It didn’t begin with a store or a photoshoot. There was no elaborate marketing campaign. Just a young woman with a family legacy, a smartphone, and a determination to rebuild. In a world increasingly driven by screens, Atia Zuhair found her storefront not on the high street, but on TikTok.
Kachay Dhagay, once her family’s clothing brand, had quietly faded away over time. But Atia wasn’t ready to let go. Instead of following the conventional path of relaunching through websites or boutiques, she turned to something far more immediate: short-form storytelling.
“I started documenting everything about my struggles, behind-the-scenes moments, and the day-to-day work,” she says. That decision to share the messy, unfiltered side of running a small business set her apart. It wasn’t just content, it was connection.
For Atia, TikTok was more than a platform. It was an opportunity, especially in a country where social norms can limit women’s visibility in the public sphere. “It’s a great opportunity, especially for girls who can’t go out to work. I tell them don’t waste your talent, share it. People will notice,” she says.
And they did. While sourcing fabric for one of her collections, a shopkeeper paused mid-conversation. “You’re from Kachay Dhagay, right?” he asked. “I was surprised and happy,” she recalls. “That’s when I realized how powerful this platform is, people actually watch and remember.”
Moments like these reinforced her resolve. “I promised myself I wouldn’t give up. I’ll keep working hard and raising awareness for other talented girls who may not have the same opportunities,” she says.
The strategy wasn’t just about visibility, it was about turning that visibility into loyalty. “People often come up to me and say, ‘I found you on TikTok.’ It means a lot,” she adds. These organic interactions helped transform casual viewers into repeat customers, followers into brand advocates.
Behind the camera, though, it hasn’t always been smooth. Managing a revived brand while also playing the roles of marketer, designer, and storyteller takes effort. “It’s hard to manage everything, but with my family’s support, I make it work,” she says.
Kachay Dhagay isn’t just a brand for her, it’s a thread connecting past and present. “This was my family’s business. I brought it back with my own vision, mixing tradition with something new,” Atia explains. That personal investment is part of what resonates so deeply with her audience.
To small business owners eyeing TikTok as a potential channel, her advice is grounded in experience. “Don’t be afraid to show your real journey. TikTok isn’t just for fun, it can take your business to the next level if you’re sincere and consistent.”
Looking ahead, Atia plans to keep that momentum going. “I want to keep growing my content and take Kachay Dhagay to new heights,” she says.
On one side is a platform often dismissed as playful distraction. On the other is a young entrepreneur who used it to breathe new life into a legacy. In between are stitched the stories, struggles, and successes of a small business that grew, one post at a time.
Tech Guru 