Rasha Youssef never set out to run a boutique, but when the opportunity arose to build something meaningful with her business partner, Elvira Seydaliyeva, she embraced the challenge. Rasha arrived in Canada as a refugee from Syria in 2014, while Elvira came from Azerbaijan in 2020, bringing with them a deep appreciation for the rich traditions of their home countries. Drawing from their own lived experiences, they set out to create a space that not only celebrates craftsmanship but also fosters a sense of belonging. Today, SOUMAK Boutique offers handmade, eco-friendly fashion and home décor, celebrating the artistry and traditions of the Middle East while creating a welcoming space for customers in Vancouver.
Staying True to the Vision
The boutique takes its name from the Sumac – a bold, tangy spice that adds richness and flavor—much like how their products add a unique touch to everyday life. SOUMAK is also a weaving technique known for creating strong, beautiful patterns—just like how they weave stories and cultures together through their handmade pieces.
At SOUMAK, they are blending tradition with modern style, creating meaningful connections through craftsmanship
Many businesses opt for mass production, but Rasha and Elvira chose a different path. “It would be easier and cheaper to sell factory-made products, but that’s not who we are,” Rasha explains. Instead, they curate handcrafted pieces that honor traditional craftsmanship while promoting sustainability.
A Boutique That Feels Like Home
More than just a retail space, SOUMAK Boutique is designed to feel like home. Customers are welcomed with coffee or tea, a gesture of Middle Eastern hospitality. The shop’s intimate setting, accompanied by the sounds of Middle Eastern music, invites visitors to slow down, explore, and connect.
“Our customers often say they don’t feel like they’re in a store. They feel like they’re visiting friends,” Rasha says. “That’s exactly the atmosphere we want to create.”
The Stories Behind Every Piece
Every item in SOUMAK Boutique is carefully selected with a story in mind. Rasha and Elvira work directly with over 20 artisans from Syria, Turkiyeh, Azerbaijan, Afghanistan, Iran, Kurdistan and other Middle Eastern countries. Ensuring that each product reflects the culture, heritage, and craftsmanship of its maker. From handwoven textiles to intricately embroidered garments, their collection represents a deep respect for tradition and artistry.
“We want people to know where their pieces come from and the hands that made them,” Rasha explains. “These are not just products; they are stories of resilience, heritage, and creativity.”
Their commitment to storytelling extends beyond the products themselves. SOUMAK Boutique regularly shares the backgrounds of their artisans and the cultural significance of their work, allowing customers to connect with the history and meaning behind their purchases. By working closely with artisans who have been displaced or are rebuilding their businesses in new countries, they help preserve traditional crafts while providing sustainable livelihoods.
The Founders’ Journey
Rasha, originally from Syria, previously worked with the United Nations High Commissioner for Refugees (UNHCR), supporting refugees in their resettlement journeys. Here in Canada, she continues to assist refugee entrepreneurs by providing one-on-one support, helping them navigate the challenges of starting a business. Her experience gives her a deep understanding of the resilience and creativity required to rebuild livelihoods in a new country.
Elvira, who arrived from Azerbaijan, has a background in business and community development. Her expertise in navigating the complexities of running a boutique allows SOUMAK to stay true to its ethical mission while remaining competitive in a fast-paced market. Together, their shared journey as newcomers to Canada gives them a unique perspective on the struggles artisans face when trying to sustain their craft in a new environment.
Advice for Refugee Entrepreneurs
Rasha emphasizes the importance of patience, persistence, and staying true to one’s vision. “Growth doesn’t happen overnight,” she says. “Every setback is an opportunity to learn.” She advises refugee entrepreneurs to embrace challenges, see failures as learning experiences, and build their businesses with a long-term perspective.
In a market driven by mass production, SOUMAK Boutique stands out by prioritizing quality and sustainability over short-term gains. “It’s tempting to take shortcuts,” Rasha acknowledges. “But staying committed to your values pays off in the long run. Customers appreciate authenticity and come back because they see the difference.”
Support and Growth Through Community
SOUMAK Boutique’s journey with Jumpstart Refugee Talent began through a connection with Elie Bahhadi, a (previous) member of the Jumpstart team. Recognizing the value of community support, Rasha was eager to be part of the initiative.
“For small businesses like ours, every opportunity matters,” she says. “The support we receive from Jumpstart and our customers keeps us going.”
Looking to the Future
Rasha and Elvira are committed to growing their boutique without compromising their values. Their focus remains on offering quality, handcrafted products that stand the test of time.
As they expand their reach, they hope to inspire others to embrace slow fashion and meaningful shopping experiences. “We’re building something for the long term,” Rasha says. “And we’re grateful for everyone who chooses to be part of that journey.”
Follow SOUMAK Boutique on social media to explore their latest collections and experience their unique approach to fashion and design. If you’re in Vancouver, stop by for a cup of coffee or tea and discover the stories behind their handcrafted pieces.