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Nisreen Shocair
President of Virgin Megastore Middle East and North Africa, TV personality
Nisreen Shocair is a prominent business leader and entrepreneur with an impressive career spanning various industries, particularly in retail, technology, and fashion. She is currently the CEO and Founder of Shocase, an incubator that helps couture and jewelry brands become household names in Europe, the US, and Asia.15
Career Highlights
Shocair's professional journey is marked by several high-profile leadership positions:
- Global Chief Transformation Officer at Beyond One, a subsidiary of Priora Management Holding Dubai17
- CEO Middle East at Yoox Net-A-Porter Group14
- President of Virgin Megastore MENA for over a decade1
- CEO of a live streaming shopping network serving the MENA region6
Her expertise lies in business transformations and turnarounds, making her a sought-after executive in the tech and creative industries.1
Background and Education
Nisreen Shocair has a diverse cultural background:
- Jordanian-American of Syrian descent
- Grew up in Lagos, Nigeria
- Moved to New York at age 20
- Currently resides in the UAE1
She received her education at the London Business School.2
Achievements and Recognition
Shocair's accomplishments have earned her several accolades:
- Named Female CEO of the Year by CEO Middle East
- Awarded Businesswoman of the Year by an unspecified organization3
Leadership Philosophy
Shocair is known for her empathetic leadership style and her commitment to fostering creativity and innovation. She believes in:
- Leading with empathy
- Promoting regional brands on an international scale
- Combining humanity with financial success
- Protecting the planet while safeguarding the balance sheet1
Her current role at Shocase reflects her passion for nurturing young talent and elevating Middle Eastern designers in the global fashion industry.1
Highlights
At Shocase I am proud to be partnering with SDA Bocconi for the launch of our Leadership in Luxury program taking place in Dubai One&Only Resorts One Za'abeel on May 22-24. Exclusive entry. Only 5 remaining seats. Apply now.
https://lnkd.in/de8qZG7Y
#leadershipinluxury #shocaseyourbrands #sustainableluxury #inclusiveluxury #returnships
I experienced fandom yesterday like I’ve never seen in my over 15 years in Dubai. Lines of excited fans dressed in every hue of candy-colored outfits. To add to the mayhem, the cast of Dubai Bling walk in dressed in bubblegum outfits too, taking photos with fans while they await the arrival of the real star. Fandom refers to a community or group of enthusiastic fans centered around a celebrity, band, or other cultural phenomenon. And that’s when it struck me just how big Mona Monica Kattan and Kayali Perfumes really is. I’ve loved and respected Mona for many years as I’ve seen her star rise. Not just because of her business acumen. But because she uses her voice and influence for good. Up until yesterday, I didn’t quite realize that the woman before me - dressed in gorgeous sparkly purple, feathers and smiles - has become a global cultural phenomena. And she’s not just that. She’s one of the smartest business women I’ve met, a TV star, and founder of her own very successful perfume brand, Kayali Perfumes, which is sold globally at @sephora. But the real icing on the cake (literally) is how sweet Mona is in real life. Every person I met told me a story of how Mona has touched them, changed their lives in some way. And what was particularly amazing about this event was that it was about fans, not celebrities, and this is not their first Kayali Perfumes reveal. They go where Mona goes. What was on display was a feast of jelly beans on tap, supersized lollipops, a spraying booth with everything from Pastacio Gelato to Sparkling Lychee. The teaser campaign was brilliant. There was a ‘glitch’ on the site for ten minutes that allowed perfume influencers around the world to get their hands on the Vanilla Candy Rock Sugar 42 - said in such a sugar rush. I’m a big believer in communities. And Mona has built one around a shared passion for her perfumes. And she’s ticked all the boxes: meet-up events for her fans, online discussions around her perfumes debate like political campaigns. They are devoted to her. But she is even more devoted to them. Her generosity shows with how she engages with each one of them as they come up to her, and the goody bags that were easily worth $200, including a 100ml Vanilla Candy Rock Sugar 42. What will make Kayali a brand that will outlast many is the fans who seem to interact with one another so easily, bonding over their love for Mona and her perfumes that smelled ‘delish.’ It was great to see her sister Huda from @hudabeauty by her side. The sisters have proven that you can build a business out of Dubai and take it global. Order it online and the product arrives in two days. I saw some of her fans in real life, but the rest of her fandom is online, oooing and aaahing over every Kayali fragrance and wishing they could’ve been in Dubai at yesterday’s reveal. 10 years ago, that was reserved for cities like NY, London and Paris. This makes Dubai a true fourth capital of the world.
