On how Zawiya came about

Since launching Zawiya, the question I get asked most often is: “So how did this all come about?” My usual answer is something vague like “bit by bit,” which, while technically true, isn’t particularly helpful. I figured I’d try to put it into words, partly to give a proper answer, partly because I’ve always liked the idea of writing but lacked a motivating factor, and partly because, well, marketing.

Zawiya is the result of a lot of threads in my life coming together. As a developer, I’ve worked in domains such as marketing, e-commerce, accounting, and art. I’m by no means an expert in any one of them, but I’ve picked up enough over the years to give me a solid starting point. That, combined with my wife’s passion for home decor and eye for design, puts this project right at the intersection of all those interests.

Her influence on this project has been both intentional and accidental. A lot of the pieces in the shop are inspired by items in our own home. She’s offered feedback, vetoed ideas, and helped clarify which patterns work best in certain formats. In many ways, this shop seeks to commoditize her tastes in home decor.

For me, I’ve always appreciated Islamic geometric patterns. Not in any particularly meaningful way, to be honest. More in the casual way you might notice them in a shawarma shop, tucked into a corner tile or stretching across a backsplash. My first reaction is usually something like, “cool.” Take the Mamluk pattern, beautiful on its own, but combine four and suddenly a hidden centre comes to life. There’s a beauty here where the whole becomes greater than the sum of its parts.

For a long time, that was the extent of my interest. It was a fleeting thought, like wondering what your fourth-grade science teacher is doing these days or noticing a cool-looking cloud and then moving on. But about eight months ago, the idea, as ideas tend to do, shifted. It became: can I do anything with this?

I bought a few books on Islamic geometry and a 3D printer. They sat untouched on a shelf for months. Eventually, I got around to it. My first attempt, a rough version of what’s now in the Wall Art collection, got a lukewarm reaction from my wife. She pointed to a few pieces around the house and showed me how the designs could be used more thoughtfully. That’s when things really started to move.

Once the concept was dialed in, the next hurdle was figuring out a product line. Then came the logistics: photography, descriptions, packaging, choosing platforms to sell on. And now, we’re here, at the marketing phase. I’ve made a thing that I believe people will enjoy. Now I just have to tell them about it.

So while “bit by bit” isn't wrong, hopefully this paints a clearer picture.

Mohammed