Why Begermi?
The decision to evolve from Antwerpen Sterling to Begermi was straightforward. As the word itself suggests, Begermi is simple. It is short, easy to pronounce, and works seamlessly as a brand.
But beyond simplicity, Begermi brings strategic advantages
- It leverages a strong, distinctive surname that has never been commercially exploited.
- Phonetically, it carries an elegant resonance, evoking an Italian flair without being Italian.
- In the Arab market, it is effortless to pronounce and remember.
- Above all, it is modern, bold, and highly memorable.
The name Begermi comes from Mr. Sharif Begermi himself, embedding the brand with authenticity. By giving visibility to the man behind the name, we not only elevate Begermi but also strengthen Antwerpen Fine Jewelry. In this sense, Begermi acts as the gateway brand,
reaching new audiences while naturally leading them to Antwerpen. This was the motivation for change: a simple, powerful, international name. One that feels just right whether in Cairo, Dubai, or Milan.
The Logo
The identity of Begermi follows the same principle of refined simplicity. Inspired by the seal engraved on the rings of the S. Begermi line, the logotype adapts this typeface with subtle refinements. At its core, a clean yet sophisticated monogram merges the “S” and “B”, symbolizing the connection between Sharif Begermi and the brand itself.
The Colors
Color choice was a deliberate strategic move. After analyzing more than 35 international brands, we identified two tones rarely used in the jewelry sector: green and purple. These shades won’t dominate the brand but will be applied tactically, especially in packaging, where first impressions are crucial.
The Packaging
The box and bag are not accessories
they are part of the product.
Just like Cartier or Tiffany, Begermi sees packaging as an essential part of the experience, not an afterthought. Opening a box becomes a ritual of sophistication and trust. Every detail, the finish, the feel, the color, and the balance of quality and cost, must be impeccable, creating a lasting impression that elevates the jewel itself.
The Vision
Begermi is more than a new name, it is a bold statement. The brand is designed to stand strong on its own while also propelling Antwerpen forward. With its simplicity, modernity, and strategic edge, Begermi is set to thrive nationally and internationally.