The Journey of Mehra: From Concept to Growth

Expanding the Vision & Ideation Process

In the second year, we decided to establish Mehraa both online and through a physical presence. We designed and prepared a store that reflected Mehraa’s identity, ensuring that customers who visited could feel a sense of trust, warmth, and natural authenticity when engaging with our products. Our aim was to create a space that embodied cleanliness, simplicity, and reliability—core values that resonate with Mehraa’s essence.

To achieve this, we began by designing the initial layouts in Rhino, carefully crafting the space to reflect the brand’s visual and emotional identity. These designs were iteratively refined to accommodate the store’s dimensions and practical limitations, ensuring a seamless balance between functionality and aesthetics. The result was a store that not only encouraged confident purchases in person but also extended the same welcoming and trustworthy experience to online customers.

Overcoming Challenges & Limitations

As we progressed from initial designs to execution, we encountered several critical limitations that shaped our approach. First, we needed a modular and portable design for the store’s decoration, ensuring that none of the elements were permanently attached to the rented walls or floors. This allowed the entire setup to be easily relocated to a different location when necessary.

Second, budget constraints required us to carefully select materials and production methods, balancing cost-effectiveness with quality and aesthetics. Every decision was meticulously planned to align with our financial resources without compromising the brand’s identity.

Finally, we faced a significant time constraint. With both of us managing other responsibilities, it was essential to meet our tight deadline before the Iranian New Year. Despite these challenges, we began the production process at Niaz’s workshop—a place where I had previously worked for four years. This trusted collaboration allowed us to execute our vision efficiently and meet the demands of our project.

Material Planning and Initial Design Testing

We decided to use specific connectors instead of welding to be assembled effortlessly. This approach ensured that the structure would be easy to transport and assemble while minimizing costs associated with transportation. Welded units typically require more space during transit, increasing expenses, so we opted for a modular design.

For the divider, we purchased a large MDF board to separate the shop into two distinct zones: the front area for showcasing and selling products, and the back area for refrigerators and a small washing section. This separation maintained a clean and organized look while providing practical functionality.

We also procured several sheets of plywood to create shelving units. Using these materials, we built a prototype to test the spacing and strength of the shelves. During this phase, we made adjustments to the design to optimize shelf spacing and ensure they could hold the intended weight.

Additionally, we analyzed the layout to determine how customer movement through the store would flow, marking walking paths with red points on the plan to visualize accessibility and usability. This iterative testing helped refine both the structure and the overall store design to meet our functional and aesthetic goals.

Fabrication Workflow 1: Shelves and Bench

Once the tests confirmed that the shelves and cabinets had the required strength and durability, we began the construction phase. This stage involved significant collaboration, with substantial support from the workshop managers and other team members. My husband and I also actively participated in building the shelves to reduce labor and CNC costs, significantly lowering the overall project expenses.

My primary responsibilities included designing, supervising the construction process, and managing both time and budget to ensure the project was completed within the tight deadlines. Meanwhile, my husband focused on the hands-on assembly of the structures alongside the workshop team. One of my additional tasks was polishing the metal and wooden surfaces to ensure a clean and professional finish.

Fabrication Workflow 2: Divider

For the divider, we utilized CNC technology due to its ability to handle intricate designs with precision. The top section of the divider featured a beautiful curve that was essential to its aesthetic appeal, and CNC ensured that this detail was executed flawlessly. This approach not only improved the accuracy of the design but also minimized wood waste, making the process both efficient and sustainable.

Once the CNC-cut pieces were ready, we assembled the divider and prepared the supporting metal framework on its back to ensure stability and durability. This phase marked the completion of the divider construction, with every detail carefully crafted to align with the overall store design.

Assembly & Installation Process

In this phase, we assembled the cabinets directly inside the store. Thanks to their modular design with screws and bolts, the assembly process was straightforward and efficient. After setting up the cabinets, we positioned the shelves within the upper sections, ensuring they were securely placed and aligned.

The divider, however, posed a greater challenge due to its weight and the need for precise placement. Without using any screws or drilling into the walls, floor, or ceiling, we carefully installed the divider, reinforcing its connections to ensure stability and durability. This required meticulous work to secure all attachments tightly.

A Glimpse of Local Organic Goodness 🙂

In addition to designing and building the store’s interior, we took an important step to expand Mehraa’s offerings. We collaborated with organic producers from across Iran to source high-quality products directly from trusted suppliers. Alongside our dairy items, we introduced a variety of dried fruits, honey, and other natural goods, creating a more diverse selection for our customers.

This journey was not only a new experience but also a deeply rewarding one. From learning the nuances of supply chains to handling the challenges of a growing business, this phase of Mehra’s development was a learning curve filled with valuable lessons.

I believe that working on this project as both a designer and a business owner has provided me with unique insights into understanding products, their design, and production processes. It has helped me refine my perspective as a designer, enabling me to consider the broader context of a product’s lifecycle in future projects. Mehra continues to grow, and its journey serves as a constant source of inspiration and learning.

Acknowledging My Guiding Lights

I consider myself incredibly lucky to have had the guidance of two extraordinary mentors, Mr. Mehdi Didar and Mr. Shahrokh Rahim. Their wisdom, kindness, and support have been invaluable in shaping my path.