2023-07-03 07:27:24
founded Bahraini designer Sophia Al-Asfoor Sofia Al Asfoor is a brand specializing in the design of luxury leather bags, after launching into the fashion world following in the footsteps of her father, businessman Mohammed Al Asfoor. Creativity is clearly reflected in Sophia’s designs, which are influenced by her Bahraini and European roots, and is manifested in a cultural fusion that is consistent with the taste of women in the Middle East, and European women as well. Celebrities around the world starred in her designs, most notably Kylie Jenner, Carla Dibello, Leila Gallici, Millie Kakintosh, and Chantel Jackson. Madam, I met her to talk about her beginning, the challenges she faced and her future aspirations.
Eastern | Awatif Althunayan
photography | Special “Ma’am”
Designed by Sofia Al Asfour
There is a theory that says “that man is the fruit of the environment in which he lives”.
I am the daughter of businessman Mohammed Al-Asfour, founder and owner of the luxury goods label Designer Shaik, my father inspired me to be the person I am today, I have always followed in his footsteps as he worked, working and developing his brand products, building his dream, he has always been my inspiration that I am proud of, He goes for what he sees, and no one can stop him from doing so, no matter how crazy his aspirations are, and this is certainly an integral part of my blood since childhood, and after years of traveling and studying at three institutes concerned with fashion: the College of Fashion and Fashion in London, and Parsons in New York, and the Milan European Institute of Design, I worked on establishing my brand that bears my name, Sofia Al Asfoor.
A legacy I cherish
Designed by designer Sophia Al Asfour
Being from a British mother and a Bahraini father, and bringing together in your personality a mixture of two cultures. How did you show the Bahraini identity in your works?
I was born and raised in my country, Bahrain. This is my heritage and I am proud of it.. I grew up here in Bahrain and I want to fulfill my vision in life as a woman, but not everyone will believe in your dreams. I went through a long journey to be able to achieve them, and I want to inspire other women from my country to fight for their dreams and aspirations .. The bag is a shield for empowerment, and it is designed to make women feel strong and protected, and embrace their freedom, so do not let anyone suppress your dreams and vision in life.
Your favorite identities?
I am a very active person, and now I am a mother, in my spare time I like any kind of sport, which always helps me with clarity of thoughts, inspiration and self-discipline in my work.
Leather is my passion
Designed by designer Sophia Al Asfour
What inspired you to turn your love of bags and accessories into your own brand?
I consider myself very fortunate, as my father allowed me to explore different fields in my work and study life abroad, and when I grew up I finally found my passion for leather, and the love and dedication that I felt towards this industry is what gave me a vision to create, pursue and develop my own brand, and I chose the finest types of ostrich and crocodile leather and deer to produce an exclusive and unique bag, stamping each piece with a selection of solid precious metals or diamonds.
What does your brand stand for?
The distinctive “shield” design of the brands symbolizes the embodiment of strength for the women of the world. Today, strength is related to raising the level of women’s relationships inherent in their actions that can and will make a difference. Strength is for women to know their true identity, and enlightening women to embody their strength and embrace them will change Her present, and encourages her future, together we will establish a common reality for a truly empowered woman, who will change our society for the better. With prominent pyramids rising one after the other in the brand, each piece is composed of intricate designs developed in-house, embodying the brand’s identity.
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I competed with the big names
Designed by designer Sophia Al Asfour
How do you fund your own project?
My project is self-financing, I worked on building a brand in major markets, and I competed with big names, and it is not an easy task to compete with them. My first 15 bags and no other budget for anything else, and I was lucky because my first retailer was Saks Fifth Avenue, and then demand for my product increased and I slowly grew from there.
The challenge continues
Designed by designer Sophia Al Asfour
How free is the designer in her choices and the way she implements her artistic ideas in design, and how does she meet the different modern tastes?
With the rapidly evolving market today, it is a constant challenge to find ways to drive the brand, I am constantly working on developing my product into the best version of itself, and finding ways that I can push my brand even further.
What industrial stages does any bag of your design go through?
All of Sofia Al Asfour’s pieces are handcrafted in a Spanish village known for its craftsmanship in leather artwork. It is made by traditional artisans using the finest quality leather from European sources. It takes the master craftsman 12 hours a day, for 8 weeks, to produce the bag, bringing together all its elements of design, materials and craftsmanship.
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The demand is high
Designed by designer Sophia Al Asfour
The value of leather exports and imports in the Gulf region amounted to 4.09 billion dollars, in addition to 1.9 billion dollars the value of manufacturing capabilities, while Bahrain’s imports of leather industries amounted to about 38 million dollars.. Do you expect continued market growth and purchasing value.. and what is your assessment of the market?
Yes, I think in this part of the world there is a very high demand for luxury products, as my bags are produced in factories in Spain, and these factories have continued to produce during this difficult time, and difficult means I always believe that there will be growth and development.
Women are role models
Designed by designer Sophia Al Asfour
How do you see the future of Bahraini women after empowering them in all fields and integrating them into comprehensive development to serve their society and country?
The woman is the mother, she is the warrior, the Arabian sands move from under her feet, the woman stands tall, resolute and proud, she stands erect, confident and open, she steps forward with her eyes directed towards her future and goals, her heart is open, she takes the journey from within. I believe that Bahraini women are the foundation of the Kingdom of Bahrain, as they educate those who will build society, and enable them to be role models in the field they desire, which will form better generations to come for the growth of our country.
What are your future ambitions?
Besides creating a unique concept and brand of leather goods from Bahrain, I recently had the opportunity to launch a handbag collection for a global company, which I am very grateful and constantly excited about.
I can’t reveal any details yet, but I hope the products will be on the market soon, with my knowledge gained through my own work, I have contributed to the development and manufacturing of this entire luxury product. I aspire to launch a new collection and would like to see my brand grow and scale, making my country proud of a Bahraini-born luxury leather brand.
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