From Where I Stand: I began witnessing my brand transform from a rocky startup into a well-established professional business

As Marguerit Tanious ventured out to start her own handbag brand, she did not only want to sell purses, but to create history. She envisioned Bianca as a brand that would weave the rich tapestry of Egypt's 7,000-year history into every exquisite, handcrafted piece. However, the world of high-end fashion demanded more than just artistry. Recognizing the need for strategic marketing expertise, Marguerit turned to Rabeha Joint Programme to help Bianca take its rightful place in the market.

“After dedicating my twenties to the joys and demands of raising my two precious children, I stepped into my thirties with a desire for self-discovery. Watching my husband work for years in the antiquities business had kindled a deep love within me for intricate, historic art. I dreamt of creating similar masterpieces, not of bronze and aged wood, but woven with vibrant threads of fashion.

As a proud daughter of Egypt, I see the world's fascination with our rich heritage, our pharaonic wonders. By weaving my love for historical designs and my own ancestry, Bianca was created – my high-end luxury handbag brand that will have Egyptian history boldly draped on the arms of the world.

I dove headfirst into my new thrilling journey, acquiring the needed skills in handling luxurious leather as well as studying Egypt's pharaonic past. Through relentless trial and error, I finally held my dream in my hand, my first luxury handbag, a testament to both timeless quality and our revered ancestors.

Despite the blood, sweat, and meticulous craftsmanship poured into my handbags, I was disappointed to find the market response underwhelming. My limited marketing experience proved to be a critical barrier. But I wouldn’t let that stop me. I began a new journey of learning the know-how of business management, leading me to stumble upon Rabeha Joint Programme.

The Rabeha Joint Programme unlocked the secrets of marketing and empowered me with the skills to navigate the marketplace. With this newfound knowledge, I began witnessing Bianca transform from a rocky startup into a well-established professional business.

The training’s insightful analysis of business-to-business trade proved to be a game-changer. With this guidance, I was able to develop a strategy focused on forming profitable partnerships with prestigious gift shops within Egyptian museums. I successfully managed to sign contracts with the busiest museums in Cairo, allowing me to showcase my products in their shops year-round. With this technique, I could now directly reach my customers, both local and foreign, who value our history and quality products.

The programme also equipped me with a powerful tool: the elevator pitch. This skill allowed me to present Bianca in a compelling and concise way, focusing on my unique selling proposition – high-end handbags that seamlessly blend timeless quality with the rich heritage of Egypt. 

The skill to interest potential partners in a short timeframe proved invaluable when I unexpectedly met a famous Egyptian actress. After presenting my elevator pitch, the movie star was captivated by my business venture and eagerly accepted my offer of gifting her a custom handbag in return for her review and recommendation.

The power of the pitch extended also beyond physical encounters as I approached a prominent international designer through social media, inviting him to an exciting collaboration. Amazingly, this conversation has led to a one-of-a-kind project that will see our lines intertwined. We are now finalizing a contract to bring this exciting vision to life.

Beyond securing strategic partnerships, Rabeha Joint Programme empowered me to connect with my ideal customers. The training delved deep into the art of branding, guiding me in defining Bianca's target audience and crafting messages that would resonate with them. I realized the power of captivating social media content and the importance of building a professional online presence.

Wasting no time, I translated the programme’s teachings into a strategic marketing plan to give Bianca a new brand facelift. I started out by holding a professional photoshoot that brought Bianca's exquisite craftsmanship to life, resulting in a stunning portfolio of fascinating images. These pictures became the cornerstone of my social media revamp, gaining me many new followers and customers. I also successfully managed the development of a professional website – a platform to showcase Bianca's timeless elegance.

Besides mastering business relations and marketing, Rabeha Joint Porgramme also supported me in understanding the craft of pricing and cost analysis, meticulously factoring in every expense – from the finest raw materials to the subtlest design details. With the understanding of correct pricing methods, I now make an impressive 100% profit, a big leap from the meager 40% profit I used to make. This transformation will ensure the financial sustainability required to fuel the future growth of my brand.

I plan on steadily growing my brand's reach, until Bianca becomes a globally recognized name for quality and timeless design. I’m excited to see Bianca’s handbags on the arms of women around the world [in the future], perhaps even gracing the red carpet and the silver screen.

As I found my true self amidst the world of beautiful leather and pharos, Bianca's story reflects the potential within every woman. When a woman discovers her passion, it can ignite a journey of creation and personal growth. Bianca may be my story, but the message is universal: find your passion and use it to reshape your life.”

Marguerit is one of 8,470 women who participated in the “Women’s Economic Empowerment for Inclusive and Sustainable Growth in Egypt” programme known as “Rabeha”. The Rabeha Joint Programme aims to enhance women’s economic empowerment through increased access to employment and/or self-employment opportunities, by providing capacity building, development support and financial aid to women entrepreneurs, jobseekers, private sector companies and investors.