Spotlight: Sheri Roushdy on Grail Magazine
Reflecting on the revamp of Grail Middle East and the upcoming launch of Grail Saudi, Editor-in-Chief Sheri Roushdy talks to Nada Naya Nemer about her journey so far and her future plans.
Mohammed Al Turki photographed for Grail’s sixth anniversary cover story, featuring Grail’s new logo and design. Photographed by Amina Zaher. Image courtesy of @grailmiddleeast on Instagram, 2024.
Grail, Egypt’s luxury online and print magazine, has firmly established itself in the Middle East’s luxury publication industry since its initial launch in October 2018, and it is now preparing to launch a branch in Saudi Arabia. Egyptian-born Sheri Roushdy, Editor-in-Chief of Grail, launched Egypt’s first independent luxury magazine after noticing that there was a huge need for a homegrown publication. “When I started Grail there weren’t any local Egyptian publications that represented fashion and luxury, only ones from abroad, and that motivated me.” An avid reader of fashion writing, collector of magazines, and a lover of luxury herself, Roushdy’s idea sparked from an Instagram account she used to curate with fashions that inspired her. At seventeen on a trip to Paris, the founder and her friends visited the Collette Concept Store by Sarah Andelman, further propelling her admiration for fashion. “It changed my whole perspective as a kid,” reflects Roushdy, “It was like the ultimate fashion experience.”
“My friends told me I should start my own brand, but I didn’t feel like that was my calling. I just knew I wanted to do something related to fashion,” she recalls. Instead, whilst studying Business Marketing, Roushdy decided to pursue Grail. “I saw a lot of potential in my idea and at the time there was a gap in the market. I’m a believer in the idea if there’s something you’re interested in or enjoy doing, you should just do it.” Soon after, the publication widened its interests, covering stories about travel, business, real estate, and architecture. “We got into this because we were getting approached not only by celebrity managers and brands, but also people in the world of real estate and architecture.”
Grail’s success and ability to branch out further in the region’s market can be partly credited to Roushdy’s determination and tunnel vision approach she gives to her work. “I’ve learnt so much about different industries because of being in media. I’ve also learnt that if you’re curious about something, you should look into it, whether it’s business or creativity related”. The name Grail itself aligns with Roushdy’s values and standards, stemming from the term ‘holy grail’ and referencing something of high value.
Alongside Roushdy’s willingness to learn, Grail’s creative and unique covers - featuring celebrities and public figures such as Mohammed Hadid and Mona Zaki - deserve equal credit for the magazine’s success. The October 2019 issue is said to be the publication’s most memorable, featuring Egyptian actress Jamila Awad. “That cover was crazy. It was on Entertainment Tonight and MBC, a lot of big media platforms were talking about how the shoot was really cool.” Wearing a suede navy hat and cherry red jacket, an expressive Jamila Awad fronts the cover of the issue, her eyes made up with bold black graphic liner and heavy mascara – a nod to Twiggy, the 60s muse for the photoshoot. Photographed by Amina Zaher, a “fellow Egyptian making it in the industry” (says Roushdy), the cover is still a favourite. “That was the first cover Amina and I worked on together, and since then we’ve continued to grow together. Right now, we’re working on things for the launch of Grail Saudi.”
Issue 3 of Grail Magazine, featuring Jamila Awad as the cover start. Photographed by Amina Zaher. Image courtesy of https://grailmiddleeast.com/home/Jamila-Awad.
Now, Grail is continuing to expand its presence in the region. “Saudi is very fast-paced, and different to Egypt. Fashion is more modest there, but also, we will be competing with bigger media groups.” Despite the challenge at hand, Roushdy seems determined, launching with a full rebrand, social media and exclusive projects. In March, the traditional font for Grail was replaced with a more playful and abstract one. Floating past the pyramids of Egypt and Saudi Arabia’s Al-Ula, cherry red, blown-up and balloon-like letters floats across the screen spelling out Grail. This is one of the first steps Roushdy has taken so far in her mission to rebrand the publication as the leaders in luxury reporting in the region. Throughout the year, the Grail team has been further developing a new strategy alongside the rebrand that also hopes to see them do this. In line with this, the Saudi branch of the publication will serve as a platform for regional talents, designers, and projects. “I want Saudi creatives to be able to shine through this platform,” summarises Roushdy on her upcoming plans.
You can find all the latest stories regarding luxury in the region at https://grailmiddleeast.com.