How did you get started?

 

Kareem: I used to be a smoke shop owner, and business was pretty slow. So, I was looking for other means to make more money or grow the business. I had this crazy idea to start a hookah that was shaped like a gun, like an AK 47. So that was really what put us on the map.

 

We had our gun hookah, and at the time, it was just me. And then I presented the idea to my friend Mehdi, and he believed in it. And we went to get the design done.

 

We flew to China, met with the factory, and started the business. And it was a success. It went viral on Instagram, and a lot of celebrities had it at the time. We were selling a lot online, and then we started doing wholesale and distribution, and that's when we started designing more products. And it went from there to where we are now.

 

What were the biggest challenges that you faced while starting up, and how did you overcome those challenges?

 

Kareem: The biggest challenge at first was finding the money to produce more products.

 

So basically, initially we only sold our products online, and since our product was going viral, we were selling everything online, and the profit margin was high. Every time we received a shipment, we would quadruple it, sometimes even five times, before flipping it back. So that's how we raised capital, just via Instagram and promoting the product nonstop.

 

Regarding the money, did you get investors to help you start up the business?

 

Kareem: We did not have investors. We started with $15,000 in my friend's garage.

 

What sets your product apart in terms of quality and design?

 

Kareem: Well, we designed all the products ourselves, and we always choose the best quality metal. We use a lot of stainless steel and aluminum, but we never use any other toxic metals or anything cheap. So even the bowls are all made out of clay. We use medical-grade silicone for our hookah hoses.

 

And our designs are out-of-the-box, and they're not your usual hookah designs that everybody else has. We have themes, and we draw inspiration from what's trending at the moment, and then we make our products.

 

How has technology influenced the way you manufacture or design your products?

 

Kareem: The factory that we work with is very advanced, and it is the number one factory that makes stuff in Germany. And Germany is well known for its technology.

 

Our factory gives us access to all the technological breakthroughs made in Germany.

 

Then, of course, there is what we did as well. Therefore, it was also advantageous for us to work with our suppliers.

 

Are there any new product lines or expansions in the work that you'd like to tell us more about?

 

Kareem: Yes, right now we're working on a charcoal-free hookah head. So, basically, it's going to be a hookah head that does not use charcoal but instead uses electricity.

 

We are eliminating the charcoal on the hookah. There is one version that you can plug directly into the wall, and then there is a portable version that will have its own battery.

 

Will it have the same effect as regular charcoal?

 

Kareem: We have tested the device, and it performed well. And it's better because it's just regular heat without burning charcoal.

 

How have you seen the market evolve over the past few years?

 

Kareem: The hookah business has come a long way, you know, especially around COVID. It got very popular again. There were a lot of new ethnicities that picked up smoking hookah around that time.

 

Where do you see the future of the hookah industry heading, especially with the rise of vaping and e-cigarettes?

 

Kareem: Hookah started in the 16th century in India. And then the British brought it to the Middle East. I believe the industry is going to keep going up, especially now that there is technology involved with hookah.

 

I also think that hookah will always be there. It's not going to stop or go out of style. It's been around for centuries.

 

How do you envision the growth of your company within the next five years?

 

Kareem: We are trying to expand. Right now, we are very big in the United States, Canada, and also Germany. But we are trying to expand to other parts of the world, like Brazil, which is a huge market.

And we are doing quite well right now, trying to infiltrate the market.

 

How do you connect with your customers? Are you active on social media?

 

Kareem: Yes, we are on social media. We don't post a lot because we try not to annoy our followers. We only like to post good content. We don't overpost, but we post stories every day.

 

We are working on collaboration. We do collabs with influencers, and then we post the content with them. We used to be more active on Instagram. But recently, we've been busy preparing some big stuff. After that, we will get back to posting regularly.

 

Who has been a significant influence or mentor in your professional journey?

 

Kareem: He is one of my best friends. His name is Younus. He goes by the artist name Helsinki, and he's a very good artist. He has an eye for design, and he is also a very good businessman. I would say he has always been my influencer.

 

If there is one thing that you would like your customers to know about your products, what would it be?

 

Kareem: I want them to know that every product we make is from the heart. We constantly try our best to design the most amazing products, use premium materials and components, and price them as reasonably as we can.

 

We're all about the hookah lifestyle. This is not about the money. It's about the industry and the culture.