By this point, everyone knows the New York Knicks are basketball world champions. The championship trophy grabbed all the headlines, and at the same time, another symbol took center stage during the basketball team’s celebration at City Hall: the iconic Key to the City of New York.

The Key to the City was created by Plaques by Azra, an NMSDC^®-certified minority business enterprise (MBE) and proud member of the NYNJMSDC Regional Affiliate. The craftsmanship delivered by Azra has been leaving a lasting mark on milestone moments for more than five decades.

Plaques by Azra, founded 52 years ago by Shirin and Aunali Khalfan, specializes in engraving, etching and printing, producing everything from awards and signage to decals and promotional products. The family-owned business continues that legacy under the leadership of Azra Khalfan-Kermali, who continues to build upon the foundation her parents established.

The golden opportunity to create the Key to the City came through New York City’s Office of International Affairs, as Mayor Zohran Mamdani’s administration wanted a local business to create the Key. Plaques by Azra emerged as a natural fit given its long history of serving New York City agencies and organizations. What began as another project quickly became something much bigger.

“At first, I had no idea what the keys were going to be used for. When the team shared the intent behind the project, the stakes suddenly felt very high.” – Azra Khalfan-Kermali

Working closely with city officials and designer Aneesh Bhoopathy, Khalfan-Kermali helped bring the vision to life under a demanding timeline. The project arrived during one of the company’s busiest seasons, as the team was already fulfilling award orders for schools across the country. Plus, the small-scale design presented unique production challenges, requiring precision, quick decision-making and plenty of late nights.

“I prayed a lot. I am so blessed to work with dedicated individuals who understand urgency and care about getting every detail right.”

Khalfan-Kermali said that same spirit of perseverance has guided her throughout her entrepreneurial journey. Through years of attending NMSDC events, learning from fellow suppliers, and serving on the MBEIC committee, she gained insights and built relationships prepared her business for high-profile opportunities like this one.

When the finished piece was finally presented during the ceremony, the significance of the moment hit home.

“The trophy was made by a company like Tiffany’s, and the key was made by me. I still can’t wrap my head around that.”

That combination of craftsmanship, experience and personal commitment is what Khalfan-Kermali believes sets Plaques by Azra apart. The company has built lasting relationships with organizations including Citibank, Chase, UPS and numerous public sector clients. Over the years, its awards have been presented to presidents, prime ministers and changemakers around the world.

“Our family values are brought into our business. We genuinely care about our clients and treat them with respect. Since I’m the namesake, I feel extra pressure because my name is at stake.”

The visibility of the Knicks championship celebration continues to create excitement and new opportunities for the company.

“The buzz is still in the air, and I am savoring every moment. This has been incredibly helpful in elevating our business, and I look forward to growing it further.”

The recognition also builds on previous milestones. In 2016, Khalfan-Kermali received the NMSDC MBE Catalyst Award, an honor she says helped raise the company’s profile and further establish its reputation within the supplier diversity community.

The company’s connection to NMSDC runs deep: Khalfan-Kermali’s father certified the business with the nonprofit just a few years after NMSDC was founded, recognizing early the value of being part of a network of strong minority businesses.

She learned that success often comes through collaboration as much as direct corporate connections. Advice from seasoned MBEs encouraged her to pursue Tier 2 supplier opportunities and build relationships with established businesses, creating a stronger foundation for long-term growth. She also credits the Xelsior Empowerment Group, which she joined two years ago, with providing a trusted network of business owners who collaborate, share opportunities and support one another’s success.

Looking ahead, Khalfan-Kermali is focused on giving back to the city that helped shape her journey. Plaques by Azra is currently exploring opportunities with the New York City Public Schools to help students learn about entrepreneurship and small business ownership.

Having attended New York City Public Schools herself, Khalfan-Kermali sees the effort as an opportunity to help young people realize that entrepreneurship is within reach. She plans to share the lessons she learned from working alongside her parents and inspire students to imagine broader possibilities for their futures.

Azra Khalfan-Kermali’s advice to MBEs is simple: invest in relationships, learn from those who came before you, and stay connected to the Network.

Despite her company’s size, Khalfan-Kermali remains focused on thinking big. Guided by faith, mentorship and a commitment to community, she continues to pursue new opportunities while encouraging the next generation of entrepreneurs to do the same.

Because sometimes, the biggest opportunities don’t just open doors. Sometimes, they come in the form of a key.