The idea had been within us for quite some time. It took a while to get it developed and going. We wanted to create an authentic brand which would represent the Maldives and all its richness, in culture and environment. We’ve been registered as a small business . Our products are based on things that are extremely significant to the Maldives. We want to make ‘iruwai’ a statement - an expression. We appreciate that there are many similar businesses, but ‘iruwai’ is different from them, in the sense that our products are unique from what is already been offered in the market. We would also like to add that all products are designed by us. The marketing, from the capturing of images that can be seen from our instagram page, to packaging and delivering, are all carried out by just us.