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. The strategic ambitions for Azza Fahmy Jewellery also include a focus on its product offering to further promote the brand’s luxury positioning, while continuing to capitalise on the unique design and artisanal expertise already established over the past decades.