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In the bustling metropolis of Dubai, where innovation intersects with tradition, two sisters are carving a niche for emerging designers in the global fashion landscape. Amani and Manal Waqi, the dynamic duo behind The Amanqi Consultancy, are at the forefront of promoting creativity and diversity in the fashion and jewellery industries. With a keen eye for talent and a passion for storytelling, they have created a platform that celebrates the vibrant design community of the United Arab Emirates and beyond. Manal, along with her sister Amani, embarked on a journey fuelled by their passion for fashion and lifestyle. Their journey began in 2016 with The Amanqi Edit, which eventually evolved into a full-fledged consultancy. The duo has been instrumental in nurturing emerging design talent, particularly from the Middle East.
The Waqi sisters, who grew up in Geneva, Switzerland attended secondary school there, and pursued further studies in London, have always been passionate about fashion and lifestyle. Amani, with a degree in business management, and Manal, with a background in fashion marketing, bring a unique blend of skills to their business. Their shared interest in discovering and promoting new, unique brands led them to create The Amanqi Consultancy, a platform dedicated to supporting and growing emerging brands in fashion and jewellery.
We started our conversation by asking about their journey that led to the launch of The Amanqi Consultancy and their inspiration to enter the fashion industry. Manal started with a smile, “We have always shared a deep love for fashion and a keen interest in discovering emerging talent. This passion inspired us to create The Amanqi Edit, a platform dedicated to showcasing these cool, up-and-coming brands. As our platform gained traction, we came up with the idea of organising pop-up events, where we brought together a curated selection of contemporary brands under one roof. It was through these pop-ups that we recognised a growing need for dedicated representation of emerging brands, particularly in the realm of fine jewellery. This realisation led us to establish The Amanqi Consultancy, a venture committed to providing strategic guidance and support to emerging brands as they navigate the competitive landscape.”
The UAE’s vibrant design community is a melting pot of creativity, with designers drawing inspiration from the region’s rich cultural heritage and rapid growth. Amani Waqi believes that the unique narratives and exceptional skills displayed by local designers set them apart. “The brands work hard not only to showcase their skills but also to exhibit the region’s stories and artisans’ talents in a unique way that has never been done before,” she says.
“The Emirati design scene is vibrant and growing,” Amani remarks, reflecting on the exponential growth witnessed in recent years. “We’ve been fortunate to be a part of this industry, witnessing the incredible creators who breathe life into their cultural heritage,” Amani says about the Emirati design.
What sets Middle Eastern designers apart is their ability to weave narratives into their creations, transcending mere aesthetics to convey stories deeply rooted in the region’s rich heritage. “The brands work tirelessly to showcase not just their skills, but also the stories and talents of our artisans,” Amani explains, highlighting the profound connection between creativity and cultural expression.
The duo wants to establish their uniqueness and what sets them apart compared to other consultancies in the UAE’s vibrant design community, “What sets The Amanqi Consultancy apart is our deep understanding of the needs and constraints faced by small, emerging brands. We are proud of ourselves, for establishing personal relationships with each client, serving as an extension of their team rather than just a service provider. Our dedicated approach ensures that we are there to guide and support them through every step of their journey, offering tailored solutions to support them in achieving their goals and thriving.”
The Amanqi Consultancy plays a crucial role in this ecosystem by organising events for their clients. In the Middle East region, they regularly organise pop-ups in UAE (such as Ataya), Qatar, and Saudi Arabia curating a selection of seven to eight international and local jewellery brands and their collections around a specific theme.
Identifying and selecting the jewellery and accessory brands that The Amanqi Consultancy represents, is one of the most important things to be considered. They say, “We prioritise brands that showcase a strong brand identity, exceptional storytelling, and unique designs. Beyond these essential factors, we look at each brand’s vision and potential for growth within the market. Our goal is to provide our clients with personalised strategies and support to help them thrive in the competitive fashion industry. By working with brands that possess both artistic merit and commercial viability, we aim to provide our clients with unparalleled opportunities for success and recognition in the industry.”
The duo set up a showroom in Paris Fashion Week and are very excited to share their experience, “Our showrooms in Paris featured a curated selection of fine jewellery, accessories, and ready-to-wear brands from the Middle East. It’s an opportunity for designers to connect with buyers, editors, and influencers from around the world, and to showcase their collections in one of the most prestigious fashion capitals.” The fashion industry is tremendously evolving with new trends and brands. You need to be extra vigilant about these. Staying up to date with industry changes and building a fashion consultancy is challenging. The duo shared their experience, “Building and growing The Amanqi Consultancy has been challenging as we navigated uncharted territory with very little guidance. From setting up the company and structuring operations to managing payments and client expectations, we’ve faced a learning curve at every step. Yet, through experience, as well as each other’s support, we have overcome these obstacles and we are still learning every day.”
They shared some success stories and memorable moments from their experience, working with emerging design talents, “Through The Amanqi Edit platform, we’ve had the privilege of connecting with so many remarkable brands. The Edit platform facilitated connections with extraordinary brands and collaborators, many of whom we’ve continued to work with over the years. And of course, setting up the consultancy side of the company has been the most significant by-product of The Amanqi Edit.”
Paying homage to the local culture and the incredible growth of the region is often the inspiration behind many of the brands’ narratives. Each jewellery brand celebrates the progress, tolerance, and excellence of the region in its unique way. For example, one of our clients, TOKTAM, designed the Mosque collection, drawing inspiration from the grandeur of the Sheikh Zayed mosque in Abu Dhabi. You have to support the brands and the designers by giving guidance and mentoring. “We aim to empower our designers by sharing our knowledge and expertise with them. Open communication and trust are paramount in our relationships with clients, ensuring that their needs and goals are always prioritised. We tend to go above and beyond to support them, offering personalized advice, connecting them with relevant industry contacts, and providing ongoing assistance to help them achieve success in any way we can.” They talked about how they are helping the brands to navigate the competitive market.
When asked about the emerging trends in the fashion and fine jewellery industry in the UAE and how they are adapting to these changes Manal added, “At The Amanqi Consultancy, we closely monitor the emerging trends and consumer preferences, ensuring that each brand we represent remains relevant. Our focus lies in devising strategies that enhance brand credibility and visibility, helping our clients stand out in a market that is becoming increasingly competitive. Our focus on international events such as The Suite events in Switzerland or our showroom during the Cannes Film Festival enables us to showcase our brands globally.”
The Amanqi Consultancy also hosts a styling showroom during the prestigious Cannes Film Festival, providing international exposure for their high jewellery clients. Last year, they hosted a preview of designs from international jewellers at the Hôtel National des Arts et Métiers during Paris Fashion Week. The event showcased the latest collections from many Middle East-based designers and designers from Europe and the United States. “Growth can never occur without stepping out of the confines of your comfort zone. Much of our success has come from being brave enough to take risks and try something new. Of course, success is never guaranteed, but we firmly believe in always putting our maximum effort into everything we do.” The agency prioritises ethical practices, offering flexible work schedules and a supportive environment for its employees. Their success is further evidenced by the fact that most clients come to them through word-of-mouth recommendations.
Manal and Amani both are extremely passionate about their company and working hard for their clients. They believe in transparency in all aspects. They wish to give some advice to aspiring entrepreneurs who are looking to enter the industry in the UAE. “Our advice would be to embrace networking and relationship-building wholeheartedly. Be proactive in reaching out to individuals in the industry; building connections can open doors to invaluable opportunities that may not have otherwise been accessible. Remain open-minded and be willing to explore new avenues, as the path you end up on could lead to something even better than what you previously envisioned”.
Despite the challenges of any new market, the Waqis believe that the opportunities in the region outweigh the challenges. The duo shared their goals and aspirations for the consultancy in the coming years, “Our primary goal for The Amanqi Consultancy’s future is to continue nurturing and elevating the brands we represent, ultimately establishing them as globally recognised names in the industry. We aspire to solidify our position as the go-to agency for emerging brands, offering unparalleled support and guidance to help them achieve international success”. They wish to create an impact on the design community in the UAE.
The Amanqi Consultancy is evidence of the thriving design scene in the UAE. By supporting and promoting emerging talent, the Waqi sisters are helping to shape the future of the region’s design industry. The vibrant design community in the UAE, coupled with a strong event culture and a collaborative spirit, makes it a perfect incubator for new talent. As The Amanqi Consultancy continues to nurture and showcase the work of emerging designers, the UAE’s design scene is set to shine even brighter on the global stage.