EAE led the redesign of Azza Fahmy Jewellery eCommerce platform to make shopping on its jewellery website as enjoyable and memorable as in its signature boutiques. We implemented a new strategy and design concept as well as led the migration of the website from Magento 1 to Magento 2. We continue to work with Azza Fahmy as strategic technology partners by developing new functionalities and providing counsel.

Up until recently, Azza Fahmy sold pieces primarily through a chain of its brick-and-mortar stores located mostly in the Middle East. However, as its international audience started growing, the jewellery house found it increasingly difficult to reach customers based in the regions where it had a limited presence. Turning to eCommerce was the next logical step, but at that moment Azza Fahmy's website wasn't ready to face the crowds - it wasn't easy to navigate, its design was outdated and non-responsive, and the platform itself was hard to maintain and update. The team decided to revamp the website from the ground up to give its remote customers equal opportunity to discover the brand and enjoy a convenient shopping experience.

Azza Fahmy entrusted EAE with the strategy, new concept design, and development of the branded eCommerce. We kickstarted the project with a strategic session where we decided on positioning Azza Fahmy as a heritage rich yet modern brand that caters to its millennial, digitally savvy audience through elegant design, intuitive navigation, and seamless shopping experience but at the same time transpires craft and brand's notable provenance. The new eCommerce design concept would be powered up by an updated technology stack on Magento 2.

The proposed website architecture included new taxonomy and attributes for better filters, organised all pieces in logical categories (by type, collection, and occasion), featured multiple stores for different geographical regions (UK, US, Middle East, and international), and a completely redesigned shopflow. To instill more trust and confidence with buying jewellery online we also added a brand new customer service section that offered a ring size tool, a gemstone glossary, and jewellery care instructions. An integral part of the solution, the user-friendly CMS makes it much easier for the AF team to update the website and publish new content as the brand evolves.

Within a couple of months, we rebuilt the entire eCommerce platform for Azza Fahmy, starting with the UX & UI that's in line with the brand's look and feel, and ending up with the fully integrated and scalable online store on Magento 2. The new website not only ensures continuity of the brand from in-store to online but also adds a completely new dimension to its personality and offers vast opportunities for customer engagement. On the business side, we provided the team with a convenient CMS as well as the necessary instruments for online store management by integrating the website with the accounting software, order and stock management systems, and marketing automation tools. The new website is now catering to Azza Fahmy's international customer base and serves as a platform for further brand development.