CAIRO , Egypt ( CNN ) -- Azza Famy is used to breaking new ground . 18ct gold and sapphire earrings from Azza Fahmy 's `` exclusive '' collection . In the 60s , she was the first woman to apprentice in Egypt 's jewelry district . Today , she is heads up `` Azza Fahmy Jewelries . '' A family business that has evolved into the first Egyptian designer brand and gained global recognition . Her blends of Islamic motifs , modern design and gold , silver and precious stones are worn by the likes of Naomi Campbell and Queen Rania of Jordan . In 2007 , Fahmy collaborated with British fashion designer , Julien Macdonald , to provide jewelry for his catwalk collection at London Fashion Week . They worked together again in 2008 . CNN 's Alphonso Van Marsh ( AM ) sits down with Azza Fahmy ( AF ) and begins by asking her what makes her products so special . ( AF ) : We take a lot of research before we do our collections . We use a lot of cultural elements and items , using the great philosopher , Saz . Great motifs . We turned a great motif to a modern motif . Each collectin takes a lot of time before you produce it . I think this makes the collection and the products very personal and very special . ( AM ) : Tell me about your collaboration with British fashion designer Julien Macdonald . ( AF ) : I think we met up when Julien saw our work and he liked it and came to meet me . I have something in common with Julien -- I think the flow of understanding . He showed me the collection and the colours of his work and we fantastically understand each other . ( AM ) : Will the designs be different for clients in the West ? ( AF ) : Maybe they will not understand the verses and not understand the words . For Europe we are planning is taking motifs from various civilisations like Islamic and turning them into modern jewelry which people will understand . ( AM ) : Why did you look towards Europe in order to build your brand ? ( AF ) : Maybe because we do n't have a lot of Arab names , so all the rich people are buying foreign brands . Maybe we have to make a name and then go back . ( AM ) : But you did go West ? ( AF ) : I do go West because I see my work is very strong and it has to be the West . I am very proud to take and Egyptian brand and an Arab brand and market it internationally . Not because I want to take it back to the Arab world but because I am proud of what I produce and I want foreign people to wear an Egyptian brand . ( AM ) : Now you have become this global name , you have started to target Gulf arab countries . Why ? ( AF ) : As a family brand , I think we decided to expand and the nearest countries we had a good name in were in the Gulf . We have expanded in Dubai , Qatar , Bahrain and we are working in Saudi Arabia because they are the nearest markets in which we have a very good name . ( AM ) : Is it a challeng when it can be perceived in these countries that only European names can offer high-end products ? ( AF ) : Of course , to have a product which stands beside [ brands like ] Cartier . it 's a challenge but we are very sure of ourselves because we are presenting something special . Something which is different from these brands . ( AM ) : Why is there a tendency for consumers to buy silver and gold , not for their design but for their weight ? ( AF ) : When you talk about the masses of people in Egypt and the Arab world , gold for them is their investment . People do n't put their money in banks , they put their money in the hands of their wives and the ears of their daughters . They do n't want to invest in added workmanship . It 's a simple , fabricated jewelry which if he sells after five years he will more money than he paid before . ( AM ) : Tell me about the exclusive collection . ( AF ) : Very few pieces are produced in this line - maximum 10 to 12 pieces based on precious metals , precious stones and handmade jewelry using techniques from our masters in the workshop . We do n't repeat it . We can do pieces for a client if she has a stone or would like something unique . ( AM ) : As the industry is dominated by men , was there a glass ceiling for you ? ( AF ) : Yes , it is a very dominant business . Most of the big names in jewelry design are men and there are not a lot of women working in this business . ( AM ) : Does it bother you when people call it designer 'bling ' ? ( AF ) : It is quite a deep and nice collection not bling bling . I hate bling bling collections !
In Today , Azza Fahmy was the first woman to apprentice in Jordan 's jewelry district . the 60s she heads up international luxury brand , `` Azza Fahmy Jewelries '' Her designs are worn by Naomi Campbell and Queen Rania of Egypt . She tells CAIRO 's Alphonso Van Marsh what it takes to make it in the luxury market .