Another episode of "The Big Drive" with Zeinab and Sami put the spotlight on Egyptian entrepreneurship, featuring Benteiin, the unisex clothing brand founded by sisters Laila and Judy Tamer.
What started as a passion project during the COVID-19 pandemic has grown into a local fashion brand that blends Egyptian culture with modern streetwear. During the interview, co-founder Laila Tamer shared the story behind Benteiin, the challenges the sisters faced and the lessons they learnt while building their business.
A Passion That Became a Business
Before launching Benteiin, Laila worked as a graphic designer with a passion for fashion. She and her sister Judy always enjoyed styling outfits, creating original designs and dreaming of launching their own clothing brand.
The COVID-19 lockdown gave them the opportunity to turn that dream into reality.
"We kept asking ourselves, 'Why not turn our passion into a business?'"
The sisters began learning everything they could about clothing production, content creation and building a fashion brand from the ground up.
The Meaning Behind Benteiin
Laila explained that she and her sister had dreamed of starting a fashion brand since they were teenagers. Inspired by their mother's encouragement to become independent, they decided to take the leap.
What sets Benteiin apart is its blend of contemporary fashion with Egyptian culture.
"I once designed a hoodie inspired by Umm Kulthum," Laila said, highlighting the brand's aim of reimagining Egyptian cultural icons through modern fashion.
From the beginning, the sisters focused on delivering high-quality products at affordable prices without compromising their creative vision.
Overcoming Challenges
One of the biggest challenges was living up to their slogan: "Producing the highest quality at the lowest prices."
Finding reliable suppliers, maintaining product quality and keeping prices affordable proved to be among the most difficult aspects of their journey.
They also faced unexpected challenges with manufacturers, who sometimes changed agreed prices after production had already begun. Like many start-ups, there were periods when they had very few customers.
Despite those setbacks, Laila never lost faith in the brand.
"I always believed in Benteiin," she said, adding that her mother's continued support motivated her to keep producing and moving forward.
Looking back, Laila wishes someone had told her to be more patient.
"I expected success from day one," she admitted. "I've learnt that it's OK to ask for help. You don't have to do everything on your own."
While Laila focuses on designing the collections, Judy manages marketing and customer relations. The sisters laughed as they recalled believing they would become millionaires almost immediately after launching the business.
Instead, they gradually built their audience by sending products to content creators and taking part in pop-up events.
Building a Community Through Storytelling
Rather than simply promoting products, Benteiin focused on telling its story.
Laila explained that social media became an important marketing tool, allowing the sisters to share behind-the-scenes moments, document the brand's journey and involve customers in every milestone.
"When people connect with your story, they trust you," she said. "It's not just about the product; it's about the journey behind it."
Advice for Future Entrepreneurs
Laila encouraged aspiring entrepreneurs not to wait for the perfect moment before launching their ideas.
"Don't wait for the perfect time. If you have an idea, go for it. Create your own opportunities because you'll learn so much throughout the journey."
She also expressed gratitude to her sister Judy for being her partner throughout every stage of building Benteiin.
Egyptian entrepreneurs interested in appearing as guests on "The Big Drive" with Zeinab and Sami can send their story to contactnrp@nrp.net.eg. The show every Monday highlights Egyptian brands, entrepreneurs and businesses.
Photo Credit: Laila Tamer's official page&nbsp;
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