Empowering our consumers to be what they truly want to be

• Why do we do what we do?

     - Consumers are at the core of our being. We exist to improve the life of our consumers ( young Arab consumers in a patriarchical society)

• What does success look like? 

    - We will improve the life of our consumers by nurturing and empowering them to become what they truly want to become.

How must we act to ensure success?
    - We believe each woman has inner strength and is a woman of substance. We will be the inner voice of each of those woman who has forgotten this fact. We will remind her of her inner strength and thus inspire her to belief in her own self to be more.
    - We will honor women of substance who have succeeded despite all odds. These women of substance will in turn inspire other women to recognize the strength within, and therefore to march towards their dream with forceful self belief.
    - We will do this in a manner which is warm, empathetic and nurturing. We will encourage, not judge or be preachy. In short , we will nurture and inspire.