Meet Milgo: Owner and Designer of Milgo Awad Designs

It’s tough out there. According to the Fashion Technology Accelerator, “the expected survival rate of a start-up ranges between 10% and 33%”, meaning as many as nine in every ten newly launched small businesses will fail. So, what sets a successful start-up apart from an unsuccessful one? We sat down with Milgo Awad, owner of Milgo Awad Designs, to see how she overcame the challenges of launching her own jewellery company and what advice she can offer to aspiring entrepreneurs.

What inspired you to create Milgo Awad Designs?

I’ve always wanted my own creative outlet - a space where I could weave stories through design, with each piece carrying a distinctive concept. Drawing inspiration from my Somali heritage and my life in London and Abu Dhabi, I envisioned a blend of many worlds, a fusion of culture and experience. My childhood memories of watching my mum and aunties transform for wedding celebrations, left an indelible mark, shaping my vision and fuelling my passion to tell these stories through my work.

I saw on your website you used to be a fashion stylist - how do you think that career choice led you to start your business?

My first love is fashion and photography. While I was working for Cartier, I would branch out and work as a freelance stylist on the side, to feed my creative side and use a different medium to tell stories. I would join forums, tumblers, and Instagram and seek out other creatives to collaborate with.

I took an art direction course at Central Saint Martins, where I met Karine Grace, a photographer. We met two boutique owners who stocked vintage Japanese brands like Issey Miyake in Paris. They were looking for creative ways to work on their lookbook. We pitched our idea and oX we went to Hamburg for a great photoshoot. Everything I learned and the confidence it gave me led me to start an eponymous brand.

Why is Somali and African culture such an important influence on your designs and what part of the culture do you think is reflected the most?

I draw immense inspiration from the rich mythologies of Somalia and Egypt, particularly figures like Heka and Ayaanle. Ayaanle, meaning "bringer of good luck," inspired my triple gold hoops—a design that creates the illusion of multiple piercings in one, embodying elegance and charm. Meanwhile, Heka, the Egyptian goddess of magic and creation, sparked the design of an ear cuff. Curving like a serpent, it combines mystique with effortless grace, a perfect homage to the goddess’s transformative power.

Your business launched in November 2020: did you find that Covid-19 aQected your initial plans? if so, how did you adapt?

Being adaptable and savvy helped me to get the business oX the ground. I joined a platform called Enterprise Nation, where they give support to small businesses. I was able to learn from experts, took their e-learning courses to have a better understanding in marketing.

As a brand owner, you are forever learning. One of their team members and a journalist from GQ contacted me to write a feature on small businesses that started during the pandemic. The article featured Steven Barlett where he gave his input on being digital savvy. The article gave my brand credibility. Word of mouth always works.

By teaming up with talented stylists and visionary photographers, my jewellery found its way into the limelight - gracing magazine spreads, making headlines in the press, and adorning celebrated figures. Each collaboration became a stepping stone, amplifying my brand's reach.

What was the hardest challenge you faced when trying to start up your own business?

Honestly, trying to find funding for a jewellery-based business is difficult. My business is self-funded as everything goes back into it. It's important to have an emergency fund so if something urgent happens, you are prepared. There would be times when new collections would be put on hold, and I would need to fund other areas such as marketing or replacing current stock.

What makes your designs different to other jewellery brands?

My designs are a perfect blend of art and adornment. Each piece is a masterpiece with a niche focus on beauty and individuality. They’re more than just jewellery; they’re everyday art, sparking conversations and turning heads. These creations invite curiosity, inspiring people to stop, admire, and ask, “Where did you find that?”

The name ‘Milgo’ captures the very soul of my brand - radiating life, elegance, and bold individuality. Every jewellery piece is designed to enhance any style while weaving a story of its own. These creations aren’t just adornments; they’re personal treasures, empowering the wearer to feel good. Each unique piece becomes a part of their journey, a keepsake for cherished memories yet to be made.

What is your favourite piece so far?

The Aliyah ear cuff has my heart. I am proud of the design and how I can connect the past to the future in such a modern way. Whenever a client picks up the ear cuff at events, they think it's a ring until I wear it and the expression on their faces is priceless.

Finally, what advice would you offer to someone who is looking at starting their own business?

The best way to learn is to gain experience in your field. Work for a company where you respect their culture, become a team player and put in that effort to understand how different departments work.

I truly thank my accountant for teaching me how to manage my finances better and how to utilise and save in areas where I can. Looking for a mentor that you admire for their work ethic would help to avoid so many mistakes in the beginning, which I learned the hard way. Most importantly, enjoy the process. You will learn so much about yourself too.