Interior by Awatef

Interior by Awatef Designing your kids bedroom?
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31/05/2026

May has been a whole year by itself.

Digesting the leftovers of missile alerts and stress-induced cramps. Looking at the P&L and trying to negotiate with the numbers because surely it can’t be that. Finding comfort in end-of-year exams because they bring a sense of normality. Looking at your tribe and wanting the very best for all of us.

Realising that bending is not agility. If you’re going to stretch, it should be to rise not to fit.

When pressure starts appearing in your dreams, making life more pleasant stops being a luxury and becomes a necessity.

So this month, we took .ae and ourselves to better places.

Starting with . A company we genuinely look up to for its values and culture.

Having teenagers means we are finally entering that beautiful phase where we get to enjoy some of the same things together. Through , we met a community of young, diverse, ambitious people committed to building something meaningful. They make « better » look normal. Effortless, almost.

Long hours behind screens. Meetings. Negotiations. Reshaping plans. Reassessing everything.

And then the moments offline. Rich conversations with entrepreneurs. Networking differently. Joining the and discovering how refreshing it is when translation isn’t needed. Just thoughts flowing naturally.

Many hours spent alone. Thinking. Recalculating. Reassessing.

Silence can make you doubt too.

Some decisions were difficult. Very difficult. And I have a thick skin. And it still bruises.

A lot to celebrate.
A lot to grieve.
A lot to hold on to.
And a lot to build.

The one thing that keeps me sane is knowing that it is worth it. And knowing that my God has always eased my path.

One day at a time.
Right now, that’s enough.

Eid of course… far from those who build us... 

And I couldn’t end May without mentioning MJ. 🎶

My first recording on a VHS 📼 was me waiting for Thriller to appear on TV, finger hovering over « record » and « play » at the same time, determined not to miss a second.

Some things stay with you.

It is worth it.

Yaqīn & Tawakkul.
That’s the whole strategy 🤍

It has been a challenging time for many businesses. We are feeling it too.But pressure has a way of revealing character....
22/05/2026

It has been a challenging time for many businesses. We are feeling it too.

But pressure has a way of revealing character.

So we did what we felt was necessary to do:
we met people.

We shared concerns openly.
We exchanged perspectives.
We offered skills.
We asked better questions.
We stopped obsessing over selling and started focusing on usefulness.
Because networking during difficult times changes completely.

Nobody needs another performance.
Nobody needs forced optimism.

People need solutions, perspective, support, clarity, contacts, ideas.

The most valuable sentence in the room became:
“This is what I am good at. How can I help?”

And interestingly, that mindset creates stronger business than any aggressive sales pitch ever could.
Real networking is not taking.

It is positioning yourself as someone valuable in difficult rooms and difficult times.

Giving because it is needed.

Building because standing still was never really an option. ♥️

21/05/2026

An open conversation with a young entrepreneur today.

He told me:
“My own family resists everything I want to build.”

And I told him something he probably didn’t want to hear.
Their job is to protect you.
To question you.
To fear for you.
To remind you how dangerous it is to stand out, risk money, fail publicly, dream too loudly.
That’s love too.
Not always pretty. But love.

Your job?
Stand tall anyway.
Not arrogantly.
Not disrespectfully.
But firmly.
Because if every generation only repeated what felt safe to the previous one, nobody would build anything remarkable.

Creative entrepreneurship is uncomfortable.
It disrupts family dynamics.
It exposes insecurities.
The people who love you most will resist you the hardest.
Not because they hate your vision.
Because they are terrified of what happens if you fall.

But eventually, you reach a point where staying small hurts more than disappointing expectations.

That’s usually where it starts...

20/05/2026

People think exhaustion is always physical.
Sometimes it’s not your body that’s tired.
It’s your mind. Your heart. Your spirit.

It’s when your thoughts become heavy.
When your chest feels tight for no obvious reason.
When you feel stuck, disconnected, uninspired… even after resting.

And I learned something important:
sometimes sleep is not the cure.

Sometimes you need movement.
Nature.
Silence.
Perspective.

So I move.

I ride horses.
I swim with sharks.
I disappear into the desert.
I chase adrenaline.
I watch the sky change colours.
I sit quietly in front of the sea like it holds answers.

And every single time, I find the same thing:
wonder.

I look at this world and I am constantly mesmerised by the excellence of His creation.
The diversity.
The beauty.
The precision.
The endless colours and forms and lives existing all at once.

And then I remember something that changes everything for me:

Among all His creation… we are one of them too.

Human beings.
Fragile, emotional, complicated… yet still created with dignity, purpose, and beauty.

And somehow, that thought always gives me courage again.

It reminds me that life is bigger than the heaviness in my chest.
Bigger than fear.
Bigger than confusion.

So I keep moving.
I keep observing.
I keep believing.
And I keep going further.

Love,
Awatef

I am tired. And So what? Yes, rest matters. Exhaustion is expensive. The mistakes you make tired can cost more than you ...
19/05/2026

I am tired. And So what?

Yes, rest matters. Exhaustion is expensive. The mistakes you make tired can cost more than you imagine. But let’s stop romanticising entrepreneurship as if it happens after 8 hours of sleep, green juice, and perfect balance.

Most of us built businesses running on low battery for years.
And honestly… who cares?

Most businesses are born from discomfort anyway.
You started because something inside you got sick of it all.
Sick of mediocrity.
Sick of depending.
Sick of watching.
Sick of shrinking yourself to fit places you outgrew years ago.

Nobody builds something from comfort.

So yes, today I am tired.
So what? We keep moving.

Who cares?
Not me.

Love,
Awatef

You are not enough.And that’s not a tragedy. That’s the beginning of growth.Somewhere along the way, the world started s...
12/05/2026

You are not enough.

And that’s not a tragedy. That’s the beginning of growth.

Somewhere along the way, the world started selling this idea that you are already everything you need to be. That you don’t need to change, improve, stretch, fail, learn, or evolve.

I don’t believe that.

You are not enough to build something meaningful alone.
You are not enough to carry the vision, execute it perfectly, solve every problem, lead every battle, and remain sane while doing it.

What you are is the spark.
The catalyst.
The one with the vision.
The instinct.
The obsession.
The ability to see something before it exists.

But vision without people stays fantasy.

And before you find the right people, let me warn you, you will meet the wrong ones first.
People who dilute your standards.
People who misunderstand the mission.
People who force you to sharpen your message by getting it wrong.

They are not failures.
They are filters.

They teach you what you refuse to compromise on.
How you want to lead.
What kind of business you want to build.
What kind of energy you want around you.

Then one day, something shifts.

You sit in a meeting and suddenly people speak about your business like it’s theirs.
They interrupt you with solutions.
They scratch their heads trying to solve your problems.
They care.
Not performatively. Passionately.

That’s when you know.

You found your people.

The ego dies there.
Because you realise the dream was never about proving you could do it alone.
It was about building something strong enough for others to believe in too.

So no, you are not enough.
You were never meant to be.

The beautiful part is this:
you get to build a tribe.
A team. #
People walking beside you carrying pieces of the vision with you.

Keep talking about your project.
Keep refining your message.
Keep walking.

Your people are trying to find you too.

Love,
Awatef

11/05/2026

Feeling grateful for my people, my village. I enjoy my solitude, but I never feel alone. Somehow, life keeps surrounding me with the best company. ❤️

06/05/2026

I think people assume I share my workouts because I’m into fitness.

I’m not.
I’m into persistence.

Some mornings I negotiate with myself like a hostage situation before class.
I still go.

Three years ago I opened a business in an industry I knew nothing about.
Turns out business and training feel strangely similar:
same uncomfortable decision, every day, with very little evidence it’s working.

A bit crazy.
A bit stubborn.
Probably both.

.Yes, exactly 🫶🏼
06/05/2026

.

Yes, exactly 🫶🏼

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