Zoheiry, Ezz, and Ayman cofounded Jellavu in 2022 to sell women's clothing that is designed, sourced, and manufactured in Egypt. The company has eight physical stores in five Egyptian cities of which six stores are already open and two are under construction. They’re currently in discussions with Majid Al Futtaim to expand into its regional malls in the U.A.E. The company has sold around 220,000 pieces since 2022 through its online platform and physical stores.