For fashion brand owner Mina Bassili, credibility was built one online post at a time. “We started online to build credibility,” Bassili told the audience during a panel titled “How Gen Z Builds Brands”.
“We wanted customers to see local products next to global brands, so they gain confidence in something created within their own community.”
His advice to aspiring entrepreneurs: start with the cheapest method possible, grow slowly and trust will follow.
The summit, held on 15 November under the auspices of the Micro, Small and Medium Enterprises Development Agency (MSMEDA) and the National Council for Women, spotlighted the strategies and mindset of successful Gen Z founders in various industries.
Ali Sakhr, CEO and founder of a popular restaurant chain, was once a football player supporting himself by taking odd jobs. Sakhr turned to cooking during a rough financial patch. A second-hand food cart from Attaba, some fried chicken, and a lot of effort later, he abandoned football to run what became a fast-growing brand. “Start the moment an idea sparks,” he urged. “And always consult someone in the field — they’ll give you the tips you need.”
Fashion entrepreneur Nada Amin, founder of a plus-size denim brand, echoed the sentiment. She built her label after noticing how hard it was to find well-fitting jeans — especially in larger sizes. “I found a WHO statistic showing that nearly 80 per cent of sizes in Egypt start from XL,” she said. She also cautioned young founders to be wary of older industry players who might take advantage of newcomers. Her rule: learn through experience, and don’t invest too much money in the beginning.
In another session, “Marketing on a Budget: Smart Strategies for Entrepreneurs”, four young women showed how far storytelling and creativity can go when funds are tight.
MayasserTageddin, founder of a modest fashion brand, began her journey nearly a decade ago after failing to find clothes that matched her style,so she designed her own. “Understand your market and cater to it. You need to personalise your brand,” was her advice to newcomers.
For beauty entrepreneur Nada Khroub, her brand started as a hobby. She experimented with formulas until she landed her own product line. Her message to Gen Z: “Avoid imitating other brands. Have the patience to create something that truly stands out.”
Haircare founder Hana Ghoneim set out to make products that appeal to young people and can compete with global labels. For her, success hinges on the people around you. “Choose your business partners and your team wisely,” she said.
Fatma Ahmed, a sweets brand owner who previously worked in Canada, spoke about the power of reinvention. “I focused on making my packaging as attractive as possible,” she said. “I was selling my story, not just my product, and that’s crucial in marketing.”
* A version of this article appears in print in the 20 November, 2025 edition of Al-Ahram Weekly
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