Azza Fahmy Jewellery crafts period pieces to build narrative for Egyptian movie ‘El Sett’

The collaboration highlights how jewellery can shape character, memory and cultural identity within contemporary cinema

Cairo: Azza Fahmy Jewellery collaborated with the recently released Egyptian movie ‘El Sett’ to create jewellery for the character playing singer Umm Kulthum, one of the most influential figures in Egypt’s cultural history and the larger Arab world. The film has opened strongly and generated conversation across artistic and cultural circles, with jewellery playing a subtle but essential role in building the on-screen narrative.

The partnership took shape when director Marwan Hamed approached the jewellery house to contribute pieces that would help translate Umm Kulthum’s presence and personality through material detail. For the brand, the project carried personal resonance as well as creative responsibility.

View this post on Instagram

A post shared by ELLE Egypt (@elle.egypt)

As explained by Amina Ghali of Azza Fahmy Jewellery, representing Umm Kulthum required moving beyond straightforward reproduction. Some of her jewellery is immediately recognizable, while other pieces exist only through partial imagery or collective memory. “You have to step into the era and consider what a woman of her stature, habits and authority would have worn, rather than relying solely on documented references,” Ghali said, in an interview with ELLE Egypt.

This process drew on years of internal research, shaped by earlier collections dedicated to Umm Kulthum. One of the standout pieces created for El Sett was an art deco diamond bracelet inspired by archival visuals. While the original appeared relatively narrow, the design was subtly expanded to ensure visibility on screen without compromising its period character.

Another technically demanding piece was Queen Nazli’s necklace. The challenge lay in creating a jewel that conveyed royal scale and diamond intensity while being executed using alternative materials suitable for film production. Sourcing stones and executing the required techniques within limited timelines made it one of the most complex pieces developed for the project.

The jewellery selection also reflects Umm Kulthum’s distinctive visual language. Crescents, statement brooches and long chandelier earrings were integral to reinforcing her commanding silhouette and stage presence, helping communicate both authority and emotional depth through design.

The collaboration also underlines the lasting relevance of Umm Kulthum-inspired jewellery. Designs created by Azza Fahmy in her honour, including the Inta Omri ring, continue to remain among the brand’s most recognizable and commercially successful pieces.

For Azza Fahmy Jewellery, El Sett offered an opportunity to revisit a defining cultural moment and translate it into jewellery that feels considered, respectful and true to its time.

Founded in 1969, Azza Fahmy Jewellery has built a strong international presence, with boutiques across Egypt, the Middle East, Europe and the United States.

Retail Jeweller ME News