It was by chance that founder of Design Emporium, Aziza Tanany, fell into the interior design business. Rewind to 1990: Tanany was living in London running her own translation firm. She was also operating an expediting office, acting as an agent for UK and Europe-based companies. Then in 1996, when a friend of hers wanted some soft furnishings for her apartment, Aziza stepped in to help. The following year, Aziza returned to her native Egypt after 25 years in the UK, realizing that there was an untapped niche market. "I saw that there was nowhere you could go to get things like textiles, candles and dried flowers, particularly for the trade market, said Aziza. From humble beginnings in a single room backed by finance from a friend who believed in her idea, Tanany is now the largest sole agent and distributor of European and American fabrics, soft furnishings, wall-coverings, furniture, lighting and accessories in Egypt. The single distributor who Aziza employed at the beginning is now one of 20 others: 17 of whom are in Cairo, three in Alexandria and for the first time this year, one in El-Gouna. "At the start, I was pitching the service to clients who were keen on doing business in Egypt but were not familiar with the commercial environment, Aziza recalled. "I think they were pleased to be dealing with someone who understood both the British and Egyptian systems, she continued, referring to the fact that she was Egyptian but lived in the UK. Companies actually come seeking her services now - either a result of the magazine advertisements the company has invested in, Aziza's regular television appearances or by word-of-mouth recommendation. She can count Beaumont & Fletcher, Galliard and Mulberry among some of the more well-known clients her company represents. Besides lending pattern books to interior designers, a colour service is offered, alongside training for interior design companies' staff. This is so that they become more familiar with the particular furnishings and style of each European company so that they are better-equipped to advise clients on which would best match their requirements. Still, hotels represent the largest chunk of Design Emporium's business as they generally have large contracts, with increasing sales in the retail sector. For the last five or six years individual clients have been catered for as well. What are the best-sellers in Egypt? "Osborne & Little wallpaper, Tanany replied, "they know what people want and how to provide the most effective service. Italian and French companies dominate, followed by American ones, as they tend to produce the elaborate golds and burgundies that many Egyptian homes favor. "Very traditional, conventional and classic is how Aziza described the interiors market when she founded the company. She has witnessed a dramatic change over time, particularly in the last three-five years in terms of the greater choice of furnishings available. "The more open commercial environment has been beneficial for clients - there is a lot more choice now where there wasn't before, Aziza said. A marked trend has been away from the woman being solely in charge of furnishing the home, husbands now "interfere and younger newlyweds take joint responsibility, often coming to the showroom together. Tastes are simpler, with fresher colors. All tastes are catered for at Design Emporium with Aziza herself making four-six trips a year to London and Paris to see new interior designers' collections. She reports back to clients on sales and gives them input on how their products are selling in the Egyptian market. Design Emporium has a showroom in Dokki. Clients are encouraged to drop by to browse the samples and view the furnishings for themselves. Please see www.designemporium.com.eg for more details.
