As culture is forming a corner stone in Azza Fahym's business, the company has to take the various impacts of socio-cultural effects into consideration while penetrating any new market. As it also affects consumers' buying behaviour and product perception and acceptance, it was very important for AFJ to consider it in its plan while expanding outside Egypt. Being branded as a luxurious product in Egypt may not necessarily be perceived the same way in other countries. The company was also capable of keeping the high end image of the product in different markets through studying them, their difference in culture and their needs. AFJ stressed in its international marketing plan, the uniqueness and innovation of its designs and products. This is what makes its products relatively expensive. Azza Fahmy Jewellery managed to keep the same brand image in all markets it concurred. The company's management was also intelligent enough to detect the importance of offering a variety of products targeting different types of customers and considering cultural differences. This was shown when Ms. Fahmy travelled to the UK to enrich and strengthen her skills and by offering different product lines. The top management carefully chose where to display the company's products; international hotels, respectable showrooms, exhibitions, important trade shows and department stores. Based on the society and how people will perceive its products, Azza Fahmy Jewellery decided on the way to reach its target market. For example, it displayed its products in showrooms in the UK where prominent brands are available and in other countries like the UAE where it has franchising agreements. One important cultural dimension AFJ considered is that its target market in the Arab World prefers Westem product over local ones. Based on this, the company top management insisted on having an international global existence through international exhibitions, show rooms and well known fashion houses. Nowadays, Azza Fahmy Jewellery exists in Egypt, Jordan, UAE, United Kingdom, USA and Qatar. The company's designs are known for their Islamic Culture base; which may not be attractive for some markets. This is a challenge that AFJ has to continuously consider in exploring new countries. As a privately owned business, AFJ may also face some financial issues that should be handled in an innovative manner. Azza Fahmy Jewellery exists in many different regions with different social and cultural aspects; however, it needs ongoing research to maintain this success and penetrate new international markets