Maha Atef's business venture has taken Egypt by storm, and it couldn't be a simpler, or more pleasant idea: spreading joy by selling "Yellowies" key chains based on ever-popular emoticons.
"It all started in December 2014 when I began to make handmade key chains of smiley faces and social media emoticons," Atef said. "I would then write 2015 and #Spread_Happiness_Around_You as a way to encourage existing customers to surprise their friends and family members with a simple, yet meaningful gift."
Atef's company, the Cairo-based Selsal, has taken off and is rising above all odds of business ownership with Egypt's downhill business trends, a success she told StepFeed she hadn't anticipated when she first started the project.
"I simply wanted to draw attention the Yellowies project and make people see how important it is to spread happiness in the world we live in today and I can honestly say that I have never been more excited about my work because doing something important and of value to people is what I always wanted."
She spent a year building Selsal before she took the plunge and quit her job to dedicate herself to the venture.
"For a whole year, I was working in a pharmaceutical company while simultaneously growing my own business, Selsal. With the help of my younger sister Menna, we were in a position to create a variety of designs for jewelery and key chains," Atef said. "It wasn't until I realized how much people like our products that I decided to leave my pharmaceutical career behind and own my own business."
Atef struggled with her decision to leave her job after a previous failed venture. Being older and more established in her pharmaceutical career meant she had more on the table if she walked away this time, especially considering the scarcity of jobs in Egypt at the moment.
Arguing against the move, her family questioned leaving a secure and prestigious career to own an art business, something that is not exactly secure or prestigious in Egypt.
Despite the worries, however, they have fully respected her decision and supported her once she made the leap. With their help, Selsal Studio was formed in the ground floor of the family home.
"I had no doubt that the Yellowies may be in a position to spread positivity in a time when many are struggling," Atef said. "After seeing the difference and the impact of the Yellowies made I decided to ask for the public's help in mainting the project through a crowdfunding campaign."
The risk seems to be paying off, and after her successful crowdfunding project at Zoomaal, Atef is on her way to that perfect result: finding success at something she is passionate about.