Founded in 2009 by Egyptian fashion journalist Mona Afifi and design connoisseur Sherifa Mahmoud, Style had the aim of providing young budding talents in Egypt and the Middle East with an online platform to showcase their brands locally and internationally.

Being the first fashion-themed online boutique based in Egypt, and amid an increasingly growing local design era, the website instantly attracted local and pan Arab media attention-with international coverage by BBC, CNN and Al Jazeera English following suit, and quickly attracted young fashion lovers with Internet experience.

By early 2010 Style became well known in Cairo and Alexandria with a steady flow of orders, a growing list of designers and regular mention at Egypt’s A-listers’ gatherings. As the year unfolded, traffic and orders from the Gulf and Egyptians living all over the world multiplied , while visiting tourists increasingly started depending on the next and same-day delivery website when buying souvenirs, gifts and fashion with an oriental touch during trips to the land of the pyramids.

In November 2010 the section ‘Homes & Gifts’ was added to the website, encompassing a multiplying number of young artisans producing handpicked home accents. This new category quickly gained customer appreciation- local visitors almost immediately counting on it for their gift needs, and international clients ordering pieces of Egypt to highlight their homes via Style Treasure.

By early 2011 and despite the post-revolution economic stagnation, Style’s visitor rates, orders and contributing designers more than tripled with monthly unique visits averaging at 20,000. Newfound cooperation with Egyptian embassies abroad also began in 2011, producing successful events in the likes of Amman, Dammam and Beirut, all of which familiarized the Arab community further with the website and brought about significantly increased traffic from neighboring countries.

With young A class clientele mostly secured, Style Treasure management began targeting non-Internet savvy and potential clients at an older age group, by introducing a six-day bilingual call center, that answers any possible questions and places orders for callers who are not familiar or comfortable with Internet shopping. Further reaching out to the non Internet community, Style Treasure: The Catalogue Volume 1 was launched in the second half of 2011. Including the most popular pieces from the website’s best-selling designers shown in a beautifully designed and printed catalogue. The catalogue that was generously distributed at prime spots in Cairo and Alexandria, further contributed to the website’s traffic, popularity and profile, with bi-annual publishing plans applauded by both the designers and clients.

With constant plans to upgrade the website with the latest technical features, marketing ventures to reach out beyond borders and strict quality control measures to ensure customer service remains at the highest levels, Style is taking giant steps upwards, with much applause from Egypt’s fashion-loving society and a significant portion of fashionistas in the Arab world.



Mona Afifi
Managing Partner


Sherifa Mahmoud
Managing Partner

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