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In Conversation

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In GT Interview

NATASHA DURRANI In conversation with CEO Media Matters Communications

Natasha, you have a decade of experience in advertising, communication and digital and social media; tell us a bit about yourself & your educational background.

Hi, I’m Natasha Durrani, Chief Operating Officer at Media Matters Communications, which is one of the leading PR and digital agencies of Pakistan. I’m a mother of two grown kids. My daughter is studying in UK and my son is in his last year of A Levels. I started my journey into the world of advertising and communications with an MBA degree from IoBM. I actually got admission in a medical college but at the last minute ditched it and decided to study marketing. I guess it was destiny as I found my true calling in this field.

What inspired you to step into the digital world of PR & advertising?

My husband has been into media and advertising for around 2 decades now and it was but a natural step to join the family business. When I stepped in the business, there was a revamp as I instigated the shift towards the digital side. Today, we are a 360-degree agency which caters to print, electronic, digital advertising and PR.

How did Media Matters came  into being and what is your work philosophy?

Media Matters is a group company of Media Pulse which was founded by my husband in 2004. Media Pulse was a core media buying house but we felt that there was a gap in the market in terms of good PR agencies. Hence, Media Matters came into being in 2015. Our philosophy is to be adaptable, innovative, and forward-thinking, ensuring our strategies are as dynamic as the landscapes in which we operate. Our goal is to foster trust and admiration for our clients, turning their vision into compelling stories that engage, inform, and inspire.

What skills or qualities do you feel helped you build a digital marketing agency?

I believe several key skills have been instrumental in building our digital marketing agency. Adaptability and agility are crucial in the fast-paced world of digital marketing, allowing us to respond quickly to industry trends and client needs. Effective communication skills have enabled us to articulate our vision clearly to clients and team members, fostering strong relationships and collaboration. Creativity and innovation drive our approach, ensuring we stay ahead of the curve and deliver impactful campaigns. Finally, a strong focus on data analysis and insights allows us to make informed decisions and optimize our strategies for maximum results. I am very passionate about digital and social media. There is so much you can achieve through it.

Outside of your professional/work area, what hobbies or interests do you have?

I’m a big foodie and a travel enthusiast which also made me start my own Instagram page www.instagram.com/tashathefoodietraveller where I review restaurants and travel destinations. I’m also a self-proclaimed Netflix addict.

Tell us about the collaborations or projects that have made Media Matters stand out.

The first collaboration that I’m extremely proud of is the cover page shoot with Sajjal Ali to promote our client Dubai Department of Economy and Tourism. We are also doing a travel-based YouTube series for Dubai which will be out after Ramadan. This is the first time in Pakistan that someone is making customized content to promote a travel destination.

#LoveLocalPakistan campaign was another feather in our cap which we developed for Meta to promote small businesses which started off using Meta platforms such as Facebook, WhatsApp or Instagram.

Furthermore, we are engaged in exciting and clutter-breaking campaigns for our clients Jazz, foodpanda, Daraz, Careem, Bank Alfalah, PUBG Mobile  and many more.

Where do you see the advertising industry, (its importance and influence) going in the coming years?

The importance of advertising will be there but we have to adapt to the changing landscape. The significance of influencer and social media campaigns will increase. The reason being that Gen Z are looking for more relatable, real and authentic content and they look up to influencers to make their buying decisions. TV and print readership are decreasing in this demographic, hence we need to be more creative and use platforms like Meta, TikTok, Netflix, and Spotify to communicate with this segment.

What is the benefit of hiring a PR agency and how do they help in building brands?

PR is all about image management and perception building. Hiring a PR agency can be a valuable investment in building and maintaining a strong, positive brand image. Their expertise, networks, and strategic approaches enable businesses to communicate effectively with their audience, manage their reputation, and achieve their marketing and business goals. We are in the age of boycotts and controversies and it is imperative for companies to seek out the services of a reputable PR agency to keep a clean slate.

What advice would you have for someone looking to get into digital marketing?

Success in digital marketing doesn’t happen overnight. It requires persistence, continuous learning, and adaptability. Start with a solid foundation, build practical experience, and never stop growing your skills and knowledge.

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In GT Interview

In conversation with HALEEMA GILLANI The talented make-up artist and owner of “Muse”, a new salon in Y-Block, Lahore

Haleema your salon, Muse is the new go to place for everyone. tell us a bit about yourself and your journey so far.

I come from a political and farming background and I have been raised as an independent strong woman. I am a mother of two children and I love to travel and explore new places to keep my adventuress spirit up-lifted. I grew up with an astounding love for arts and design. Although I have a degree in Finance and marketing but my inclination was always towards arts. Also I wanted to do something that helps people feel confident and good about themselves. The philosophy behind our name Muse is ‘Be your own muse’ ~ You see the beauty within yourself. You acknowledge it, connect to it and become passionate about who you are, and appreciate your own uniqueness. Today when I look around, what I see is a reflection of who I am. I thank those things that reflect back to me the beauty and love that I want to see, as they show me that I am beauty and love. Knowing that I am my own muse, I recognize the power within me.

What inspired you to become a makeup artist & from where did you receive your training as a makeup artist?

My mother is my biggest inspiration and support. She’s the driving force behind MUSE. She has been successfully running her salons since the 90’s. Running a salon is something I have been seeing and experiencing since the age of 7 and I couldn’t have waited longer to have my own salon and my own brand.

Explain how you’d advise a young girl going for a look that’s both trendy and parent-approved.

Muse is all about believing in yourself and making choices that makes one feel good about themselves. Coming from a family oriented background I would never opt for something that’s not parent -approved nor would I advise anyone. There’s always a smart way to work around trendy look and make it look so elegant that it’s hard for anyone to disapprove.

What do you think is the biggest challenge for makeup artists?

Firstly there’s a lot of competition, Lahore alone has numerous talented makeup artists who are crafting beautiful looks every day. So competition is one of the biggest challenge. Secondly in this down trodden economy I believe it has become rather difficult to provide quality services and yet keep the prices low so that it’s affordable for the masses also and not just for the niche market.

Tell me about three makeup trends you’re a fan of.

I’m a huge fan of minimalist makeup because it enhances one’s own features and not make them look like a different person. Using less product helps the overall makeup to not look overdone. With minimal makeup, less is more, darlings! Secondly I’m loving how SKIN CARE products are being incorporated into MAKEUP products,  how wonderful is the concept of using a concelears which help not only in concealing the dark circles but also helps in brightening Those dark circles. As I’m a big fan of minimalist makeup, I am also a big fan of  sleek hairstyles and I couldn’t be happier with customers asking for it as well. Overly done hairstyles are so over done now.

What are the three best services offered at Muse Salon?

Muse is a full-serviced salon, we have hair services, spa services, nails services along with makeup services. I’m am extremely proud of my team for it’s doing an incredible job in all departments. With immense gratitude I’m saying that we have been getting repeated customers who go home leaving amazing reviews. Apart from our makeup, Clients are raving about our facials (Jensen, Dermalogica and guinot) and our manicures and pedicures. we have in-house scrubs that have been carefully crafted to cleanse the skin thoroughly while leaving it well hydrated. People are a fan of Our voluminous blowdrys, we have clients coming from DHA phase 8 for blowdrys. Balayage and keratin are also client’s favourite at MUSE.

What are the three best services offered at Muse Salon?

Muse is a full-serviced salon, we have hair services, spa services, nails services along with makeup services. I’m am extremely proud of my team for it’s doing an incredible job in all departments. With immense gratitude I’m saying that we have been getting repeated customers who go home leaving amazing reviews. Apart from our makeup, Clients are raving about our facials (Jensen, Dermalogica and guinot) and our manicures and pedicures. we have in-house scrubs that have been carefully crafted to cleanse the skin thoroughly while leaving it well hydrated. People are a fan of Our voluminous blowdrys, we have clients coming from DHA phase 8 for blowdrys. Balayage and keratin are also client’s favourite at MUSE.

Any advice for the brides of winter and spring wedding season?

I know how stressful the wedding preparations can be but I would advise them to look after their health and skin. They should eat healthy, drink juices, follow a good skin care regime and keep the skin well hydrated. Having a good skin is very important in creating a flawless foundation. Also don’t forget to enjoy this period, it is precious.

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In GT Fashion

SHOAIB KHAN In conversation with the makeup maestro

In conversation with SHOAIB KHAN

Shoaib has stunned us with his makeup transformations and has become one of the favourite makeup artist in town for both brides and fashion editorials.

Shoaib you are known for your unrealistic yet jaw dropping makeup transformations. Tell us a bit about yourself and what inspired you to become a makeup artist?

I am a very simple, friendly and fun guy. I get along with people easily and that’s probably because I was brought up in a joint family where all your elders teach you to be polite and considerate.  My inspiration of becoming a makeup artist was a wedding I attended in my childhood. When the bride arrived I almost did not recognize her though she was a very close family member. That day I knew I wanted to know what sorcery that was and I knew I wanted to become a powerful wizard.

Some of your transformation looks of late Madam Noor Jahan got a lot of attention on your social media, do you think this and may other transformation looks were a turning point in your career?

Thank you for your appreciation. I do these looks for myself to be honest. I challenge myself and then I try to live upto it and by the grace of the Almighty, I have been successful so far. I can’t say if these looks were the turning point in my career but I received a lot of recognition and love because of them.

Shoaib we saw you dancing your heart out at Ahl-e-Dil; tell us about how you ended up learning classical dance and do you plan to excel your career in this field of art as well?

I have always been into visual and performing arts. I believe that dance is a medium that connects you with your soul. I needed a platform for my connection and Ahl-e-Dil and the Colony gave me exactly that. I would like to pay my gratitude to Fatima Amjad for believing in me and encouraging me all the way. It sure is something very close to my heart but it’s not a career option for me.

Congratulations on opening up your own makeup studio. Tell us about the challenges you had to go through to reach this point and how do you feel after achieving this milestone?

Well, every startup has its challenges and excitement, mine has too but I am very thankful to Allah for all His blessings including this one. I feel grateful but at the same time I believe that “Abhi Ishq Ke Imtihan Aur Bhi Hain”.

Spring wedding season is just around the corner, what do you think will be the ‘spring makeup’ trend?

Spring is all about blossoming and embracing yourself for who you are, and so will be the makeup trend in the spring. Minimalistic makeup and pink tones.

What color palette would be trending for spring bridals and which colours should be avoided?

Pinks, hands down. pastel, subtle, shimmery; all pinks.  Avoid darker shades of lilac, maroon and browns in the spring.

Your three favourite makeup products

Three things that can be sufficient for basic makeup are probably my favorite things too. An eyebrow kit, a lash curler, and a tint for lips and cheeks.

What unique techniques do you use to enhance a client’s natural features?

The only technique that I religiously follow is minimalism. My mantra is “Less is more” and that’s what I do.

Describe a makeup look you created that received significant media attention.

The natural dewy no make look I suppose. That look got me a lot of attention on social media and 9 out of 10 clients ask me for that look.

Share an experience when you had to create a look based on specific character requirements for a film or TV show.

I have not done any TV show or film yet, however when I created my very first look of Maleficent, I worked on some specialized makeup techniques. People loved the look and then I did several more as you mention Madam Noor Jahan, Ma’am Rani, Depika Padokon, Haleema Sultan and Sohail Warraich. Yes I did a Sohail Waraich look as well.

How do you stay updated with the latest trends in the beauty industry?

I keep an eye on international makeup trends. I follow globally renowned makeup artists and I seriously rely on continuing professional development.

Any advice for all the bride-to-Be’s

Dear Brideto-be, please dont stress yourself unnecessarily, take care of your diet and go for a minimal, more natural makeup look.

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In GT Interview

AALEEN BOKHARI In conversation with Pakistan’s first female dressage rider!

Aaleen recently completed her Dressage lessons Level 1 from the Emirates Equestrian Centre in Dubai and will be continuing her training there.

“It is my dream to represent Pakistan in the Grand Prix and bring home a gold medal for my country IA. I have taken the first step towards my dream to make it come true & IA make it into a reality in the near future. Please keep me in your prayers & support me with your well wishes”

Aaleen you have the honour of being the only upcoming female dressage rider in the history of Pakistan; tell us a bit about yourself

Hi,my name is Syeda Aaleen Bokhari and I’ve been riding since the age of 5. I’m a horse enthusiast or you can say a horse fanatic. I have learn’t my basic riding from Pakistan Rangers.

My father whose my very first coach/trainer is himself a very keen horseback rider and a Tent Pegger from his school days at Aitchison College. It was he who engraved Dressage into my head and my heart as a child. Telling me stories of Royal School of Vienna which is one of the best Dressage schools out of the four pillars.

So here i am today turning my dreams into a reality Alhamdulillah with the support of my parents and both my phupho’s.

What is the concept of dressage?

The word “Dressage” means training in French. The main concept of Dressage is to make the horse move in precise movements from barely showing signals from it’s rider. It’s a next level form of trust and bond between the two.

The rider is responsible for building it’s muscles to it’s fullest potential. A Dressage rider is supposed to train his/ her horse to be calm yet confident. To be submissive yet attentive and to have a unique bond with it’s rider.

Like the famous term goes “Dressage is like a ballet on a horse back.”

What is the difference between a horse rider and a dressage rider?

The difference between a normal rider and a Dressage rider is vast i.e a dressage rider like i explained before has to build the horse from scratch and take it to it’s full potential. Dressage is the highest expression of horse training.

Where as the normal rider is supposed to have a seat ( how to sit on a horse) to learn how to hold reins and how to balance himself/ herself on a horse. From basics you go into professionalism.

Why horses? And What was your riding “career” like as a kid?

Horses, horse riding and horse breeding all run in my blood. The passion for horses was something I inherited from both my paternal and maternal side. I find horses to be such unique,elegant and beautiful beings that they captivated my heart since i was a child and still do. I was just a basic rider like everyone else as a kid and that’s how it all started.

What was your FIRST favorite horse breed – the one you loved most now and as a kid?

My most favourite breed is a Fresian. The one i love now is Mr Medici a “Thoroughbred “who is a Hong Kong derby champion and belongs to one of maternal grandmother’s.

A horse named Toofan (Half bred) at Pakistan Rangers (Punjab) was my horse whom i rode as a kid.

If you could ride with any trainer in the world, ASIDE from your current trainer, who would it be?

Ofcourse It will be Charlotte Dujardin and Patrick kittle .

Tell us about the training challenges you have to face and how do you overcome them?

Getting trained for dressage is not easy at all. I have to remember all the meters and the alphabets. It’s like doing algebra all over again mentally without a paper and pen. Everytime i feel or felt that I’m doing something wrong i would come home and draw it on a paper to memorise it. If i make one wrong move i would have to do it all over again because i have to be perfect with the alphabets and the meters. There is absolutely no room for mistakes.

Tell us about your favourite horse and your relationship with it

Mr Medici (medo) i can go on and on about him. He is my love at first sight. I even have a tattoo of him on my arm haha.  He is my rottweiler in a horse’s body as he is so possessive and protective about me. He is my Break through after the bad fall i had as a child and i completely stopped riding. He trusted me before i trusted him. He made me realise that i shouldn’t let my fears get into my way. I treat him as my child. Every year i specially travel to Murree just to meet him in the summers. I can do just about anything and everything for him like  grooming him from head to toe or cleaning up his pellets without even remotely  feeling gross about it. He is my son and i love him to all the galaxies and back. It is a never ending love story.

What is one item on your horse-related bucket list?

“Maybach saddles” they are just pure love.

How was your experience at Dubai Emirates Equestrian Centre?

My experience in Dubai Emirates Equestrian Centre was absolutely amazing. I got to meet people from all over the world with different stories and experiences. My Spanish coach “Mr Alonso” who mostly trains for competitions gave me a very tough time in the arena as he is ex military. Once i fainted also. As at time’s i have back to back “45mins each” classes and that particular day i didn’t even get a 5 minute break to catch my breath. So yes my coach has definitely made me stronger and more confident with myself and my riding.

What do you do when you are not training or spending time with the horses?

As I am not training presently, i will be training others at Lahore Polo Club as a trainer to teach  basic and advanced riding. I want to train my students properly as I’m very particular about horses and riding. So basically there is not a day when I’m without a horse lol.

What is Aaleen’s day like?!

As ironic as this might sound but it’s the truth …I’m a sloth at home lol. I love being in bed scrolling through insta and listening to music as everyone else. My daily step count is max 48 steps lol.

Where do you see yourself as a dressage rider in the upcoming five years?

First and foremostly i see myself  completing all of my dressage levels INSHALLAH by the will of Allah swt and the prayers of my loved ones especially (My Fato pho) without whom i would not be where i am today. If not this year then definitely next year i will be competing in an international competition INSHALLAH. It is my dream and wish to win a gold medal in the Grand Prix for Pakistan INSHALLAH and hold the Pakistani flag really high.

Any advice for all the female aspiring dressage riders?

For all the girls out there. Never give up on your dreams or your passion. Ignore all the superstitious talks that exist about horse back riding and do it without even thinking. There will be bad days but never give up. Even if you fall get back on the horse. Never let your fear take away your dreams.

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In GT Interview

FAHAD SHAFIQ In conversation with the owner of Elixir Clinic Pakistan

FAHAD SHAFIQ Elixir Clinic Pakistan

The Elixir Clinic offers a range of wellness treatments from IV Drips, Ozone Therapy & Chelation Therapy in Pakistan. In addition to our renowned wellness approach, our Pakistan clinic houses a dedicated Aesthetics clinic, allowing those who visit us in Pakistan to feel good inside and out, all in one place.

Welcome and congratulations for a great launch of the Elixir Clinic in Pakistan! Fahad tell us a bit about how did you land into the field of wellness & Cosmetology?

Due to social media and globalization, we have all become aware of well being and we all want to look good and stay healthy. Our passion and genuine interest in beauty, skincare, and helping others feel confident and comfortable in their skin drew us to this field. Since we are an international franchise, we have access to state of the art wellness products, new beauty trends, techniques, and products.  Wellness and cosmetology offers the opportunity to help people feel good about themselves starting with change in lifestyle to using recognized aesthetic treatments. Making someone feel confident and beautiful can be incredibly rewarding.

What is Elixir Clinic all about?

Established in 2013 in London’s medical district, The Elixir Clinic is an international wellness clinic recognized as a market leader in intravenous therapy offering preventive health solutions across Europe, the Middle East and Asia. As an international wellness clinic, The Elixir Clinic offers an extensive selection of therapies which include intravenous, anti-aging, regenerative, holistic, and intramuscular treatments to optimize vitality, slow down the aging process and improve your quality of life. We combine the latest medical advances with biohacking education and various natural therapies to improve and prolong the health of our clients. Wellness treatments include IV Nutrient Therapy, Ozone Therapy, NAD+ Therapy and more.

What are the five best services and procedures offered at the Elixir Clinic?

IV therapy, hydrafacial, anti wrinkles treatment, advance skin boosters and facial sculpting.

With the wedding season in full swing what are the two important procedures or services you would recommend to all the brides and grooms?

For brides and groom we would highly recommend HYDRA-Facials & IV therapy.

Once considered a taboo, how do you think acceptance has grown towards these aesthetic procedures in Pakistan?

Due to awareness and the desire to stay healthy and beautiful, people are no longer shy about getting the best treatment to help feel confident.  Pakistan has grown in the field of aesthetics as one can see with the huge number of clinics and services out in the market.  Treatments like fillers, Botox, threads are now not for those who may have started to look old.  These treatments are the norm and women are happy to share their experiences.  Girls as young as 18 years are getting Botox done.

What are the benefits of IV Drips and how often should one get himself/herself checked for the vitamin deficiencies ?

We perform a mineral tissue analysis test which tells deficiencies and heavy metal toxicity after that we customize IV’s according to the client needs.

Any new procedures or services you plan to bring to Pakistan that are currently not available?

Yes we will be introducing some unique services and procedures in Pakistan such as:

  • mineral tissue analysis test
  • ozone therapy
  • Iv laser therapy
  • wellness drips
  • imported aesthetic supplies for procedures.
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In In Conversation

UZMA NAWAZ In conversation with CEO of LeMubdi

Uzma tell us a bit about yourself, and what inspired you to become a Fashion designer?

Ever since I was little, I was passionate about fashion. I used to create outfits for my dolls when I was just a child. My parents got me a professional sewing machine in grade 5.  I began designing clothes for friends and family from drawing motives, sketching cuts to selecting fabrics. I even designed wedding gowns for friends!

Pursuing my passion, I studied textile design at NCA, undertook various courses and worked as a fashion designer. Lately, I completed social media marketing from Cornell to expand my skills. I launched two brands. Musawwir for unstitched collections and LeMubdi for pret and customizable fashion.

Bringing joy and confidence to people through fashion truly inspires me. I adore what I do!

What’s your favorite part about being a fashion designer?

My favorite part of being a fashion designer is the power to transform individuals through clothing.

I love creating expressions through cuts and styles, instilling confidence in others with each design and making their day extraordinarily special.

What’s your greatest strength as a fashion designer?

I believe what sets me apart is my ability to deeply understand and interpret the unique desires of my clients. I excel in translating their vision into stunning, personalized outfits.

My clients know me  for blending diverse styles and materials resulting in captivating designs that resonate with their individual tastes and preferences.

Who or what are your inspirations for creating your designs?

My inspiration is the free spirited LeMubdi Woman, who believes in self-love and embraces her individuality. She is unafraid to dream big and fearlessly strives to achieve it. Her connection to her heritage and roots, rather than external beauty, defines her strength and character. I design with the aim to empower women like her, celebrating their inner beauty, confidence, and values.

In your opinion, what are the most critical aspects of the fashion industry?

In my opinion the fashion world has a huge opportunity to step up and talk about the real stuff in this age of social media. It’s not just about looking good; it’s about being genuine and inspiring. We seriously need to drop those fashion trends that make people feel like they don’t fit in because of their bodies, skin tones, or age. Let’s celebrate diversity and see more awesome plus-size models strutting their stuff, representing different cultures, boosting body positivity and embracing all imperfections.

I also feel that the fashion scene needs to dive into recycling big time, finding ways to make clothes without trashing the planet. It’s time to shine a light on practical, comfy clothes that are also sustainable. Plus, fair trade practices need to be the norm – the industry has to source stuff responsibly and be more aware of its impact.

Basically, the fashion scene needs a serious upgrade, focusing on realness, sustainability, and fair practices to create a more mindful and responsible world.

What are your favorite trends in fashion, past and present?

Past fashion-wise, those old fitted blazers in the Western scene and the classic short shirts with bootlegs in Pakistani fashion were really cool! Love how they mixed elegance with a unique touch.

Present-day. I like these loose-fitted oversized tops and those long, flowy shirts. Comfortable and practical is the name of the game!

One of the coolest things about today’s fashion scene is how everyone’s pulling everything off. It’s all about diversity and acceptance! I love how there are no strict rules anymore – people mix and match styles, breaking barriers, and celebrating individuality. It’s all about expressing yourself however you feel comfortable, and that’s just awesome!

As a fashion designer, how would you advise someone to dress for a job interview?

Dressing for a job interview is all about striking that perfect balance between being yourself and showing you mean business!

If it’s a western corporate world, lean towards a more polished, professional look: like tailored suits or blazers, dress shirts, and clean-cut trousers or skirts. For this side of the planet, plain co-ord sets or single colour graceful shalwar suits that show you take the role seriously by dressing the part.

If it’s a more creative or relaxed job, you can let your personality shine a bit more. Opt for smart-casual attire like a nice blouse with well-fitted pants or a skirt. Even for this part of the world you can wear a simple elegant outfit to reflect your mindset. Keep it genuine to who you are while ensuring you look put together.

Bottom line is, dress in a way that makes you feel confident and ready to nail that interview!

How would you define your idea of fashion?

Fashion is a very personal thing, different for everyone. The coolest thing about it, fashion’s like a canvas to reflect who you are. Your style choices can shout out your personality without you even saying a word. It’s what makes you feel genuine and confident. For some, it’s a way to be functional fitting their lifestyle, while for others, it’s about making a statement, standing out in a crowd.

Ultimately, it’s about feeling good in what you wear, owning it, and letting your style tell your story.

Tell us about your new collection and where do you see your brand in the next five years?

Our new collection “LeMubdi Adda” captures the essence of this winter wedding season. We’ve got these stunning pieces that bring affordability to the table without compromising on that wow factor. Weaving our heritage and culture into our designs to create something that reflects the connection to our roots. Customization is our thing! We’re all about making sure you get something that’s uniquely YOU.

Now, when it comes to LeMubdi in the next five years, we’re aiming high!

Beyond clothing for men and kids, we’re diving into accessories, blending styles in a fusion that’s fresh and exciting.

Again, it’s not just about the threads – it’s about changing mindsets. We’re on a mission to shake up those beauty standards based on looks and age, boosting confidence for everyone, Watch out, ’cause we’re here to make a difference!

Any advice for the all aspiring fashion designers out there?

Fashion isn’t just about threads and styles; it should be genuine and inspiring. Take this platform as an opportunity to ignite change. Let your creations speak volumes, inspiring people to embrace themselves and fostering a world where everyone feels valued and confident.

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In COVER STORY

ASAD MALIK In conversation with the visionary entrepreneur and the owner of CRESSET TECH

Cresset is not your typical agency; they are strategic partners of fashion brands, who are wholly data-driven and results-focused. Cresset is passionately committed to comprehending the essence of fashion brands, whether it’s a budding newcomer or an established presence in the business world.

With so many feathers in your cap, let’s start with a brief introduction about yourself and a bit about your educational background.

I am from Lahore and spent over 25 years in the US. I pursued my undergraduate studies at the University of Connecticut in Finance & Accounting and attended graduate level courses at Harvard University. I began my career in finance, specifically within Hedge Funds and Investment Banking. Now, to simplify, I am engaged in the business of fashion and run a Venture Capital (VC) firm that invests in startups.

What is Cresset Tech all about and what key services does the company offer?

Cresset is Pakistan’s leading “Fashion Commerce” player. We provide end-to-end solutions, from revenue-based eCommerce management to brand strategy, manufacturing, distribution, retail expansion, and even last-mile delivery for fashion brands. Our Venture Capital (VC) arm enables us to aid in the growth of brands both locally and internationally.

How many brands do you have on board and can you name a few prominent ones?

We actively cater to over fifty (50) fashion designers and brands, both within Pakistan and globally. Some prominent names in Pakistan include Farah Talib Aziz, Nomi Ansari, Ansab Jehangir, Mohsin Ranjha (MNR), Annus Abrar, Zain Hashmi, and many more. Internationally, we service names like Forever 21, Kylie & Kendall Jenner, just to name a couple.

What strategies do you use to create an emotional connection between customers and the brand?

A study by the Harvard Business School (HBS) concluded that in the 21st century, relationships are the backbone of business. For the last decade, our mantra at Cresset has also been the same. We focus on experiential marketing rather than a product push. Our motto is to be “empathetic,” providing unparalleled service, thus creating an emotional connection.

What sets your business apart from competitors?

Technically, we have no direct competition. With a human capital strength of 400 across five countries, Cresset is highly vertically integrated in all aspects of the fashion business. While other firms focus on just one aspect of what we do, none provide even half the spectrum of services as Cresset. While we wish the best to others, our only competition is within ourselves.

Why is brand management important to a business in your opinion?

A brand is a uniquely recognizable identity that distinguishes itself from others. A well-positioned brand’s persona and ethos are experienced without being spelled out. To strategically achieve this is the art of branding/brand management. Brand positioning/management is the soul of the brand, the single most important aspect.

What marketing metrics do you value most for brand management?

We believe in a balance of both quantitative and qualitative metrics. While numbers are paramount and easier to measure, it is equally important to track qualitative aspects such as emotions, feelings, and feedback.

Describe a typical work week and how do you spend your weekends?

The beauty of my entrepreneurial journey is that it has no “typical” week, and I love that about it. Depending on the week, it could involve traveling to three different countries, attending client meetings between Karachi and Lahore, or a retail store launch. There’s no such thing as a weekend for an entrepreneur.

Your favorite travel destination? Any memorable moment you’d like to share?

Zanzibar! From snorkeling to hiking and safari, it offers the best of all worlds. The whole vacation was memorable and a great experience.

We always see you very well dressed; is it a personal preference?

Tom Ford said, “Dressing well is a form of good manners.” I feel as comfortable in a suit as in a pair of denim. Coming from a finance background and now in the business of fashion, my career choices have shaped my sense of style.

What fragrance would Asad wear to turn heads at a meeting/conference and at the beach/party/or at the coffeehouse?

Chanel (Bleu) has been my go-to cologne since its launch a decade ago. Depending on the time of day and occasion, I also wear Creed (Aventus) and Clive Christian (No.1 Masculine).

How do you envision the future of your business?

Cresset has been on an upward trajectory since its inception. Despite the ever-changing market, we’ve experienced exponential growth. As long as we, as an organization, continue to evolve in both business fundamentals and technology, I foresee continued growth.

Are there any upcoming projects or expansions?

Absolutely! The only constant in life is change. We’re constantly expanding within Pakistan and internationally, through both eCommerce and retail networks. I can’t disclose exact details, but here’s a hint: “Thou shalt love thy neighbor.”

What advice would you like to give to our readers?

I’ve learned that we are all a product of our unique life experiences and circumstances, so I refrain from giving direct advice. Sincerity to others, passion for your career, and humility in success always yield positive results. Patience and resilience are key ingredients in building character.

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In GT Interview

IN CONVERSATION with Mohammad Imad Paracha An E-commerce, Digital & Transformation specialist

Imad did his MBA in International Business from University of Greenwich, UK and is an Executive Diploma holder in Digital Strategies for Business from Columbia Business School, USA. Imad is an experienced
E-commerce and Digital professional with a strong track record of driving sustainable growth for 15 years in the UK and Pakistan. Skilled in building robust digital commerce foundations, rapidly scaling business and operations, leading team transformations, and achieving aggressive yet profitable growth.

Imad, tell us a bit about your educational background and how you end up becoming an experienced Ecommerce and Digital professional?

Having grown up in the digital age, I’ve always been fascinated by the intersection of technology and business. This led me to pursue a BA Hons Marketing Management, MBA International Business, and an Executive Diploma in Digital Strategies for Business. After graduating, I began my career as a Digital Media Strategist at Groupon, where I gained valuable experience from one of fastest growing ecommerce companies back in 2010.

Over the years, I’ve had the opportunity to work with leading global companies like Tesco and Unilever, where I’ve led and executed successful digital commerce and marketing strategies. My educational background, professional experience, ability to adapt to emerging technologies, and passion for staying ahead of industry trends have been key factors in my career progression.

Ecommerce and the digital industry are the two most in demand careers nowadays, are there any specific skills required to excel in these fields?

Absolutely. The ecommerce and digital industry is constantly evolving, so it’s important to have a strong foundation in the fundamentals, such as:

Digital marketing: This includes understanding the different digital channels, tools and platforms, as well as the best practices for reaching and engaging target audiences.

Data analytics: The ability to collect, analyze, and interpret data is essential for making informed decisions about digital marketing campaigns and ecommerce strategies.

Technical skills: A basic understanding of coding and web development is helpful, but not required.

Project management: The ability to manage complex projects under tight deadlines is essential for success in the fast-paced ecommerce and digital industry.

In addition to these core skills, it’s also important to learn more about customer acquisition, conversion optimization through the right value propositions and content creation. The ecommerce and digital industry is fast-paced and constantly changing, so it’s important to be able to think outside the box and be creative, innovative, and adaptable.

What is the meaning of digital transformation, and how is it different from digital marketing?

Digital transformation is the process of using digital technologies to improve business processes and create new value propositions for customers. It’s about more than just adopting new digital tools and technologies. It’s about rethinking the way you do business and using technology to enable new and innovative ways of working – by reshaping processes, culture, and customer experiences.

Digital marketing is a subset of digital transformation that focuses on using digital channels and platforms to reach, engage and convert customers. It includes a wide range of activities, such as search engine optimization (SEO), social media marketing, email marketing, and pay-per-click (PPC) advertising.

What are some of the most important elements of an effective ecommerce website?

An effective ecommerce website should be:

User-friendly: The website should be easy to navigate and use, with a clear and concise checkout process. Fast loading times and intuitive design are crucial too.

Mobile-friendly: More and more people are shopping online using their smartphones, so it’s important to have a website that is mobile first.

Secure: Customers need to feel confident that their personal and financial information is safe when shopping online. Make sure your website uses HTTPS encryption and has a valid SSL certificate. This is essential for customer trust.

Visually appealing: Your website should be visually appealing and reflect your brand identity. Use high-quality images and videos to showcase your products and services.

Well-written: The content on your website should be compelling and informative. Make sure to include clear and concise product descriptions, as well as helpful blog posts and articles.

Lastly, effective SEO, personalized recommendations, and conversion optimization techniques can significantly boost conversions. Regularly analyzing data to make improvements is an ongoing process for success.

What is your experience with using marketing automation tools?

I have extensive experience with using marketing automation tools, such as HubSpot, Marketo, Mailchimp and Eloqua. I’ve used these tools to create and execute automated marketing campaigns across a variety of channels, including email, social media, and paid advertising.

Marketing automation tools can be incredibly effective for saving time and improving the efficiency of your marketing campaigns. I utilized them to improve customer engagement and drive sales – the results included a significant increase in traffic, conversion rates and our overall ROI. They can also help you to build the right customer segments, personalize your messaging and target campaigns more effectively.

We want to start using video content on our website to provide customers with more information about our products. What type of video content would you suggest we start with?

Here are a few types of video content that you could start with:

Product demo videos: These videos showcase your products in action and highlight their key features and benefits.

Customer testimonial videos: These videos feature your customers talking about their positive experiences with your products or services.

Educational videos: These videos provide helpful information and tips on how to use your products or services.

Behind-the-scenes videos: These videos give your customers a glimpse into your company culture and how your products or services are made.

Remember to keep videos concise and visually appealing. High-quality production values are essential to make a positive impression. You can also use video content to promote your brand and tell your story. For example, you could create a brand video that highlights your company’s mission and values. Or, you could create a series of videos that tell the stories of your employees and customers.

What are the key fundamentals when creating content for various digital platforms?

Creating digital content involves understanding the audience and platform. I’ve created content for websites, social media, email campaigns, and more. Usually following these key steps:

Audience Analysis: Identify the target audience’s interests, pain points, and preferences.

Content Strategy: Develop a content plan aligned with business goals, including topics, formats, and distribution channels.

Creation: Produce high-quality content, whether it’s blog articles, videos, infographics, or social media posts.

Optimization: Ensure content is optimized for SEO, readability, and engagement.

Distribution: Share content across relevant platforms and channels, including social media, email newsletters, and content syndication.

Measurement: Analyze content performance using analytics tools to refine future content strategies.

I helped several brands to create content that connects, engages and sells to the relevant target audience.

How do you see technology evolving over the next decade?

Over the next decade, technology will continue to transform industries. We can expect:

AI and Automation: Widespread adoption of AI for innovative and personalized products and services, task automation, and data analysis for decision making.

Augmented Reality (AR) and Virtual Reality (VR): Enhanced AR and VR experiences for marketing and customer engagement.

Blockchain: Increased use of blockchain for secure transactions and supply chain transparency.

5G: Wider implementation of 5G, enabling faster internet speeds and new opportunities for mobile experiences.

Data Privacy: Stricter regulations and heightened focus on data privacy and security.

Wearable Devices: Smartwatches and fitness trackers collect data about our health, fitness, and activity levels. This can be used to improve our health and well-being, as well as to create new and innovative products and services.

Sustainability: Technology-driven solutions for sustainability and environmental impact.

Adapting to these changes will be crucial for businesses to remain competitive.

What are the key steps to start a digital transformation project?

Define your goals and objectives. What do you want to achieve with your digital transformation project? What are your specific business challenges and opportunities?

Assess your current state. What are your current digital capabilities? What are your strengths and weaknesses?

Develop a digital transformation strategy. This should include a roadmap for how you will achieve your goals and objectives. You should also identify the key technologies and resources that you will need.

Build a team. You will need a team of people with the skills and experience to execute your digital transformation strategy. This team may include people from different departments within your organization, as well as external consultants.

Communicate with stakeholders. It is important to communicate with your stakeholders throughout the digital transformation process. This will help to ensure that everyone is on board with the plan and that you are able to get the buy-in and support that you need.

Execute your strategy. Once you have developed your strategy and built your team, it is time to start executing your plan. This may involve implementing new technologies, changing business processes, and training employees.

Monitor and measure your progress. It is important to monitor and measure your progress throughout the digital transformation process. This will help you to identify any areas where you need to make adjustments.

Here are some additional tips for starting a digital transformation project:

Start small and scale up. Don’t try to do too much too soon. It is better to start with a few small projects and learn from your mistakes.

Focus on the customer. Digital transformation should be about improving the customer experience. Make sure that your projects are aligned with your customer needs and goals.

Be flexible and adaptable. The digital landscape is constantly changing, so it is important to be flexible and adaptable in your approach.

Be patient. Digital transformation is a journey, not a destination. It takes time and effort to achieve meaningful change.

Can you mention any examples of ecommerce companies that inspire you? And why?

Certainly! Several ecommerce companies serve as inspiring examples due to their innovative approaches and remarkable success. Here are a few:

Amazon: Amazon is a pioneer in the ecommerce industry. They are constantly innovating and expanding their offerings to meet the needs of their customers. For example, they were one of the first companies to offer free two-day shipping, and they have also developed a wide range of private label products. Amazon is also a leader in cloud computing and artificial intelligence.

Alibaba: Alibaba is the largest ecommerce company in China. They have built a massive ecosystem of businesses that includes online marketplaces, cloud computing services, and payment processing. Alibaba is also a leader in big data analytics and artificial intelligence.

Shopify: Shopify is a leading ecommerce platform that makes it easy for businesses of all sizes to sell online. Shopify provides merchants with everything they need to start and grow their online businesses, including a website, payment processing, and shipping tools. Shopify also has a large and active community of merchants and developers who share tips and advice.

Zappos: Zappos sets the standard for exceptional customer service. Their dedication to customer satisfaction, including free returns and a unique company culture, sets them apart.

Shein: Shein is a fast-growing ecommerce company that is known for its wide selection of affordable clothing and accessories. Shein uses technology to quickly identify and respond to trends, and to streamline its supply chain. For example, Shein uses artificial intelligence to analyze social media and sales data to identify trends. Shein also uses robots to automate tasks in its warehouses.

I am inspired by these companies because they are using technology to innovate and improve the customer experience. They are also using technology to make ecommerce more accessible to businesses of all sizes.

Any advice you would like to give to our readers in the digital and ecommerce space?

Certainly. Here are some key insights based on my latest project with Tehniyat Salman, a digital native fashion startup:

Focus on your niche. By focusing on a specific niche, you will be able to attract a targeted audience and build a loyal customer base.

Leverage Direct-to-Consumer and Marketplace: Consider launching your business with a website and/or seller page. This approach allows you to have more control over your brand, customer experience, and data, which can lead to rapid growth.

Invest in digital marketing. Digital and influencer marketing can be a very effective way to reach, engage and convert target customers. Understand your audience, craft compelling ad creatives, build brand awareness and continually optimize your campaigns for better results.

Provide excellent customer service. Providing excellent customer service is essential for building long-term relationships with customers.

Use data to drive your decisions. Implement robust analytics to track your ecommerce performance. Continuously analyze data to identify what’s working and what isn’t.

Stay Agile and Adapt: The digital landscape evolves rapidly. Be prepared to adapt to new technologies and trends.

Be patient and persistent. It takes time and effort to build a successful digital business. Don’t get discouraged if you don’t see results immediately. Just keep working hard and learning from your mistakes.

Starting a digital-first business requires dedication, creativity, and a strategic approach. Hope the above lessons from Tehniyat Salman’s journey will help you take the right steps forward.

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In GT Interview

In conversation with two extremely talented couturiers, Zeb & Zeeshan

behind Haute Form Studio making waves in the fashion industry with their with innovative & unique cut lines, details and embellishments

Zeb & Zeeshan, tell us a bit about your journey so far in the fashion industry and what inspired you both to open a fashion house?

The fashion industry is a dynamic and ever evolving sector that involves design, production, marketing and distribution of clothing and whatever the product is. Fashion designers are the heart of the industry. They create clothing and accessories and setting trends and styles. So far it has been a remarkable experience. People love and appreciate what we create. We focus a lot on design, quality and client’s services. Our staff, labour workers and everyone around also support us immensely.

Fashion entrepreneurship has always been what we have dreamt of since studying fashion and we believe its a dream of every fashion student.

We always had an attitude of being a Boss instead of reporting to a Boss. And most importantly we dont believe in creating fashion under someone else’s name and just keep on working hard for nothing.

What’s your favorite part about being a fashion designer?

Haha, to be honest seeing clients wearing what we create with so much love. It boosts our energy and motivates working harder in future and definitely always creating something which is different from the market and that stands out.

And secondly we love the aspect of looking at all basic common things around with a keen designer’s eye which always helps us in drawing inspirations for collections.

What inspires your personal style?

Fashion starts from home and our parents always inspires us for our personal styles.

Define fashion

We believe fashion is a creative and artistic expression of clothing and accessories. It actually represents your own lifestyle. Fashion is not restricted to events only. It should be followed while going into bed as well.

 

The designs you created are no doubt good enough, but who and which things were your inspiration while creating such designs?

To be honest we actually keep our eyes shut and keep our mind and heart open. Haha, design is an important process. We think by heart and draw what we like. We strongly believe in authenticity of aesthetics.

How would you describe Haute Form Studio by Zeb & Zeeshan’s design philosophy?

It’s definitely bold, creative and undiluted design. It is something you wont see and experience anywhere else.

Tell us about your upcoming collection

We’re in the process of developing and introducing exquisite bridal couture collection very soon.

The collection epitomise elegance and sophistication. Each attire is meticulously crafted with the finest fabrics and intricate embellishment details to ensure a bride feels not only beautiful but also confident on her special day. Our collection features a harmonious blend of classic and contemporary designs, tailored to perfection to cater to the diverse tastes and preferences of modern bride.

For the upcoming fall/winter wedding season, what colours and trends do you see will be a top pick?

If we talk about fabrics, definitely velvets as always but using it in a more intelligent way. Brighter colors along with ghararas and shararas, lehngas with cholis and definitely Sarees. Longs and shorts, flared and sleek all in trend and will be in trend.

Any advice you would like to give to all the aspiring fashion designers?

We believe that in fashion there are two doors. One is fashion entrepreneurship and the other is just creating fashion.

Being design entrepreneurs, we believe in consistency, quality, following the timelines and definitely working hard for your research and development.

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In GT Interview

ASMA T. SALON In conversation with ace makeup artist and Hair make over expert Asma

Asma you have been a part of this beauty industry for so long, what inspired you to become a makeup artist & from where did you receive your training?

I began learning the art of makeup when I opened my salon in 2009. At that time I took a number of courses locally to help improve my technique. I’ve always been a creative person and enjoyed working with my hands. Makeup was just another avenue to express that creativity. The more I practiced, the more I loved doing it. Over the years I’ve continued to undertake certifications and short courses abroad to hone my skills and keep up to date with trends and techniques.

Explain how you’d advise a young girl going for a look that’s both trendy and parent-approved.

This is a difficult question but I do think what is trendy would be parent approved. The trend has shifted to a slightly more minimalistic look with lighter makeup in line with the trend. To me as a parent, that is elegant and beautiful in its own way. The perception that either of these things are mutually exclusive is incorrect and you can have both on your big day!

What do you think is the biggest challenge for makeup artists?

Satisfying your customers. As an artist we guide our clients on what will look good based on their face shape, hair style, clothes and jewelry. The hardest thing is getting your client to trust in you and go with what you’re saying rather than their strongly held preconceived beliefs or those of others around them.

Tell me about three makeup trends you’re a fan of.

l the no makeup makeup look
l the inverted cat eye liner
l blush contouring

What are the three best services offered at Asma T Salon?

Despite offering makeup services, I think we are biased in favor of our hair department.

Our favourite services currently are:
– Kerastase Fusio Scrub ritual
– Hair Matters Oiling ritual
– Our classic Blowdry!

Three must have makeup products in your bag?

l Charlotte Tillbury Airbrush Flawless Setting Spray
l Mac Cosmetics Squirt Plumping Gloss Stick
l Anastasia Beverly Hill Stick Blush

Any advice for the brides of fall/winter season?

Do a consultation before your big day! Meeting up with your makeup artist and hair stylist for trials and consultations can help take the pressure off of everybody and ensure that you get the look of your dreams!

Asma T Salon is known for its glamorous hair transformations and in this issue we asked her pick a hair dye trend for us and our readers!

Low-maintenance and subtle tonal changes are trendy hair color options for 2023. These tonal changes include bronze, cinnamon spice, and ash-brown hues. Enhance your natural hair color with nuanced baby highlights that are finely blended.

2023 is going to be all about subtle but statement-making color that doesn’t require constant upkeep. That means low-maintenance color in extra eye-catching shades.

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In In Conversation

In conversation with The Star-Designer, Mohsin Naveed Ranjha

Mohsin — A young boy from Gujranwala with big dreams. The one who took the fashion industry by storm making his brand a big fashion house!

How has the journey been so far?

The journey has been incredible. I am so grateful for the opportunity to have been able to share our designs with the world. It has been a long and hard road, but it has all been worth it.

How is the new physical studio adding value to your business?

The new physical studio in Karachi is invaluable to us. We invested a great deal of time and effort into minute cultural details and not only is it a great place to showcase our collections and to meet with our clients.

Tell us about your experience working with Dr. Sarah Gill (Pakistan’s first transgender doctor).

Working with Dr. Sarah Gill was an amazing experience. She is such an inspiring person, and we are proud to have had the opportunity to collaborate with her. She is a true role model for transgender people everywhere and I feel more of us designers/ brands should be working towards highlighting and giving platforms to such individuals.

Which one is your favourite collection till date and why?

It has to be our latest collection, “Chawl: A Karachi Kaleidoscope.” It is one of our first collections that we purposely designed to mirror the spirit of Karachi and its rich history. From the choice of colour palette to fabrics, everything was imbued with Karachi’s spirit. We collaborated with maestro Rizwan ul Haq, and shot it at a picturesque old chawl building.

How was your experience of styling Tan France?

Styling Tan France was an absolute dream come true. He is such a talented and stylish man, and I was so honored to be able to work with him. He was so easy to work with, and he had such a great vision for his look.

What does a typical day of Mohsin Naveed Ranjha look like?

A typical day of Mohsin Naveed Ranjha starts early in the morning with a cup of coffee and a brainstorming session with my team. We discuss our plans for the day and week ahead. Then, I head to the studio to meet with clients and to work on designs. I usually have a few fittings throughout the day, and I always try to make time to meet with my suppliers. In the evening, I usually have dinner with my family and friends.

How do you think the role of a fashion designer has changed since you started your career?

The role of a fashion designer has changed a lot since I started my career. In the past, fashion designers were more focused on creating beautiful clothes and be sort of like celebrities. However, today, fashion designers are also expected to be product managers, and also serve as “social activists” for they are expected to use their platform to make a difference in the world. I am proud to be a part of this change, and I am excited to see what the future holds for fashion designers.

Tell us a bit about the new collection

Our new menswear editorial features sherwanis, kurtas, and shalwars in a color palette of copper brown, rock, and dove grey.The collection is a modern take on traditional silhouettes, we have tried to make structure more free flowing, and voluminous Choice of fabrics makes the ensembles comfortable to wear, while the embroidery and delicate embellishments add a touch of elegance.

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In In Conversation

IN CONVERSATION WITH Haddiya Aazer

Influencer and mama to two little boys Haddiya Aazer talks to us about her life, career and more

Congratulations on your new baby. What’s it like being a mom of 2?

It’s a new and a different feeling altogether as I decided to have my second child after 8 years.

How do you maintain a work life balance?

It’s very hard as I’m juggling in between managing my salon as well as my Instagram blog and most importantly my family. But the key is time allocation.

Do you think the social media industry in Pakistan has changed over time?

A lot. Social media has a relevance now.

What are some of your hobbies?

With my routine there’s no time for hobbies:)

What is your beauty routine?

Taking care of my skin. I dont have a set toutine but i always always cleanse my face before going to bed.

What’s your favourite part about your work?

I enjoy whatever I do. I enjoy running my salon and I love making content for my page. It shows who I am.

Who is your favourite designer?

In Pakistan, Hussain Rehar

Name three things on your bucket list.

Going on a trip alone with my husband is definitely number 1!

Who is your inspiration?

My mother.

Describe your perfect day off when you’re not working.

Relaxing at home with my family.

What advice would you give to young people who look up to you and want to be influencers?

Just follow your dreams and passions.

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