Discover the driving inspiration behind Wall Creations' formation, the challenges faced during its early days, and the pivotal factors that shaped its evolution.
Wall Creations is one of our portfolio companies under the Seeders Accelerator program through USAID MENA Investment Initiative (MENA II).
This candid conversation offers a firsthand glimpse into the remarkable story of the company, and the dedicated individual who brought it to life, Nayla Madi, Founder of Wall Creations.
Q: Tell us more about your inspiration behind starting Wall Creations, and what is the process?
A: As an architect working in the residential field, I worked a lot with my clients on their home renovation or on designing their new houses. Through my experience and contacts, it was easy to find a solution for most of their needs: from technical to design work.
With the new printing technologies available nowadays, I was able to do it and create personalized wall murals. I started to develop my idea, I tested new material and printing solutions, and created new designs for each project. The positive feedback received by many customers motivated me to pursue the growth of this business.
The spaces we live in, and the interior environment have a lot of impact on our well-being. This creative work was adding a joyful vibe into dull rooms.
The process constitutes of an end-to-end solution from design to execution to installation:
- I start by gathering information from the client about their project (they send photos of their current space, inspirational ideas they like, their furniture selection ….)
- I prepare a design simulation and send it to the client.
- Once the design is approved, we execute the printing.
- The installation is done by a professional team with the required skills to deliver a high-end product.
Q: What sets your company apart from others in the market?
A: 1. Personalization: Each project is done apart, and the design is customized for each client following his aspiration.
2. Material: I put a lot of effort into making sure our products can bring a positive impact to the environment. Using water-based inks and PVC free paper so we can have a healthy interior environment.
3. Installation: Workers are professional and detail oriented.
4. Digital platform: An e-commerce website is available for easy purchase anywhere in the region.
Q: What challenges have you faced in establishing and growing your business?
A: With the economic crisis in Lebanon, growing a business from scratch was difficult, finding a financial support was very important.
Our business is done through the digital network. To follow and adapt to the new trends of marketing and commerce, and to build this system and solution as a digital commerce was challenging, I lacked the experience and the knowledge in this field.
Q: How did the support you received play a role in increasing your business's visibility and presence in previously untapped markets?
A: The support received played a major role in growing this business:
- Knowledge: Sharing perspective-shifting insights into the proper execution of marketing processes and the diverse array of markets ready to be explored.
- Network: Fresh new connections were established to foster business growth.
- Financial: Providing support in experimentation and accelerating development and growth.
Q: In what ways has Wall Creations evolved, and what pivotal factors have fueled its growth?
A: The acquisition of our own printing machine and the initiation of in-house production played a crucial role in the growth of Wall Creations. This allowed me to oversee and manage every aspect with greater ease and efficiency.
As a result, the business has achieved sustainability, and I am currently focused on expanding our sales efforts.
Q: What do you envision for the future of your company?
A: My objective is to expand the reach of our brand and services across the region and venture into international markets, bringing interior walls to life with our Lebanese products.
