LUX April 2017

LUX - April 2017 15 A Woman’s World The Samia Yousif brand is an upscale, unique and stylish women’s online clothing boutique, created in 2013, Geneva Switzerland. Comfort, functionality and timeless looks are the key elements to the high-fashion inspired collections, working in a wide range of color pallets and fabrics as well as design style line. The collections are made up of structured and feminine separates as well as suits and dresses. The Samia Yousif brand understands that all clothing is a form of self-expression, allowing women to differentiate themselves. Samia Yousif is fully-owned and operated by Ms Samia Yousif who set up the company in 2012. “Since I was a little girl I have been designing clothes, my first creation was for my high school graduation, where I designed a dress especially for that occasion,” Samia begins. “After many years in the corporate world, I was inspired to start my brand to help women to achieve greatness without losing their style and femininity in the process.” Samia is not only the clothes’ designer, she also sources the fabric and oversees the production of each and every piece until the final product, as well as marketing the company and managing the ecommerce site. She tells us a little more about her education and career to date. “I am a holder of a Master’s degree in International Business from Hult International Business School in London, a Bachelor’s degree in Business with emphasis in Business Management from Webster University in Geneva and an International Baccalaureate from the International School of Geneva. “I speak English, French, Arabic and Spanish. Have lived in New York, Dubai and London and currently reside in Geneva, Switzerland For the past 15 plus years I worked as a Financial Controller and Operations in various multinational companies. While still working, and with my above background, I set up the business at the end of 2012. With my natural talent at drawing and knowledge of fabric I began working on creating the brand Samia Yousif and proceeded with my collection with two different lines, one business and one casual.” Samia had no experience or schooling in either fashion, web design or marketing, so starting an endeavour such as this was a huge challenge. “It was a lifelong dream and I had no choice but to keep moving forward,” states Samia. “Every bump was an education, which helped me steer the company and my vision in the correct direction. “Apart from the challenges mentioned above I am also very particular with the quality of the fabric and the finishing of the product, which allowed me to understand that although it seemed like a challenge it was actually a blessing as it allowed me to push for high quality products. “This has impacted my view on how to run my company with more patience towards myself (as I am highly demanding) and have patience in the process.” Samia’s motto is ‘aspire to inspire’ and she embellishes on the key attributes which make her an award-winning business leader. “In creating a business and being its leader it is important to have integrity, a clear vision and to aspire to it, as it is sensed and seen by all those one interacts with on the journey. From my experience, this has allowed the counterparts to understand and to adhere to that level when working with my vision and me. “Having an international background and traveling to many places in the word has also helped in my understanding of other cultures and their way of communication, it has made me very open minded. “As communication is key in all business aspects it is important to have an understanding of the culture of the person that is in front of you. This has immensely helped in building relationships and doing business with many parts of the world, for example I sourced the fabric from countries like Japan, Italy, Switzerland and China, although all my counter parts were in the same business, I had to communicate differently with each different one which was refreshing. “I have a clear vision for my company and where I want it to go, which keeps me focused, gives me confidence and others have confidence in me. I am very passionate about my business and very transparent about it.” With regards to the future, Samia sees the brand gaining further recognition, open a boutique in Geneva, and she would also like to have her own atelier so her designs can be brought to life locally. “My vision and mission is to provide women with a boutique that offers a comfortable and approachable environment, to showcase quality, well-constructed, and unique designs, to offer a variety of beautiful and high-end fashion accessories, to help women learn what clothing and styles go best with their unique personalities.” Samia Yousif has worked hard to ensure her fashion business is a success. She tells us about the challenges she has faced, as well as her vision for the future of the brand. A Woman’s World Contact: Samia Yousif Email: [email protected] Company: Samia Yousif, 11, Avenue Krieg 1208 Geneva, Switzerland Web address: www.samiayousif.com

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