Preserving cultural identity and supporting local jobs drives sustainable, inclusive growth.
Mohammed Kazim, co-founder of the Arabian sandal brand Tamashee, says his approach to business goes beyond selling products, focusing instead on creating opportunities, preserving cultural identity, and strengthening community development.
He believes consumers play a direct role in supporting the wider ecosystem behind the brand, from factory workers to families connected to production and supply chains.
“When people use our products and demand increases, we produce more. Our factories create jobs, which helps secure employment and income for people,” Kazim said.
He added that the same principle applies to the services and collaborations linked to the company’s experiences and initiatives.
“The families that support us with services also benefit in the same way. They are able to continue receiving salaries and generating income because people continue to engage and play their part,” he said.
Kazim said that community support is vital for homegrown brands to thrive in today’s competitive global market and in the face of unexpected challenges.
“Community is the most important thing to come together to support, to ensure continuity and the long-term sustainability of the business,” he said.
He added that even businesses with strong values and creative ideas can struggle if they are not financially sustainable.
“Sometimes you can be an amazing brand with strong principles, values, and designs, but without financial viability, it may cease to exist,” he said.
He added that sustainability means ensuring businesses can continue to create long-term impact while supporting everyone connected to them.
Culture as a competitive advantage
Kazim also views cultural identity as a key strength for regional businesses seeking to stand out globally.
“Identity and culture are, for me, competitive advantages that are essential for differentiating our offering in a highly globalised world,” he explained.
The company’s work reflects this approach through designs inspired by regional heritage and craftsmanship. Developed through cultural research across the Arabian Peninsula, its collections reinterpret the Emirati khanjar through contemporary design elements rather than directly replicating it.
In addition, the brand highlights the multi-layered craftsmanship traditionally involved in making the khanjar, an object that historically brought together blacksmiths, silversmiths, leather artisans, woodworkers, and weavers.
Kazim also emphasises the importance of representing Khaleeji culture in a positive light, especially at a time when regional narratives are often shaped by negative international headlines.
“What matters going forward is that we continue advancing our social values—preserving identity and presenting our culture positively to the world, especially at a time when media narratives can often be negative,” he said.
Eid season drives new ideas
Kazim added that the Eid season remains one of the most important periods for the business, both culturally and commercially.
“It’s a season for wearing new clothes and new items. That alone motivates us to create new designs,” he said.
He noted that in previous years, the company has also run campaigns encouraging people to buy gifts for others during Eid, using incentives and discounts to promote a culture of giving within the community.
Building an ecosystem together
Kazim said his focus extends beyond business growth to creating opportunities for others through collaboration and shared success.
“I think it’s very important to build the entire infrastructure together and not compete just for the sake of competition. We should build the ecosystem together and allow others to grow with us,” he said.
Community-driven businesses are increasingly shaping the United Arab Emirates’s creative and cultural economy, demonstrating that even in challenging times, unity, resilience, and local innovation can generate lasting impact.
