“I hate doing interviews by the way, this is the first one I do, I just hate bragging about myself,” Boudour Hilali asserts modestly. Hilali is of Iraqi descent but was born and raised in Dubai. Despite the odds she has carved out her own tracks as an independent success and a role model for women in the Gulf.
Her road to success was paved with unbounded passion and determination yet nothing came easily. In fact, it was at the tender age of sixteen that she had the idea of opening a hair salon but the idea was quickly rejected by her father. Nevertheless, her dream remained. After graduating from the American University of Dubai, she tried again, this time presenting her father with a complete feasibility study and business plan in order to win his support. The second attempt was a successful one as this time she managed to convince him.
Finally, Belle Femme opened its doors to the public in Dubai, offering an array of beautifying services. Situated on Jumeirah Beach Road, Hilali’s key demographic was local women. “My success is a result of my location and my staff,” she explains, “My staff made me glow; they treat my clients like family.” Hilali certainly discovered that the golden rule of management is delegation but her conviction and selflessness are somewhat surprising.
Despite fulfilling her initial hair salon dream, her horizons continued to broaden, and she saw the opportunity to further exploit her brand. There are now plans underway to open a Belle Femme Boutique & Spa which will be the first Kérastase flagship salon in the Middle East. “L’Oreal has the best products and that’s why I chose Kérastase as my brand image.”
But every detail is important to Boudour Hilali. “This salon is a completion to Belle Femme and it is designed in a very unique way by Guivo Matta who designed the L’Oreal salons in Paris.” Definitely it is no ordinary place with the hair section separated from others by Swarovski curtains and Cartier jewellery displays erected in various parts of the shop – another first for the Middle East.
But Belle Femme was not a be-all and end-all for Hilali as she had other dreams to fulfil, this time in the culinary world. “I love food which is pretty much the only reason why I own Saladicious,” she adds. Saladicious is a healthy gourmet restaurant in Dubai with a rather different concept. “I chose the chef from Venezuela to add an exotic touch to the place.” The restaurant was launched just over four years ago and is classified as a high-end restaurant and deli that also caters and delivers. “The cuisine is Mediterranean, and everything is home-made which is the best part. You should try the Paella, it’s heavenly,” she enthuses. Hilali’s next project is to franchise Saladicious, initially on a regional level, and then internationally.
I thoroughly enjoyed getting to know Hilali. It wasn’t her unrestrained futuristic vision, or her sheer determination to succeed that struck me, but rather her modesty. “I don’t consider myself to be a role model. I am proud of myself and I’m having fun doing what I’m doing, this is how I would like to see it.”
From Dawn until Dawn:
9 am- 2 pm: Getting Started
She wakes up and runs errands for Belle Femme and Saladicious. Later stops by Belle Femme, ensures all is running smoothly, then meets with her friends for lunch, in her restaurant of course.
3 pm- 7 pm: Supervision
All her afternoons are spent in Saladicious. She supervises, sits with the chef, brainstorms ideas, carries out food tasting sessions and ensures all is to her liking.
8 pm- 12 am
“I would love to do something after work, by the time I get back home I’m beat and everything closes at 12 here anyways.” Hilali goes to bed after watching TV and spending some quality time with her husband, only to wake up the next day, and repeat the activities of the previous day.
Boudour’s two cents on:
Hero: “My father and my husband. I won’t be here without my father’s help and my husband’s support.”
Luxury: “Is comfort.”
Passion: “Traveling is my passion, it allows me to explore more and grow more. My favourite cities are Las Vegas and London.”
Favourite chef: “That would be Mario Batali, an Italian Chef.”
Women and career: “The role of women has changed dramatically, especially here [in Dubai]. They are working and opening their businesses and have become very ambitious. Fifteen years ago it was a taboo for a woman to work. Now a woman can be a CEO, and this is looked upon as normal.”
Future plans: “I go year by year, would like to have enough money and help young entrepreneurs with their businesses, helping people makes me happy.”
Free Time: “I like to check out new restaurants. I used to go horse- back riding, which I stopped as don’t have much time for myself anymore. Nowadays it’s just work, work, work, but I love it.”
