OUR FOUNDER OF THE WEEK– Every Tuesday, Founder of the Week looks at how a successful member of Egypt’s startup community got their big break, asks about their experiences running a business, and gets their advice for budding entrepreneurs. Speaking to us this week is Farida El Sherbiny, founder of Biyadi.

My name is Farida El Sherbiny, and I’m the founder of Biyadi, which is a local brand for handmade functional and decorative art that I started four years ago. I opened my first brick-and-mortar store last October, and we sell products that are embellished and decorated with specific patterns revolving around dots. I source my inspiration from the concept of the dot, and use it to create more intricate designs.

I actually studied international business in the Netherlands, which I did not enjoy at all, even though I’m the one who chose that degree. I’ve always been interested in a lot of fields, but my area of study has nothing to do with my current occupation.

Between Egypt and the Netherlands, I’ve never felt “at home.” But when I sat down to make, for instance, a laptable, regardless of where I was — that felt like home to me. That is why I identify as a maker. I love making handmade gifts for people because they hold a lot of meaning. That’s where Biyadi started — focusing on the meaning and story behind such items.

Biyadi reflects how a person has poured their heart, soul and effort into making an item. Our items are produced by women who create 100% handmade products as their bread and butter. Starting Biyadi felt right in my gut and my heart, as it hit all the notes for me. In 2018, while I was still a student, I launched Biyadi for a month to try out whether the reality of the business actually aligned with what I wanted. Thankfully, it was perfectly aligned.

In 2019, I relaunched and hit the ground running. The idea was that I was very lucky and privileged to do something that I loved, so I started to think about how this could translate to the people around me. Egypt has 110 mn people that have various talents and need jobs. I started off with teaching women, but that didn’t work out as well as I expected. So today, I work with two nonprofit organizations who have a network of women across Egyptian villages, as well as with small artisans and craftsmen.

The women teach each other the stitches and patterns. This to me is a sense of purpose, as I can provide them with a stable income. We also help them adapt. For instance, if a certain item is not selling as well anymore, we help them think of new products and designs to keep them relevant. I’m always constantly on the hunt for new non-profit organizations to partner with, as well as crafts that are dwindling, like hand-carving and glass-blowing. I completely fell in love with the potential in Egyptian artisanship — that’s what I live for.

While I don’t feel like I gave up anything to do what I do, it sometimes feels like I’m so entrenched in it that I forget to take care of myself. I’ve learned to take the time to have conversations with people and focus on the present.

The worst part of my job is the uncertainty of it. I used to be a chronic planner, which is why sometimes I get frustrated with how long it takes for new products or lines to materialize. Finding the balance of keeping your cool and managing the uncertainty is the most stressful part for me. Moreover, the market is currently very volatile, so it becomes difficult to predict what’s coming.

Being a founder is a lonely journey. I’ve always been more of an introvert, but it was a blessing to open my job as it opened up my horizons. However, in the end, the burden falls on my shoulders alone.

At Biyadi, we’ve never raised funding and we’re not planning to. I don’t feel the need to raise financing, because we want to make sure that the business supports itself.

The last great thing I read was Shoe Dog: A Memoir by the Creator of Nike by Phil Knight. It really hit home because I was reading it at a time when things were getting really tough. The fact that the founders of Nike made it through was very comforting.

In my freetime, which I don’t have a lot of, I love spending time in the kitchen. If I wasn’t doing Biyadi, I would probably have gone to culinary school. I also love moving around and being active.

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