Recyclable gift-wrapping from Japan leads to Emirati startup success

High-end Dubai gift-wrapping concept store Maska is using social media to market its Japanese present decorating techniques.

Fatma Al Khoori, founder of the 18-month old self-funded venture, says her only marketing strategy so far is social media, with Instagram’s visual reach making it the most useful network for sales and marketing, followed by Facebook.

The idea behind Maska is to use a Japanese gift-wrapping technique known as furoshiki, where gifts are wrapped with elegant fabrics from France and India, as well as the usual accessories. She said the method could also be used for other purposes, such as an environmentally friendly packaging substitute to non-degradable plastic bags.

“The fabric can be re-used as a gift itself. We also add a small instruction manual on how to make a cloth bag, or any other design, from the fabric.”

Maska is not Al Khoori’s first step into entrepreneurship – she was involved with creating the e-food guide Barzh and is a member of the Mohammed Bin Rashid Establishment for the development of SMEs, Dubai SME.

Despite beginning the venture with her cousin, Elkhoury now runs the whole business. She says being an Emirati probably helped the business, as local products and businesses receive considerable local attention and support.

Original article by Pamela Kesrouani

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Recyclable gift-wrapping from Japan leads to Emirati startup success

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