Azza Fahmy collaborates with Marakez on Ramla Beach Clubhouse inspired by Alexandria traditions

Drawing from Alexandria’s coastal traditions, the project brings together heritage, design, and cultural detail, extending Azza Fahmy’s brand identity into a lifestyle destination on Egypt’s northern coast 

Cairo: Azza Fahmy Jewellery has entered into a collaboration with Marakez, Egypt’s leading mixed-use developer, to design and shape the upcoming Ramla Azza Fahmy Beach Clubhouse, expected to open in summer 2026. The project represents a meeting point between the jeweller’s design ethos and Marakez’s vision for destination development. 

To mark the collaboration, a seaside gathering was held that reflected the cultural influences guiding the project. The day recreated familiar coastal rituals from Alexandria, with parasols on the beach, fisherman boats at the shore, and traditional foods such as Freska, Zalabia, grilled fish and gandofli. Calligraphy, echoing the painted names and sayings found on Alexandria’s boats, was also part of the setting. Nostalgic music reinforced the focus on heritage that will flow into the design of the clubhouse. 

The clubhouse is being created as an immersive environment that extends Azza Fahmy’s brand into lifestyle and cultural spaces. Known for jewellery rooted in Egyptian craft traditions, the brand is bringing its design language into a new context where architecture, interior details, and programming will reflect Alexandria’s summer spirit. 

Basil Ramsey, CEO of Marakez, said the collaboration started with the idea of carrying Azza Fahmy’s authenticity and design values into a physical space for people to experience. He explained that the approach was developed from scratch, with the intent of creating something distinctive on Egypt’s northern coast. 

Dasha Badrawi, Executive Vice Chairman of Marakez, highlighted the role of cultural heritage in the project, noting that music and nostalgia will be central to the atmosphere of the clubhouse. She said the ambition is to craft a space where every detail, from design elements to activations, presents a new interpretation of Egyptian coastal traditions. 

For Azza Fahmy, the collaboration signals an extension of the brand’s longstanding focus on design and storytelling into broader cultural experiences. While its core remains jewellery, the project illustrates how design identity can cross into lifestyle environments, reinforcing the brand’s role as a custodian of Egyptian heritage. 

The Ramla Azza Fahmy Beach Clubhouse is set to open in 2026. Positioned on the northern coast, it will bring together the expertise of Marakez in large-scale developments and Azza Fahmy’s established design perspective, merging heritage and contemporary expression. 

About the brand:  

Azza Fahmy Jewellery, based in Cairo, has flagship stores in Egypt, London and Dubai, with partners across global markets. The brand is recognised for handcrafted jewellery blending Egyptian heritage with contemporary design. 

Retail Jeweller ME News