The Founders

The story behind MUSEEUM is the convergence of two different paths that met to complete each other.

The first is the story of Jaeyung, a Korean expat in Egypt.  With a background in Finance, Jaeyung had just concluded a consulting assignment on the winning proposal to operate the Grand Egyptian Museum.  One priority area was to find ways to generate revenue for the museum to make it sustainable, with merchandise being a central component.  Jaeyung’s entrepreneurial spirit was ignited, and she sought a partner for managing the museum’s official gift shop.  She scanned the market but found only large megastores producing mass-produced items or souvenir shops selling exotic Egyptian products made far away.  All options lacked the authenticity she sought. 

The other story is of Indjy, a designer who often found herself in off-grid areas of the city, working with artisans and the crafts she loved.  Driven by a passion for uncovering hidden workshops in Fatimid Cairo, Indjy was developing a lifestyle brand called The Nook Zamalek.  She saw the need to formalize the sector from the ground up by helping artisans gain recognition, connecting them with a global audience, and providing upskilling opportunities.  One day, Jaeyung walked into The Nook and found that Indjy was doing exactly what she knew the gift shop needed to do.  The Nook, more than just a physical space, embodies a philosophy of creative expression and cultural exchange through locally made products and artisanal experiences. 

In homage to the Grand Egyptian MUSEUM where it all began, MUSEEUM was born.

MUSEEUM is committed to fostering social sustainability and preserving Egypt’s rich cultural heritage through impactful projects that resonate locally and globally.  Our passion is fueled by the safeguarding of our ancient Egyptian ancestors; their everyday life carved in their temple walls and through their crafts still standing today is a testament to the significance of artisanship within a cultural identity.  At the same time, we are motivated by a financial incentive, recognizing that the only way to sustain these crafts and traditions is by supporting their economic viability.  

Our journey is guided by a profound appreciation for traditional crafts, a commitment to ethical practices, and a passion for the environment.  A creative team of passionate individuals with complementary skill sets—including volunteer Egyptologists, creative writers, illustrators, designers, and makers—came together to bring this vision to life.  With a wealth of local talent, ethically sourced materials, and age-old techniques, we crafted collections that embody the sophistication of Egypt’s heritage while appealing to the global contemporary market.

Recognizing the crossover of economic, social, and cultural pathways, we focused on local craftsmanship.  We chose to work with natural, locally available, and recycled materials, emphasizing age-old production methods, mirroring our ancient Egyptian ancestors’ way of life.  We celebrate and preserve traditional crafts, ensuring that these techniques are passed onto future generations.

Our goal is to showcase our innovative approach to cultural entrepreneurship and highlight the exceptional talents of the artisans we collaborate with and share this impact on a global scale.  At MUSEEUM, we seek to set a precedent for future innovations in cultural heritage merchandising, inspiring others to embrace and celebrate their cultural roots and honor their heritage and people.