Curated Conversations

It’s no secret that the podcast market is booming, with Apple Podcasts reporting a 100% increase in published podcast titles since 2019. Judy Daghestani sits down with Curated Conversations host, and this episode's guest, Rohma Theunissen to talk about the growing popularity of podcasts, looking at key facts and figures within the region, the unique appeal that this medium offers, the MENA listeners and just what it takes to launch, produce and host a successful, multi-season podcast series.

Hosted by: Judy Daghestani

About Rohma Theunissen

A graduate of McGill University and Parsons School of Design, Rohma has amassed over a decade of experience in the international luxury fashion industry working for brands such as Carolina Herrera, Giorgio Armani, Marchesa, Harvey Nichols Dubai, Harper’s BAZAAR Arabia and NET-A-PORTER. With an avid passion for writing coupled with her love for fashion, beauty and wellness; Rohma is adept pinpointing the underlying societal and cultural themes that impact the industry on a regional and global scale.

As host and producer of Curated Conversations, Rohma has launched the Middle East’s premier industry-focused podcast series which features prominent regional innovators on a bi-monthly basis. The series, which is an extension of digital regional insights platform Curated Today, explores pressing themes and industry topics that specifically address the evolving retail landscape within the MENA region.

By profession, Rohma Theunissen is a strategic brand copywriting consultant, specializing in tactical, research-backed copy and content that fosters engagement and drives conversion. She is also a Founding Member of the acclaimed global copywriting community Write Minds, and contributing editor at Harper’s BAZAAR Arabia and Forbes Middle East.

Follow Rohma: @rohmatheunissen

Since its inception just a few years ago, TikTok has changed the very manner in which we consume content online. Having just surpassed the one billion active monthly users mark, Rohma Theunissen caught up with TikTok’s Head of Retail & E-Commerce, Aref Yehia, to talk about the draw of short-form content, TikTok’s unique algorithm, the new definition of influence, and how brands can leverage the power of community commerce to boost awareness, engagement, conversions, and sales.

Hosted by: Rohma Theunissen

About Aref Yehia
Aref Yehia is the Head of Retail and Ecommerce at TikTok Global Business Solutions in the METAP region. Leading a team across omnichannel retail and pure play e-commerce verticals, Aref is in charge of building and growing the TikTok business in the MENA region.

A digital savvy and accomplished business leader, Aref brings over 15 years of multinational experience across Consumer Packaged Goods, having been part of Procter and Gamble (P&G) for 13 years, holding different brand building roles for the IMEA region and across Retail, from his journey as the Head of Marketing for Mall of the Emirates, at Majid Al Futtaim (MAF Properties).Aref has extensive experience leading cross-functional teams across geographies and building iconic brands across developing markets. He specialises in digital marketing and is equipped with a proven track record in brand and asset development, stakeholder management across complex organisation structures, digital marketing, strategic planning, digital media planning, business insights, data analytics and people management.

Aref holds a an Executive MBA (TRIUM), ranked #2 globally - from the London School of Economics, New York University and HEC Paris, as well as an Executive Education in Digital Marketing from Harvard Business School and a Bachelor of Business Administration from the American University of Beirut.

About TikTok
 TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. 
 
TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo. 

When it comes to aspirational fine jewelry brands, Egyptian brand Azza Fahmy is nothing short of a global icon. With a legacy spanning across 50 years, the brand has consistently exported collections imbued with authentic Middle Eastern perspectives and exquisite craftsmanship. Rohma Theunissen caught up with the brand’s CEO & Partner Fatma Ghaly, to talk about Egypt’s luxury market, the contemporary consumer, their newly opened location at THAT Concept Store in Dubai, and what it’s like to steward her family’s business into the new normal.

NOTE: This episode was recorded virtually as Rohma is in Dubai and Fatma is in Cairo – so there are a few glitches in sound but we think that makes the conversation even more authentic!

Hosted by: Rohma Theunissen

About Fatma Ghaly
Fatma is a business development specialist with over seventeen years of experience. Having learned the rudiments of the family-owned enterprise at a very early age, Fatma’s vision for the brand has seen her strategically develop the Azza Fahmy business from a home-grown brand to an international luxury designer house employing over 200 people. A visionary leader, Fatma has driven the brand’s growth and success through expansion and cross-cultural collaborative projects and has enhanced values in local, regional, and international markets. Her strong involvement in multiple developmental and community projects has also won her entrepreneurial recognition by many regional and international organizations.

A key player in shaping the jewelry design & making sector in Egypt, she has also been integral to the development of The Design Studio (DSAF) set up by her mother in 2013; independently funded, the Cairo based educational training hub for aspiring jewelry designers & students offers comprehensive curriculum-based courses. Alongside five Egyptian professionals of the Fashion, Design & Luxury industry, Fatma is a founding member of the first Egyptian Fashion and Design Council (EFDC) that provides the opportunity for designers to be competitive on an international level in terms of quality, skills and creativity. Fatma is a fellow of the Aspen Institute and is currently obtaining her Master’s degree in Luxury Management from Bocconi University in Milan and Essec University in Paris.

About Azza Fahmy Jewelry
Azza Fahmy Jewelry is an International luxury design house that brings different cultures and heritage to life through its unique contemporary designs. Designer Azza Fahmy set out in 1969 with great passion for design and desire to translate this passion into jewelry collections of her own. Today the Azza Fahmy brand has an exclusive international reputation with clients that include world leaders, royalty, celebrities, and jewelry connoisseurs worldwide.

Listed as one of Egypt’s influential women, Designer Azza Fahmy and her team travel internationally as cultural ambassadors, and have held more than 200 exhibitions worldwide. Harvard University has witnessed Azza Fahmy’s latest participation as a key panelist in the ‘Women in Business’ Panel during their Arab Weekend in November 2012. 

Given the surge in demand for online shopping as a result of the ongoing pandemic, e-commerce has been the savior for many brands and sectors during these unprecedented times. Rohma Theunissen sat down with Edward Sabbagh, VP of Growth & Managing Director for EMEA of leading global luxury platform FARFETCH, to ask him key tactics brands and organizations can employ to grow their e-commerce business in 2021, and beyond.

NOTE: This episode was recorded virtually to uphold social distancing etiquette – so there are a few glitches in sound but we think that makes the conversation even more authentic!

Hosted by: Rohma Theunissen

About Edward Sabbagh
As FARFETCH’s VP of Growth, Edward leads the overall development of the Growth function and strategic opportunities across all global markets. Additionally, Edward is the Managing Director for FARFETCH in Europe, Middle East and Africa (EMEA), working alongside talented and crossfunctional teams across offices in London, Dubai and Moscow. Edward joined FARFETCH in 2017 to set up and lead the business expansion across Middle Eastern markets. He oversaw the launch of FARFETCH's regional website, app and operations, along with opening the first regional office in Dubai.

About FARFETCH
FARFETCH Limited is the leading global platform for the luxury fashion industry. Our mission is to be the global platform for luxury fashion, connecting creators, curators and consumers. Founded in 2007 by José Neves for the love of fashion, and launched in 2008, FARFETCH began as an e-commerce marketplace for luxury boutiques around the world. Today the FARFETCH Marketplace connects customers in over 190 countries and territories with items from more than 50 countries and over 1,300 of the world’s best brands, boutiques and department stores, delivering a truly unique shopping experience and access to the most extensive selection of luxury on a single platform.

FARFETCH’s additional businesses include Browns and Stadium Goods, which offer luxury products to consumers, and New Guards Group, a platform for the development of global fashion brands. FARFETCH offers its broad range of consumer-facing channels and enterprise level solutions to the luxury industry under its Luxury New Retail initiative. The Luxury New Retail initiative also encompasses FARFETCH Platform Solutions, which services enterprise clients with e-commerce and technology capabilities, and innovations such as Store of the Future, its connected retail solution.

When it comes to luxury e-commerce, FARFETCH is the undisputed industry disruptor. Driven by an unparalleled sense of innovation, the platform has played a pivotal role in the survival and growth of luxury retail, paving the way with sustainable models and new technologies that facilitate the digitization of the luxury shopping experience. Rohma Theunissen caught up with the force behind the FARFETCH brand in the Middle East, Edward Sabbagh, VP of Growth & Managing Director of EMEA, to talk about the evolution of the commerce, the pandemic, the potential of the regional e-commerce market and why seamless omnichannel retail experiences are essential for the next generation of luxury consumers.

NOTE: This episode was recorded virtually to uphold social distancing etiquette – so there are a few glitches in sound but we think that makes the conversation even more authentic!

Hosted by: Rohma Theunissen

About Edward Sabbagh
As FARFETCH’s VP of Growth, Edward leads the overall development of the Growth function and strategic opportunities across all global markets. Additionally, Edward is the Managing Director for FARFETCH in Europe, Middle East and Africa (EMEA), working alongside talented and crossfunctional teams across offices in London, Dubai and Moscow. Edward joined FARFETCH in 2017 to set up and lead the business expansion across Middle Eastern markets. He oversaw the launch of FARFETCH's regional website, app and operations, along with opening the first regional office in Dubai.

About FARFETCH
FARFETCH Limited is the leading global platform for the luxury fashion industry. Our mission is to be the global platform for luxury fashion, connecting creators, curators and consumers. Founded in 2007 by José Neves for the love of fashion, and launched in 2008, FARFETCH began as an e-commerce marketplace for luxury boutiques around the world. Today the FARFETCH Marketplace connects customers in over 190 countries and territories with items from more than 50 countries and over 1,300 of the world’s best brands, boutiques and department stores, delivering a truly unique shopping experience and access to the most extensive selection of luxury on a single platform.

FARFETCH’s additional businesses include Browns and Stadium Goods, which offer luxury products to consumers, and New Guards Group, a platform for the development of global fashion brands. FARFETCH offers its broad range of consumer-facing channels and enterprise level solutions to the luxury industry under its Luxury New Retail initiative. The Luxury New Retail initiative also encompasses FARFETCH Platform Solutions, which services enterprise clients with e-commerce and technology capabilities, and innovations such as Store of the Future, its connected retail solution.

In this episode of #bitesizedconversations, Rohma Theunissen  catches up with one of the most respected leaders within the Middle Eastern retail industry, Rania Masri El Khatib , to ask her the 5 qualities leaders need to have to guide businesses through these tumultuous times.

Hosted by: Rohma Theunissen

About Rania Masri El Khatib
Rania Masri El Khatib is a senior retail executive with over 20 years of experience in the sector, starting from the shop sales floor.

Passionate about the future of fashion and the evolving retail landscape, Rania served as the Chief Transformation Officer for Chalhoub Group, where she was responsible for spearheading the company’s growth in a more multichannel environment while honoring the group’s heritage as the leading luxury retailer in the Middle East. Rania’s team, called SHIFT, supported the Group in reaching its vision to become a hybrid retailer bringing luxury to the fingertips of customers everywhere.

Prior to leading the group’s transformation team, Rania was responsible for developing and launching Level Shoes, a pioneering retail concept dedicated to the world of footwear. She spent five years as the General Manager of the 96,000 square foot concept store which was recognized globally as revolutionary, garnering accolades like “Retailer of the Year” just two years after launching.

Her deep love of luxury is not only a result of developing new concepts but also stems from growing global names in new markets. As the head of Ralph Lauren’s Middle East operations for five years, Rania worked on elevating the brand’s strategy within the region and lead its expansion across 10 countries.

Rania first moved to Dubai in 2002 to work with Azadea Group, managing regional development for Bershka, an Inditex Brand in the Middle East. Born in Lebanon and raised between Saudi Arabia and Canada, she loves to travel and enjoys learning new languages.

She started her career in Montreal after completing her luxury fashion marketing studies there. A mother of two young girls, Rania is a firm believer in mentoring and empowering women to be leaders across the industry and beyond.

Considered one of the most powerful players in the Middle Eastern retail industry, Rania Masri El Khatib spearheaded the omnichannel transformation of one of the region’s biggest luxury retail businesses Chalhoub Group. Rohma Theunissen caught up with the former CTO to talk about the evolution of the industry, its work culture, and the leadership required to empower employees to drive organizational success now and in the future.

Hosted by: Rohma Theunissen

About Rania Masri El Khatib
Rania Masri El Khatib is a senior retail executive with over 20 years of experience in the sector, starting from the shop sales floor.

Passionate about the future of fashion and the evolving retail landscape, Rania served as the Chief Transformation Officer for Chalhoub Group, where she was responsible for spearheading the company’s growth in a more multichannel environment while honoring the group’s heritage as the leading luxury retailer in the Middle East. Rania’s team, called SHIFT, supported the Group in reaching its vision to become a hybrid retailer bringing luxury to the fingertips of customers everywhere.

Prior to leading the group’s transformation team, Rania was responsible for developing and launching Level Shoes, a pioneering retail concept dedicated to the world of footwear. She spent five years as the General Manager of the 96,000 square foot concept store which was recognized globally as revolutionary, garnering accolades like “Retailer of the Year” just two years after launching.

Her deep love of luxury is not only a result of developing new concepts but also stems from growing global names in new markets. As the head of Ralph Lauren’s Middle East operations for five years, Rania worked on elevating the brand’s strategy within the region and lead its expansion across 10 countries.

Rania first moved to Dubai in 2002 to work with Azadea Group, managing regional development for Bershka, an Inditex Brand in the Middle East. Born in Lebanon and raised between Saudi Arabia and Canada, she loves to travel and enjoys learning new languages.

She started her career in Montreal after completing her luxury fashion marketing studies there. A mother of two young girls, Rania is a firm believer in mentoring and empowering women to be leaders across the industry and beyond.

On the heels of the launch of Axel Arigato’s new Dubai store at Level Shoes, Rohma Theunissen caught up with the contemporary Swedish label’s co-founders, Max Svärdh and Albin Johansson to find out what it takes for contemporary brands to succeed in 2021.

Hosted by: Rohma Theunissen

About Axel Arigato
Underground Swedish brand Axel Arigato headed by Albin Johansson and Max Svärdh made its place as a renowned footwear label in summer 2014. The brand follows a unique business model that prioritises innovation with the promise of creating a new shoe design every week. Establishing strong relationships through social media, the label has established itself as a luxury streetwear brand with a functional take.

About Level Shoes
Level Shoes is a globally recognised retail concept and destination dedicated to the world of designer footwear and accessories. The store offers a wide range of unique services; from shoe experts to foot therapies, culinary delights, a dedicated concierge service as well as a regional online shopping platform. The curated space is divided into 40 designer boutiques and five multibrand areas each designed with its own bespoke personality: Women’s Designer, Women’s Accessories, Women’s Contemporary, Men’s Designer, Men’s Accessories, Trends and Kids. 

“We thought that [a DTC model] was how we could make the biggest impact at that time. We wanted to own the relationship with the customers but also wanted to work very quickly.” 

When it comes to contemporary fashion, Swedish label Axel Arigato is one of the segment’s undisputed leaders. Given the growth of the contemporary luxury market in recent years, Rohma Theunissen caught up with Axel Arigato’s founders Max Svärdh and Albin Johansson to talk about their success, the DTC model, the contemporary consumer and why opening a permanent store at Level Shoes in Dubai furthers their disruptive agenda. 

Hosted by: Rohma Theunissen 

About Axel Arigato
Underground Swedish brand Axel Arigato headed by Albin Johansson and Max Svärdh made its place as a renowned footwear label in summer 2014. The brand follows a unique business model that prioritises innovation with the promise of creating a new shoe design every week. Establishing strong relationships through social media, the label has established itself as a luxury streetwear brand with a functional take.

About Level Shoes
Level Shoes is a globally recognised retail concept and destination dedicated to the world of designer footwear and accessories. The store offers a wide range of unique services; from shoe experts to foot therapies, culinary delights, a dedicated concierge service as well as a regional online shopping platform. The curated space is divided into 40 designer boutiques and five multibrand areas each designed with its own bespoke personality: Women’s Designer, Women’s Accessories, Women’s Contemporary, Men’s Designer, Men’s Accessories, Trends and Kids. 

8 months after the tragic Beirut blast, Lebanon is facing some of the toughest times in its history. Rohma Theunissen caught up with Roni Helou to find out what people outside of the country can do to help.

To donate to Beit El Baraka, click here.

Hosted by: Rohma Theunissen

About Roni Helou
Born in Lebanon in 1992, Roni Helou is a conscious ready-to-wear designer based in Beirut. In 2016 upon his graduation from Creative Space Beirut, a progressive fashion school that offers free design education, Roni showcased his collections at Fashion Forward Dubai for two seasons under the patronage of Rabih Kayrouz and the Starch Foundation. 

In 2017 Roni was awarded the Boghossian Foundation Fashion Prize, offering him a residency at Villa Empain in Brussels. His previous works were displayed at Les Nouveaux Créateurs in Paris as part of Exposition Mode émergente du monde arabe, co-curated by Institut du Monde Arabe. More recently, Roni was named RTW winner of the first Fashion Trust Arabia (FTA) edition launched in 2019. Furthermore, the brand's SS20 and RH’20/21 collections were exhibited respectively at Paris and Milan Fashion Weeks. Sustainability, free education, human and animal rights are at the heart of the RONI HELOU brand. Roni works to uphold these values in everything he does, from sampling to production and everything in between. 

The Roni Helou brand has been featured in prominent international publications, such as The New York Times, Vogue US, British Vogue, Vogue Arabia, Vogue Italia, Harper’s Bazaar Arabia, Elle India, WWD, The Business of Fashion, Wallpaper, DAZE, i-D and HUNGER TV.