The past few months, the name Hemsah has been floating around Egypt. The bohemian jewelry brand is already making a name for itself, and has been able to distinguish itself from countless others in Egypt!
Hemsah, an eclectic jewelry brand made with travels and story telling in mind, meaning each piece is as unique as the next. We had the absolute pleasure of sitting down with Sarah, the young woman behind Hemsah.
She was as unique and inspiring as her designs are. Needless to say, we loved her!
Tell me about Hemsah.
I'll start with the inspriration behind it. One day I was in Sinai, and I’ve always been really interested in fashion & accessories especially, and I travel a lot, so I was sitting on the beach and I was just thinking of how I could combine all these things. I did my Masters in International and Comparative Education, so I had a lot of these different motivations going through my mind and then slowly, it came together as Hemsah.
So what I do is, when I travel, I’ll go and explore the place, the culture, and I’ll notice the different aspects. The architecture there, the nature, the culture, the language, all of that. That will be the inspiration behind the designs of the collection. The first collection is the Mediterranean collection, it was inspired by my travels to Greece, the North Coast, and the South of France, and I’d say the color scheme was really affected by these places. There's a lot of turquoise white and gold. The collection was also inspired by the raw architecture in Santorini and Mykonos.
Another collection that I envisioned in my mind was the Arabian collection. I’m eventually, hopefully by next year, going to be living in the States, so I was imagining a way to expose people through fashion to a different culture or a different part of the world. And I’m someone that gets really frustrated with the perception of the Arab world in general, which is that they’re all extremely conservative or terrorists, so I wanted to just bring to light part of the art and beauty of the Arab world, through accessories.
How would you describe your brand?
“Evolving” I guess, constantly evolving. Every collection is inspired by a different place, it’s an alternative means of education, which gives it an edge. It’s personal in a way, like as a gift, giving a Hemsah product or a piece as a gift is really unique because you’re giving someone a story, as well as an accessory. The packaging is really important so the stories are written in little scrolls. It’s Boho chic with a dash of rock & roll.
We love it when brands go that extra mile!
That’s what makes a difference to the customers, when they feel that you went the extra mile.
Your designs all have a beautiful simplicity to them, was that something you had in mind when you started Hemsah? Simple jewelry?
For the Mediterranean collection I was definitely going for simple and raw, and I’m really hoping that each collection will echo the culture that the designs are inspired by. I hope to have an Ottoman collection in the future. I don’t think that one will be very simple because it’ll probably be more detailed as well as an Indian collection, and an Ancients collection. So it depends on the place, basically, and the culture and the landscape.
That’s why I really stand with being unique and having the story and having a website and getting my orders through a website, orders that you can track. That was really difficult because it’s a really big market and there’re a lot of different competitors, there are a lot of really talented people as well and then there are also the very established jewelry people whose names standout and you do feel really small compared to them when you’re still starting so that was a little nerve wracking at first You have people like Azza Fahmy, and Sabry Maarouf, so you’re sitting there thinking “what do I do”.
The nice thing is that everyone starts small and then you move forward. I started it during a time when fashion is really booming in Egypt and you have all these different bloggers and fashionistas, and all these different concept stores where you can display your stuff. You no longer have to open a whole store for yourself and pay for the whole rent of it, but you have other ways of doing it so I’d say there were some things that were difficult, and something’s I was pretty lucky with.
With most designers in Egypt, we see aspects of Egypt embedded in the designs I.E. the Kaff. Do you think that’s why it’s hard to distinguish oneself from others, because everyone usually flocks to the usual Egyptian theme?
I absolutely agree. I think also in Egypt, we have a little bit of trouble being unique, I think we tend to be like sheep, people just go with the flow rather than come up with new things. That's why I like Hadia Ghalib for instance. She’s so unique.
I appreciate that people do create jewelry that’s influenced by our culture, but I think there’re lots of different ways that you can present it and that it can look. But my designes are inspired by lot’s of different places so I don’t see that it’ll be a problem in the future, where It’ll just look repetative and like everybody else's.
When you move to the States, will your designs still be available in the Egyptian market?
Yes. I’m looking to hopefully find a concept store that matches Hemsah’s whole idea and style, where I can display my things, even when we move. But besides that, the website will still be up and running and I’ll make sure I have a stock of products here so that people can still access it.
How challenging is it finding workmen that can produce top quality products at a reasonable price?
Well that was an adventure! I was pretty lucky, my mum’s very into jewelry and she’s had a guy here that works at a jewelry store that’s been doing her jewelry for her for years, he even turned into kind of a family friend, and was was there at my wedding, believe it or not! The first thing I did was I went to him just so that could get some advice. The first thing he did was take me to Khan el Khalili. He introduced me to all the different store owners.
After that, I’d give him the designs, and he'd give it to the warsha. I got really frustrated having a middleman, I wanted to be the one that talks to the man that’s manufacturing the jewelry myself. And so I finally went into the warsha and I met the man, and he was a really great guy and he understood what I wanted and his quality was very very good. But then we’re in Egypt, so I was wanted to test out other options. I decided to go to City Stars, to this guy that owns a couple stores there, and I asked him to to send me to the best warsha. He sent to my guy! He had no idea he was sending me to my guy, and my guy was like “what, you went to someone else?". He even told me" Enty tele3ty nass7a!"
It worked out for the best because he then lowered his prices, and realized that I could go to someone else If he didn’t work well with me. Eversince then it’s been a great bond, and I feel like it was meant to be, if I was lead there twice.
She was as unique and inspiring as her designs are. Needless to say, we loved her!
Tell me about Hemsah.
I'll start with the inspriration behind it. One day I was in Sinai, and I’ve always been really interested in fashion & accessories especially, and I travel a lot, so I was sitting on the beach and I was just thinking of how I could combine all these things. I did my Masters in International and Comparative Education, so I had a lot of these different motivations going through my mind and then slowly, it came together as Hemsah.
So what I do is, when I travel, I’ll go and explore the place, the culture, and I’ll notice the different aspects. The architecture there, the nature, the culture, the language, all of that. That will be the inspiration behind the designs of the collection. The first collection is the Mediterranean collection, it was inspired by my travels to Greece, the North Coast, and the South of France, and I’d say the color scheme was really affected by these places. There's a lot of turquoise white and gold. The collection was also inspired by the raw architecture in Santorini and Mykonos.
Another collection that I envisioned in my mind was the Arabian collection. I’m eventually, hopefully by next year, going to be living in the States, so I was imagining a way to expose people through fashion to a different culture or a different part of the world. And I’m someone that gets really frustrated with the perception of the Arab world in general, which is that they’re all extremely conservative or terrorists, so I wanted to just bring to light part of the art and beauty of the Arab world, through accessories.
Why the name Hemsah?
Hemsah basically means whisper. Rumi has a quote that I love, it goes "raise your words and not your voices, it’s rain that grows flowers not thunder", so I was thinking that raising your words is like these stories. Spreading stories, spreading knowledge and exposure to people al over the world. The words are I guess, the stories. “Evolving” I guess, constantly evolving. Every collection is inspired by a different place, it’s an alternative means of education, which gives it an edge. It’s personal in a way, like as a gift, giving a Hemsah product or a piece as a gift is really unique because you’re giving someone a story, as well as an accessory. The packaging is really important so the stories are written in little scrolls. It’s Boho chic with a dash of rock & roll.
We love it when brands go that extra mile!
That’s what makes a difference to the customers, when they feel that you went the extra mile.
For the Mediterranean collection I was definitely going for simple and raw, and I’m really hoping that each collection will echo the culture that the designs are inspired by. I hope to have an Ottoman collection in the future. I don’t think that one will be very simple because it’ll probably be more detailed as well as an Indian collection, and an Ancients collection. So it depends on the place, basically, and the culture and the landscape.
Inspired by places?
Each collection is inspired by a different place. I’ve traveled to probably around 35 different countries, it’s a huge passion of mine. I’d rather spend my money on travel that anything else in the entire world. It's the only thing you buy that makes you richer. There’s a saying that I absolutely agree with “You grow with every place you go”, and I feel like, even who I am changes a bit with every place I go because I get exposed to new things, whether it’s style wise, I change a bit, or attitude wise, or beliefs.
How hard was it breaking into the Egyptian jewelry market?
There were points where it was really hard, and there were points where I’d say I was definitely really lucky. It’s hard because I feel that there’re a lot of different jewelry lines coming out these days, especially on Facebook.That’s why I really stand with being unique and having the story and having a website and getting my orders through a website, orders that you can track. That was really difficult because it’s a really big market and there’re a lot of different competitors, there are a lot of really talented people as well and then there are also the very established jewelry people whose names standout and you do feel really small compared to them when you’re still starting so that was a little nerve wracking at first You have people like Azza Fahmy, and Sabry Maarouf, so you’re sitting there thinking “what do I do”.
The nice thing is that everyone starts small and then you move forward. I started it during a time when fashion is really booming in Egypt and you have all these different bloggers and fashionistas, and all these different concept stores where you can display your stuff. You no longer have to open a whole store for yourself and pay for the whole rent of it, but you have other ways of doing it so I’d say there were some things that were difficult, and something’s I was pretty lucky with.
I absolutely agree. I think also in Egypt, we have a little bit of trouble being unique, I think we tend to be like sheep, people just go with the flow rather than come up with new things. That's why I like Hadia Ghalib for instance. She’s so unique.
I appreciate that people do create jewelry that’s influenced by our culture, but I think there’re lots of different ways that you can present it and that it can look. But my designes are inspired by lot’s of different places so I don’t see that it’ll be a problem in the future, where It’ll just look repetative and like everybody else's.
Yes. I’m looking to hopefully find a concept store that matches Hemsah’s whole idea and style, where I can display my things, even when we move. But besides that, the website will still be up and running and I’ll make sure I have a stock of products here so that people can still access it.
You design your own products, yes?
I design my products, yes. A lot are inspired by different accessories that I see when I’m abroad, with little alterations, what I think would make it look better. Some of them I just come up with based on a concept. Like when I’m sitting on the beach, and I look at the Mediterranean sea, I see infinity in front of me, so I added the concept of infinity into the designs. Well that was an adventure! I was pretty lucky, my mum’s very into jewelry and she’s had a guy here that works at a jewelry store that’s been doing her jewelry for her for years, he even turned into kind of a family friend, and was was there at my wedding, believe it or not! The first thing I did was I went to him just so that could get some advice. The first thing he did was take me to Khan el Khalili. He introduced me to all the different store owners.
After that, I’d give him the designs, and he'd give it to the warsha. I got really frustrated having a middleman, I wanted to be the one that talks to the man that’s manufacturing the jewelry myself. And so I finally went into the warsha and I met the man, and he was a really great guy and he understood what I wanted and his quality was very very good. But then we’re in Egypt, so I was wanted to test out other options. I decided to go to City Stars, to this guy that owns a couple stores there, and I asked him to to send me to the best warsha. He sent to my guy! He had no idea he was sending me to my guy, and my guy was like “what, you went to someone else?". He even told me" Enty tele3ty nass7a!"
It worked out for the best because he then lowered his prices, and realized that I could go to someone else If he didn’t work well with me. Eversince then it’s been a great bond, and I feel like it was meant to be, if I was lead there twice.
What words of encouragement can you offer up and coming jewelry designers?
This is a greek word "Meraki” that means “the soul, creativity, or love put into something, the essence of yourself that is put into your work”. So that’s the advice I’d give them. I’ve done several things. I started off doing social work, and then it moved to education, and then to this, which is alternative education. My firm belief is “if your heart is not in what you do then first of all, you’re not going to love what you’re doing, and you’re not gonna do it right, so do it with passion or not at all." There are really crappy aspects of the job. I’m not really great with finances, but I have to figure it out to make this a sustainable business, so there are both sides to it, but if it’s something that you love doing, you gotta do it right.
If you could pick one Egyptian celebrity to be the face of your brand, who would it be?
The problem is that I don’t know enough Egyptian celebrities. I’m sure there’d be a lot of great people for me to say, but sadly, I don’t know a lot. But I’ll tell you what types of personality I like. I like strong intelligent women who are bold. Bold, and daring. I wouldn't want someone who just follows trends. I wouldn’t want someone who just goes with the flow, I want someone who speaks their mind. Someone passionate, someone inspirational as well. Someone who’s gonna inspire other women. Someone like Hadia Ghaleb.
What was the most exciting milestone for Hemsah?
I’ve had several so far, launching the website was extremely exciting, our launch day [at Telal Al Sahel] was really exciting as well Also, when bloggers contact me and tell me they want to interview me! That’s really exciting!
What is something people don’t know about being a designer?
Inspiration has to find you working. Sometimes ideas just come to me, but I’m not going to have enough ideas for a collection if I’m just waiting for them all to come to me. You have to sit down and you have to do your work. Besides just being a designer, I’d say even just being a business owner, it's a lot of pressure, because it’s all on you, I’ve been an employee before, and it’s not all on you then. This is a lot of pressure, because its all you.
How did you come to start your own line?
I thought about how to expose people, through fashion, to different perspectives. I had that idea when I was in Sinai. It wasn’t concrete yet, what was going to happen. I traveled to Greece I did my usual thing, which I’ve been doing whenever I travel. I visited markets, and picked out pieces in my mind that were beautiful. Pieces you look at it and think "Greece". And the materials inspired me as well, like the lava rocks, which I wish I had gotten when I was there, but didn’t. And that’s when it started coming more together. I thought “Hey, I should be taking advantage of this”. So I’d say, Greece definitely helped me shape the idea even more, and it took around maybe 5 months to finally come up with a defined business.
How does that inspiration turn into reality?
Work! Lots’s of work. Actually, getting down to it, I loved my idea from the beginning. The thing is, though, you can love your ideas as much as you want, but if you don’t start working on them and taking the risks, then they’re not going to turn into a reality. Basically taking risks, and putting things out there and hoping people like them, and getting their feedback. I’m still technically in the starting phase, and I’m really open to hearing peoples feedback and I notice what sells most, what doesn’t. What people appreciate more, and that helps shape what I do.
How would you describe your personal jewelry style?
Before I started Hemsah, most of my accessories had a stories. I’d buy from the Grand Bazaar in Turkey, or Austria off the street, or on the beach in Costa Rica, for instance. Most of my jewelry, honestly, I have bought whilst traveling. And it’s like a treasure that you bring back. I like it to be very unique, and to have a story, and that’s hopefully what I’m providing as well.
Favorite Egyptian jewelry designer?
I’m pretty new actually, and she’s a competitor so I’m pretty sure I’m not supposed to say this, but Nina Bakry. I really ike her stuff. I like how it’s very tribal and different. It’s badass.