CAIRO: Day after day, fashion consumers in Egypt have more choices than ever before. Yet, young designers in Egypt have struggled to gain a foothold in local and international markets. This week, Bikyamasr.com had the opportunity to talk to Nermine Ayesh, the creative designer and businessperson behind the Cairo-based jewelry line 3een Silver Jewelry. The Line offers personalized handmade silver and gold plated jewelry designs. Her pieces are elegant and inspiring; always with a distinctive Egyptian touch. BM: How did you start in jewelry designing? Has your background influenced this decision? “I studied business administration at MSA University in Cairo. Definitely my studies shaped my current situation, but they are not the main reason why I decided to start in this world. I have been in love with jewelry since I was very young, and little by little, I began designing jewelry myself. I found my designs are quite unique and after a while I founded my own business, 3een Silver Jewelry.” BM: Where do you find the inspiration for your designs and is there a designer you admire the most? “When I conceive of my designs, I try to be unique and innovative. People always like to see new concepts and inspiring pieces! Regarding my favorite jewelry designer, I love the Egyptian designer Azza Fahmy. She is what I call a successful woman and an example for all of us.” BM: What can 3een offer that others can't? “The best thing about 3een is that we offer very good value for money. We work with the finest quality and that is the best way to satisfy our customers.” 3een Silver Jewelry BM: Where do you find the materials your products are made of? “Although I bring some of the materials from Turkey, most of them are from Egypt, and this is something I am very proud of, honestly. It is really important to encourage local market, especially during this period of instability.” BM: Where do you find your customers? Do you sell just online or you have a store? “My business started online, but I am currently working to open a shop very soon. Although you can find my products in some boutiques in Cairo, we work mainly through our website. For those customers who place an order online, we usually deliver the items to their address.” BM: What are your plans for the coming future? “For now I plan to have my base here in Cairo. I would love this business to be more and more successful and maybe be able to export my products outside Egypt.” BM: Can you give a piece of advice to all those who want to have a business like ours in Egypt? “First, be unique and creative; do not copy others work because you will loose in the long term. Also, be constant and strong and know that all businesses have good and bad moments, so just keep going.” You can check out Nermine's collection on 3een Silver Jewelry's Facebook page. BM ShortURL: http://goo.gl/ubGQj Tags: 3een Silver Jewelry, Design Section: Egypt
