Leaving education to go into fashion
Sofia Essaied, a music and fashion enthusiast, launched her brand two years ago. Indeed, it was after a fifteen-year career teaching music education in Tunisia that she decided to create Yasss Hand Made. With a background in musicology, sociology and a master’s degree in social and cultural anthropology, she found a new path in fashion accessories. Her journey is a testament to the possibility of reinventing one’s career and following one’s passions at any age. It all began with the weaving of a bracelet. Curious about the opinion of the owner of a Tunisian boutique of which she was a customer, Sofia showed her this first creation. Against all odds, the owner loved it and wanted to sell the bracelets. Encouraged by this initial validation, Sofia continued teaching while developing her passion for fashion.
Changing direction to create Yasss Hand Made
Despite her love of fashion and decoration, Sofia had no experience in management or marketing. However, her desire to create and succeed was stronger. Supported by her husband, she made the bold decision to leave teaching to devote herself fully to her brand. Sofia understood that she had to give 100%. She worked without counting the hours to set up her project. The adventure took a serious turn when she bought haberdashery materials to create her first bracelets. Encouraged by her husband, Sofia called in a communications agency to create a logo and quality packaging. From the outset, she was determined to protect her creations from being copied by a more powerful company capable of mass production and flooding the market.
A women’s workshop in Tunisia
Sofia quickly realized the importance of structuring her business. She recruited four people to create a full-fledged design studio. She taught her weaving techniques. And each was able to bring her personal touch to developing the collections. Together, they form a close-knit team working in a workshop with flexible hours. This organization has enabled Sofia to meet growing orders and participate in trade shows.
Shortly after launching her brand and creating her instagram account, she was contacted by a buyer at La Samaritaine. She took part in the Who’s Next show in 2023. Her collaboration with the Louvini brand is currently available at Galeries Lafayette. She will be present at Maison & Objet 2024.
Sofia Essaied has managed to turn her passion into a thriving business through hard work, creativity and courage. Her journey shows that it’s never too late to follow your dreams. Every experience can enrich our life’s journey. Sofia continues to inspire with her unique story and creations, proving that determination and passion are the keys to success.
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