Joumi Chic is an online store that offers a wide range of fashion accessories such as bracelets, necklaces, rings and other jewelry. My Startup World caught up with Joumana Saoud, the Founder of Joumi Chic to find out more about her company, the products it offers and the way ahead.
Can you tell something about yourself?
My name is Joumana Saoud but my nickname in the family is Joumi. I always loved fashion, colours, statement pieces and unique accessories.
My mom was an artist who made amazing paintings and tailored beautiful dresses for me when I was a little girl. I learned from her to love colours and choose special pieces when I shop for myself.
She also loved animals very much and owned unique brooches and pendants with animal designs in addition to having our own pets, many cats and one dog. My love for fashion and animals is because of her and this has greatly impacted my choices in life.
How did you arrive on the idea behind Joumi Chic?
I loved accessories and fashion jewelry all my life. My friends have always complimented the pieces that I have picked up for myself from different countries. I have always found it difficult to find all that I like personally in one place and that is probably because most shops here are owned and managed by men, who can many times, lack the idea of what many women want.
For example, there are many people who love animal themed jewelry but try to find a shop that has many animal designs, it is impossible! I decided to make the online shop that is one stop shop for fashion unique pieces, a store that has what I like and what most of women also like.
The idea is not only an online store – it is what this store has and what makes it different, for example the Christmas Collection that we have is the first Christmas Collection with such a variety in pieces and designs to be brought to UAE, I have not seen such a collection even in the Christmas markets in Europe, and that’s the idea, bring something unique to the ladies here, and I have to say that people’s reaction to this collection for example was amazing.
How and when was the company started?
We have decided to start this online shop four months ago because it is the future especially in this fast moving world, and also due to the lower cost of online shop, we can provide high quality range at the most affordable prices and also donate some of our profits to a good cause, mainly to animals in need in the UAE.
How did you fund the company?
The investment came from our own funds. We have started at a small level and are hoping that with time we can expand and add more collections to the store.
How do you think the products from Joumi Chic change the way people look at accessories and gifts?
Joumi Chic offers products that fit every lifestyle at affordable prices. Our products are carefully selected from artists and vendors around the world. Our pricing strategy make us accessible to everyone who would like to make a statement with their accessories.
We have styles that range from Oriental and Arabic designs to the extremely bold and modern, never forgetting the romantic pieces that are handmade by the best artists that the world has to offer. We pick pieces that we like and would be proud to wear and that we know has resonated well with our clients.
What is the USP of Joumi Chic’s products?
The jewelry world has changed significantly over recent years. Customers are more discerning, knowledgeable and demanding than ever before. For these reasons our marketing model rotates around the following unique propositions:
- Our products are sourced from around the world giving our customers access to exclusive pieces
- We offer a special collection of handmade jewelry to appeal to the customer who likes to stand out
- We have a wide range of prices that would cater to every customer’s budget
- We deliver to the customer’s doorstep
- We offer flexible and secure payment methods
- We have a very active presence via social media and we interact directly with our customers
- JoumiChic is very aware of its social responsibility and we are the proud sponsors of some animal rescue groups from around the UAE.
What is the primary source of revenue for Joumi Chic?
The pieces that sell the most are bracelets, rings and earrings, followed by necklaces and brooches and then it would be evenly distributed among the other products we carry.
Did you encounter any hurdles while setting up the company?
Not much except that licensing is very expensive and logistics are very difficult here as it is a lot more expensive to ship to other parts of the world as well as distribute internally. Many clients either do not have the culture of online shopping yet or find it more difficult to trust payment online. This is changing slowly but surely and year after year more people turn to online shopping.
Setting up the website was a bit tricky as we wanted a reasonably priced quotation to design and launch the website but that proved to be challenging as trusted developers are very expensive and the affordable ones did not deliver the quality of work that we needed. So I had to learn how to maneuver setting an online store and upload the pictures and descriptions of the products. It has been challenging but in the same time rewarding.
How do you market your services?
We have a Facebook page that is updated daily, we also have a website which is our selling point, and we participated in bazaars and events to establish our market presence, the calendar for December was very busy due to the different Christmas markets which took place during this month. Our most important asset is customer care and trust in our company, our products and our values.
We never underestimate the value of the trust that our clients and the word of mouth they spread, and that is why we strive always to build a happy relationship with our customers.
Apart from being involved in Joumi Chic, are you also involved in other business / initiatives / companies / startups?
We have been for the last 3 years the sole distributors of internationally known brands of cat toys and dog toys.
What are your future plans for Joumi Chic?
Our goal is to be known as the ultimate destination for the fashionable lady. For this we are working hard to establish a market presence and build a base of loyal customers.
What are your future plans as an entrepreneur?
At the moment we are focused on making Joumi Chic a success. However we are always looking for new ventures that would complement our existing ones.
What is your advice to other entrepreneurs in the process of setting up shop in the Middle East?
Don’t be afraid to follow your intuitions. You can start small; there are opportunities in the market for small entities. Be prepared to work hard. Be ready to be a hands-on kind of person because, let us face it, at the beginning you will not be able to afford a lot of help. Source products that are unique.
Do your research and seek the help of your inner circle, your friends and close contacts and you will be surprised by the amount of input and insight they can offer you. And finally, always put yourself in the shoes of your customer by asking yourself if the product that you are offering something that you would like to have as a customer and if the answer is yes then you are on the right track.
What factors according to you should they take into consideration prior to starting their own business?
The trade license is the major concern and costs of setting up should be a factor to be considered. Have a lineup of trusted vendors before starting the business. Don’t expect to generate profit in the first 6 months and have a budget set on the side for everything needed and for marketing to promote your product. Have a clear brand image and do not deviate from that.
