We recently had the privilege of interviewing Sahar Alaufi, Sahar Al Aufi Founder of Melis, Melis Arabia and the Co-Founder of Weddings from Italy (WFI). Sahar Alaufi began her design career back in 1998 and continues to expand her reach by creating unique designs using high-quality materials.
Sahar Alaufi’s youthful and sophisticated designs inspire fashion enthusiasts and encourage women to express their creativity. Love serves as a key inspiration in her work as she believes, “love is all we need.” In this session, Sahar shares about the advent of her businesses, memorable moments and triumphs in her profession, and strategies to offer a growth-focused workspace.
The Beginning – Story Behind The Journey
We started the session by asking, “Can you share the story behind the creation of your different brands and projects as, Melis and Melis Arabia and WFI as weddings from Italy and what inspired you to venture into the fashion industry?”
Sahar Alaufi shared, “My creative force behind my different brands like Melis and Melis Arabia, as well as WFI (Weddings from Italy), has a fascinating journey into the fashion industry, driven by a passion for creativity and a desire to celebrate cultural diversity.
My journey began with a deep appreciation for art, culture, and craftsmanship, instilled in me from a young age. Growing up surrounded by the rich heritage of Oman and then Italy, I was inspired by the vibrant colors, intricate patterns, and traditional techniques of Omani and Italian handicrafts. This early exposure ignited my love for design and set me on a path toward a career in fashion.
My entrepreneurial spirit led me to establish my first brand, Melis, which quickly gained recognition for its fusion of contemporary style with traditional craftsmanship. Through Melis, I aimed to celebrate the cultural heritage of Oman while infusing it with a modern sensibility, creating unique and timeless pieces that resonated with a global audience.”
She added, “Building on the success of Melis, I expanded my creative endeavors with the launch of Melis Arabia, a brand that embraced the beauty and diversity of Arabian culture. With Melis Arabia, I sought to showcase the richness of Arabian traditions through fashion, offering a curated collection of designs that celebrated the region’s unique aesthetics and craftsmanship.
In addition to my fashion brands, I also ventured into the world of weddings with WFI (Weddings from Italy), inspired by my love for my Italian family and my appreciation for the romance and beauty of Italy. WFI started in Europe and serves the American market too. Throughout my career, I have remained true to my vision of creating diverse designs and experiences that celebrate culture, inspire joy, and embrace storytelling through fashion and design.”
Blend Of Traditional And Cultural Influences
We were curious to learn how Sahar Alaufi sets her businesses apart from the competition. So, we asked, “What sets your designs and brands apart from others in the fashion world?”
Sahar Alaufi replied, “I seamlessly blend traditional craftsmanship and cultural influences with contemporary aesthetics. My designs often feature intricate hand embroidery, vibrant colors, and patterns inspired by my mix culture the Arabic and the Italian This fusion of tradition and modernity creates a unique and captivating style that sets me apart.
I am known for my meticulous attention to detail. Whether it’s the intricate hand embroidery, the choice of luxurious fabrics, or the impeccable tailoring, every aspect of my designs exudes craftsmanship and quality.”
“With brands like Melis, Melis Arabia, and WFI (Weddings from Italy), I bring a global perspective to my designs. My experiences living in Oman, Italy, and beyond have influenced my aesthetic, resulting in collections that resonate with audiences worldwide. This global outlook sets my brands apart and appeals to a diverse clientele. My brands celebrate cultural diversity and inclusivity.
Through my designs, I honor the beauty of different cultures, traditions, and identities, fostering a sense of connection and appreciation for the world’s rich tapestry of heritage. I prioritize diversity, sustainability, ethical fashion practices, responsible sourcing, fair labor, and environmental consciousness, appealing to socially and environmentally conscious consumers.” Sahar added.
Worth-Sharing Achievements
Eager to learn more about the notable achievements of Sahar Alaufi’s business, we asked, “What has been the most significant achievement for your brands to date?”
Sahar enthusiastically replied, “While my brands have undoubtedly attained numerous milestones and received accolades, their most significant achievement transcends mere recognition. It lies in their profound impact on promoting cultural diversity, fostering meaningful cross-cultural dialogue, and catalyzing positive social and environmental change through the powerful medium of fashion.
Above all, their greatest accomplishment is in spreading love and appreciating the inherent beauty in every detail of every design. This ethos not only distinguishes my brands but also reflects their deeper purpose of making a positive difference in the world through creativity, inclusivity, and a celebration of the human spirit.”
An Inclusive Workplace
Fostering a healthy workplace is a reflection of efficient leadership. We asked, “How would you describe your leadership style in managing your fashion brands and teams?”
Sahar Alaufi shared, “In managing my fashion brands and teams, I embody a leadership style that integrates vision, collaboration, empowerment, and a dedication to nurturing a positive and inclusive workplace culture. This approach reflects a harmonious balance of these key elements, guiding our collective efforts towards success.
I prioritize creating a work environment that fosters vision, collaboration, and empowerment. Through open communication, teamwork, and mutual respect, I aim to encourage creativity and innovation. I provide my teams with autonomy, resources, and support to excel in their roles, inspiring confidence and ownership.”
She further added, “Integrity, authenticity, and social responsibility guide my leadership decisions, aligning with our fashion brand’s vision and mission. By promoting a culture of creativity, inclusivity, and continuous improvement, we work together to create impactful and innovative fashion experiences.
By fostering a culture of creativity, inclusivity, and continuous improvement, I strive to inspire my teams to reach their full potential and work together to realize the vision of our fashion brands. Together, we aim to create impactful and innovative fashion experiences that resonate with our audience and contribute positively to the industry.”
A Growth-Focused Environment
We further asked, “What strategies do you use to nurture and develop talent within your organization?”
Sahar Alaufi shared, “I implement various strategies aimed at nurturing and developing talent within my organization, guaranteeing that every team member has the chance to flourish, excel, and play a significant role in the triumph of our fashion brands. These strategies revolve around cultivating a supportive, inclusive, and growth-focused atmosphere where each individual feels appreciated, empowered, and driven to achieve their utmost potential.”
Staying Ahead Of The Curve
To ensure a strong brand presence, it is crucial to stay updated with all the latest market developments. To understand Sahar Alaufi’s perspective on this aspect, we inquired, “How do you stay ahead in the ever-evolving fashion industry, and what trends do you see shaping the future of fashion?”
Sahar Alaufi shared, “To maintain a competitive edge in the dynamic fashion industry, I adopt a comprehensive strategy characterized by continual innovation, vigilant market trend analysis, and a profound understanding of my customer base.
Central to my approach is a steadfast commitment to creativity and ingenuity. I always experiment with new materials and design ideas to captivate my audience. I challenge fashion norms to lead trends and build strong partnerships for efficient supply chain operations and responsiveness to market demands.”
“Moreover, I diligently track consumer behaviors and engagement across diverse platforms, including social media, e-commerce channels, and fashion forums. Through the astute utilization of data analytics and consumer insights, I tailor my marketing strategies and product offerings to align with the evolving preferences and needs of my target demographic.
Through my unwavering dedication to innovation and adaptability across my brands, I am assured of my ability to traverse the ever-changing landscape of the fashion industry, retaining a prominent stance distinguished by creativity and excellence.” Sahar added.
Navigating Through Adversities
Obstacles are a part of every business journey. To learn how Sahar Alaufi overcame the challenges over these years, we asked, “What have been some of the most significant challenges you’ve faced in your career, and how did you overcome them?”
Sahar Alaufi shared, “Throughout my career, I’ve encountered numerous significant challenges, each presenting its own set of obstacles to overcome. Here are some of the most notable challenges I’ve faced and the strategies I’ve employed to navigate through them.
In the competitive fashion industry, I have distinguished myself by developing a unique aesthetic and brand identity that resonates with my target audience. This allows me to carve out a niche for myself amidst the competition. I have learned to balance creativity and profitability by creating designs that are both innovative and marketable, maintaining artistic integrity while meeting customer demands. As my brands have grown, I have implemented efficient systems, delegated responsibilities, and sought guidance from mentors to successfully navigate business growth.
The fashion industry is constantly evolving, driven by changing consumer preferences and emerging trends. Continuous learning and professional development are vital for adapting my brands to emerging trends and leveraging technology. I maintain my personal and professional life with careful time management and by setting boundaries for a healthy balance.”
Word Of Wisdom: An Enriched Journey
We were intrigued to learn about business advice that has stayed with Sahar Alaufi to date. So, we inquired, “What is the best piece of business advice you have received that has helped you in your fashion journey?”
Sahar Alaufi replied, “The most impactful piece of business advice I’ve received on my fashion journey is to prioritize building authentic relationships with my customers. In the fast-paced and ever-evolving world of fashion, it’s easy to get caught up in trends and sales metrics.
However, I’ve learned that fostering genuine connections with my audience is the foundation of sustainable success. By truly understanding the needs, desires, and aspirations of my customers, I’m able to create designs that resonate with them on a deeper level. This advice has guided me to prioritize quality over quantity, focusing on delivering exceptional value and experiences to each customer.”
“Moreover, building authentic relationships with my customers has allowed me to cultivate brand loyalty and advocacy. Satisfied customers not only return for repeat purchases but also become ambassadors for my brand, spreading positive word-of-mouth and driving organic growth. This advice has not only helped me navigate the challenges of the fashion industry but has also enriched my journey by allowing me to connect with people on a personal level and make a meaningful impact through my work as Sahar Al Aufi.” She added.
Balancing The Operations, we asked Sahar Alaufi
We ended the interview by asking, “How do you balance innovation and creativity with ensuring the ongoing success of your established collections?”
Sahar Alaufi shared, “Balancing innovation and creativity with ensuring the ongoing success of established collections is a delicate yet essential aspect of my work as Sahar Al Aufi. While I’m always exploring new ideas and techniques, I ensure that my established collections maintain their core aesthetic. This consistency helps to reinforce the brand identity and ensures that customers recognize and trust the quality and style of my designs.
I introduce innovation and creativity gradually, making incremental changes to established collections rather than implementing radical transformations all at once, allowing me to gauge customer response and minimize the risk of alienating loyal customers.”
“I conduct thorough market research to spot trends and preferences, then incorporate innovative elements while maintaining brand identity. Also, I actively seek feedback from customers on established collections, both through formal channels such as surveys and focus groups and through informal interactions, and use it to improve and innovate through various channels.
I allocate resources for experimentation, balancing tradition and innovation, while prioritizing quality control to maintain customer trust and loyalty. By carefully balancing innovation and creativity with the ongoing success of established collections, I strive to keep my brand relevant, fresh, and exciting while honoring its heritage and legacy.” She concluded.
Follow Sahar Alaufi on LinkedIn.
Instagram: https://www.instagram.com/sahar_alaufi/
Website: https://www.sahar-alaufi.com/
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