rania-masri-el-khatib

Empowering Strategies for Personal & Career Growth : Ten Essential Reminders

info@rmkcollective.com (The RMK Collective FZE) — Thu, 18 Jan 2024 12:47:48 GMT

In the journey of personal and career development, sometimes the simplest lessons hold the most value.

I explore here ten foundational principles that, while rooted in common sense, are often overlooked in our busy lives. These points serve as practical reminders and a guide for anyone seeking to reinforce their path towards professional achievement and personal fulfillment . They are not revolutionary ideas but tried-and-true wisdom that resonates with experienced professionals, budding entrepreneurs, recent graduates, and anyone in between. By revisiting these essential insights, we can reinforce the basics of a successful and balanced approach to our careers and lives.

1 | Your Career As A Story

Imagine your career as an evolving narrative , full of unique chapters and exciting cliffhangers. Creativity and vision are key to crafting your story. " Designing Your Life " by Bill Burnett and Dave Evans, a popular Stanford University course, exemplifies this approach, integrating design thinking with career and life alignment.

2 | Quick Wins

In the balance of patience and action, quick wins play a crucial role . Balancing long-term goals with achievable short-term objectives keeps engagement high . Remember Stephen R. Covey's advice: “ Start with the end in mind, but don’t forget to start .”

3 | Internal Communication

Effective internal communication is foundational for successful change . It's critical to align internal stakeholders with the same sophistication and care used in external communications.

4 | Reviews & Employer Branding

Employer branding and culture are significantly influenced by reviews, extending from customer experiences to the voices of employees. A positive employer brand not only enhances reputation but also attracts more candidates .

* Data shows that companies with a positive employer brand receive twice as many applications per job posting compared to those with negative brands. Additionally, 72% of candidates are likely to share negative interview experiences online or with someone they know, which can significantly damage an employer's brand.

[ SOURCE : EMPLOYER BRANDING STATISTICS YOU NEED TO KNOW FOR 2023 ]

5 | Avoiding Toxic Managers

Prioritize leaders who focus on results and team building , as advised by Simon Sinek: “ Leadership is about taking care of those in your charge .” Shun toxic influences for a healthier work environment.

6 | 'What Ifs' and Data Driven Decisions

Overcome fear and doubt with data-driven decision-making. Embrace courage to unlock growth and new possibilities .

7 | Continuous Movement

Persist in your journey, recognizing that success comes in various forms. As Confucius said, “ It does not matter how slowly you go as long as you do not stop ".

8 | Surround Yourself With Positive Influences

Surround yourself with those who inspire and uplift you . Jim Rohn's wisdom rings true: “You are the average of the five people you spend the most time with ".

9 | Embrace Vulnerability

Recognize vulnerability as a strength . Align with those who appreciate your authentic self , as Brené Brown suggests: “ Vulnerability is the birthplace of innovation, creativity, and change. ”

10 | Financial Freedom & Success

Aspiring for financial success is valid and fulfilling. It enables broader experiences and impacts .

In the ever-changing landscape of life, embracing strategies for success, balance, and authenticity leads to a fulfilling journey . I hope insights guide you towards realizing your potential, crafting a story rich in purpose and passion. In the words of William Ernest Henley: “ I am the master of my fate, I am the captain of my soul. ”

Redesigning The Fashion Landscape at COP28

info@rmkcollective.com (The RMK Collective FZE) — Fri, 05 Jan 2024 10:36:02 GMT

Reflecting about the state of Fashion...

It’s only right for us to pause and discuss about the state of Fashion in light of the COP28 UAE meeting taking place. It is the 28th meeting, not much has evolved sadly, but what is clear, some people are leading the conversation and movement in our industry and I had the chance to speak to two amazing activists yesterday!

Eva Kruse has dedicated her time, voice and energy educating people and uniting organizations to do better ; from the pollution that manufacturing fashion causes, to the water consumption, the waste of fast fashion, the unethical labor practices, the over consumption that has risen with social media, and a lot more. In her role today as the Global Chief Engagement Officer of PANGAIA she is at the forefront of innovation and technology, testing and promoting many initiatives that will lead with purpose.

Another amazing discovery for me was Nikhil Hirdaramani who is a 4th gen owner of a mega garment manufacturing company Hirdaramani Group . Since 2006, Nikhil, his family and employees have been working together and with their communities to transform their operations and to raise awareness about the role of manufacturing in the cycle or fashion . Sustainability in the fashion industry is a full supply chain responsibility and collaborating with other manufacturers was crucial for Nikhil to achieve his mission, and passion towards a more sustainable operation. He opened my eyes about the importance of the social space of our ecosystem that often gets forgotten, that being the well-being of the employees that are making the products; we must consume less indeed but be mindful to make sure we are not erasing whole job families and opportunities for societies that depend on it.

Moreover, we discussed the impact of the current economic downturn on funding for startups and institutions innovating in our industry to create better business models and solutions to help accelerate the sustainable goals and missions ; a circular economy across all, recycled garments that can be reused as textile, making the most out of waste, and ressources and testing new fabrics, and more and more only possible with a lot of funding, and a lot of R&D, but not a lot of time!

Unlocking Brand Creation: 6 Ways On How To Start

info@rmkcollective.com (The RMK Collective FZE) — Mon, 10 Apr 2023 07:20:17 GMT

If you are a designer or a creator, you may not be at ease building many of the necessary blocks needed - but that doesn’t mean, they are not crucial...

I won’t start this blog post telling you about the importance of storytelling or authenticity. I will however tell you one or two basic things you really should look for when building a brand or a service.

Common sense you say? Maybe to you, but trust me, many of the brands and service providers I have encountered recently have not thought about this enough! Kudos to those that asked me ( or others ) for help!

If you are a designer or a creator, you may not be at ease building many of the necessary blocks needed. But that doesn’t mean, they are not crucial. So, the gig economy is here to stay and yay to women entrepreneurs leading the way!

Here are a few foundational steps I believe you should consider before a launch or any growth initiative .

Bear with me...

1 | The Importance of Having A Clear Purpose

WHAT IS YOUR VISION?

Why are you doing this? Are you doing it out of a place of need, or is it an ego project? Red alarm, if so!

Are you doing it because something inspired you? Ok we are on to something...

Is this coming from a passion you have, a vision that came to you through a breath-work session? Ok getting warm...

Are you solving a problem? Hmmm.. Interesting!

I’m not saying everyone has this figured out, but do take the time to think about it if you want to have an impact on your audience, your community or your potential clients? If you don’t know why, then why would anyone understand or drink the Kool-Aid ?

2 | Why Understanding Your People Matters

WHO ARE YOU ADDRESSING?

In the past we talked about target customer or market . Then we called them " archetypes " and analyzed their behavior and their needs - we even gave them real personas! All of this is just to help humanize the process.

You must put yourself in the shoes, home, and mind of your community , you have to truly ask yourselves, who would wear my clothes, who would come to my restaurant and with who, who would recommend my service and what would they say about it?

When you visualize and actualize your audience , you will always have them in mind while designing a product, an experience, a piece of content or an event.

The wrong launch can turn off your most loyal customer , follower, and you may lose them.

Don’t launch and design anything because it is trending, do it because it is trending with your audience and ask yourself: is launching that NFT right for me right now? Or is it because everyone else is doing it? .

3 | Know Your Business From A to Z

ARE YOU PREPARED ENOUGH?

What I find the most frustrating is when creators don’t seek support to understand the foundations of the business. Ask someone , listen to a podcast , take a free online course , ask for mentorship … but please don’t go to a client without a clear idea of your prices or your price structure or the ‘ what’s in it for me (them) ’.

Consumer brands , did you define your delivery times to the stores or to the clients? Did you estimate the costs? Who will pay?

Service providers , did you list the KPIs for the interactions? How can I value your service?

Content creator?

4 | On The Importance of a Branding Strategy

DO YOU TELL YOUR STORY IN A HOLISTIC WAY?

Whatever you are building, a product or a service, is not enough to convince someone to buy or register interest. Take the time to create attractive content - this doesn’t have to be costly. A vision comes to life through your aesthetics and copy.

Nowadays, images, videos, articles, thought leadership IS the product . If I am buyer in a department store, you managed to secure a meeting with me, and you don’t come prepared, you will turn me off. First, I will look at your product , then I will ask for your line sheet ( catalogue ), and I will ask you for a brand deck so I can show my team or management.

Did you prepare? Or did you think your product is just going to blow my mind?

I found some of the collaterals elevate the product and many times supports the pricing: Cheap packaging, cheap product; basic visuals, basic product; cold person, cold experience.

5 | The Significance of Building Brand Awareness

WHERE CAN I FIND YOU?

Today more than ever, if you are on people’s feeds , Instagram stories , TikTok stories or in conversations of your target circles , not only that is enough validation IT IS what will make your business scale .

If I was a buyer, I will want your product in my stores. If I was looking for a coach or an advisor, I will come seeking you or at least will research you. The best thing? Is when I look for you, I find a lot about you!

Invest in creating that hype . Don’t wait to launch your product or service or land a point of sale to be present.

Your digital and micro-community footprint is your key into the world .

6 | Why You Need To Be The Guardian Of Your Vision

ARE YOU STAYING TRUE TO YOUR BRAND?

There are so many stores, platforms, malls, market fairs out there. Don’t jump on the first opportunit y you get. Ask yourself :

Does this opportunity match my vison and drive my ‘people’? Does it make sense with my margins? (Will I be losing money?) Will it add to my brand equity, lift it or diminish it?

You are dedicating your time and resources to build a brand, don’t just let a bad decision impact your future.

Do the exercise of listing what value you will gain short, mid, long term from it.
Understand your strengths and weaknesses .

Positioning of your brand is everything . They say “ the better you are at surrounding yourself with people ( or brands ) of high potential, the greater your change for success ”. Some partnerships, Investors, locations, collaborations, can make or break your business.

Now, have you thought about all of this? What are you doing about it?

From Having a Purpose to Being Purposeful: Why Having A Corporate Purpose Is Not Enough

info@rmkcollective.com (The RMK Collective FZE) — Tue, 27 Sep 2022 09:17:54 GMT

We are in the ’Age of Purpose’ and brands are aiming to be more meaningful by defining their bigger vision, but at the same time they're losing sight of the most important and fundamental aspect of their business: The Customer...

When the world seemed paused, in a break-state from the routine and the predictable, Summer 2022 suddenly came and took us back in time two years, with the travels, family & discovery time, and those late-night shenanigans all of us used to experience during this season of the year. The question is, was everyone prepared for it?

While we were more than ready to pick up where we left off over two years ago, the travel industry seemed everything but far from ready!

Conscious Communication & Understanding Your Customers' Needs

I was personally glued to the news, reading the statements of Emirates airlines (you can read it ' here ') pushing back at the inefficiency of Heathrow ( among a few of the many airports that failed to be ready ).

I was also watching so many of your stories ( and living my personal one too ) of lost luggages, endless lines, and disappointments!

One thing that struck me the most was the US vs THEM sentiment across all the situations . But Emirates, WOW! What a statement you made! You really are on top of your game by focusing all your communication and priority on your customers and NOT on stating the operational load, the loss of revenue and etc..

Why Customers Don’t Care About Your Purpose Unless It's Evident To Them?

Is it really rocket science? Why is it so hard for all these very well-funded and ‘experienced’ groups & brands to get it? The WHY of your mere existence is your customers, guests, and community (whatever you chose to call them).

This made me reflect on a couple of things...

CONNECTING DOTS: COLLABORATION VS DISCONNECTION

In general, my experience has been that each department has a clearly defined set of processes and KPIs and results measured often by the department. When the real transformation should be (BY NOW!!) of processes that are connected across all departments and designed with one outcome in mind: the success of the service in the eyes of your customer . What does good look like? For who? … And then design it backward!

When we have a cross-department responsibility we need to create governance of roles and responsibilities not only per department but also for each’s impact on the full experience. Shared accountability towards the customer outcome is the only way everyone will collaborate to make the outcome a team effort!

INNOVATE TO IMPACT

I have seen so many roles being created over the year (and I even played one as Chief Transformation Officer! ). We have had Chief Customer Officer, Head of Brand, Head of Customer Experience, Head of … but at the end of the day, this the main role of the CEO.

Customer experience isn’t marketing great to have, it is business excellence . It requires moving and designing across all the organization; it requires restructuring and funding; it requires top-down direction and vision, and it requires purposefulness !

THE POWER OF PURPOSEFUL ORGANIZATIONS

We are in the ’ Age of Purpose ’ and brands are aiming to be more meaningful by defining their bigger vision, but at the same time they're losing sight of the most important and fundamental aspect of their business - the customer .

If from the top it is crystal clear that the 'WHY' of the organization is to make the customer happy (or whatever inspirational sentence that means that), then this should be embedded in each employee, department, KPI and LTI.

Going back to Emirates Airline’s letter (vs the non existing communications from the others), it is clearly what drives them and the processes and planning that they put in place to be ready. They had in mind one thing: the outcome of their travelers .

Now if only they could own the full experience… maybe that’s a transformation we could one day foresee? Emirates terminals in each city?

Crunchmoms Summit 2022

Thu, 22 Sep 2022 20:50:58 GMT

The region's first summit focused on women, motherhood and career.

During the 12th and 13th of October, Crunchmoms - the first and only dedicated platform in the Middle East for women at all stages of their career and motherhood - will be hosting a two-day event focused on building a network while learning from the industry's top experts.

I'll be joining an amazing group of women during Day 2 to discuss about why it's time to redefine success.

Looking to find out more about the event? Click ' here '.

Book your tickets now ' here '.

At Home With Birkenstock

info@rmkcollective.com (The RMK Collective FZE) — Thu, 22 Sep 2022 07:41:46 GMT

On the occasion of the brand's global "High Shine" campaign for this season, I was invited to be part of their Dubai guests for their portrait series.

We Are Scouting The Next Beauty Brands To Watch For In 2023 In The Region

Fri, 22 Jul 2022 08:46:36 GMT

Prestige Beauty Brands in the Middle East

A research powered by The RMK Collective

Are you a disruptive beauty brand specialized in makeup, skincare, haircare, body care, perfumery or home fragrances, based in or for the Middle East? We are scouting brands to identify the next "Top 20" to watch out for in 2023!

WHAT WE NEED FROM YOU

Brand details ( Name logo, social media, website and tags ).
The products ( images; descriptions; ingredients used; vegan/no vegan; animal tested/not animal tested )

WHEN AND WHERE TO SEND

All applications must be sent before July 25th, 2022 to info@rmkcollective.com

Success 2.0 | Cultivating "Eudaimonia"

info@rmkcollective.com (The RMK Collective FZE) — Sun, 03 Jul 2022 12:42:43 GMT

D id you wake up this morning questioning yourself? Wondering if you are living a successful and purposeful life? Contemplating the meaning of success and if it is universal?

This past month at the RMK Collective, we debated the topic of success a lot.

Redefining the metrics

As an executive and a leader, I spent a lot of time trying to put in place dashboards to measure progress and success, and often demonstrate it. When trying to convince a room of decision-makers or investors that your business is doing well, you have to show proof of that. In the past, progress was very linear, we measured the success of a business through the very obvious top line and bottom line figures (many times top-line trumped the discussion look at the 'We Work’s' story).

By the time I was leading a transformation, we considered so many other indicators that define the health of a business. We looked at the CX data and measured satisfaction, engagement, and loyalty of our community, designed and optimized customer journeys. We studied the EX data and employee satisfaction. We even attempted to calculate equity, which I am sure if you are trying to do so, you can relate to the subjectivity of the method.

I am now confident to say that the success of a business is relevant to the destiny you attach to it ; are you building an SME with a long-term vision of growth? Are you a family business looking to create a legacy for future generations or are you a VC-backed business looking at an exit in 5-10 years?

If anything, the above proves that the vision you create, the way you audit and view your business, and the way you define its trajectory, are going to tell a unique story. One that is yours to tell and to live, and not based on other’s metrics of success, benchmarks, or non-fiction tales. Copy them and you won’t really succeed. Get inspired and build, and you will find a path that is yours .

The many facets of success

What about your personal success? Did you ever ask yourself what success means to you? Is it happiness, linked to milestones? or is it a journey you live? Did you define it based on your own life or are you copying others? Did you take the time to reinvent your own matrix? And did you think to yourself, am I building a life to be lives or building a life with a high valuation (for others)?

Cultivating " Eudaimonia "

While some of us now break for the summer, or at least maybe slow down a bit, let’s consider all the options we currently have. Let’s take a moment to be grateful for how far we came, airports can’t keep up with travel as humanity is ready to live and travel again, CEOs are quitting top jobs to sit by the beach, and entrepreneurs are becoming obsessed with creating sustainable impact. All because the hollow nature of material success is meaningless without purpose, values, and human flourishing , a concept that the ancient Greeks already referred to as eudaimonia.

As for me, I am off to Canada with the family this summer to reunite with so many of my loved ones. Stay tuned to my stories and to a lot of exciting announcements after the summer for The RMK collective and on the podcast!

League of Extraordinary Women | Design Your Life

Fri, 24 Jun 2022 12:23:17 GMT

"It's all about self-awareness. Self- awareness is a journey that requires curiosity, discipline and the need to love yourself. You need to feel you're worth it"

Tune into a conversation between myself and Ranim Kaddoura, host of League of Extraordinary Women, on the importance of self-awareness and the role it has in designing a life that is tailored to you . We discuss all things life, being a woman, motherhood, self love and more.

A Journey To Growth | Mastering The Art Of Data & Innovation

info@rmkcollective.com (The RMK Collective FZE) — Tue, 17 May 2022 05:02:38 GMT

Everywhere we look, someone is talking about growing something.

From my days in corporate, when I used to pitch my business plan in the hope of getting buy-in from decision makers, and therefore approved funding, I loved and enjoyed telling the story of growth .

I enjoy setting a solid story for brands and businesses, and love to structure the building blocks of growth in simple steps. They always come in milestones, and it even looks like an actual building growing from milestone to milestone.

To avoid the boring financial dryness in the discussion (although it is the most important argument to get funding) I always look at it as a story. This often reassured investors, as each milestone builds on a level of success and keeps growing thanks to trusted teams and… the funding.

The fuel and the engine of growth: Data and the ’Head of Growth’.

When I embarked on the digital transformation of the brands, I came to meet a lot of individuals and talents, claiming now the ambitious title of: Head of Growth . If you researched that 3 years ago, you would find it associated with the digital marketing performance te ams. Their duty and missions were to grow your revenue through their strategies on the digital marketing spent . T hat is in the simplest of forms.

A successful head of growth would have firstly made sure the right data infrastructure is present t o then take many of the sources to come up with strategies of growth – and would not only limit the data to online traffic and online behaviors. They will try to bring in, for example, the offline CRM information and other information linked to the inventory churn and supply chain insights.

Also, I always found the best sources of data lie within the customer services departments . It is no surprise that many of these talented individuals are usually moved to head operations in the most visionary of organizations.

"Opportunities lie in the place where the complaints are"

JACK MA

The customer services department holds a well of knowledge. They know what is going well and what isn’t working in the business , and these insights - if actioned into plans - can evolve and improve any business, and therefore grow it!

From collecting your data to using it.

How can we today, with all the sources of data and mediums in our hands, build a network that pulls the relevant data from everywhere to make measured decisions on growth?

Moreover, can we also make use of this data to anticipate good predictions on the trends and the sources of potential growth?

Take for instance that a business is getting a lot of online search traffic from a market it is not playing in. Could that be an opportunity to unlock?

Or looking at missed sales data. There are some sizes that buyers never stock. This could be a missed opportunity of growth.

Growth teams must keep going back and forth from strategy to research, to testing, building and execution . A wheel of continuous testing can fuel sustainable growth for many and help keep up with the ever-changing customer needs.

Designing a wining formula.

Rising from the COVID crisis, new business ventures evolved - ones that are data driven and boosted by AI and analytics. According to a few studies conducted by PWC, 52% of companies were found to have accelerated their AI adoption plans due to the COVID crisis . So it‘s easy to say that AI is your best friend.

Automating growth processes and mixing your intangibles into the sources can be exactly what the winning formula for decision-making is.

This is what many Data Leaders are trying to apply into organizations and startups today. Data is and remains the ‘ King of the Jungle ’ in business - but only if it’s captured and applied efficiently.

Learning the lessons: Innovate to Grow.

I remember hearing years ago in a conference from the company Chobani (the greek yogurt american player). They spoke to us about their growth unit and the way they structured themselves around it.

That unit was independently and with a fully holistic team to test and go with an idea until this one matured enough to become a new product or vertical. It wasn’t common back then to be this bold about it, as all businesses used to see growth as part of their responsibilities.

Today, many realize that innovation can be nurtured in organizations through programs, incubators, dedicated teams and (ideally & eventually) through group wide KPIs , holding everyone and anyone accountable to grow through innovation.

Basically, you can’t grow nor innovate without testing . You cannot test without allocated resources (budgets & teams) to the process.

If we don’t drive that decision top down, operation and execution will always keep focusing on growing the existing businesses and may miss opportunities of scale along the way.

Welcome To Reshape

info@rmkcollective.com (The RMK Collective FZE) — Thu, 12 May 2022 06:56:36 GMT

The hub for a collective of great thinkers, passionate minds and change makers & shakers.

Throughout my days, I find myself doing meetings and having deep conversations with so many amazing people. From issues that impact wellness, to issues that impact our society and our being, there is nothing I love more than when we go deep into the discussion .

I found over the years that small talk gave me anxiety, and if I had to attend an event that was oversubscribed, I tended to feel that my time was not being well spent.

The Collective Power

However, the power of people and communities is amazing . People can really launch each other to new heights, and the generous ones that share their knowledge or whose views are serving society are leading the change.

After so many years interacting with others, and having been really lucky to meet some rockstars, I’ve come to realize that I always leave the conversation thinking: ‘ I wish more people had heard this and how much that can change perceptions and preconceived ideas ’.

Reshaping The Status Quo

After my past corporate mission to transform the way things were done, I suppose I started seeing transformation and change in every process, every rule, every tradition. I love to ask 'why'? I love to challenge the status quo. Not for the sake of being different but for the sake of innovation, evolution, and positive change. I want us to develop beyond the 'way things were done' and to ask ourselves the questions shaping our today!

Focusing On The People

So, with all of this in mind, I decided to launch my podcast. A space where I want to offer something from different fields to everyone , while inviting old and new friends to share with me, in a casual conversation, their experiences.

I will use my platform to inspire change and spark positive disruption, as well as to show my community that it is always possible to reshape your views, to stay relevant and keep developing towards your ultimate potential as a person and a society.

If we don't do it, who will?

The Omni-Verse Evolution | From Omnichannel To Metaverse

Tue, 05 Apr 2022 05:24:30 GMT

It doesn’t matter if it’s omnichannel, metaverse, omniverse…the final goal and outcome will always be human.

Getting the omnichannel right for organizations is something that has been in process for many years. People’s behaviors have been studied, processes have been adapted, and services have started to reshape in order to be personalized to their respective audiences.

We got to the point of identifying that omnichannel isn’t really about recreating the offline world online. Instead, it’s about following people’s journeys to find the right tools and provide a seamless and frictionless experience throughout all channels .

Embracing The Challenges Of A Digital Transformation

With Change Comes Opportunity

And in the blink of an eye the metaverse came. Out of the blue for some; and just a new world (genius marketing & branding!) for others - a virtual mirror of the fast-paced reality we had been living in for the past years (accelerated even more by the COVID isolation and the fast adoption of the virtual world across generations).

However, what many may have not understood (or at least it wasn’t clear to me at first) is that the metaverse isn’t a new world or a virtual augmented reality sci -fi creation. As I see it, this is an extension of our real world across many of our daily interactions : we moved meetings there, we are shopping there, we attended fashion weeks in the metaverse, we played and we continue to communicate there…our attention and focus is THERE. But what really made the ‘digital world’ become a ‘metaverse’ is the sophistications of its creative collective and the endless evolution of its services.

Metaverse: 2022's Version Of The "Information Superhighway"

Digital Nomads: The New Norm

While traditional businesses were busy trying to connect to their communities online through services, others were creating new worlds (blockchain, crypto, gaming, NFTs, digital art, etc) with their own virtual currencies , and their respective tribes – who were not only users, but also the designers of the new rules.

Rules that were initially defined by a new generation of entrepreneurs that is now getting higher attention - due to their wealth and PR - and that is also reshaping the financial and entrepreneurial ecosystems as we know them.

Meanwhile, the traditional businesses are yet to crack omnichannel and co-exist with their digital teams and counterparts!

So, What Now?

Form Your Collective

A few years ago, I tried to hire a luxury cobbler to offer its services in Level Shoes at that time. The Human Resources team had a very tough time hiring that profile (note that we were a luxury retail company and not Designers). Integrating it internally would have been such a challenging culture fit for the candidate. To my joy (and relief) I came upon a cobbler company that was willing to take a space and offer their services to my customers, within my space and concept.

This same case that I happened to live a few years ago, I would still apply it now, with the same model. Don’t try to hire and create a ‘metaverse team’ . The Metaverse experts are natives. Just collaborate, coexist, and find synergies for now with a main shared outcome: offering a holistic world to a community of ever-evolving humans.

It starts and ends with humans – at least until we all meet our alien brothers and sisters!

Embrace the challenges of digital transformation instead of fearing them – and watch the magic happen!

Unleashing The Power Of Storytelling

Sat, 19 Mar 2022 04:27:05 GMT

"Your story is only as good as its impact on others..."

I believe that, today, every business needs to have a soul, a personality. Obvious, right? Yes! Yet we will still find businesses (many) caught at the transactional relationship.

How can this table be turned? Well, I might be stating the evident, but it’s the reality of what had to be said and must be done.

Based on my expertise embedding this methodology of commerce into my projects, here are a few reflections and advice on achieving a better engagement with a storytelling methodology.

Understand Your Audience

In order for a business to exist, this must have a purpose - founded on values, and therefore these linked to people.

Many businesses still believe that segmenting or identifying your audience is a marketing activity, whereas I believe it is at the core of your purpose as an organization. It shifts, it changes with time, but it is an important mark to address your strategy and structure as a business.

It doesn’t matter if you are a B2B or if you are a B2C - if you are selling something then this applies to you.

Start with who you are addressing; understand what makes them tick, and which are their needs ; design your service teams and communication internally and externally accordingly; and you will always have an upper hand . Why? Because you took that extra time to know who you are adressing as a start and understanding their experience preferences.

This doesn’t only guide you in catering those experiences, it forces you to build a diversified approach which can open up your reach wider and with a more customized voice per segment.

The overarching purpose and brand stay as the guardians of all messages, but by identifying several clusters, the messages become more targeted and authentic . This also helps you have a wider variety of stories and experiences to tell, making the engagement much higher.

Connect With Your Community

Your story is only as good as its impact on others .

A story told by only one person won’t have all the echo it would have as if it was widely diffused. You need to create connections and a following - or even better, a legion of fans experiencing a sense of belonging connected through a purpose and shared values .

As this community grows, they consequently form a part of your social currency.

Think of your storytelling as a travelling bus going from one community to another and engaging with each to keep the conversation growing. Without the endorsement of others, the story stays one sided.

Have you heard of the Push vs Pull Market? Well, this can be applied here.

Events, content series, panels, conferences, interviews, endorsements… all of these assets are not only important vehicles of collaborations but also a must to achieve continuity in messaging that is aiming to put back soul into a brand.

Form Matters

From corporate communication to personal branding, I believe that any company’s visual and editorial elements are a huge opportunity to connect with your internal and external audiences. A fresh visual identity shows that the effort to maintain your image is a priority.

Your digital assets must be up-to-date and in sync with the preferred tools used by your audience.

You can be selling the latest and most innovative solution to a company, but if your website isn’t even mobile responsive, then you are missing the point.

We have new options, a wide variety of mediums and tools, and creatives in abundance with the website’s world evolution to use. Use these to tell your story and show your capabilities in your home turf before you do somewhere else!

Employee Experience (EX)

Focus inwards and you will win .

The first and last people that will tell your story are your people. It is not the sole responsibility of a marketing team to deliver. Yes, they will work with an agency to translate your story through PR & Communications, but there should be other departments that need to be part of the delivery:

Customer service teams.
Sales department.
Ops teams

and your leadership !

The people that work for the company must embody the storytelling of their organization to show authenticity and really bring the soul and eyes of the brand to life. Invest in hiring training personnel and incentivize with that in mind. The impact is much greater when you do.

You move from tactical storytelling to storytelling with purpose and impact – and therefore this allows you to create a sustainable and authentic relationship with your audiences.

Be creative, be simple, be unique! Content as a way of storytelling is an art.

Take the time to identify your army of artists and start the conversation with them at the basis, knowing who your audience is. If they get your target, they will get your message, and therefore will identify your USP.

Ask your creators to bring your community into the game of content creation.
Involve real people in storytelling – it always makes it more powerful.
Personalize and localize.
Be quick to act on trending topics - so your conversations stay relevant and places you in the heart of the everyday.
Test your content with internal teams from all levels of the organization - and listen to their feedback (sometimes the best ideas come from interns).

S tay In Your Lane

The more we design from within, the more authentic and unique we become.

In every successful example of storytelling there is a holistic 360 approach defined by understanding your community and having a clear vision & purpose .

Although Inspiration can come from all parts of the globe and industries, your messages will become organic when they are designed with all the above in mind.

“Be yourself, everybody else is taken”

The Lighthouse Conversations - With Rania Masri El Khatib

info@rmkcollective.com (The RMK Collective FZE) — Fri, 18 Mar 2022 07:16:32 GMT

"If you want to employ more women, design your workplace around it"

Tune into a conversation between myself and Hashem Montahas, Founder of The Lighthouse about the importance of finding a healthy balance between career progression and personal growth while sending a call to arms to female employees to not ignore their personal needs

Authentically YOU

info@rmkcollective.com (The RMK Collective FZE) — Sun, 10 Oct 2021 14:04:09 GMT

The summer days are upon us, a renewed season of release and reflection.

I feel a real awakening of the world.

Often fascinated by human behavior, always analyzing the shifts I see, one main trait stands out to me more than ever; authenticity . It's not that I see more authenticity around me, what I see though is the rise of a movement towards transparency. The generations are questioning the status quo more than ever, they are demanding the full truth and not the water-downed edited version I grew up digesting and accepting and then regurgitating. And that movement isn’t exclusive to the new generation, these questions are making us uncomfortable. And real change happens when we leave our comfort zone, doesn’t it?

What about women? How is that movement helping us evolve? I am blessed to have a platform that connects me to so many wonderful people. Through the discovery sessions I was offering these past few months, I was able to build personal connections across every interaction, and this made me grow a little more.

I learned that women are really inspired to do more, women are more confident being women, authentically embracing their feminine power.

I see around me more than ever women knowing and speaking their truths. I feel a sense of surrender and honesty; An overall release …

Last week, I participated in a breath-work ceremony and my mind and soul travelled. Alone with my inner voice, I could hear my full potential telling me to " be free from what prevents me to realize my destination" , exact words spoken through the music in the background. “free … from all the stories I have been told.”

That is it !!!… These stories are holding you back to become authentically YOU.

Stories of the soft, obedient, disciplined girl; stories of marrying a powerful man and having smart and beautiful kids; stories of social status; stories of superior physical appearances; stories of financial & material success…

The song then goes, "free ..to walk through the valley of my own shadow.”… And then this euphoric feeling came over me: freedom.

So what now? Can I be the woman I was born to be?

I see you having the courage to live and un-become . You are are being seen by others for what you really are, you are standing out and inspiring others to release the cast of society. Do you know what makes you unique? Have you really thought of what makes you, YOU?

And, Is it ok to be in a constant fomo ( fear of missing out ) state? Isn’t having fomo a good thing? I believe it is! Why? Because it means I want to see and do everything I can be capable of doing, everything I feel like doing, everything I dream of doing and that is beautiful and invigorating!

Seeing women at the top of their game throwing in the towel to spend endless hours watching Netflix and sipping rose at the pool, is exciting! Hearing of a woman saying enough to an abusive marriage and diving into the world as a single mom entrepreneur is exhilarating. Talking to the woman that is drunk in love and not interested in having kids is fascinating. Watching the woman dedicating her life to a job she hates to support her husband & kids’ dreams is honorable. WE ARE NOT ONE MOLD, and success isn’t a formula, but having the right to chose, the freedom to be, is the biggest act of rebellion in a world that would rather we conform to the way things are supposed to be or they way they always were.

To all the beautiful women I know, to the ones I met through my platform, to the ones that bared their soul to me, to the ones that didn’t ,yet watched and listened silently, and to all the ones encouraging and supporting the movement, continue writing new stories. Your diversity is your unique beauty.

I love you xxx

If you can't fix it, you have to stand it.

info@rmkcollective.com (The RMK Collective FZE) — Tue, 24 Aug 2021 10:29:02 GMT

Who else is feeling this eerie vibe of life being on hold?

Is Planning and milestone building a thing of the past?

As we are crossing the 2 year mark since our good friend Covid-19 decided to transform our world, our lives and our habits, something tells me that the end isn't near. I mean this level of uncertainty gives me so much nausea; but why are we, as a humanity, expecting an end to it if it keeps surprising us with new events every quarter?

What would life look like if this is becoming a way of living? Are some of us already there?

Is Covid the new Cancer? ( does anyone die of natural causes anymore? )
No more hugs and kisses ? ( I mean that makes walking into a meeting or a party much more efficient )
Smaller gatherings ( loving the intimacy )
Social distancing from distant friends & strangers? ( maybe that’s a sign? �� )
Health passport to protect others? ( pourquoi pas? )
Living in the moment? ( yes yes yes !!! )

And all the articles about the end of the world? Why do we need to spread s*%# like that around?

But... How can we help it?

You see fires erupting everywhere, Climate change is cause numero uno, but then wait… others point to corrupt governments and businesses looking for cheap land to build on? Hmm.. ok. More confusion...

And what about the mad injustices all over the world? Us watching it unravel in front of our eyes live on our phones and tablets!

Like seriously? How is a human being supposed to process all of that?? (Let's not even ask about a kid's brain )

Let’s recap:

Universal virus flying around the earth and mutating every few months.
Climate change giving signals of the world ending.
Corruption EVERYWHERE making Wag the Dog more and more relevant as we take the time to ask the questions.
Live transmissions of people starving, dying and helpless.

How much can the brain and body really take in while trying to cope with everyday life?

Oh right! Wait, WAITTTT : Wellness is the new luxury. ��

So the underprivileged are trying to survive, and the world is burning, and the evil is everywhere; we are feeling helpless and anxious... but we should practice internal reflection? ( yes i know thats what i preach �� ). Namaste ��

Comes healing… yes. Things we CAN Control:

My thoughts.
My breathing.
My actions.
My data consumption.

Zennnnnnnn ��‍♀️��‍♀️��‍♀️ Until when exactly? Is that it?

If so folks, adding into my expense sheet the following:

Charity
Healing
Retreats
Hosting people i love

Oh and THAT job that is adding to my anxiety! If the world is ending then why should I stay in it and waste another minute?

Life is too short right!!? Look at everyone dying!

Quits job ✔️
Watches more news ✔️
Needs more healing ✔️

Money is running out ; F*&$! what now �� ??

Who can relate to that spiral???

Everyday i speak to more of you, and everyday I consume your words off and online and this scenario is quite accurate ( ok a little exaggeration is always fun! ).

Do I have the answers? NOPE!

Am I trying to cope the best I can? YUP!

Do I have hope in a better future? ABSOLUTELY!

And Meanwhile? Well I will live in the moment and flow ( and try to have "digital discipline" ).

Let’s talk in a year and see? Until then, let’s all search for our Why !!! #justkidding ��

The Transformation of Retail Culture with Curated Today

info@rmkcollective.com (The RMK Collective FZE) — Wed, 12 May 2021 13:47:40 GMT

Tune in to a conversation between myself and Rohma Theunissen from Curated Today about the evolution of the retail industry, its work culture, and the leadership required to empower employees to drive organizational success now and in the future.

Deprograming My Relationship With Food

info@rmkcollective.com (The RMK Collective FZE) — Sat, 01 May 2021 21:01:59 GMT

I never really stopped or looked back at my experiences with body image or with eating habits until I had my conversation last week with Dr Carine El Khazen, VP of the Middle East Eating Disorder Association.

What started as a discussion about my internal transformation and the pressure on working moms, became a reflection about the challenges a woman faces in today’s world, when it comes to how she looks.

I personally grew up fascinated by the super model era. Yes, they were a lot sexier and ‘fuller’ compared to the models our daughters are seeing today, but they still didn’t look anything like I did!!!

The conversation with Dr Carine made me think of my days as a confused teenager, with raging hormones, self soothing with food, and indulging in the North American way of eating! There was no awareness back then really to living a balanced life, there were no role models around me or highlighted examples of healthy lifestyles. What I saw were all extremes: indulgence until it was time for deprivation ... You lose weight and everyone raves about how great you look, until you are starving, then you give up and you succumb to indulgence! And on and on and on...

As long as I could remember, I dieted. I went from the GM soup diet ( anyone remember that horrible cabbage soup!? ), to the notorious Dukan diet, then we discovered the blood type diet, then Paleo, then Keto, then intermittent fasting, then... I can’t even keep up!!

So what are we really doing to ourselves? Why can’t we just accept our shapes, eat when we are hungry, fill our bodies with the good stuff and not deprive ourselves from the sweet ones, in moderation. ..

Listen to our conversation on Meeda’s podcast here:

https://podcasts.apple.com/ca/podcast/middle-east-eating-disorders-association-podcast/id1562276198?i=1000519233942

My Personal Transformation Journey

info@rmkcollective.com (The RMK Collective FZE) — Mon, 05 Apr 2021 15:25:41 GMT

As someone that has spent the past 3 years as a head of transformation, it was just a matter of time before I turned inwards and looked at my own personal transformation.

When I was asked in interviews or in meetings what was the most challenging aspect of business transformation and change, my answer was almost always: people and mindset. The human psyche is fascinating... but that’s a topic that’s better explained by someone qualified - I can only speak from experience.

When the day came where I really knew - and you really just know - that I wanted to take the decision to make some changes to my life, it was significant for me. The last time I made such a big life decision was 20 years ago when I left my family and friends in Montreal to start my new life in Dubai. As I have often spoken about this moment, I will only leave it at that! It felt physically and emotionally a no-stepping back moment of change for me.

I’ve always been a little dramatic - and I mean that in the theatrics type of way . I love things to be expressed and I also have been blessed since a young age with a visual mind.

Way before Facebook and Instagram, I was the one with the camera on every event and trip documenting the right moments and emotions. Over the course of my life, both professionally and personally, I always kept special cards, tickets, hand written notes, passes to events... momentos and souvenirs. Most, if not all, of these documented moments I did for others: my family, my friends, my teams, my community, even my brands.

Now, I felt a need to express and document ME!

Over the past few months, I have been going through my transformation and commemorating that process by cherishing who I have been and celebrating who I am becoming with personal projects.

Cherishing Memories

One the first things I did, once I felt ready to sit down with head and heart clear, was go through my memorabilia closet of the past years. These were ‘things’ that marked special moments for me and going through that was emotionally healing. I looked at everything with a nostalgic smile and ended the session with a feeling of pride and fulfillment. It reminded me of a coach I once had that made me stand up and say out loud : ‘I did this, I am proud of me!‘

I contacted Sarah Hatahet, an artist that I connected to through a designer friend of mine, with an intention to put all these ‘things’ into a piece that can tell my story, or at least part of it. Sarah and I had a few calls and I sent her my precious box of souvenirs and memorabilia. It felt like closure with a sense of deep pride, and a cleanse to start the rest of my story.

Another special moment for me was my physical transformation. With not having to be always ‘on’ during this sabbatical year that I am on, I didn’t need to be as safe with my style as I have usually been.

When you are representing a company, a brand or even a government you have no choice but to treat your appearance as you would your work. As long as I can remember being in the industry of fashion, I have had to always morph into the brand that I represented - which I loved doing it with conviction and passion. I was the street wear Bershka girl in my 20s, the Ralph Lauren chic woman in my early 30s, and the fabulous Level Shoes woman in my late 30s. I then discovered the corporate woman in my 40s.

Celebrating Myself... Unfiltered

A month ago, I called Fadi Chedid, who has seen me through every phase, to get rid of the look I have maintained for such a long time. I wanted to go back to basics and let my grey hair grow freely. I documented the process with a video, and as soon as I had my new do, I felt another sense of 'shedding what was' and getting ready for what’s next.

A new found sense of confidence, light, and peace in myself lead me to my next personal project. I felt I needed to have pictures taken, ones that weren’t for work or an article - pictures that represented me.

I have been so blessed to work and know some of the best creatives throughout my career. First, I asked Sally Mathews to style me. I have known Sally since her days at Harpers and mine at Ralph Lauren. Not only did I love her personal style, I always felt she understood women, those that are strong, independent, and feminine. Together we chose a few beautiful pieces from Maxmara, Jaquemus, and Attico.

Next, I looked for a unique space for the shoot and we decided on Nasab. Ruthie Qadan gave us access to the most beautiful modern space, one with soft colors and strong lines.

Finally, a photographer that I have had the pleasure to work with since our early Level Shoes campaigns and some of our most exciting shoots with the brand, Moez Achour was my go to choice.

With Fadi who did my makeup and hair on the day and Joelle Haddad who’s always been my support for visual content, we embarked on a photo shoot session where I was the main subject in a friendly and relaxed atmosphere.

For once, I didn’t have to be representing anything more than myself.

For once I had all the time on my hands; I was relaxed and at peace. I wasn’t rushing to a meeting or in between calls, and that reflected in my pictures and made the rest of the team I was working with happy to be supporting my new visual project. It felt natural and authentic - of course also a little theatrical and dramatic - but that is a side of me that will always be!

Looking back, I wasn’t consciously aware of the impact of these changes, but I remember feeling every day a great sense of positive transformation.

As you read this, you will see that I have now launched my virtual platform that has been a creative journey that will include it all: my past work, my present thoughts, where I can share my voice and engage with old and new friends, where I will keep sharing my journey with my community and where I hope I can inspire or help you discover yours.

COVID-19 Shifts Here to Stay

info@rmkcollective.com (The RMK Collective FZE) — Sun, 04 Apr 2021 21:03:01 GMT

COVID-19 shifts are many, and for all of us swimming in this uncertain tide it has been, to say the least, interesting. Having now witnessed the changes in our world, our industries, our cultures and behaviors, I can confidently count on a few shifts to become a new reality vs a temporary phase.

Back to Cocooning?

I don’t think any of us have had to spend as much time in our homes as we have in the past year. Even the ones that were never into design started noticing elements in their homes that needed love. This gave room to a boost not only in home decor searches and purchases but also to home improvements and upgrades.

Early in the pandemic, 60% of homeowners reported that they recently started a DIY home maintenance, replacement, repair, or remodeling project, and the share grew to almost 80% by early June 2020. Home design became bigger than ever, and home will continue to be a favorite place to socialize and spend time in - at least to get the ROI (return on investment).

“Design is going to be much more personal and in some ways technical, as people use their homes for work, school, and beyond,” says designer Christiane Lemieux. “Designers are going to have to be very conscious and thoughtful about how to make people’s lives better in the spaces they have.”

Hybrid Dress Codes

If we were to work with the data we currently have in hand on how our lives seem to have shifted, we will subsequently have changed the way we dress.

Scrolling through schizophrenic articles stating "loungewear is the new black" vs "revenge dressing" post COVID-19, I am sure that professional buyers everywhere are nervous and unsure what collections they need to have in stores! With workers returning to the office, it is anticipated that loose clothing made from breathable materials is coming back in fashion, and professionals have begun to realise that what they wear doesn’t affect the quality of their work.

Nowadays, there is clearly a new approach to dressing up for work. Casual and flexible wear was already on the rise before the pandemic hit, and while this doesn’t mean we will spend our lives in sweatpants it surely will give room for a hybrid wardrobe and pieces that go from home to office vs the office to night out we used to always look for.

Content Overdrive

Just like eCommerce took a new life of its own because of necessity to adapt to new ways of getting the basics, people have also spent so much more time online as a new way of getting entertained.

While this is nothing new to the millennials, gen-z, and even my generation, the baby boomers were up against something new. With content and video becoming the no 1 means to raise awareness in any form regardless of conversion goals, brands personal or not had to adapt. Apps that were once limited to a specific audience, such as TikTok, became interesting to others, creating inter-generational bridges of communication.

Look at how many downloads per day for clubhouse (10M downloads in February 2021) and how it spread like wild fire. It gave access to anywhere at anytime and people are engaging with it, especially being home and on their screens constantly with conferences having lost some of their excitement.

Purpose & Values are Not Only for Show

Big topic here! Not only have I had to work like many of you on establishing purpose and values within the brands and companies I worked in, I have also seen every single company go through the same process.

This became the new ‘Vision/Mission’ exercise of the new corporate era. The understanding of most that these things matter is refreshing. Question is: how can we prevent this from becoming a box-ticking exercise with beautiful words and gorgeous posters and videos?

You cannot escape from the fact that humanity wants a lot more. Now more than ever, we are separated from loved ones, we are compassionate about others, we've had time to think of our own existence. People are reflecting on their values and often making choices on brands and companies based on how close their values align with their personal ones.

Purpose on the other hand raises a much bigger topic, and it’s very important to understand what a brand purpose is NOT. Following years where capitalism and excessiveness ruled, asking some of the companies to rethink and express their purpose is often not a very easy or genuine task. It is either built on those foundations and core or it just isn’t and the exercise of driving the brand and company to believe in a newly expressed purpose becomes fake. The question is always to ask one self, does my team of leadership really believe that this is their purpose here? Does that trickle down within their teams and therefore to our customers and audience? If there is a doubt, it is worth a think.

Having said that, authenticity is something a customer and an employee both feel and demand. Taking time to challenge ourselves now more than ever is a question of winning or losing.

Wellness on Overdrive

I’ve been hearing that wellness is a ‘trend’ for years! It is only until I started becoming the target for what wellness offering can be, that I really started to see what’s out there... just like when I was trying to get pregnant all I saw were pregnant women, and when I was seeking mental and physically wellness all I saw around were gurus, shamans, programs and retreats.

"If there is anything positive to take from the coronavirus pandemic, it is the impact it has had on approaches to health and wellbeing. Not only has it allowed many of us more time to practice healthy routines and habits, and has given us greater time to reflect on our health and lifestyle choices, causing many of us to make healthier decisions for the long term", says Dr. Arianna Di Stadio, co-founder of Hello Pure.

I can’t imagine this trend is not here to stay. The wellness industry is not only a form of healing and spiritual offering but a push towards internal beauty reflection vs the external beauty trends that we are accustomed to. Moving forward, we will appreciate our skin and nutrition more than we will look for makeup and artificial solutions towards happiness.

The Skills Society

When I am asked by some women on tips to returning to the workplace and when I think about the 9-5 work model where your time is dedicated to one organisation, I think to myself how much this is going to change.

Just like the customer is today in the driver's seat, so is the employee - or the person providing any kind of service or skill. With remote work, the heightened use of tech, and the dissolution of borders thanks to digital, does one really need to be exclusively committed? I am finding it fascinating how much one can actually give, if they were fully in the driver's seat.

Now, this doesn't mean we should simply outsource what is done in-house. Instead, companies should be prompted to fundamentally reconsider what their core business model can look like in a talent-fluid future.

Remote freelance work is now on the rise according to the Harvard Gazette, which leads us to our next point, personal branding. The skills of the person and their personal brand should be out there to be able to work freely at their own terms.

I am a believer that one should work on putting themselves out there, and that doesn’t need to happen by extroverted activities. While working on a good profile online for yourself, on Clubhouse for example where you are able to host a virtual talk, especially on what you are comfortable with, can really help you grow your network. Otherwise, there is the written form of communication that has always been a means to reach the right audience. One can now actually build a blog/site/platform to represent themselves in words and images and tell their full story of potential ( by staying humble! ).

I like some of the tips in this article on how to do it digitally.

Gaming is the New Parallel World

As the mother of a tween, I have a front row seat to the gaming industry. I have witnessed the shift of culture that has been brought on by mobile & gaming, seriously accelerated during the long days and weeks of lockdowns for most. Time spent on mobile gaming has surpassed social media time. Brands have today started to include gaming platforms in their digital marketing plans or else they would be missing addressing a big chunk of the audience. I heard the other day this new world called the “Metaverse” being "the recreation of the offline world in an online setting".

This definitely isn't limited to the younger generation, as my husband unwinds his long days to Candy Crush... Here are some interesting points on that subject.

Online Trading

I won’t lie to you, I’m still trying to figure this one out; but I definitely feel like I have to learn and understand this world ASAP!

With cryptocurrency gaining value and some businesses starting to accept it as a payment option, I am realising this isn’t a fad. Moreover, NFTs seem to be in every conversation lately with most of us still trying to make sense of how to create one and to trade it. Every luxury brand is launching a digital product as an NFT, is that because its trending? What’s the hype? I will keep watching this space and will try to educate myself further.

As we move past the pandemic and adapt further into the new reality the world is living in, I am sure more and more shifts will find permanent places in our lives.

Pausing my Career

info@rmkcollective.com (The RMK Collective FZE) — Sun, 07 Mar 2021 22:09:03 GMT

When Vogue Arabia called me to feature my story on pausing my career, I figured this must have been big news!

When you are going through the process, you don’t realize that your decision or your life might be impacting or inspiring others. This article was really a conversation starter with so many like minded people who are feeling and going through the same, or even better have gone through the process and are sharing their own personal experiences.

Through this article that highlighted some of the reasons I felt the need to pause and reflect, I connected with so many people that I haven’t really had more than a hello with.

I hope a year from now, I can write to Vogue about my journey of new discoveries. You can read the full article here.

Thank you to Manuel and Caterina, and to all the team at Vogue Arabia xxx

Finding My Path

info@rmkcollective.com (The RMK Collective FZE) — Fri, 05 Mar 2021 16:32:56 GMT

As I look back at my journey as a retail executive over the last 20 years, I pause to reflect on what drove me to remain loyal to this world, so ever changing.

When I was a young girl, I was completely enamored with the beauty of fashion shows, by the beat of the music that signaled the start, and the exhibit that followed. The overall sensation I felt when I was in the presence of these scenes was always one I longed to live over again and again.

When I was a student, I would walk through Camden, London, from one crazy store to another, to the exclusive boutiques of Paris that were larger than life, and the gorgeous 5th Avenue flagships, where doors were too big to open. I remember vividly losing track of time as I watched the street style of people come and go, completely taken by their self expression.

When I started my career, I sought out the secret gems of the big cities such as Colette, Dover Street Market, 10 Corso Como; stores that made a simple water bottle a collector’s item. These spaces defined the ultimate in store experience. I kept searching for the next big thing, to learn from and to be inspired by.

When I progressed in both life and professionally, I made strong connections to people that felt and contributed to my passion for the beautiful - to this sensation - no matter their place or role in the world.

Looking back, it is this passion and feeling that I am in constant search for.

I believe we work in the industry of dreams. If you see it you can do it; if you feel it you can repeat it, express it to others. Products will never speak loud enough if they are not surrounded by memories, and in turn will not be memorable if they are not linked to a feeling.

Our world of fashion, retail and design is a world of theatre. It can be dramatic and powerful and it can be serene and fulfilling. Regardless, it has to be an emotion we feel, a connection we make, a memory we build, or else why would we even bother?

I don’t need anything more than what I have, but I am driven by experiences and moments that are cherished through these items that will ultimately belong to my daughters one day with a history that will keep on giving.

It is this passion and feeling that I am trying to discover and unveil when I work with others; from what moves them, to what excites them and what makes them dream...

... and I will always look to connect the unique to the passionate, so that together we design timeless experiences.