Can this Egyptian entrepreneur follow her passion to success?

Entrepreneurs don’t necessarily have to create a new product or come up with a new service to launch a successful business. It can be enough for them to add a creative touches to a conventional product that we might have been using for decades, to add value and create demand. That is what Egyptian entrepreneur Deena Fadel did by establishing her own soon-to-launch online home accessories store, Joud.

During a call with Fadel, who Buzzfeed listed as among the 16 women who are making change in the Arab World, we spoke about Joud which features innovative and unique home accessories designed by the founder. She hopes her products will provide customers with more than may meet the eye: “We don’t sell products, we sell experiences,” she says. “We don’t describe our products as mere tangible items; our designs which our main advantage, rather turn them into bursts of energy, adding life to your home.”

Most of her designs are inspired by daily life in the Arab world, such as the congested streets of Cairo and Arabic calligraphy. Joud’s products include glasses, mugs, jewelry boxes, cup sleeves, decorative pillowcases, among many others. Most recently, Fadel collaborated with GEMMA Ceramics & Porcelain factories to produce a special collection of decorative tiles for kitchens and bathrooms.