Inspired by the sand dunes of the GCC, Kuwaiti founded jewellery brand Velvet Desert is a labour of love by two sisters Faiza and Shaima Goodarzi.
Launched in 2021, the duo were inspired by their father who was a jeweller, particularly when they would accompany him on work trips when they were growing up, becoming familiar with the industry worldwide.
But it’s the gap in the market they noticed that was the catalyst for the launch of their brand. “When we decided to create Velvet Desert our one and only goal was and remains to provide an affordable product with an expensive quality,” Faiza (FG) explains. “And that has been the most received feedback so far.”
In just under two years, the jewellery brand is now stocked by Harvey Nichols Doha and Kuwait, with aims for further GCC and global expansion.
GRAZIA’s Career Edit walks you through the sisters’ journey to building a successful brand which is, really, only just the beginning.
My current role is…
FG: I’m a product manager at Velvet Desert handling designs, creative direction and marketing. I draft designs on paper, and we then implement the idea on CAD and do the sampling and approvals.
When I was younger, I wanted to be…
FG: I´d say many things. In my very early years I wanted to be a pilot because I had this sense of exploration and I thought that was the best way to do it. Around 12 or 13 years old, I used to obsess with fashion magazines and ad campaigns to be specific. I would spend hours looking at magazines and editorials thinking of how it all comes together to a photo, which did give me a sense of fashion and style, to be honest. I didn’t even know what the title of the person who created the campaign and put everything together was, but I wanted to be that person. So, a creative director I would say.
My favourite subject at school was…
FG: My favorite would be History and Arts. Even though I have a degree in Industrial engineering, I have always been in touch with my artistic side as creativity and art mentally stimulate me.
My first job was…
FG: I was an on-call oil field engineer; I worked in teams, and we used to run down tools in oil wells to get readings from the ground and the surroundings. I did quit to follow my passion, I do spend more hours in work now but I guess it doesn’t really count anymore.
The story of Velvet Desert is…
FG: Let’s start with the name, as it was born in Kuwait and the goal is to focus on or prioritize the Middle East region, we imagined velvety and shimmery sand dunes and deserts. The desert itself is vast and timeless and holds onto historic importance and mystique culture. So, it was the best name to describe us as a brand, we do respect and put cultural norms above everything.
As the daughters of a jeweller, myself and my sister built a passion for this industry before we knew it. We have accompanied my father on his work trips to India at a younger age, so we have been familiar with the industry and the market demand. However, the gap between affordable and luxury has been wide in the Middle East. When we decided to create Velvet Desert our one and only goal was and remains to provide an affordable product with an expensive quality. And that has been the most received feedback so far.
I was inspired to enter the beauty space because…
FG: We wanted to create a brand and a space to express confidence, boldness, and playfulness. Beauty in terms of adding an accessory or a piece to your style gives an edge without having to change anything in your features. As a woman offering this feeling or emotion, to another woman is also an achievement for us.
My daily routine consists of…
FG: I’m an early bird, and I love to practice the same routine literally every day wherever I am. My routine consists of a two-hour workout, which is also the meditation space for me where I disconnect from everything and everyone. Definitely, a short time spent with family or close friends as I cherish one one-on-one human connections. The rest of my day is pretty much practising anything related to Velvet Desert. I do have flexible work hours as I work remotely from Spain.
My role as Co-Founder entails…
FG: As a Co-founder and product manager my role focuses more on the creative side of the business and customer feedback and satisfaction. I believe there is always room for improvement, we have a team that analyses trends with products we create, and customer behaviour and we build-up based on this data.
My sister who is also my Co-founding partner, and as the CEO she has managed to grow the company in such a short time. The focus is on growth and making sure the company is going in the right direction preserving traditional norms and culture.
The biggest hurdle I have experienced in my career…
FG: There are some ups and downs that I believe any young company faces in the beginning, and usually, these problems are usually solvable with time and experience. Some of our difficulties were the back and forth with many manufacturers to get the quality and finishing right and figuring out the right design for the right audience has always been a trial and error which we have also managed by now.
The biggest milestone I have achieved is…
FG: I personally see a repeating customer as a big milestone. We have a very high customer retention rate, which gives us the confidence and belief that we are on the right path. We have achieved positive ROI very early in the launch, with 100% organic marketing and traffic. Today you can find us at Harvey Nichols Doha and Kuwait as well as our own stand-alone podium at 360 Mall in Kuwait.
A quote I live by is…
FG: Your biggest competition is yourself. I believe our primary competition is within us, knowing this helps us build resilience and a growth mindset, that leads to continuous self-reflection and improvement and success.
What I hope for 2023 is…
FG: We hope to continue providing excellent products and services, leading to high customer satisfaction and repeat business. And to build an effective and healthy work environment to help Velvet Desert grow in customer base, and market presence with new locations worldwide.
