Who I Am & What I Build

II’m Basel Elkafafy, but most people know me as DevBoy. I was born in 2006 in Cairo, and ever since I was a teenager, I’ve been drawn to building things online. At 15, I was already creating websites and thinking about business and connections. At first, I’ll be honest — it was about the money. I wanted to see how far I could go with my skills. But over time, I realized something much more important: it wasn’t just about making money, it was about creating real value, building relationships, and making an impact. That shift in mindset changed everything for me. That’s when DevBoy truly became my first venture. An agency dedicated to high-end Shopify development, built on a principle of no templates, no shortcuts. Over the years, I’ve helped more than 70 brands generate over $24 million in revenue, often tripling their conversion rates. And the part I value most is staying hands-on — I personally manage every project, because I believe in that direct, human connection with clients. Then came Paw & Joy. The idea sparked when I was working with PetsOffice as DevBoy, helping them redesign their store. After that project, I came up with a business model that didn’t exist in the Middle East. At first, it was just talk — something we explored and then left behind when the project ended. A year later, the idea was still with me. This time, it wasn’t just theory. With my partner — who’s more like a brother — we decided to build it for real. And I can’t tell this story without mentioning the founder of PetsOffice. He gave me the original chance, trusted me when I was still just “the young developer,” and believed in me. That’s how Paw & Joy came to life. Not out of a corporate strategy, but out of friendship, mentorship, and the courage to try something new. Today, it’s a brand built to bring joy to pets and their owners in Egypt. For me, both DevBoy and Paw & Joy come from the same place: passion, curiosity, and the realization that success is about more than money — it’s about meaning.