Emirates Woman - - Feature/finalists - JOELLE MARDINIAN CEO of Joelle Group ALANOUD BADR Founder and De­signer of Lady Fozaza

“It wasn’t easy start­ing off be­ing so pub­lic as a Saudi woman be­cause I didn’t fit the typ­i­cal pro­file,” says Alanoud Badr, the founder of cloth­ing la­bel Lady Fozaza. She fought against the stereo­types to be­come one of the re­gion’s most suc­cess­ful de­sign­ers with the likes of Kim Kar­dashian West, Lady Gaga and Nancy Ajram hav­ing worn her pieces. One of her great­est ac­com­plish­ments so far was “that my col­lec­tion sold out in min­utes at Bloomingdale’s – Dubai and that it was their big­gest and most suc­cess­ful launch.” She has since branched into jew­ellery de­sign, work­ing along­side L’azurde on lim­ited edi­tion col­lec­tions over the past three years.

Alanoud be­lieves the op­por­tu­ni­ties of­fered here in the UAE helped not only her busi­ness, but also her own growth. “The abil­ity to make your own de­ci­sions as a woman with­out a man was the most im­por­tant thing. It al­lowed me to grow.” and blos­som as an in­di­vid­ual.” It was af­ter mov­ing to Dubai that Joelle Mardinian started her epony­mous com­pany. “When I came to Dubai, I landed my show on MBC which has now been run­ning for 13 years. My fans led me to set up my own busi­ness as peo­ple were al­ways ask­ing me about my sa­lons, doc­tors and treat­ments. In 2008, I opened my first salon, Mai­son de Joelle, in Jumeirah and never looked back.” Just shy of one decade later, Joelle’s port­fo­lio now in­cludes the afore­men­tioned salon, as well as Joelle Paris and Clin­ica Joelle, with 11 sa­lons across the GCC.

Be­ing in the pub­lic eye, Joelle ad­mits she feels pres­sure to set a good ex­am­ple to her fol­low­ers. “There’s a lot of re­spon­si­bil­ity with hav­ing so many peo­ple look up to me. I don’t know each of them, but I love them. I al­ways try and make sure I am lead­ing those who fol­low me well.”


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