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“Engy Afify, the fearless co-founder of ANTY, bringing bold creativity and a passion for self-expression to every design.”
ANTY’s identity is strongly tied to heritage, em- powerment, and storytelling. How do you ensure these themes stay central as the brand grows and expands into new markets like Dubai?
At ANTY, our roots are our compass. Every collection is born from a personal
or cultural narrative, with heritage and empowerment woven into the design. As
we grow into new markets like Dubai,
we remain intentional—partnering with retailers who value storytelling and aligning with customers who seek meaning in their jewelry. Whether through bespoke experien- ces, curated launches, or culturally reso- nant campaigns, we ensure our voice stays authentic and connected to the values that shaped us.
What has been the most rewarding or surprising response you’ve received from a customer about how ANTY jewelry made them feel seen or repre- sented?
One of the most rewarding moments
came when a client looked at a necklace and simply said, “Wow, it’s so different.” What stood out was not just the compliment—it was how deeply personal her reaction was. She said the piece made her feel incredibly special, like it truly suited her style in a way most jewelry never had. It wasn’t just about aesthetics—it was about identity. She felt recognized, like the design spoke to a part
of her that’s often overlooked in mainstream fashion. That moment reminded me why ANTY exists: to create jewelry that isn’t just worn, but that makes people feel understood, represented, and uniquely seen.
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While my government career kept me busy, the pandemic created a pause—just as I had moved to the U.S. and left my job. That mo- ment gave me the space to reflect and finally ask: what if I turned my lifelong passion into something real? That’s when ANTY was born—a brand rooted in identity, heritage, and self-expression.
You chose “ANTY” to center the brand around the idea of “YOU.” How do you translate that concept into the customer experience, from design consul- tations to packaging?
Even if two people wear the same piece, it tells a different story on each of them. Style reflects who we are—our taste and how
we want to be seen. That’s why we chose “ANTY,” which means “you” in Arabic. We produce most pieces in limited quantities and offer custom design services where we listen, iterate, and bring each client’s vision to life. Every bespoke order is supported
by a dedicated client ambassador. Even our packaging is part of the experience—thou- ghtfully designed to feel personal, elegant, and made just for you.