O is a multi-brand accessories and lifestyle concept that I created with AlYasra, a concept born in Kuwait. An accessories and lifestyle destination, created with a global outlook. A space where women meet and are inspired by the beautiful products around them, an infinite space of possibilities.  Our buyers travel the world looking for the most beautiful unique products, scouting new talents and exclusive pieces especially for you.  O is your personal shopper taking you on a journey of storytelling with each and every piece.

I named the brand “O” , it came about after having a couple of workshops on the brand, we decided we would all go away and think of some options for names., A few weeks later we came together, I had already decided on the name but not shared it, (another annoying thing about me, I come with brand names, stories and journey in under 60 secs. ask my team, they know). I genuinely wanted to get other options, we met weeks later, and everyone started with their names, I was the last person to share mine. “O, I think we should call it O”, it’s simple, elegant, infinite and in Arabic the letters have meaning (translates to “or”) and is equally as simple. There was a couple of seconds silence, then a unanimous, “we love it”.

O is my passion, each and every detail from the store concept, store design, the products, the collections, the colours, the light, the textures, the store teams, their training, our service, I am involved in everything. I love O. It is a piece of me that represents an integral part of my history and a part of my legacy.

I want to share with you the journey from concept to delivery, it was an Owesome time of madness, chasing stock, recruiting teams, training them, building the store concept and then the launch. The first launch was a soft opening, July 19th, this was for my teams, I wanted to share this moment with them and thank and acknowledge their hard work, it was our moment.

O’s official launch was in September 2019, in the Avenues Mall, opposite Dior and LV, an amazing location in one of the top malls in the world. We hardly had any budget for the launch and a small budget for PR, we begged and borrowed favours from everyone we knew, all the team reached out to their contacts, we didn't have any budget for social influencers or bloggers to talk about us but we had tons of passion. We were joined by my favorite regional talent Lya Lya to do a trunk show and our loyal customers and press. The word was out, we had famous bloggers attend and not a single one was paid, they all knew that O was something special and they all wanted to be a part of it.

Thank you to the wonderful and talented Rehaf AlAnjiri for the delicious catering by LOFT, Crystal Towers, Kuwait City, oh my gosh, for everyone on the planet, you have to try this incredible cuisine, no words and to the great team at BPG PR for creating such a buzz and for the press we received and to my amazing team, Peter for his brand passion and running around like a mad man trying to make it all happen in time and for Sami who negotiated exclusives with the hottest global brands, for Simie and Farouk my graphic and design team, Anu for making sure all the stock arrived on time, Jenny who ran after our factories making sure our beautiful collections were there and last but no least my amazing, wonderful and talented store teams who we could not do this without.