Communicate spoke to Raghad Murad, the Founder of Waggish, an e-store offering unique stickers and products. Learn how she transformed a simple idea and pocket money into a thriving brand celebrated for its quirky, culturally rich stickers.
"I had AED 600 in my savings," recounted Raghad Murad, Founder of Waggish, reflecting on her initial investment to kickstart her business.
But how did it all begin?
Picture this: a 20-year-old with a knack for humor and a keen eye for Arabic culture, scouring the internet for laptop stickers that wouldn't break the bank. It was a time when laptop stickers were gaining immense popularity, and Murad was determined to find something that resonated. Instead, she found stickers lacking creativity and priced sky-high. Armed with nothing but a small sum of pocket money and a big dream, she decided to take matters into her own hands. And thus, Waggish was born.
"Waggish," an outdated English word meaning humorous in a playful manner, perfectly encapsulated the essence of what Murad wanted to create: fun, quirky, and affordable stickers celebrating Arabic culture.
"At the time, I was new to digital design and thought it would be cool to create my own stickers that were both appealing and affordable," stated Murad, now 24 years old.
Starting the company with three friends, they pooled their savings to invest in a business license and brown paper envelopes for packaging.
Image Source: Waggish
"Initially, it [starting the business] was intimidating. However, as time passed, we gained more confidence because of the [positive] response we received, confirming that it fit well with the community's interests," Murad reflected.
For the first two years, the team focused on building a library of designs, amassing around 400 by the end of 2021. They turned these designs into stickers, tote bags, and other products offered by their only supplier at the time.
Things were looking great as the stickers began to sell out quickly. However, like any business story, Waggish hit a rough patch.
"During the second year, I got busy with my job, and the rest of the team were preoccupied with other commitments. The excitement around Waggish began to fade, and it felt like the business was dying. We were inconsistent and lacked engagement, and in some months, we received no orders at all. It was incredibly discouraging and it felt like a direct result of our lack of enthusiasm," she shared.
The rest of the team eventually moved out to focus on other commitments. Murad, however, saw potential in the business and took the reins to lead Waggish forward.
"I had two years' worth of content and designs to rely on, which gave me a solid foundation to rebuild the business. From the beginning, Waggish was more than just a sticker business to me — it was a brand with a philosophy. I knew there was potential to expand beyond our initial offerings," she said keenly.
Image Source: Waggish
As Waggish entered its third year, Murad saw it as a fresh start and decided to push forward alone. Fortunately, things started moving smoothly and success was right around the corner.
"I decided to fully dedicate myself to reviving the brand. I aimed to expand and reintroduce it as a brand with broader aspirations - reigniting the excitement around it," said Murad.
Murad decided to implement some changes. She improved sticker quality, expanded the supplier base, launched a website to facilitate B2C sales, and began shipping to the GCC, extending the business beyond the UAE borders.
"By this time, Waggish had established a strong brand identity, allowing me to collaborate with other brands without losing its unique style. Introducing B2B collaborations significantly boosted the revenue, as bulk orders provided higher profit margins," Murad stated.
The B2B aspect involved creating marketing collateral for brands that people would use after events or distributions, often for PR events, marketing, or internal communications. Murad’s goal was to blend Waggish's creativity with various industries to produce fun and appealing designs.
"Our first major collaboration was with the American University in Dubai. That’s when we started receiving a lot of attention. Following this, we collaborated with the Sheikh Mohammed bin Rashid Center for Cultural Understanding, one of His Highness Sheikh Mohammed bin Rashid's initiatives. They ordered a large batch of stickers that are still sold in their gift shops and distributed at events," she said excitedly.
Waggish also partnered with Subway, Scrubs and Clogs, and various cafes, leveraging their support to promote the business through word-of-mouth marketing.
"We had a major collaboration with Subway. They wanted our stickers as part of a competition and for multiple PR events to promote new menu items. We've also collaborated with TikTok a couple of times, creating merchandise like shirts and pins for their TikTok for Business training sessions. Additionally, we worked with Shahid from MBC on two of their PR events, producing stickers for their series, which were distributed at their events," she shared.
Murad also added that a partnership with an international makeup brand is set to launch in just two weeks, adding to Waggish's roster of collaborations.
Image Source: Waggish
In 2024, the earnings were reinvested in the business, and Murad began producing other original products — designed and manufactured from scratch.
"These products set us apart from other Arabic design businesses in the UAE, transforming us from a sticker business into a variety store with multiple segments," she highlighted.
Image Source: Waggish
Though stickers may seem small and insignificant, they're the heart of the business. They not only carry depth in their messages but also spark conversations.
"I designed the ‘Ask Me About Gaza’ pack stickers in November, initially feeling hesitant because many people were promoting Palestinian merchandise just for business purposes. However, I wanted these stickers to serve as conversation starters. The designs reflect impactful moments from the first month of the genocide, encouraging people to ask about their meaning and sparking discussions about what’s happening in Gaza," she said.
Fortunately, many people understood and embraced this idea, making the sticker pack the top seller on the site.
Stickers play an important role in Waggish’s story and are a great form of expression.
"Stickers offer one of the easiest forms of expression, especially when they’re eye-catching, are colorful, or have unique designs. They're compact, affordable to produce and serve as effective marketing tools. When people adorn their walls, laptops, or phones with stickers, it creates an organic way for others to notice and inquire about them. Stickers often reflect personal beliefs, interests, and affiliations - serving as visible representations of one's identity," said Murad.
Murad shared how stickers act as the ‘book cover’ of an individual, allowing others to make quick judgments or connections. She shared that when Waggish stickers were displayed in different stores or in events, they brought smiles and prompted conversations among onlookers.
“Essentially, Waggish stickers are 90% humor and sarcasm and 10% serious stickers. There's a wide selection for people to choose from, enabling them to curate their own unique identities through sticker choices,” she remarked.
In addition to stickers, Waggish's current top-selling original product is the ‘Pot and Lid’ keychain, which showcases a beloved Arabic saying about finding the perfect match, likening it to a pot finding its ideal lid.
There's nothing quite as romantic as a pot finding its perfectly fitting lid — a match made in heaven.
Image Source: Waggish
Another Waggish original product that has garnered attention is the ‘Creative Juice Card Game’ to get those creative juices flowing.
“It's specifically crafted for designers of all levels to break through creative blocks and reignite their creative spark. As someone who frequently encounters creative blocks, especially in the field of design, I understand the importance of staying inspired and constantly exploring new ideas,” shared Murad.
Murad mentioned one of the challenges in branding is finding prompts that are not only engaging but also relevant to the market or local context. Hence, she created a game with branding prompts.
“The game is divided into three color categories: pink for industry/businesses, green for target audience, and blue for the rule. By combining these three cards, players generate a unique business brief, offering over 90,000 potential ideas from just one deck. A small change in a rule or target audience can completely transform the branding concept,” Murad specified.
Image Source: Waggish
The card game wasn’t the only creation where Murad’s creative juices were activated. Inspiration found its way even on the night before a surgery.
“In 2020, I had s wrist surgery, and the doctor told me I wouldn't be able to use my right hand, my dominant hand, for at least three months. The night before the surgery, I designed the Karak sticker, thinking it would be the last thing I'd create for a long time. I wanted to make it special, and it turned out great — everyone loved it. After that, I couldn't design for months, so it felt like a sweet parting gift before my hiatus,” recounted Murad with a laugh.
The Karak sticker, one of her earliest designs and her personal favorite, quickly became a fan favorite too.
But this wasn't just any Karak sticker; it was 'Karak in a blood bag'. Yes, you read that right. The soul-healing liquid that seems to be the answer when life gives lemons. Gone are the days of making lemonade, now it's about grabbing a cup of Karak. Ask the cafeterias in Dubai and they’ll tell you where all the cool kids go.
Image Source: Waggish
Karak wasn't the only thing brewing in Murad's creative cauldron. She shared her vision for Waggish moving forward.
“Looking ahead, especially in the next two years, my plan is to expand internationally. Currently, Waggish is only shipping within the GCC region, so opening up international shipping will broaden the horizons. In the next three to four years, we aim to establish a physical store in Dubai. Beyond that, we envision having small shops popping up in different countries. Our ultimate goal is to create stores where customers can explore a wide range of products,” Murad said optimistically.
A small business that started with brown envelopes as packaging paper and Murad and her friends zipping around Dubai hand-delivering packages, had come quite a way.
“If I could give one piece of advice to young creatives or entrepreneurs, it would be to honestly, just go for it. Consistency is key — make sure you're doing something creative every single day, even when it feels tough or uninspiring. Pushing through those moments will help you find your rhythm and develop your style over time. Once you have a clear approach to your work, ideas will naturally start flowing,” said the young entrepreneur.
The journey from a simple idea to a thriving business serves as a reminder of the potential hidden within seemingly mundane beginnings. A creative idea that came to life after seeing a gap in the market goes to show that a scrunched-up paper in the trash with scribbled ideas that don’t seem ‘good enough’ are worth exploring once more.
It’s the ‘what ifs’ and self-doubt that hold potential entrepreneurs back from taking the leap of faith. Little do they know, a dose of self-assurance, and inspiration follows the trail of those willing to take the leap.
“Inspiration can come from anywhere: a conversation, something you overhear, or even a problem you want to solve. The key is to immerse yourself in your craft and keep your eyes and ears open to the world around you. Opportunities and ideas will start presenting themselves when you're actively seeking them out,” concluded Murad.
Image Source: Waggish
