February 1st, 2021

Fyne Chats: Kicking off with KeiSei Magazine

Fyne Chats: ‘Less Ego, More Eco’ With Reem & Natalya Kanj

June 04, 2021

Stargazing Collection

Photography | @filmbymashael

How do we make sustainability a part of our consciousness? We sit down with Reem and Natalya Kanj to discuss just that. The forward-thinking sisters are co-founders of Ego & East: a talent management agency born from their accomplished years in the PR and fashion industries. Now, their business ethos has evolved into something people aspire to live by, as the pair push others to act mindfully and minimally in the best interests of planet earth.

And the most exciting news of all? Reem and Natalya have collaborated with Fyne Jewellery to create the ‘Stargazing’ collection. True to the name, every piece takes its name from the stars and sky. The simplicity of this collection was inspired by the sister’s minimal everyday style - designed as a ‘second skin’ that you’ll never want to take off.

>‘Stargazing’ by Reem & Natalya Kanj X FYNE will be available to shop on Monday, June 7th 2021.

Read on to see what Natalya and Reem have to say about conscious living, their pledge to mother nature, and their favourite pieces from our collaboration...

Introduce yourselves and tell us what you do.

Reem and Natalya Kanj - we’re sisters and co-founders of Ego & East: a talent management agency used by celebrities, content creators, and digital influencers from all over the world. Over the years, our personal values and sustainable beliefs have become a conscious part of our business, as well as our daily life. We’re all about ‘less ego, more eco’.

What inspired you to start EGO & EAST?

We’ve both been in the fashion industry for so long (over a decade!), whether that’s through blogging, content creation, or public relations. Starting Ego & East was a natural evolution for both of us, and a fantastic opportunity for us to represent other influencers. As sisters running a business together, the ‘family feel’ extends to all corners of the business, and we are proud of the strong support system we have created for our clients.


What does ‘sustainability’ mean to you?


Sustainability means everything to us. We see it as an integral part of our lives and not just a tag word for specific products or actions. For us, sustainability starts with your consciousness. This core value then emerges into the way you practice your daily life and your habits.


Why did you choose to go vegan?


Reem: For me, it started off as a challenge to see if I could do my part for the environment and the planet. It’s also a key part of my healthy lifestyle and overall wellness, as well as a tool we can use to heal, nurture, and protect the earth that we are so blessed to have. It’s the best decision I have ever made and there’s no looking back!

Natalya: I became vegan out of the desire to do my part for the planet. Becoming vegan reduces your carbon footprint by up to 73%, so it’s a conscious decision for the benefit of the environment. I've been trying to implement more ways to be sustainable and eco-friendly within my day-to-day life, and being vegan (and mindful of what I consume in general) is a huge part of that! 

Why do you feel it’s important to collaborate with sustainable brands like ‘Fyne’?

We both wholeheartedly believe that every decision we make impacts the planet, from what you eat to how you travel and shop. Our decisions in all aspects of our lives are important and, of course, there’s no brand that can ever be 100% sustainable (that would require not being a brand at all). However, if we want to contribute little pieces of ourselves for others to enjoy (for example, via beautiful jewellery), then it has to be with brands who are on par with our ethics and vision for the future of consumption and shopping. Conscious living is the only way.

"Conscious living is the only way."

What is your favourite piece from our collection together?

We both adore the rings: the ‘Lunar Chain Ring’ and the ‘Eclipse Diamond Chain Ring’. They have been a long time coming and the designs definitely speak volumes for both of our styles! Our aesthetic is super minimal in both our fashion choices and our homes, and also in how we choose to live mindfully and consciously.

Lunar Chain Rings

Pictured: Lunar Chain Rings & Eclipse Diamond Chain Rings

What’s the biggest change you’re seeing in the UAE when it comes to sustainability?

Some supermarkets are finally starting to make plastic bags less accessible to consumers (although there’s still a long way to go in that sector). It's nice to see people being more planet-conscious and doing their part. These days, we see far more companies that are choosing to be more responsible and eco-friendly, especially when it comes to plastic and wastage.

What is a motto you choose to live by?

Simply to live in the moment.

The ‘Stargazing’ Collection by Reem & Natalya Kanj X FYNE will be available to shop on Monday, June 7th 2021. Follow Reem and Natalya on Instagram or visit Ego & East.

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