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 Mariam Elshafie (LinkedIn), founder of House Babylon.

My name is Mariam Elshafie and I am the director and founder of House Babylon & Studio Babylon. I hold an LLM in Public International Law from City Law School, London, and a Graduate Diploma in Law from BPP University, London. At the undergraduate level I majored in Political Science and minored in Law at Concordia University, Montreal, as well as Dalhousie University in Halifax.

My professional journey began when I was a corporate & immigration paralegal at Gherson Solicitors in London, UK. I took on this role while I was enrolled in my masters program. As soon as I was done with my graduate diploma I was employed by Deloitte as a legal consultant where I worked for three years until I started my business.

I launched House Babylon as I was driven by a passion for redefining the accessibility of luxury in the homeware and textile industry. Recognizing the gap between quality and affordability, my goal was — and continues to be — to empower customers with access to premium textiles without breaking the bank. The frustration with the homeware industry started for me, personally, when I bought my first flat in London. I was faced with either steep prices for good quality bedding or mid-range prices for mediocre items that will need replacing every year at a minimum.

Launching House Babylon and figuring out how to enter the market meant diving into thorough research to grasp what customers genuinely crave — a commitment that I hold true today. The ongoing focus revolves around delivering top-tier, natural, and sustainable products at the most accessible prices. To me, every day is a learning experience, but our unwavering core values persist: Delivering the utmost in production quality while constantly innovating designs with each new season.

I’m convinced that the homeware industry, globally, still clings to traditional norms. This is where House Babylon is different from the competition, because we’re introducing a modern perspective and providing exceptional products tailored for the next generation.

When I think aboutsuccess, it isn’t a singular moment, but a collection of celebrations for every small achievement. As a startup founder, navigating challenges underscores the importance of acknowledging and celebrating each step forward. A significant milestone for me was the collaboration with renowned entities like Dior and Aman Hotels, showcasing the work we’ve done in partnership with Studio Babylon.

In five years, I envision House Babylon as a global brand, synonymous with innovative design and sustainability in the homeware industry. To achieve this, we will continue to drive the business through strategic partnerships, expanding our product lines, and leveraging emerging technologies. Focusing on customer feedback and market trends will remain pivotal, ensuring that House Babylon evolves with the dynamic needs of our diverse consumer base.

There definitely have been some recent economic hardships. Operating in the UK over the past five years, we successfully navigated challenges like Brexit, the impact of the pandemic, and the nearby conflict in Ukraine. Recognizing the potential in the Middle East, we explored establishing a hub in Egypt. Initially facing setbacks, such as the loss of a container due to import difficulties, I hesitated but decided to persevere. This obstacle led to a valuable network expansion, connecting us with diverse manufacturers and studios across the country.

Consequently, we now manufacture the majority of our products in Egypt. Navigating the Egyptian market presents its fair share of challenges, particularly for those unaccustomed to the work culture. However, over time, I’ve come to appreciate the human side of business in our country. While it adds complexity, it also brings a sense of warmth and enjoyment to the overall experience.

There are some things I would change about the industry, though: The global textile industry operates with relatively minimal regulation. As consumers, we lack essential information about the content, labor practices, and chemicals used in the textiles we purchase. Notably, platforms often label inexpensive bedding as “Egyptian Cotton” without sufficient oversight due to this regulatory gap. I advocate for global governance to implement more stringent regulations close to those in the food industry. Drawing from Egypt’s example, where the government regulated the farming of the Giza seed to prevent deterioration from interbreeding, I believe it’s crucial to enforce increasingly stringent regulations to protect the farming, manufacturing, and exportation of Egyptian Cotton.

But, the work in the industry is rewarding. I find the most satisfaction in our collaborations with Studio Babylon: Initiating a bespoke project with a client and witnessing a vision transform into reality is an unparalleled and deeply fulfilling experience for me. The same applies when we go from design to production with House Babylon.

While rewarding, there are some challenges. As someone who doesn’t like numbers, I find it hardest to keep track of finances and stay within budget. Thankfully, we have someone in our team who takes care of this part of business — however it continues to haunt me.

There also needs to be a balance between home and work life. Through years of experience and team expansion, I’ve come to understand the importance of consistent delegation and trusting team members. Initially, it was challenging to fully let go of tasks, but now I confidently entrust the team with control, significantly improving my work-life balance. I must admit, spending half the year in Egypt has further contributed to my relaxation. The stress-laden work culture I experience in the UK is notably absent here, and that’s truly wonderful.

For my most recent read: I got my hands on Brief Answers to the Big Questions by Stephen Hawking when a friend, who couldn’t stop talking about it all summer, lent it to me during our holiday. It turned out to be a fascinating read, a true eye opener. Since I’m very much into wabi-sabi minimalism and not owning too much stuff, borrowing books from friends is my go-to. It’s a reliable way to ensure you're diving into something good.

If I hadn’t founded my business, I would probably be designing. Although I’m not a formally trained designer and have never studied it professionally, I find immense joy in the design process every season.

If I could give my younger self some advice, it would be: Don’t hesitate. Looking back, I acknowledge making several mistakes at the beginning of the business due to my reluctance to invest significantly or collaborate extensively with an agency. With experience, I’ve become a firm believer that opting for cheaper alternatives can ultimately be more costly. It’s wiser to invest in doing things right, even if it means paying a bit extra.

And if I could advise new entrepreneurs, I’d say I think our generation is overly fixated on rapid success. We often overlook the journey, impatiently striving to reach the destination quickly. In pursuing our passions, it’s crucial to approach things with a light heart, be kind to ourselves, and consistently learn from our mistakes.

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