Why did you decide to start your own consulting company?
I’ve been in the Middle East for 11 years and I wanted to give something back by working with a broad spectrum of talent in art, fashion and culture. The collaboration between all this creativity and my brand and regional know-how I believe is an exciting recipe for success.
Why Dubai and not somewhere else?
I think of the Middle East like an underground map: you’re always going to have bigger stations like Dubai, but you can still travel on other lines to a plethora of different stops. I have clients in the UAE, Saudi, Egypt, Lebanon and I hope to be able to represent the region fully by the end of my first year as well as work with international clients who need expertise and insider knowledge to enter the market. I have this fantasy of having multiple offices in the region and a beautiful old house in Batroun. But for now I am happy to start small and grow naturally.
What were you doing before and what was it that made you leave?
I was Head of PR and Communications at Louis Vuitton Middle East. It was very hard to walk away but too many people were approaching me to collaborate on exciting projects and eventually it became hard to ignore.
How do you link your interest in luxury and fashion with art?
I’ve worked on many collaborations in the last 7 years with artists including Martin Parr, Farhad Moshiri, Nadim Karam, Shadia and Raja Alem, Yto Barrada and eL Seed. I see a very clear synergy between fashion and art. If I can find a natural link when it comes to my work, then I will, as it’s not only a powerful marketing tool for client engagement but also a way to give back to communities.
Who are you working with at the moment?
I have full-time clients and those on ad hoc consultancy. It’s an exciting and eclectic mix that includes ready-to-wear, leatherwear, jewellery, an urban café, an event, a calligraffitist and a new incubator project, to name a few. At the moment, all my clients are regional, which makes me ridiculously proud.
What risks do you take with deciding to represent certain clients?
I don’t take risks; I take a leap of faith. I will represent anyone if I believe in them and think I can bring something to the equation in terms of their growth and visibility.
What’s your typical day like?
The very first thing I do is check emails, with kids and cats vying for attention. I’m very Italian so no day could start without coffee. At work, I start by reading the news and social media, again with coffee. While the team concentrates on updating press on client activity and pitching new stories, I focus on cross collaborations or events and direct client communication. When your name is above the door, you’re the one they want on the phone. I’m always available. I do switch off a little when I get home to focus on family and food, but I’m on my laptop again by 8pm max. My day ends as it starts, dealing with email.
What was the best thing about your job or one of your most spectacular moments? And the worst?
The best thing was the travel as this alone introduced me to so many wonderful people. Not only do I know the region inside out, but I have also travelled to some amazing places from Auckland to Istanbul, India to Italy. I can honestly say that there weren’t any bad things, unless you count my obscene collection of Louis Vuitton, which almost bankrupted me!
If you could be doing something else with your career, what would it be?
There are so many things I’d still love to do! I would love to be on TV, maybe presenting a cool lifestyle program focused on the region. I almost trained to be a chef when I was 16 and still don’t rule out being involved in food somehow. I grew up watching my grandmother in the kitchen and am absolutely passionate about cooking. I also love writing and dream of doing a screenplay or a novel one day. For now, I am happy conquering the world of PR by day and cooking a mean spaghetti vongole by night.
