The journey for Minimalist began with a simple idea: to keep the style simple. The brand set out to create products for those who appreciate simplicity, allowing them to focus on what truly matters in life.
The journey from the start was not too easy for Minimalist. The team knew that the fashion and lifestyle category presented multiple opportunities and the domain presented limitless growth as well. But initially, the brand had to face its own share of challenges, to score success. The brand’s goal and commitment to share their story with the world has brought them to where they are today. In conversation with Ahmad Yousuf, Founder, Minimalist to understand the brand’s journey and its growth plans.
Finding beauty in simplicity
Minimalist began its journey with just watches and since then has grown and expanded their product range to jewellery, sunglasses, perfumes, and leather goods. Ahmed when talking about the inception story says, “We wanted to show the world the beauty of the Emirati culture and heritage and how simple designs can truly become something extraordinary. Our commitment to simplicity and authenticity sets us apart from everyone else. Our products are crafted with the highest quality and feature unique elements inspired by Emirati culture, such as watches with Arabic numerals and dials made from genuine mother-of-pearl. Additionally, our handmade leather goods from genuine camel leather are a testament to our dedication to authenticity”.
Practical approach
While trends evolve continuously, Minimalist focuses on creating simple, practical products that stand the test of time and remain a trendsetter. Collections like “The Joory Collection” and the recently launched Mini Tote Collection continue to generate buzz and continue to be in high demand ever since its launch. “We have also found a move towards supporting local homegrown businesses in this region. Our initial release, featuring watches with Arabic Numerals, presented a unique challenge of introducing something new to the market. We relied on the quality and authenticity of our products to speak for themselves. Building a strong customer base requires not only offering products customers love but also creating memorable experiences that keep them coming back and that is what we stand for,” he added.
Ahmad has a clear mindset of keeping the customer at the centre of every decision. He says, “Ever since we started, we always put our customers first. We wanted to provide them with an experience that will resonate with them and make them feel like they are a part of something greater. We offer an around-the-clock customer service experience, provide 2-year warranty on all our products, and have offerings such as premium packaging with every single order, and maintaining a strong online presence through personalized marketing are key elements in our strategy”.
Visibility through omnichannel
Minimalist aims to maintain a strong omnichannel presence, by leveraging their retail store to enhance brand visibility and customer experience. They’re committed to making the products accessible to customers, whether they prefer in-store or online shopping. “This is just the starting point for us, we have finally brought our dream to life, from sketches to reality. Our strongest marketing tactic is having well-designed, high-quality products which becomes the main reason behind our success. We strongly believe in delivering the best products at affordable prices and we emphasize storytelling, highlighting the design and inspiration behind each product,” Ahmad explains.
Minimalist’s ultimate goal is to establish ourselves as the premier one-stop luxury brand, addressing all their needs comprehensively. To achieve this vision, the brand aims to strengthen its offline presence through the strategic opening of multiple retail stores across different Emirates and regions.
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