At a time when many businesses are having to downsize and are concerned about attracting customers, others are finding it the right time to set up shop. Such is the case with Wel3a, the new shisha concept café thought up by young entrepreneur and shisha connoisseur Amro Elfiky.
“People want something like this seeing as many fast paced nighttime outlets are not open and people have changed their habits,” said Elfiky. Optimistic and upbeat, he admits to having put all his current savings into setting up this new business, self-assured that all will go well.
And why not? Shisha cafes or traditional baladi ahwas generate great profits for owners due to the popularity of smoking shisha in Egypt by both young and old, males and females, absolutely irrespective of social class or educational background.
Having opened last weekend, the outlet located on 26th of July Street in Zamalek offers shisha that differs from those available elsewhere due to its quality, taste and novelty.
“As much as Egyptians take pride in claiming to have invented the shisha, they never embraced it,” said Elfiky. Shisha tobacco in Egypt once limited to apple and ma’asel flavors now include a variety of fruit-flavored tobacco inspired by the shisha culture abroad, yet in comparison to the quality of imported tobaccos, lacks a particular sweetness.
“Shisha is very interesting as a culture, just like wine,” he explains. “Different tobaccos from different regions, in addition to the different methods of preparing the tobacco, are in itself a culture.”
At Wel3a, tobacco is sourced locally and imported from abroad. Local tobacco brands prepared at Wel3a for customers include Al-Nakhla and Mizo, whereas Al-Fakher, Shesh Besh and Starbuzz tobaccos are imported from the UAE, Jordan and the USA, respectively.
Al-Fakher is known for its “powerful and long lasting flavors,” states the menu, whereas Shesh Besh is an exclusive blend for Wel3a made from real honey and French Virgin Tobacco. Starbuzz “specializes in ‘fantasy’ flavors,” flavors that are not fruit based but hint nostalgically at candied flavors like blueberry.
Elfiky proudly explained that he personally headhunted the staff that prepares shisha at the café. Each person must have a minimum five years of experience and pass a full test of assembly, preparation and mixing of the tobacco before being hired by Elfiky.
If your shisha isn’t perfect, states the menu, you won’t pay for it.
“What coffee is to Starbucks, shisha is to Wel3a,” said Efiky, emphasizing that their concept is all about consistency in quality and service.
Seated with Elfiky indoors on a sunny afternoon, I enjoyed a Starbuzz shisha with Dunkin Donuts coffee blend as light made its way into the floor to ceiling glass storefront. Meanwhile, Elfiky talked about the history of shisha and what’s required to make it perfect.
“It is first and foremost the tobacco, secondly the shisha mechanism itself and thirdly the wel’a, or coal. The tobacco is what makes the shisha ‘cook.’ Heat should not be in direct contact with the tobacco so as to allow it to smoke,” he explained.
At Wel3a, the coal is made from the wood of orange trees, ideal for the level of heat it gives off when burning. A good shisha experience entails smoke of a particular body and weight that is easy to inhale.
There are social stigmas associated with shisha in Egypt. Traditionally a habit of men and blue-collar workers who would while away hours at their local coffee shop; in recent years, it has transcended social and gender barriers.
Initially it was considered shocking to many who viewed it as brazen and vulgar for women to smoke. Now, regardless of which side of the fence you’re on, shisha outlets are ubiquitous in Egypt.
“The shisha was first started in India, adopted by the Ottomans and then made its way to Egypt. It was initially reserved for those of a higher class and was typically associated with the elite women of the harem,” said Elfiky. The development of fruit flavors occurred so as to create lighter flavors for women.
In his effort to source the best pipes, Elfiky commissioned shisha makers in the Nahaseen quarter of Old Cairo and has encountered 200-year-old shishas, once made from a wooded body and brass base.
Though the tradition of shisha is steeped in quirky history, Elfiky’s new outlet is modern and bright, catering to shisha aficionados who have already made Wel3a their daily go-to spot, including Karim Mossaad who favors the Shesh Besh flavor and cites their overall quality above all else.
Coffees, teas, sandwiches, salads and desserts are available, provided by a South African outlet called Break Basket setting up shop in Cairo. Prices are reasonable (a Nakhla brand shisha is LE 12 and with unlimited tea LE 30, whereas Starbuzz is the most expensive shisha at LE 25).
Soon, Wel3a will be delivering shisha to clients in Zamalek.
Wel3a
177, 26th of July St.,
Zamalek, Cairo
Twitter: @wel3acafe
