Startup of the Week: Smuug pins: Small accessories that tell a bigger story

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• Smuug specializes in producing artistic and funky pins and they are becoming a hit with Saudis due to their distinctive designs

What we wear reflects our personality. But it’s not just our clothing that gives others a window into who we are because our accessories also have a story to tell.
Pins are a way for people to describe their mood, style or even values through slogans and symbols.
Smuug specializes in producing artistic and funky pins and they are becoming a hit with Saudis due to their distinctive designs.
The designs include Al Salwa Palace, a palm featuring a Najdi henna design, a cup of qahwa and even a bottle of Vimto, the wildly popular purple cordial that is the beverage of choice for millions of people in the Kingdom.
Brandie Janow is the founder and creative director of the brand. The US native said she had been drawing and illustrating for as long as she could remember and that this passion inspired products for the brand.
“I love the fact that small minimal items can tell a big story. The owner can be wearing an outfit and have a little pin on that represents something that they love or believe in. I find that powerful.”
Janow realized the products available in the market did not represent the local culture and were irrelevant to Saudis and she thought this was a shame.
“I had the idea that I would try to design and sell some myself. After a lot of research and work I found manufacturers that were able to create the products that I wanted.”
She taught herself to design and learned more about the commercial aspects of the business. She also visited different outlets to see if they wanted to stock her items. To her surprise, every store she contacted showed interest in what she had to offer.
Each of her products is designed after a careful process and the first step is research.
“Since the actual story of the design is so important, I try not to do anything cliched. After I have decided on the idea itself, I sit down to draw it by hand, and then I take it to the laptop where I vectorize it.”
Her pins are produced in the US and other items are made in the UK.
Janow said that it was hard work owning a business. “But if you love what you do it becomes enjoyable. Coming up with the correct pricing is important. You have to factor in all of your costs such as manufacturers, shipping, website upkeep, and your time.”
She has lived in Saudi Arabia since late 2008 and considers it home. “I hate to hear anything negative about the country that has taken me in and been so kind to me, so I will always try my best to relay the stories I learn along the way. We all are equipped with different tools to be able to create change, mine just happens to be design.”