Saratu Abubakar, Staff Reporter

To be marginalised is to be disadvantaged at various points in life. From Dubai to villages in Egypt, this home decor owner is giving disadvantaged artisans the opportunity to be financially secure.

Amira El Serafy, a Mass Communication graduate from the American University of Sharjah, runs a home décor shop in Dubai.

The Room Place Dubai was launched in September 2019. It serves as a little window to Egypt in the cosmopolitan city of Dubai. From pottery to textile fabrics, The Room Place stocks home decor crafted by Egyptian artisans affiliated with Fair Trade.  

From an early age El Serafy discovered her passion for home decor. However, it took her 12 years of work in hospitality before she pursued her passion.

Despite not having prior experience in that area aside from being a buyer, El Serafy doesn’t think it is a disadvantage.

“I think you learn every day and I am at the highest peak of my learning curve right now. The biggest advantage I have is my marketing and PR background, I know how to reach out to my target audience,” she said.

The Room Place has an exclusivity with Fair Trade Egypt in terms of obtaining products.

Fair Trade is an organisation that empowers artisans; it helps in marketing their products, gives them creative advice and ensures the financial returns are fair irrespective of gender. Furthermore, they help in providing health care and encourage education in the various villages the artisans live.

The biggest goal of Fair Trade Egypt is female empowerment. Ninety per cent of artisans affiliated with them are females from different communities in Egypt. All that empowerment work encouraged El Serafy to pursue exclusivity with Fair Trade.

“I wouldn’t want to label myself as a feminist but I would always be there for female empowerment. It was one of the main reasons why I tied up with Fair Trade Egypt. Like for these women to be able to be independent and have their own income,” she added.

No matter where you are raised or how far you travel, your roots will always be a part of you. Although born and raised in Dubai, El Serafy is Egyptian. Living in Dubai has not made her lose touch with her roots.

“I have always gone back to Egypt in summer, for winter holidays, my roots are there. I love the culture, Dubai is home, I cannot deny but so is Egypt,” she said.

Across 2,300 artisans in 17 different villages producing 75 different crafts, The Room Place sources the best for sale in Dubai.

El Serafy is not just a retailer, she has an impact in all the collections that end up at The Room Place.

According to her, “I do choose sizes, colours. Some things are exclusively for the shop as well.”

To live in the UAE is to understand the importance of sustainability in everything you do. In small and big scale the artisans and also the founder of The Room Place try to make sure the various products are sustainable.

“We say our items are sustainable because, they are done locally in Egypt, they try to source most of the raw materials if not all from Egypt. So, at least they don’t have to worry about flight and importing,” she said.

Aside from raw materials, the bulk of the equipment used are handmade by the artisans or local carpenters, therefore, reducing its effect on the environment to bare minimum.

Also due to scarcity, the craftswomen try as much as possible to avoid wastage, thereby reducing the effect of waste on the environment. The artisans are also big on teamwork.

El Serafy said. “They work closely as a team and it is what helps the sustainability.”

The Room Place founder looks forward to being physically involved in the production of the items in the future.

In years to come, El Serafy sees The Room Place expanding in terms of variety, and distribution spots. However, it will always be a small-scale business.

“I like the small exclusivity, boutique size we have. There will always be the one-on-one chats with the clients. No matter how big it gets, it will always be personalised,” she concluded.