Position Founder of multi-brand concept boutique ‘Sophie’s Choice’
Lives in Beirut
Why Sophie’s Choice?
Life for me is about choices, but I have to admit, I was inspired by the book with the same title as well, by its philosophy.
How did you become a tastemaker?
It was an affinity I had for a long time. I founded Aishti with my brother when I was only 22. I’ve always appreciated the finer things in life.
Why did you change?
After working with the high-end, big brands, I realised that I wanted to support young talent, emerging designers from the new generation. And I wanted to work on my own.
Which brands or designers are you working with at the moment?
Marangoni, Hussein Chalayan, L’Wren Scott, Mary Katrantzou, Vionnet, Anne Valerie Hash, Neil Barrett, Viktor & Rolf, Richard Nicoll, Roksanda Illinic.
Why is fashion important?
It’s about elegance, health and beauty. I guess it’s a luxury in life to be able to work with things you love. But I would hate to be a fashion victim. I always say, “Fashion should be on the surface of the woman and not the woman on the surface of fashion.” Women are not objects or by-products here.
How long have you been open?
Since September 2009
Why was it important for you to include a café-restaurant in your boutique?
It’s all about the subtlety, the details, and I like to combine a simple, yet fashionable approach with healthy living. The foods we serve are very basic, often just cooked with lemon and olive oil, but it’s what you need: protein, carbohydrates, salads and soups. I like to create the right ambiance in my place and a hospitable environment.
What are your ideas on vintage fashions?
Vintage is a statement, like wearing an older Gucci clutch with a new Tom Ford dress. Combining contemporary with vintage makes it more actual and shows how we are attached to older things.
What is the main ethos driving Sophie’s choice other than fashion, health, and simplicity?
I would say a consistent price-quality. You get the quality you are paying for.
What are you working on at the moment?
A trunk show for Anne Valerie Hash at the end of the month.
And any other future plans?
Yes, The Choice. A men’s shop in Zaytunay Bay. It’s due to open during the first week of April.
And so, who is Sophie?
Sometimes I worry that I might be like the lead character in the film ‘The Devil Wears Prada’- too finicky or demanding with those I work with. That’s my nightmare. But in general, I’m all about ethics, being very selective, on the lookout for the contemporary, and I don’t take ‘no’ for an answer, especially from the designers I like.
What is the best compliment someone could give you about Sophie’s Choice?
That it’s homey
