HUWA is known for its distinctive and stylish men’s jewellery, blending modern design with traditional craftsmanship and the owner’s, siblings, Hisham and Nancy Wali have shaped HUWA’s identity. Here are 10 questions to explore his journey and insights:

What inspired you to start HUWA together, and how did you identify a niche in the men’s jewellery market?

Lapel Pins, Cufflinks and Watches have been an interest of mine from a young age, I have been collecting for years. It was a passion of mine, I have been designing and putting together jewellery for myself, family and friends long before HUWA came about.

When I moved to Egypt in 2016, I realized it was so hard to find men’s accessories or jewellery in Egypt and every time I wanted something I would have to order online or wait till I travelled to find what I wanted. The lack of supply in Egypt for Men’s Jewelry was the opportunity that sparked a passion for a business. We then began to explore the different styles and tastes of men and create pieces for everyone and for every day.

Can you share some challenges you faced during the initial stages of HUWA’s development and how you overcame them?

The main challenge we encountered when establishing the brand was introducing the idea of Men’s Jewelry as a stand-alone concept. Not a couple of Men’s pieces are designed under a female jewellery brand, rather an entire brand completely dedicated just to men. With that came the challenge of creating a production line that would support this idea, we needed to remind men that there were many ways you could enjoy jewellery without it being odd or uncomfortable. So, we made sure to develop products that were both statement and practical. However, the constant need for innovation can be challenging when there is a lack of resources and machinery required to assist your vision.

Secondly, men’s accessories are often overlooked and we wanted to change the perception and normalize the importance of Men’s jewellery. We have been witnessing growth in demand year on year since we began in 2017. So we’re very grateful we were able to envision this reality before many.

How do you ensure HUWA’s designs remain unique and appealing in a competitive market?

Honestly, I think design is a mix of many elements, knowing what’s happening around generally in the market but mainly your taste and style that you have built for the brand. With HUWA we always try to just do what we think we want to do- trendy or not. A lot of things inspire me and I just go with my gut feeling.

What role does traditional craftsmanship play in HUWA’s jewellery, and how do you balance it with modern design elements?

In Egypt, we are confined to traditional craftsmanship, which plays an 80% role in our manufacturing. The market in Egypt is behind when it comes to machinery and technology in this sector, in comparison to Turkey and Italy for instance. Yet, it’s actually in my opinion a great mix between modern design and seeing the piece traditionally come to life. It just takes a little more time and effort to get artisans to create the way you envision, let alone agree to do something modern and unfamiliar especially if they aren’t seeing eye to eye.

Could you describe a memorable moment in HUWA’s history that significantly impacted the brand’s direction?

It’s difficult to say there has been one memorable moment for us that impacted our brand’s direction. We have been pretty concrete with our vision aiming to provide affordable luxury to expand the market of Men’s Jewelry. Our identity/look and feel are what separates us today from many others. We provide unique designs and a complete experience for our customers.

Nonetheless, we have been very fortunate to be endorsed by many celebrities and public figures, featured in local and international publications and be fashion participants in many important events regionally. That translates into credibility to our consumers and therefore enhances our direction as we continue to innovate and grow the market.

How do you approach sustainability and ethical sourcing in HUWA’s production processes?

First of all, sustainability is evident through our choice of lasting and high-quality materials. By using fine materials like sterling silver, 18k gold, brass and natural stones in our designs we play a role in slowing down the cycle of consumption which tends to harm our plant. This also allows the client to feel the value of the piece and be able to build their own story with it. In addition, we have a 0-waste policy where most of the waste is reused, recycled or upcycled. Honestly, a few of our existing HUWA pieces came out of samples that went wrong during production.

What strategies have you employed to build and maintain a loyal customer base for HUWA?

We are constantly trying to improve the quality of our products; we source the best and most durable materials to create timeless pieces. We provide customization and have a great after-sales policy. We also take the time to understand what our clients favour the most and make sure to constantly offer new products.

How has customer feedback influenced HUWA’s product development and overall brand evolution?

We always say if we can wear it or our family and friends would then it’s probably nice and stylish! I think me and my sister are always learning and we do take constructive criticism very well. At the end of the day, feedback is part of the R&D and helps us understand our client and our product even better. We have always taken into consideration our client’s feedback and will continue to do so as it is essential for customer satisfaction. They inspire us to do more and give us insight into what more we can provide based on their needs.

What are some future trends in men’s jewellery that you foresee?

Boldness, lots of it. There has been an increasing emphasis and concentration on Men’s Jewelry recently. We personally believe the demand is growing and getting louder even in creation.

Can you share a piece of advice for aspiring entrepreneurs looking to enter the fashion and accessories industry?

Be ready to build thick skin and learn to be patient. But it’s an amazing adventure if you have the love, creativity and passion for it. Definitely go for it and never give up, hard work will always pay off. There is always room for more creativity.

E:  Information
W: HUWA Design

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