Raghad Murad was a university student brimming with ideas when she decided to launch a sticker business. It was 2020, amidst the pandemic, and Raghad identified a gap in the market for eye-catching Arabic stickers. In her quest to find some for personal use, she was taken aback by the limited options available.
“I would find Arabic ones but they were expensive or the designs would be super cliché,” said Raghad. “So, that was the starting point, and because stickers are also the easiest form of artwork – it’s very simple.”
Thus, Waggish was created, a venture initiated by Raghad and three friends. Four years later, the growth of this small, homegrown business—fuelled by passion, pop culture, and the strength of female camaraderie—has been a remarkable success.
I first crossed paths with Raghad in January 2023. Since then, her friends have embarked on their own journeys, but Raghad remains steadfast in her mission to harness the full potential of her creative and commercial endeavours.
What does that evolution entail?
“The first two years were just really like building a library of designs and then we would produce them on everything – so, shirts and totes and mugs,” explains Raghad. “Now I’ve decided to take Waggish to its full potential by not just doing the stickers but do more original products, more collaborations with other brands.”
Raghad’s vibrant creations, characterized by bright colours, bold lines, and catchy slogans, stem from her artistic flair for digital design. Each original print is meticulously crafted by hand, featuring witty Arabic and English phrases that resonate with today’s internet culture. It’s a delightful way to celebrate life or make a statement, drawing people in.
In its ongoing transformation, Waggish has evolved beyond a simple sticker shop to a comprehensive creative brand. With its distinctive illustration style, it infuses everyday life with flair, finesse, and an abundance of personality.
“When Subway reached out, I was in complete shock,” recalls Raghad, reflecting on her favourite collaborations. “Now it’s an international brand that is collaborating with Waggish – that one was the biggest one when it came. After that, it was Rimmel London. TikTok Business was really big too and Shahid from MBC.”
For Raghad, stickers are more than just decorative items; they represent personal expression. They can visually convey strong opinions on various subjects, which is why Waggish embraces this aspect wholeheartedly.
“Stickers, at their essence, are a visual expression of who you are. The way that you put stickers on your laptop or your iPad, they tell stories about your hobbies, what you stand for, stuff you like.”
“I think because Waggish was born in the UAE, has all those Middle Eastern people following it and it’s like an Arab brand, we need to have a voice to share and promote that. It’s not like a political approach, but more like an awareness approach, more of like lets open this conversation – it doesn’t have to be scary to talk about those things.”