From a local workshop to a premium furniture brand with a showroom in Zamalek

I joined Okra when it was a small local workshop with no brand identity and no marketing system. Over six years I helped turn it into a premium, A-class furniture brand that sells to high-end clients, and into a factory with its own showroom.

My role

• Co-built the brand identity from the ground up: visual direction, positioning and premium perception.
• Ran deep market research to reposition the brand for high-ticket buyers.
• Directed every piece of creative and messaging, and built the Shopify store, so the ad, the product page and the checkout told one story.
• Launched high-impact ads without discounts, and scaled them without diluting the premium position.

I scaled high-ticket campaigns without discounts, purely through positioning, storytelling and luxury-driven creative.

Who we sold to

• A-class clients and business owners.
• Villa and luxury apartment owners.
• High-ticket buyers only, reached through targeted luxury advertising.

The move into a showroom

Market analysis showed Okra had outgrown factory-only visits. I pushed for a real physical presence: repositioning the brand for the premium segment, designing the market-entry plan for offline sales, and guiding the opening of its first showroom in Zamalek. It raised trust, lifted how the brand was seen, and made higher-ticket sales possible.

From workshop photos to a luxury visual system

I used to receive unpolished workshop photos with no identity. I turned them into one premium system: consistent lighting, luxury framing and a story around every piece, so each product reads as an experience to an A-class buyer.

Before

After

Before

After

Before

After