Alright – so today we’ve got the honor of introducing you to Alya and Yara. We think you’ll enjoy our conversation, we’ve shared it below.

Alya and Yara, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

Inspired by our Syrian heritage and reflecting our personal experiences and childhood memories, AWTANI embodies our shared vision to fuse culture and style. Recognizing a gap in the market for jewelry that truly speaks to our distinct cultural identity, we set out to create pieces that carry the love and appreciation for our homelands. The name “AWTANI,” meaning “my homelands” in Arabic, reflects our mission to showcase the often overlooked beauty, history, and art of Middle Eastern culture.

Our goal was to offer a meaningful approach to cultural representation that brought the concept of nostalgic elements to life through uniquely crafted jewelry. We believe our culture is a source of inspiration and pride, and we strive to share this appreciation with others. AWTANI jewelry is more than just accessories – they are meaningful pieces that tell a story.

Alya and Yara, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My heart, my homeland… Growing up as childhood best friends, we bonded over our love for our beautiful home country, Syria. Spending long summers in Damascus and Aleppo, we often reminisced about the little things we appreciated about our homeland such as the beautiful scent of the white dainty jasmine flowers that filled each street. We played with different ways to incorporate elements like the Jasmine flower, a nostalgic reminder of home. This creative process led to the development of our bestsellers: The Watan (Homeland) Ring Collection. This collection encompasses the country’s map with its corresponding national flower.

Our passion for our homeland ran so deep we strived to share it with the world. We wanted to bring our memories to life and that is where it all began. In December 2019, we set out to begin our journey with a notebook, pen, and a world of imagination. Following two years of brand building, we officially launched AWTANI in December 2021.

Bringing empowerment to our AWTANI Family is a source of immense joy for us. Seeing our customers and the community proudly showcase their unique selves through our jewelry is incredibly fulfilling. We take pride in creating pieces that allow individuals to embrace and express their distinct identities with confidence. Capturing the essence of our brand’s mission, we hope to share the beauty and rich-filled cultures with people from all different backgrounds.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

We retail our products both through our dedicated website and Etsy platform. Selling on Etsy has benefits such as a built-in customer base, SEO marketing, and a strong sense of community among sellers and buyers.

Recently, we attained an exclusive opportunity through Etsy’s Creator Drop Program, collaborating with influential personality “With Love, Leena,” Leena Snoubar. This amazing opportunity aligned seamlessly with Leena Snoubar’s and our vision at AWTANI.

Together, we crafted the “Heeya Bracelet,” a limited-edition bracelet sold exclusively on our Etsy Shop. The Heeya Bracelet, meaningful and heartfelt, served as a powerful reminder of the unique bond among women. As a result, the bracelet was a top seller Etsy-wide the week it launched, and sold out in 30 minutes! This collaboration not only expanded our reach as a small business but allowed us to work with incredible individuals, and we are eternally grateful for this opportunity.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

At AWTANI, our brand loyalty stems from our core values: Community, Storytelling, Philanthropy, Empowerment, Passion, Quality, Purpose, and Innovation. We don’t just see customers as patrons; they are integral members of our community bonded by a shared love for cultural beauty and art. Philanthropy is at the heart of our values, symbolizing our unwavering commitment to community support. We strongly believe in doing our part to aid others in need, having donated $15,000+ to causes aligned with our cultural roots. This commitment reflects our belief that giving back is not just a gesture but a core aspect of our brand identity, fostering a sense of purpose and shared responsibility within our AWTANI Family.

Through storytelling, we turn our jewelry into carriers of cherished memories. Passion and an unwavering commitment to quality define every interaction. Embracing innovation ensures our brand remains dynamic, fostering lasting connections that go beyond transactions. This inclusive space goes beyond being a brand; it’s a platform where individuals can express themselves, celebrate their cultural identity, and feel empowered within the rich tapestry of the AWTANI community.

Contact Info:

• Website: https://awtani.com/
• Instagram: https://www.instagram.com/awtanix/
• Facebook: https://www.facebook.com/awtani.llc
• Linkedin: https://www.linkedin.com/company/awtani-llc
• Other: Tiktok: https://www.tiktok.com/@awtanix Etsy Shop: https://awtani.etsy.com