Interview with the Founders of THUNA

In this exclusive interview, we sit down with the dynamic duo behind the exceptional footwear brand that has been making waves in the contemporary women's footwear and accessories market. THUNA, known for its high-quality, handcrafted pieces, showcases innovative designs brought to life by skilled artisans. Each piece exudes elegance, individuality, and the rich cultural heritage of the region, while also being practical and comfortable.

By combining their passion for style and a commitment to comfort, they have created a line of shoes that not only look fantastic but also feel amazing.

In this conversation with 3oud.com, Altaf AlMudhayan and Sharifa AlSulaiti, the founders of THUNA, share their insights into their creative process, the challenges they have faced, and their future aspirations for the brand.

1. What inspired you both to launch your footwear brand, and how did your partnership come about?

Our passion for elevating women’s everyday life and an obsession with shoes inspired us to create stylish yet comfortable footwear for women. We recognized a gap in the market for high-quality and accessible leather shoes with a contemporary design. Our partnership blossomed from mutual respect for each other's skills and vision and a common goal to empower women through our designs.

2. Can you walk us through your creative process, from the initial concept of a shoe design to the final product?

Our creative process begins with brainstorming sessions with our technical designers where we gather inspiration from various sources, like art, architecture, and nature and start sketching shoes. Once the concept of the collection is born and the designs are laid out and materials chosen, we create prototypes, focusing on both aesthetics and comfort. After months of sampling and adjusting, we refine the product until its ready for production and finally for our customers.

3. Footwear design is both an art and a science. How do you balance creativity with functionality in your designs?

We believe that beauty and functionality go hand in hand. While we strive for artistic expression in our designs, we also prioritize comfort, durability, and versatility. We often conduct wear tests to ensure that each shoe not only elevates a look but also feels great when a women puts it on every day.

4. What role do your cultural backgrounds play in shaping the aesthetic and identity of your brand?

Our cultural backgrounds are integral to our brand's identity. We incorporate traditional patterns, colors, and techniques that reflect our heritage while infusing modern design elements. We also cater to the seasons of our culture, like Ramadan, and the needs of our women in such seasons. This creates a unique narrative that resonates with our customer base, and a loyalty that ties the customer to the brand.

5. Craftsmanship is key in footwear design. How do you ensure high-quality production while staying true to your brand’s unique aesthetic?

We partner with skilled artisans who share our commitment to quality and source the majority of our leather from LWG (Leather Working Group) certified tanneries. By maintaining close relationships with our manufacturers and implementing strict quality control measures, we ensure that every pair of shoes reflects our brand's ethos of craftsmanship and sustainability.

6. Your designs are bold and distinctive. How do you approach the balance between trend-driven styles and timeless pieces in your collections?

We draw inspiration from current trends but always prioritize timeless designs that transcend seasons. Our collections feature signature pieces that can be styled in various ways and ensuring they remain relevant year after year while still elevating the everyday.

7. As female entrepreneurs in the fashion industry, what challenges have you faced, and how have you overcome them?

We’ve faced challenges such as securing top level manufacturers as a start-up brand and building a strong relationship with them, especially that this industry is dominated by males with little diversity. As well as gaining visibility in the regional footwear market that is dominated by international and legacy brands. However, by consistently developing the brand and product and collaborating with like-minded individuals, we’ve found great support and trust. We also focus on building a strong brand identity that resonates with our audience, which has helped us gain traction in the last 5 years.

8. How do you see the intersection of fashion and technology evolving, and how does your brand engage with these innovations?

The integration of technology in fashion is exciting, especially with innovative leather finishing techniques and production methods. Currently, we're experimenting with AR/VR to enhance the online customer experience to make size and fit easier when shopping with us.

9. What has been the most memorable moment in your journey as footwear designers so far?

As an online brand, meeting and interacting with our customers face to face is always a memorable moment. Hearing their feedback, learning about their favorite shoes, and the personal stories they share with us—whether it’s how a pair carried them through a significant event or became their go-to for everyday—has been incredibly rewarding. These interactions validate all the hard work we’ve put into the brand and reaffirm our commitment to our mission, reminding us why we do what we do.

10. Looking ahead, what are your future aspirations for the brand, and how do you plan to evolve the collection over time?

Looking ahead, our aspiration is to expand the brand’s offerings beyond footwear. We plan to introduce a wider range of products, including small leather goods and accessories, to provide our customers with more versatile options. Additionally, we’re committed to evolving our footwear categories to be even more inclusive, catering to women with diverse foot concerns, sizes, and lifestyles. Sustainability remains a key focus for us, and we aim to further refine our practices to ensure our production is as sustainable as possible. Ultimately, our goal is to continue inspiring women to elevate their everyday with products that blend style, comfort, and purpose.