With the People with Israa Tawfik | Meeting with Partners and Founders of 'AMA Company' for Home Furniture and Wooden Kitchens 5-8-2026

[00:11] new episode of your program, "With the People." Many people have dreams, but not everyone has the courage to start. Some people wait for opportunity, while others create their own. Success is never a others create their own. Success is never a coincidence; it begins with an idea, followed by hard work, sleepless

[00:26] coincidence; it begins with an idea, followed by hard work, sleepless nights, risks, and determination. Determination means persevering, even if the path is difficult. Today, we'll talk about the inspiring experience of three young men who decided to turn their dream into a real project—a project that grows day by day. Their self-belief was greater than any fear.

[00:42] Today, we'll talk about EMI Company, which, in a very short time, has established itself in the field of wooden kitchens, home furnishings, dressing rooms, and even hotel offices through its focus on quality, design, and customer satisfaction. Today, we won't just talk about kitchens and

[00:58] furnishings; we'll talk about a journey of success, about partnership, trust, the challenges they faced, and how young Egyptians can prove themselves in a market full of competitors. It's a great honor for me to welcome my guests, Mr. Mohamed Atef, Professor Adham Atef, and Professor Abdullah Al-Daghiti,

[01:14] partners and founders of EMI Company, welcome! It's a pleasure to have you here. To quick overview of EMI Company and where the idea came from. In

[01:27] the name of God, the Most Gracious, the Most Merciful. First, I'd like to thank you for this generous hospitality. Second, EMI Company specializes in interior design

[01:42] specializes in interior design and modern furniture. and modern furniture. We can also provide clients with all We can also provide clients with all home furnishings, from kitchens to

[01:55] home furnishings, from kitchens to dressing rooms. We offer bedrooms, living rooms, and even office furniture in all its details. For office furniture, we start in the

[02:07] details. For office furniture, we start in the apartment or house, from the kitchen to all the furniture found in a modern home. Now, I'd like you to tell me about the name EMI. Surely there's a secret behind it. Of

[02:22] course, it's what... Let's take the step of using abbreviations. We started with the name Adham, Professor Muhammad, and Professor Abdullah. This is an abbreviation

[02:35] for the three names, and we saw it as an easy name, a distinctive name, and a easy name, a distinctive name, and a name that we can easily remember. God willing, when we open branches, it will be easier and better, God willing.

[02:52] you. It is known that every successful project starts with a small idea. I want to know from you when you took this partnership step? In the name of God, and prayers and peace be upon the Messenger of God. We took

[03:04] upon the Messenger of God. We took this step on behalf of the fact that, from the age of 10 to 15, Mr. Abdullah worked in the field of aluminum and PVC, Mr. Adham worked aluminum and PVC, Mr. Adham worked in the field of modern paints,

[03:18] in the field of modern paints, and Mohamed Atef worked as a master carpenter. From a young age, we worked together in the field of furniture in general. At the same time, with the technological development in furniture, kitchens, and dressing rooms, a

[03:35] technological development in furniture, kitchens, and dressing rooms, a revolution occurred in the field of furniture. For example, there was an alternative to the natural wood we were working with, and classic, neo- working with, and classic, neo- classical, or steel furniture. At the same time, there was a

[03:48] revolution in modern machines for gluing edge banding, CNC cutting machines, router machines—modern things came out. So, at the same time, we decided to move from the field of

[04:03] old industries, or industries that were initially fine, to modern industries, because initially fine, to modern industries, because this is a development that we must keep up with. Of course, we will renew our welcome to Professor Abdullah Al-Daghiti in his second meeting with us. I will tell

[04:19] you about a saying that a ship with two captains sinks. You are three, not two. How were you able to make this partnership turn into a success without any disagreement?

[04:31] Honestly, to begin with, I'm happy to be in such a large media institution. The in such a large media institution. The secret lies in your question, which is that we always have mutual respect among the three of us. Whenever we have

[04:46] three of us. Whenever we have something to implement, we consult with each other and reach a solution that we can implement in the simplest way possible.

[05:00] many things, and God willing, we will continue our journey and move forward successfully. God willing, continue our journey and move forward successfully. God willing, back to Mr. Adham, I want to know from you, at IMI Company,

[05:14] are your designs ready-made or do you proceed according to the client's choice? Well, we work on both. For example, if a client comes to have something implemented, we try to

[05:26] see if our team can work with them. If they have a specific design they want to implement, we're at their service, of course. But we go and assess the space, then we go and assess the space, then we divide the units, and then we discuss the

[05:41] kitchen colors with the client. This is if they've chosen something specific, something they're coming to if they've chosen something specific, something they're coming to implement. But if they have a design they want to create, we go and conduct a site visit. The team goes with them to see the

[05:55] team goes with them to see the site, conducts a site visit, takes measurements, site, conducts a site visit, takes measurements, and then they start looking at a design that the and then they start looking at a design that the client is happy with. We sit down with them and then

[06:07] we reach a solution that the client likes, and based on that, we start implementation. We stay with the client step by step from the beginning of taking measurements and the site visit until implementation and final delivery.

[06:20] Okay, Mr. Mohamed, of course, we all know that the material or quality of the product The product is what lasts longer than the design and the style, whether modern or classic. What materials and woods do you use, and how can I, as a customer,

[06:35] distinguish between a genuine material and one that isn't the best? best? Okay, regarding the material, it depends on the work or the specific requirements of the client. Okay, for example, I have a kitchen.

[06:50] At the same time, I can't use materials that might come into contact with water or humidity, because most of the kitchen's use involves

[07:02] water. Okay, at the same time, I choose my material. I have a kitchen, okay, so I take its measurements. At the same time, I advise the client to use natural wood plywood. Okay, or sheet metal,

[07:14] regardless of whether it's Egyptian, Indian, imported, or whatever. At the same time, I choose natural wood specifically for the kitchen. Okay, regarding dressing rooms or home furnishings, there's nothing The problem is that I can incorporate

[07:31] MDF, particleboard, HPL, or any other materials. I have no issues with them. At the same time, for example, the client might ask initially which material is best to work with, so we must

[07:48] advise them. It's essential that when a client receives work from me, I provide a five-year warranty I provide a five-year warranty against manufacturing defects. This excludes defects in accessories, which are outside the company's scope of work, such as custom-made mechanisms like

[08:03] are outside the company's scope of work, such as custom-made mechanisms like other manufacturers, but we cover our manufacturing defects. Based on this, I determine the

[08:16] best option for the client and what the best materials are for the kitchen, dressing room, bedroom, or children's room – whatever the entire set may be. Also, in Egypt, we have... The

[08:31] best materials are considered competitive worldwide in the field of wooden surfaces. For example, God willing, this company was originally based I see the pictures being shown; if we could get the picture again, I saw pictures of you

[08:46] next to the Eiffel Tower, and I learned that your main branch is also in Paris. The main branch is in Paris, and we took the European concept and used Egyptian materials to deliver the best quality for the customer.

[09:00] The materials available in Egypt are impossible to find in any other country because we work with natural wood here. In other countries, all materials are manufactured MDF. This is the type of wood most giant companies use. At the same time, we combined the

[09:17] European design, finish, and concept, and simultaneously incorporated it with heavy Egyptian materials to create a product that isn't available in the global market. We're talking about a global market now, not just the Egyptian market. At the same time, the parent company is in Paris.

[09:32] Okay. The second company, the second branch, we opened in Egypt, and God willing, it will be ready in exactly two and a half months, because the paperwork for the third company will be opened in Kavala, Greece. God willing, this will be a global company, not just a

[09:47] this will be a global company, not just a local one, representing Egypt. We hope to produce the best product and export Egyptian products abroad. We want to grow the company, make it a major player, and create opportunities for manufacturers and craftsmen,

[10:04] the company, make it a major player, and create opportunities for manufacturers and craftsmen, opening doors for all So, based on what you've said, Mr. Mohamed, we can say that the Egyptian product is now capable of competing with the global product. It's not just competing; there's no competition between the

[10:19] Egyptian product and the global product. Regarding the plywood, I currently have a panel. This panel is made of have a panel. This panel is made of 100% natural, dried wood, assembled from well-known companies in Egypt, giant manufacturing companies. The surfaces are all set, and I add

[10:35] the layer, which is three or five ply, at the same time. I also add the sheet. I at the same time. I also add the sheet. I currently have 100% natural materials, dried and treated against dust, water, and everything else. But at the same time, what's the difference between us and,

[10:49] at the same time, what's the difference between us and, like that if I'm making a kitchen, a dressing room, or a bedroom, I do n't want it to last a year or two; I want it to last five or ten years. On the contrary,

[11:03] abroad, I replace things every year or two, so I'm me five or ten years. So there's a difference. Here, the factories that manufacture the

[11:15] plywood we work with, regardless of the color, ensure color, ensure that the sheet will last more than ten years, with a higher warranty than foreign suppliers. There's no competition between us and foreign companies, especially

[11:30] regarding plywood. It's very beautiful. Okay, Mr. Abdullah, tastes have become so numerous now, designs have become so numerous, and drawings have become so numerous. Some people are even using AIVs to create designs in a different way. If a client comes to you who is very attached to a specific design that doesn't suit

[11:46] their kitchen or the room where they will be installing their furniture, do you convince them of the correct approach, offer them something else, or do we just implement what they need? Well, Mr. Israa, our first and last goal is to satisfy the client. Okay, for example,

[12:01] if a client is determined to implement a specific design, and we see that there are mistakes or things in that design that won't suit the materials that will be in their kitchen, we try as much as possible to convince them so that we can produce a good product with the best quality and the best

[12:17] design, so that we can produce something... Why is it good for us before it suits the client? Why is it good for us before it suits the client? Because of course, a good product impresses the manufacturer before it impresses the customer, and it is the quality of the product that makes us work once, twice, and three times in the same

[12:32] Okay, Mr. Adham, I want you to take us on a quick journey with the customer from the moment he picks up the phone until you go down to deliver the order, or the room, or the dressing room, or the kitchen. How do you manage these steps from the beginning until delivery?

[12:48] beginning until delivery? Well, the order process goes through several stages with us. First, the client contacts us and tells us they want a kitchen, dressing room, bedroom, or living room—whatever they prefer. Then, we send a

[13:01] living room—whatever they prefer. Then, we send a team to inspect the space, take measurements, team to inspect the space, take measurements, and the client agrees on a specific design. After that, we move to the manufacturing stage. Once we begin manufacturing,

[13:20] we cut and assemble the wood until we assemble it—in other words, we create the wood until we assemble it—in other words, we create the kitchen's frame. This is a fundamental aspect of our company, EMA, where the client receives two inspections. The client receives the finished product twice: once

[13:35] before delivery at their home, and again at the factory. This allows them to check if there are any details they need to adjust, if they're unhappy with any aspects, or if they with any aspects, or if they want to modify anything. We

[13:50] try our best to utilize every available space in the kitchen or any other area of ​​their home. Once we deliver the finished product... If there is a problem or a mistake, is the cost to him based on the fact that he made the wrong choice from the beginning, or is there flexibility in dealing

[14:06] Before any mistakes occur, the customer comes to the factory for a brief inspection. If any modifications are needed, they are made right there before we proceed to install the kitchen or dressing room, as they have selected. Let's assume, for dressing room, as they have selected. Let's assume, for example, that they have chosen a kitchen before installation at their

[14:20] example, that they have chosen a kitchen before installation at their home. They come to the factory to inspect it, and if any adjustments are required, we make them for them. If they have any comments or suggestions, we address them right there at the factory before the wood or kitchen is even shipped out. Based on this, we

[14:34] deliver it to their home for the second time, God willing. Afterwards, we strive to Afterwards, we strive to provide after-sales service. This is a fundamental aspect of our service, and we stay with the customer every step of the way. If they need

[14:49] modifications or maintenance, we continue to support them until they are completely satisfied. It becomes a relationship between us and the customer, not just a job that's been completed and delivered. We stay with the customer to such an extent that it becomes, as they say, a true friendship. Okay,

[15:05] if he needs anything at any time, a representative from our company will come and do everything he wants at his location, and we guarantee him after- sales service for the longest warranty period from the company.

[15:17] Okay, Mr. Mohamed, the beginning was definitely not easy at all, especially since I saw some pictures of us when we were just starting the project very simply, whether from a simple table before we even had an office or something like that. What were the difficult situations or challenges you faced that made

[15:33] us, thank God, know how to overcome them and separate ourselves to be in Paris? This is not a small thing at all, I mean, it is very rare to find someone working in this specialization who has a branch in France, so this is challenges you went through and how you overcame them ?

[15:48] Yes, there were indeed significant challenges along the way, but one but one crucial element was persistence. Persistence means having a goal in mind, a goal one wants to achieve. God willing, and

[16:04] with His permission, one will reach it. If anyone is persistent, they will achieve anything. We worked in these professions for nine, ten, or even fifteen years. At the same time, none of us were over

[16:16] twenty without opening a small workshop or factory. Today, I can't work in Paris or any other European country and deliver the quality a French engineer, or any engineer of any nationality,

[16:33] demands. They might ask me to fulfill their requirements, to deliver the quality, the design, everything they need. I need to be a skilled craftsman who understands the wood or the piece of

[16:47] work. What I have in my hands, what does it require of me? Because, specifically in any craft, if you don't like the piece of work in front of you, or if you don't like the profession you're working in, it's practically impossible, almost impossible, to deliver

[17:06] I'm working on, say, a dressing room set or a bedroom set, in the same breath, if there's something at the beginning of the manufacturing process that I don't like, or something from the very beginning that isn't good, I'm sure the rest of the work won't be good either. So, the first stage is the beginning. When I cut

[17:23] or join a piece, I have to take all the necessary precautions for all the machines I'm working on, for all the cutting, for all the clean workmanship, especially the workers and craftsmen. clean workmanship, especially the workers and craftsmen. That means I have to be safe with the work. For

[17:37] example, I might be going out, I might be fulfilling orders, I might have a client. If there are craftsmen, I don't trust them with the work because it's truly a trust. Okay, if there are craftsmen who aren't trustworthy with the work and I let them work and they overlook something, for example, something small, that small thing will grow until it causes me a

[17:53] big problem in the company. Do you understand the craftsman? Okay, the most important thing is that all stages have passed through Okay, the most important thing is that all stages have passed through the eyes of the company owner before the craftsman. I mean, no matter who the company owner is, even if he sits in his office and says, for example, that the craftsman will finish everything at the same

[18:09] time, he must pass through everything through his eyes because he already understands all the craftsmen who are at the heart of the company. Okay, Mr. Abdullah, we have a quick video of you that we will watch, but after I ask about you and your previous experience. Of course, your experience

[18:23] enables you to say what mistakes the client falls into because he wants to have mistakes the client falls into because he wants to have his kitchen done in a hurry, and how you can address them ? Honestly, one of the biggest mistakes a client makes, for example,

[18:40] when getting their work done, is choosing a low-quality material. A manufacturer can handle using that low-quality material, but it's the client who suffers later. So, we try to avoid this by offering a

[18:56] avoid this by offering a good, durable product with a longer lifespan. We also try to help the client understand and convince them to start using high-quality materials so they last longer. Now, back to Mr. Adham: if you had a

[19:12] bride and groom, or any young man finishing his apartment, what advice would you give them? Here are five points: First, if a bride and groom want to choose, say, a kitchen, starting with the

[19:25] want to choose, say, a kitchen, starting with the materials, they must choose a top-quality material that's materials, they must choose a top-quality material that's number one in the market. number one in the market. Second, it's not about the price

[19:37] Second, it's not about the price or the specific design; there are many options available. or the specific design; there are many options available. For example, it shouldn't be an expensive or For example, it shouldn't be an expensive or large sum of money, but something average, or something

[19:49] very high-quality. So, I try to advise them to advise them to choose very good materials, especially for the kitchen, because the kitchen is exposed to humidity and water. It's an area we use daily,

[20:05] not just for cooking. It's a place of daily use. And of course, when choosing, I choose kitchen cabinets that are 100% natural wood. I advise them to choose a

[20:17] good kitchen, and after- sales service is more important than the sale itself. I don't just buy a kitchen; I know its features, its mechanisms, its accessories—everything has to be chosen. This is advice for the bride and groom:

[20:34] choose everything perfectly and make sure it's very good so that, for example, I don't have to find defects in my kitchen a year or two later and then complain about it. Very much so, and after-sales service is truly more important

[20:48] than sales service. Unfortunately, our episode has ended, and ultimately, success doesn't begin with large resources, but with a strong will. Today, we saw a model of young people who believed in their idea and decided to work on it diligently until it became a company with a name,

[21:03] ambition, branches outside Egypt, and a vision for the future. We wish EMI Company and its entire team continued future. We wish EMI Company and its entire team continued always see Egyptian products in the position they deserve, because when quality and mastery

[21:16] come together, the result is truly a source of pride for all of us. I would like to thank my esteemed guests, Mr. Adham Atef, Mr. Mohamed Atef, and Mr. Abdullah Al-Daghiti, the founders of EMI Company, for being with us. And thank you very much, dear viewers, and until we meet again.

[21:30] until we meet again.