Fatma El Shami is a dentist, Egyptian honorable model, and proof that success and excellence in any field can be achieved with hard work, specificity of detail, and perseverance.
El Shami was the first in her class in dentistry and worked in the field of dental surgery and was almost done with her masters, but her son health conditions and her home, made her feel that she was needed more there, so she thought about a work related to the home, one she could do under her circumstances, so she chose a field she loved, which is home furnishing.
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Dr. Fatma El Shami[/caption]
The doctor began designing very distinctive towels from 100% pure Egyptian cotton with very special hand embroideries that Albania is famous for.
She used to travel a lot with her father in her childhood and adolescence due to his working conditions that made her live four years in Albania, during which love embroidered towels, which what made her decide to launch her own business with.
El Shami succeeded in selling the first collection completely, which encouraged her to continue designs and present more collections.
The designer chose the name for her Egyptian brand to be called “Fatima”, which she distinguished with high quality and refined taste.
“When I was preparing for my wedding and home equipment, I was looking for home furnishings such as towels, bedsheets, and table linens, but I did not find what suited my taste,” she said.
El Shami continued: “What I mostly found in the market was Syrian production, which is not my favorite taste and I thought of presenting products with distinguished Egyptian cotton in the whole world and decided to present it with the quality that the Egyptian market needs, which is a five-star quality, starting from the thread, passing through the fixed dye, to the distinctive design in pastel colors and up to relying mainly on proto hand embroidery, which is a type of embroidery that require workers,”.
“I dealt with an elder in this embroidery and brought a novice and taught them at the hands of this expert to offer us distinctive and sophisticated embroidery that competes with international products, which is what we succeeded in over the five years, which is the period of our presence in the Egyptian market.” She added.
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Hand made embroidery[/caption]
* Strong local presence
The local presence was the first goal for El Shami as she made sure that the Egyptian customer could pay for a good product and has no problem to effort this high quality, thus, she goes to the best quality and best raw materials.
Even when she opened the first branch to sell her products in Carrefour El Obour, she made the design of the showroom similar to the designs of furniture stores in Spain, in terms of decoration and style coordination.
She has clients in Saudi Arabia and the UAE, due to marketing current available to foreign markets.
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Elegant design by Fatima[/caption]
* Trending furnishings
Talking about furnishings trends, El Shami noted that the furnishings have trends, which goes in line with the trends of furniture and interior design.
“The current furniture trend is for classic colors and comfortable designs that do not have decorations, so we presented the designs of the cotton Stan which is characterized by a classic shine in line with the classic furniture,” she added.
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Egyptian textile with hand made embroidery[/caption]
* Bridal designs
The designer is interested in introducing the supplies for the bride and has devoted a line to the nine-piece bedding, as well as presented the bridal gown embroidered with the highest materials and in a modern style that suits the taste of the new generation.
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By Fatima[/caption]
Finally, El Shami advises each woman to reflect her love for her home with fashionable home furnishings that is appropriate to her taste and with the highest quality so that she and her family can spend a happy time.
Contributed by Yara Sameh
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Egyptian textile with hand made embroidery[/caption]
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By Fatma El Shami[/caption]
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Hand made embroidery[/caption]
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The Fabric of Royalty[/caption]
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Elegant tawels[/caption]
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Elegant tawels[/caption]
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