role as a leading destination for luxury, craftsmanship, and meaningful brand encounters that resonate with its discerning clientele.