Glamouria - El Sett Jewelry- A tribute to Umm Kulthum By Hayat Ammouri

When an Icon Becomes Jewelry

This December brings a cultural moment worth savoring with the release of El Sett, the much-anticipated film by Marwan Hamed, starring Mona Zaki, honoring the incomparable Umm Kulthum fifty years after her passing. Azza Fahmy Jewellery is proud to be part of this tribute, crafting bespoke pieces for the film—from faithful recreations of Umm Kulthum’s iconic jewelry to designs inspired by the spirit and style of her era. Working hand in hand with the filmmakers, the house also contributed consultation and curation, ensuring every detail felt true to her world. For a brand long inspired by El Sett, the collaboration felt instinctive—almost inevitable.

To mark the film’s release, Azza Fahmy Jewellery unveils a special capsule collection inspired by Umm Kulthum herself—her presence, her elegance, and the words that still echo across generations. For years, her music and poetry have shaped the house’s designs, from the beloved “أنت عمري – My Eternity” collection to creations that honor storytelling and soul. This new capsule turns the lens fully onto the icon, celebrating not just her voice, but the woman behind it.

Each piece is a quiet homage to a legend whose influence knows no bounds—crafted with devotion, calligraphy, and a deep reverence for heritage. Because some voices, like El Sett’s, never fade.