Refined by Design: How Afsha Kazi Built AQUO on the Belief That Style and Substance Aren't Opposites

The founder redefining everyday accessories for those who refuse to choose between elegance and function

Afsha Kazi asks a question most accessory brands ignore: “Why should style compromise security, or elegance sacrifice function?”

It's this refusal to accept false choices that led her to found AQUO LLC in 2020—a UAE-based lifestyle brand where minimalist timepieces meet RFID-blocking technology, and automatic skeleton watches coexist with carbon-fiber cardholders.

"I wanted accessories that do more than look good," Afsha explains. "They should support confidence and purpose."

The Philosophy: Less Is More, But Better

In a market saturated with trend-chasing brands, AQUO takes a different path. Where others add embellishment, Afsha strips away. Where competitors chase flash, she prioritizes function.

Her collections—including the Desert and Shams series—reflect this commitment. Each piece solves dual challenges: refined yet reliable, elegant yet durable, protective without compromising aesthetic.

Building Trust Through Integrity

Since 2020, AQUO has earned credibility in the UAE's competitive market by delivering what Afsha calls "accessible luxury"—premium quality at honest pricing.

“We're not trying to be the flashiest,” she notes. “We want to be the brand people trust.”

Customer feedback reinforces this. Many describe shifting from seeking "just a watch" to choosing accessories that align with identity and values—a transformation Afsha considers true success.

Looking ahead, Afsha envisions AQUO becoming a benchmark for empowered style—a brand recognized for what it stands for, not just what it makes.

“Success means someone picks up an AQUO product and thinks, 'This makes sense. It works with my life. It reflects who I am.'”

In a world of overcomplicated luxury and oversimplified fast fashion, Afsha Kazi is proving there's space for something refined, practical, and purposeful.

Afsha Kazi is Founder & CEO of AQUO LLC, a UAE-based lifestyle brand specializing in minimalist timepieces and functional accessories.