Rawnaq: A Tunisian Fashion Brand Inspired by Timeless Oriental Classics
Rawnaq, a Tunisian clothing brand, draws its essence from the timeless words of classical Oriental music. Its slogan, "أقول للزمان ارجع يا زمان" ("I tell time to come back, oh time"), is an excerpt from the famous song "فات الميعاد" by Oum Kalthoum, paying homage to this great icon, as well as to Fayrouz. Behind this venture is Sirine Ben Ayed, founder of Rawnaq, who took a bold risk to turn her dream into reality with a modest budget.
With a background in Business Intelligence, Sirine never imagined herself in the fashion world. "I didn't think I'd change fields completely," she confesses. However, the pressure and dissatisfaction in her previous job had a significant impact on her mental health. She decided to take a step back, stay at home, and reflect: "I realized I had to do something I truly love. For me, it's songs, lyrics, colors, that fancy, bling-bling side..."
The name Rawnaq, which means "elegance" or "glamour" in Arabic, perfectly captures the vibe she wanted to convey. Initially, she didn't think of incorporating song lyrics into her designs, but her love for classical Oriental music became a signature artistic element of her creations. She chose verses that touch her deeply, and these creations quickly won over the public.
Rawnaq's designs tell the story of a classic era, etched in the memory of many who wish to relive that period. For Sirine, launching a project with limited means is entirely possible. "I started spontaneously with just four models. I didn't think I'd get to where I am today. Recently, I realized it's a real business with a genuine potential to generate revenue."
Rawnaq offers classic, sober pieces personalized with a distinctive touch: the embroidery of song lyrics on sweaters and shirts, giving her creations that unique "Rawnaq" flair, according to her founder. The manufacturing process is meticulous, with Sirine selecting colors, designing models according to her tastes, and collaborating with a sewing workshop. "At first, I tested several prototypes before finding the perfect piece," she recounts. Today, some articles remain faithful to their initial version, while others evolve subtly, with, for example, more discreet t-shirts, slightly thicker collars, or revised fonts. "These are details that few people notice, but I see them, and it makes all the difference."
"These small touches, even if some customers don't necessarily notice them, reinforce the overall experience. My goal is for each customer to have a genuine user experience with my creations and be fully satisfied," Sirine emphasizes. She advises those who want to embark on a project, "Go for it, and don't be afraid. Yes, there will certainly be obstacles, but the fruit of your labor is indescribable. Don't be afraid to fall. Tunisia needs creators, fashion brands. We lack beautiful Tunisian creations, we don't have much choice, we must take the leap and create!"
