Tempo contributor Chequinah Coutinho found out that it’s never too late to seize the moment and pursue your dreams. The source of her epiphany… cancer survivor Afnan “Aff” Laamari, Founder and Designer of the online brand NEON.
There’s a famous saying that “The creative adult is the child that survived.”
Like every little girl, Laamari loved everything and anything fashion related, especially jewellery. And she was lucky to have grown up in a “fashion-conscious family” that nourished her childhood passion. Laamari’s passion blossomed into a personal achievement with the launch of her accessory fashion line, NEON by Aff. But the journey was fraught with pain.
Although she had always knew that she would start her own fashion line, it was something that she decided she’d do ‘at some point’ in time. But when she was diagnosed with lymphatic cancer in 2012 – the darkest period of her life – she decided that the time was now. Her love for jewellery became critical, not as a business or even an outlet for her creativity, but rather, she says, as ‘sustenance for her soul’ and a way to cope with the disease. It was at that point two years ago, while she was at the age of 20, that Laamari decided that the challenges she had experienced and overcame had in fact helped her decide what wanted to do with her life.
“It was a long journey of different misdiagnoses. I had three different surgeries before I learned that I was sick with lymphatic cancer. After my first surgery, I began watching YouTube tutorials on jewellery making and asked my mother to buy the material I needed. During the time I had radioactive treatments I was busy making bracelets. It was my distraction, and my motivation to stay positive. It was my healing zone.”
Now Laamari is recovering, and is busier than ever. NEON by Aff’s success has grown, courtesy of the eight collections she launched to date and the recent introduction of her beachwear line, NEON Beachwear by Aff. The brand has developed a following, and an international clientele, with orders pouring in from as far as Australia, France, the UK, Canada, Tunisia and Saudi Arabia.
“Social media is a big part of the brand’s success,” says Laamari, explaining that she has built her customer base through the use of Twitter, Facebook, Blackberry Messenger and Instagram. “My friends have helped a lot by sharing the link and broadcasting through BBM,” she says.
Now Laamari sees an opportunity to expand her business. She currently juggles her time between being a student, and working as a full time member of the Red Bull’s Wings team. She hopes that she will soon be able to dedicate her efforts full-time to NEON and maybe open a physical store.
“My life is reflected through NEON by Aff. My daily activities inspire each collection. Unlike other brands I don’t number each item, but rather I name them as each design has a story that deserves more than just an identification number.”
She says that the hand of Fatima has been integral to her branding identity and her inspiration. “It’s my logo for a good reason, and I try to incorporate it in every design. It was a big part of my youth and culture growing up, and everything about it is beautiful. As for my new beachwear collection, it comes from my deep love for the beach…I thought why not merge my love for the beach with creative designs.”
Laamari is thrilled that she has never taken financial support from anyone to start or grow her business. “I’m totally self-made; I started this journey with the money I made from part-time work. You can say this has been a “one woman job,” she enthused.
Laamari runs every aspect of the business, starting from the design of the jewellery and creating the pieces, all the way to advertising the products and personally delivering them to her clients – as well as shipping internationally when necessary.
“It’s been hectic, but having a busy life is interesting,” she said. “NEON by Aff represents the colour and the positivity life has to offer. I want my brand to be a reminder that anything is possible and that you should never take life for granted.”
She says creating the business has given her confidence and empowered her as a woman and entrepreneur. She hopes that her story can be an inspiration for young people to not be afraid to “do their own thing.”
www.facebook.com/NEONbyAff
Written By: Chequinah Coutinho
