“I was almost going into a depression, losing my essence and creativity. I would look around me and find four white walls and a computer in front of me. We had a nice office, overlooking the Nile, and I would always stare out of the window and wonder what I could be doing instead of working in an office. I felt like Rapunzel locked up in a tower waiting for something or someone to save me, until I realized that I could save myself — if I have the courage to leave. When I finally decided to quit my job, I told my friends feeling sorry for me to congratulate me instead.”
Convinced that her resignation letter was a golden ticket to something better, Fadel started to produce a few samples of her first idea, “Coaster art,” whereby coasters placed next to each other form a picture, making a coaster not only functional but also decorative.
When all the big shops refused to carry her brand because she was too young, she decided to do it all alone. She named her brand Joud, (which means “generosity” in Arabic) and created a Facebook group. The brand’s logo was chosen by Joud’s customers through a competition held on Facebook. The name “Joud” was selected for its originality and simplicity. Fadel then posted all the pictures of her products, which include matching trays, table mats, mugs, tea and coffee cups and saucers.
Rapidly, the group members grew from five to hundreds and thousands. The word got around, people started inviting each other to the Facebook group, asking for the products and making orders.
“I worked hard and got my orders through and started a great relationship with my customers. I took their opinion, held competitions, played games… you name it!” she said.
Later, she met Mona Afifi who established the first online fashion boutique in Egypt (www.style-treasure.com). She came at the right time, just as the management was planning for a home section. It was decided first to try out a few items. The sales boomed and Joud became one of their top sellers. Selling online allowed the brand of home accessories to be known worldwide.
“People between the ages of 20 and 35 were online all the time. Posting new pictures or messages reached them instantly. It was better than advertising on the television, the radio or magazines, and it was for free! Although customers cannot exactly hold the product and see the quality, they are allowed to return any product they do not like,” says Fadel.
Born and raised in the United Kingdom, Fadel returned to Egypt, 18 years later. Colorful and particular, her artwork is inspired by the people and culture, and the designs reflect a rich and joyous mishmash. Her creativity seems to bubble up from the gritty urban streets. Fadel looks at the local culture and brings out the vibrant colors, to bring a sort of joy into the interior. All over the world, the mood is turning away from anonymous, mass-produced goods toward something that comes with a story.
Fadel’s road to success was not a bed of roses, however. Taking care of the production is one of the biggest problems she faces. Dealing with carpenters and factories is rather difficult and maintaining a good quality requires many efforts.
“I was surprised to find the quality very different to the one I had approved when I made a bigger order. I had to be extremely assertive, keep payments aside and yell every now and then to get what I wanted. Building your own team is also difficult. It is even more difficult to fire employees! I had never imagined myself in that position and used to despise the management in my old company when they used to let people go. But when you have your own business, everything changes,” she explained.
Fadel believes she had a vision and a goal and did everything to reach it. Although she has been copied, she does not fear unfair competition. Her passion for creating new designs knows no boundaries. Her creativity reflects Egypt’s energizing mood. The recent events have unleashed a new inner confidence. The country’s past is a rich source of stimulation out of which will come something new, refreshing and different.
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