Elie Saab Group CEO & Vice Chairman: Elie Saab Jr. – Vision, Family & Building A Global Luxury House

It's great to be here with you.

>> Such a pleasure to have you here.

>> I really love this showroom office, this building in London. It's uh it's really beautiful.

>> Yes. Honestly, it's a very unique place for us because it it allows us to express all the brand universe. So, uh

the ready to wear, the ready to wear bridal, uh the couture, uh soon the furniture. So it allows nice brand

furniture. So it allows nice brand expression.

>> It's amazing >> uh to come to life.

>> How many of these types of Alisa buildings or town houses do you have around the world?

>> Uh we have a few uh but recently we've been also pushing a lot of the retail uh the retail concept all around the world and we've developed uh more than 15

stores.

>> Wow. in different uh capitals of the world, the key fashion capitals and uh of course there's a lot of plans to double this uh footprint uh in the next

uh 3 to four years.

>> Beautiful. So how many doors do you have open now?

>> Today we're at 15. So, we're mostly expanded all over the Middle East, >> Europe, and now we're starting our expansion plan in the US where

historically we had our New York uh store and uh this 2026 we'll be opening uh Miami and Los Angeles

>> around the world with your host the guy.

We welcome you back to the start guy podcast sharing stories of excellence with those in the know for those who just know. Well, I'm sure lots of the

just know. Well, I'm sure lots of the audience listening already know, but you are Elisab Jr. named after your father

who started the Mason and you both share the name on the front door and I know today you're running the business. I'd love to know more about

business. I'd love to know more about what it was like growing up with your father. Yes.

your father. Yes.

>> Starting this business >> and what your path towards running it today has looked like. So what what was the inception of the business like?

>> Well, first I'm very honored to carry the name. Uh my father

the name. Uh my father uh is still very active in the business and we uh run it together and uh we have

uh a shared vision that he has uh managed over the years actually since I can remember um

uh showed me uh the passion and the vision um and that I really wanted to absorb. So today it's part of my DNA. I

absorb. So today it's part of my DNA. I

uh I grew up with the brand. I uh I saw the brand uh going from a man uh driving a vision to the brand that it is today.

Even though there's still a lot to do and even though a lot has been done, we still feel that it's still day one

because the ambitions are important and we we have a lot to do. The dream is big and uh you need a lot to make it happen.

>> I had the pleasure of meeting you for the first time through our dear mutual friend.

>> Yes.

>> And we became dear friends ever since.

And I had the pleasure of meeting your beautiful family, meeting your father, your mother, and the entire Alisab family at your headquarters in Paris.

And it's really amazing how it really feels like a family business with the word family first. There's this amazing energy that you feel in the room and all

rooms that you and your father are in.

And I'd love to know more about that and about what that looked like to you growing up into this and being around it and now being

such a big part of it. Growing up

uh with in this environment that is built on love first and unconditional love

is a foundation uh that is very uh important and that keeps us close as a family

>> is that for us family uh comes first in a way. Um we are not a family business.

a way. Um we are not a family business.

We are a familyowned business.

>> Mhm.

>> And uh I remember from day one my father always told me you do not and told me and my brothers that there is zero

pressure for you guys to be part of this uh uh vision to be part of my dream or to be part of uh the company in any way or form >> even though your name wasn't on the

door.

>> Yes. Exactly. But for them it was about us being able to do whatever we wanted to do.

>> Absolutely.

>> So, and for me it was always my dream.

>> Mhm.

>> To be uh driving this vision forward alongside my father.

>> And um so it it it was by choice.

Uh and it didn't come easy. Uh, and

because my father um built it with uh blood, sweat, and tears.

>> Mhm.

>> And uh he was he was not just going to let it go or allow anyone to come in even if I'm his son or

to come in and just u uh test it out. You know, it was built by merit, I would say. And for them, it's all about deserving the position

that you're in.

>> Absolutely.

>> And being able to prove that you can handle it. So,

handle it. So, >> it did not come easy.

>> Um, but in general, when we talk about Elisab's culture and corporate culture, family is at the heart of it.

>> Yeah.

>> And anyone that joins the company, I believe, is part of a bigger family.

>> And this is how we we like to see things. I felt it when I was in in Paris

things. I felt it when I was in in Paris with you at the headquarters. I wasn't

sure who was family and who wasn't. It

just felt like everyone was part of the same sheet. You know what I'm saying?

same sheet. You know what I'm saying?

Everyone is on the same page. This

amazing flow of of conversation and opinion >> which I think is quite rare to the world of fashion in particular. I think

there's some fashion brands of course that have these family values within but particularly particularly when it comes to Kuchan dresses. You imagine this like

Kuchan dresses. You imagine this like scary environment which I didn't I didn't see at all.

>> Yeah. Scary uh unhealthy, toxic, etc. And this is everything we >> we don't want.

>> Yeah.

>> Uh we want everyone to work at peace.

>> We want people in our organization to to thrive and to feel reward >> in what they do every day and that uh they are part of a bigger mission.

>> Yeah.

>> Than just coming and doing uh their job.

I'd love to talk a bit more about Lebanon and the foundation of of the the brand in Beirut.

I feel like Lebanon is this small country that has such a massive impact around the world through its people that have this incredible sense of grit.

If I go to universities around the world or hospitals or even business environments, there's always an incredibly high achiever that happens to be Lebanese.

>> Yes.

>> So, it's this small country that somehow has spread its people around the world with an incredible desire for success and this incredible grit, which I think

is in many ways uniquely Lebanese as well. It's something I've I've observed

well. It's something I've I've observed and from what you're telling me a lot of that grit your father has carried transcended

to you transcended to the whole team is something that may have to also do with the culture and environments you grew up a part of in Beirut and in

Lebanon.

Can you tell me more about that? If you

were growing up in Lebanon at a certain period or any period, um you definitely went through a challenge in one way or another. Lebanon

was uh rebuilt many times and you have many cities under Beirut >> uh of different generations and uh if I take the example of my father, he

started in the midst of the war.

>> Mhm. had to flee his hometown to go to Beirut and then flee many times u

different parts because of the war. Uh

so imagine while doing uh everything that he had to do and build uh the dream that he had to build uh going through those challenges

and rebuilding the the level of resilience that it brings you.

>> Yeah. So any challenge in your life would be of course I wouldn't say easy but >> shadowed in comparison.

>> It would be shallow compared to what you have to face >> and it's something that is uh embedded in any Lebanese's DNA >> of resilience

>> and uh never giving up >> and keeping on going even when the times are hard. So it's not just the moto,

are hard. So it's not just the moto, it's it's real >> because if you didn't have that, you wouldn't survive.

>> And there's also this beautiful positivity and celebration of life within. I think that's also quite unique

within. I think that's also quite unique to to Lebanese culture, which I'd love to acknowledge is there's always this beautiful pleasure of

enjoying moments. And people say that I

enjoying moments. And people say that I mean I've I've I've heard that even during times of war the restaurants are still full. People are partying and

still full. People are partying and trying their best to enjoy life.

>> Yes.

>> And you see it around the world that when I see people from Lebanon in these incredible positions around the world, there's always this

>> with all the challenges that they face, they say, you know what, let's enjoy while we can.

>> And it's it's it's in the subconscious.

So it's in the DNA of any Lebanese. It's

like >> uh live now, live for the moment >> and enjoy while you can.

>> So and I think it's something that uh um became part of uh the Lebanese philosophy.

>> Absolutely.

>> The ambition of the Lebanese was never to survive. It was always to drive

to survive. It was always to drive >> to excel.

>> So So it's not about surviving during the most challenging time. is about also thriving during the challenging time and this is what the Lebanese have managed

to do. So you grew up amongst a culture

to do. So you grew up amongst a culture of of grit, of resilience, but also of this desire to thrive that you talk

about and you also had that growing up with an entrepreneur like your father extended to another degree as well.

Watching someone build something with their own hands and being a part of that journey, I'm sure was inspiring. But

nevertheless, I think it can also be scary as a young man to say, "Do I want to go down this path? Do I want to go down my own path?"

path? Do I want to go down my own path?"

Now, in hindsight, we all know listening that you ended up joining your father and working on the business.

>> But I'd love to know more about your growth towards that decision.

and what that looked like for you.

>> It was always my dream uh to keep up to step up and to uh drive that vision forward.

Um so for sure uh scary you cannot uh not be scared because if you're not scared then you don't know what you're

getting yourself into.

>> Mhm. Um

and and and the idea of being scared uh helps a lot because it makes sure

that you uh understand very well the importance of and the responsibility that you have >> towards anything that you're going to

do. Because if you take everything at

do. Because if you take everything at ease and not worry about anything, then for sure there's something that's going to be that's going to go wrong or you're

going to take a decision that is not well thought of. But at the same time, we I had the utmost conviction that I

wanted to be next to my father driving uh this business forward. And I always had the vision for the brand to be where

it is today. And of course where we're planning to take it and it's it's it's

it was not easy. I can tell you that. Uh

it was not easy because of course I was very young.

>> How old were you when you joined the business?

>> I feel I have joined the business uh way before I joined the business. uh when uh my friends uh went on Christmas uh

holidays and Easter breaks and all of that for me my priority is to be with my father because I knew this is where I

could learn the most and uh and this is what happened because my father did many things. He was not just designing. He

things. He was not just designing. He

had to design. He had to run the company. He had to uh support expanding

company. He had to uh support expanding the company. And this is what was unique

the company. And this is what was unique about being close to him >> is that I was able to touch different facets of the business through him

>> and I would sit in all the meetings uh most important to the least important and he would allow me to be part of this journey and to allow me to be part of

those meeting and I would be there sitting and listening and uh observing and uh debriefing with my father after

the meetings. Um and slowly uh

the meetings. Um and slowly uh things evolved.

Uh we started we were living in Lebanon and then we moved to Switzerland when uh Naktal >> where in Switzerland >> in Geneva.

>> How old were you when you moved to Geneva?

>> I was uh 12 years old.

>> Fine. And uh my brothers were uh uh younger. It was just after the war in

younger. It was just after the war in Lebanon. This is where my father said,

Lebanon. This is where my father said, "You know what? That's it. I don't want my kids to grow up in this kind of environment. I don't want them to endure

environment. I don't want them to endure what I had to endure growing up in an environment of war." And uh this is

where uh we moved with my brothers and my mother was with us. So we did not my father and my my parents did not want us

to grow up as well in a boarding school.

>> Mhm. So uh they it was very important for for them to keep this family to keep this

uh home and u my mother played a big role in uh in in in this in making this possible because she was juggling

between being with us in Geneva and being with my father as well supporting him in the key moments uh and being part

of his life.

>> So, of course, it was uh it was very enriching for us to to to be to be there and and we would find a way to always be

together and to maintain this family spirit even though uh we were living apart >> all over the world.

>> Uh my father of course was very present in Paris. So we would any occasion I

in Paris. So we would any occasion I would go and meet him and see him there.

Uh since I moved to Geneva I remember I had never missed any fashion show.

>> Wow. Even there was an exam on the same day let's say uh say I don't care find a way to make it work with and just like

be there even if I had to go for the day just to be with my father to witness uh the work that he has been doing because

it takes a lot of time to do a show. I'm

sure all those listening can assume an undeniable difference in the way that your father grew up and that you grew up around this

privilege that you're always very grateful for. You always very

grateful for. You always very you always threw lots of awareness and gratitude to communicate the things that you're grateful for around you. And I

think growing up in an environment like Geneva with your parents and your and your brothers and being able to go to the fashion shows and still focus on

your school is undeniably different to the challenges your father had to face in Lebanon. But somehow both your

in Lebanon. But somehow both your parents managed to prescribe lots of those values that they acquired and that grit that

you very proudly share as such a deep part of your culture and your family without necessarily having to go through all the same hardships that your parents went through.

I'd love to know what that looked like in the household growing up. How did

your parents manage to teach you what to value without actually having to put you through the same hard times that they went through?

I think you touch on a very important point and uh you're spot on in terms of

what makes a difference is that my parents and my father's biggest priority.

Uh it was for us to understand the value of any thing we had. And this is what makes a difference between someone that

is spoiled and not spoiled. Because

growing up in a privileged environment and having everything you wish and desire while understanding the value of what you have is different than having

all of that and not caring about what does it mean. And that's that's a big difference. I was at a a dear friend's

difference. I was at a a dear friend's wedding this summer and his dad gave a very funny speech with lots of jokes, but one of the things he said was actually very touching. My friend has a daughter and his father on the

microphone said, "There's nothing wrong with raising a rich daughter, but there is something wrong with raising a spoiled one."

spoiled one." >> So, I hope you'll know the difference.

>> Yeah.

>> And I found that very touching because it's such a simple thing, but it's it's it I found it quite deep. You chose to become a husband and father quite young

while being an operator.

And I'd love to know what you looked for in that process of looking for your partner to continue to build the family of your own that you

want to build and what lessons you were able to take from your parents and build into your family while starting a family

of your own. I think um the most uh important part in all of this is finding the right partner

and this was the most important decision probably I had to take uh in my life make sure that that partner which is my wife Christina uh

>> who's here with us today >> that is here with us today most importantly share uh the same values

>> and the same principles, which is the most difficult part to be able to find someone that

really um understand and undeniably understand the the the values uh that we share. I'd love to actually get into that specifically because I

remember the two of us had lunch >> in Paris at 11 >> and you told me that when you met Christina, >> you immediately knew.

>> Yes.

>> Cuz there were certain things you noticed and picked up on very quickly where you were like, "This is it."

>> Yes.

>> And >> immediately from the first day I saw her, I knew this this woman will be my wife.

>> So what what did you see and what were you looking for? Because I think defining values, I've spoken about this a lot on on the podcast. It's quite a difficult process.

>> Yes.

>> And seeing them in others takes a lot of self-reflection first to understand what it is that means a lot to you and how you can notice those things in someone.

>> Uh as you said, it it starts from within. So first you need to know who

within. So first you need to know who you are and what you want. And uh when I met Christina, I was at that point where

of course I was young, but still I've had been through a lot. Uh and and when I met Christina,

uh I knew that was the person I was looking for. Um, and you know, it starts

looking for. Um, and you know, it starts by being with someone and not needing to explain and to speak about certain things that uh are obvious

>> Mhm.

>> to us. And today um of course uh when we're when we're thinking about building this family together and this is the most challenging part because at

the end it's easy when you're going out with someone but when you're building your future especially when we when we

think about the next generation >> uh it's about also building a family that understands

the values that we both carry and uh I can tell you that Christina is doing an amazing job. I have noticed actually

amazing job. I have noticed actually lots of similarities between the way that you really value the future generations

and the next generation in the in your household and also in the business. when

I had the pleasure of of visiting you at the at Paris and seeing the way you and your father have this amazing partnership of you're the CEO, you're running the business and your father's

running the creative and together you have this nice synergy of of course working on the project at hand, but also making sure that all those around you

have the skills to build on what's next and what's to come after. And I know you also have the

after. And I know you also have the academy.

>> Mhm.

>> Of alisab teaching young craftsmen. Is that the right word?

young craftsmen. Is that the right word?

Artisans maybe artist.

>> Next generation of craftsman of designers.

>> Exactly.

>> Yeah.

>> With lots of those same values that I felt I saw in the household as well as in in the workplace.

Can you tell me more about the importance you see in the next generation in this world that's continuing to

become digitized? I feel that lots of

become digitized? I feel that lots of your priorities continue to be in things people do with their hands and the artistry that people work on with

their hands. I think the the craft today

their hands. I think the the craft today is at the heart of what we do. And when

we talk about uh technology, when we talk about uh AI, uh today we're evaluating

uh how uh will AI help boost and fuel our vision and uh how we're going to

integrate AI in the company in every department and we have already done an important job uh in this and we cannot

deny it. We have to know how to live

deny it. We have to know how to live with it and how to be able to utilize it in the right way.

>> But uh when we talk about AI in creativity uh it it helps facilitate and it will help elevate

uh in many ways uh the creativity >> but it will not replace the creative. A

friend of mine said recently, AI, he said to his team, I it could be a famous saying, but he said AI won't replace you, but people who use AI will.

>> Yes.

>> So, it's not about the actual tech replacing a human, but it's about people who actually leverage the tech to be more efficient, >> 100% >> produce more, they'll replace those who don't.

>> Yes. And and and so when we talk about creativity, when we talk about craft >> at this level, which is not far from being industrialized,

>> craft is uh the most precious things >> and the scarcest thing that we will have in the future.

>> Yeah.

>> Because this is uh really something that is far from being industrialized. It's

something that is personalized. Is is a technique.

>> Absolutely. that needs uh hands.

>> Yeah.

>> And today the foundation of our craft is built on hands.

>> Uh of course we've seen machineries in our ready toear development and in our ready toear production that really you

can see that at at one point it would be uh de uh producing and developing 90 95% of the piece itself. But when it comes to

hands people >> the whole thing >> uh soul >> um will always remain uh irreplaceable.

Mhm.

>> So today you are the the CEO of the group and I know that the cou is the DNA of the brand and that craftsmanship behind

the DNA but I've also seen your ready to wear your retailers with art of living and home.

You have a partnership with Bombardier, >> who are the manufacturers of my favorite plane, >> the largest plane for its size that can land in Stad.

>> Great.

>> The 8,000.

>> Great.

>> The global 8000.

>> Uh you also have residential projects which I know you have one in one of my favorite towns in the world in progress in undermat in Switzerland as well as

one in Dubai in Saudi. Yeah, we we have more than 25 projects all over the world. So,

world. So, >> residential projects.

>> Residential.

>> 25.

>> Yeah. More than interior design by >> Wow. Can you tell us more about all

>> Wow. Can you tell us more about all these different spokes of the business and how they at the end of the day continue to be inspired by that artisal core of

>> Yeah. We spoke a lot about couture.

>> Yeah. We spoke a lot about couture.

>> Yeah. because at the heart of everything we do >> and it's the key driver of the DNA of

the brand and um but the the vision of my father starting the business even was never to only be an couture brand but

also to develop the business beyond couture in uh ready to wear and to have that product and vision accessible to a

wider uh stream of audience. And um of course we developed uh the ready to wear as a natural extension to the hot

culture. And um of course we

culture. And um of course we uh when we talk about oculture craft and ready to wear craft there's a lot of

similarities in terms of uh the philosophy and the the aesthetic and also part of the craftsmanship that we do because a lot of the ready to wear is

produced by us and that is scaled all over the world. We have our own production facility that were uh

inspired um and uh uh by theor techniques and that was the base of also the plan to uh grow the business. it was

to make sure that we have the right capacity, the right ability to be able to um uh keep up to the demand that was

going to come and that uh already is here. So for sure the brand has grown

here. So for sure the brand has grown exponentially uh from a product standpoint but also geographically.

>> Mhm. It has been an a great journey because historically we're in Paris, London, uh New York, um Dubai, >> I love

>> and Beirut.

>> Yeah.

>> Um but then five six years ago, we accelerated that expansion plan with a priority to expand the business where the brand equity was the highest.

Um so of course obviously the Middle East the brand equity is there and Europe as well it was to also optimize our presence in Europe. So in the Middle

East we rolled out all the key capital so Riad Doha Abu Dhabi uh Kuwait in

Europe we developed uh Milan on top of Paris and London Milan Monaco and now we're rolling out in the US.

>> Beautiful. Uh

>> and that's focused on ready to wear >> and that's mostly focused on ready to wear.

>> Nice.

>> Um and of course while we go into any region we have a regional office uh and

a presence uh for Ocur and for other lines of business. But uh of course the main focus when we talk about the retail expansion is driven and fueled with

ready to wear ready toear bridal as well. that is uh also doing great as an

well. that is uh also doing great as an important line of business that is growing.

>> And that's the difference between >> someone ordering something totally custom >> totally custom than having uh access to

a bridal dress that is made to order rather than made to measure.

>> And that uh you could uh walk in the store, have an appointment, and just uh pick up the style you like. Of course,

there's no room for customization and uh >> it's uh but it's still a very unique and special product.

>> Beautiful.

>> Um of course 5 years ago, 6 years ago also our goal we decided that we want to position the brand as a lifestyle brand.

>> Mhm.

>> And not just because we uh it was just an idea, it's because it's also part of who we are.

>> Yeah. Growing up, I always saw my father uh building homes, designing his own homes, designing uh furniture. Uh and

it's it's a natural extension for the brand because we know we have something to add into this world and we have a very strong point of view when it comes

to interior design, >> uh furniture design. for the young people listening today who really want to work in fashion. I know it's an

aspiration for many >> uh and a difficult path for many and even most actually. It's a difficult world to get into and uh an intimidating

world to get into and I know that you're always looking to hire young and ambitious people and grow with them within the business and

help them grow within the business.

And I was wondering what you look for in people who may not have lots of the experience you might be looking for but may have some other skills that stand out to you.

>> Yes.

>> So what should they work on and what is it that you value in young people that you hire and grow? I think apart from

the te technical expertise and the basic uh educational uh uh like background >> uh passion

is definitely the most important part.

>> Mhm.

>> Uh passion and uh humility.

>> Mhm.

>> Mixed together.

>> Mhm. because uh today if you don't have both you will end up giving up.

>> Yeah.

>> Um and uh it's very important >> Mhm.

>> Uh to be passionate about and understanding what you're getting yourself into.

>> Mhm.

>> And it is not a walk in the park.

>> Absolutely.

>> It is it is not a walk in the park. It's

a very difficult uh business. It's a

very difficult industry >> and uh humility is key >> because um anyone that aspire to work in

the industry sees the good side of the industry from outside.

>> Yeah.

>> But the reality it is a business that is very difficult and what you don't see is really uh it's very competitive. It's very

competitive. It's very demanding and it's uh it really uh can take a toll on someone on anyone.

>> Absolutely.

>> So of course if if you you do not have the passion for it then better for you not to even consider it and not anyone

that will go into this industry will be a fashion designer >> at the end. True. There are many facets to the business, >> so many ways you can add value

>> and there's so many uh ways you can add value and and be part of a an organization.

>> Absolutely.

>> Be very um uh successful.

>> Mhm.

>> This podcast is brought to you by Pubel by the Stardy. The sterling silver charm-based jewelry hand painted with enamel allowing you to express all the

things you love and all the things you may question. And now back to the start

may question. And now back to the start guy podcast.

I love what you're saying about passion and about humility. I

probably hire in a year what you hire in five minutes in terms of the number of people I I look at and consider. But

the way I actually measure passion and measure humility is on the passion side, it's passion fueled by knowledge. I don't expect people to

by knowledge. I don't expect people to be skilled and know everything about the role at all. But if someone is passionate, the way they'll show me their passion is by knowing everything

they can know about my business before they walk into the room and about the industry. Maybe not specifics because

industry. Maybe not specifics because they don't have the experience, but at least make references that, oh, that thing you did last year in your show. I loved that

piece and I loved this article and I loved that piece in this podcast you were on. I think that's how I can see

were on. I think that's how I can see passion being expressed. And on the humility, it's not trying to be a know-it-all. You know, like in an

know-it-all. You know, like in an interview, I think someone saying, "I don't know. Can you explain why that's

don't know. Can you explain why that's important to you?" And asking questions.

That's how I measure humility.

>> It's it's literally someone being able to acknowledge their lack of knowledge

without just trying to be right.

Instead, trying to learn and grow.

That's uh that's why for me those two uh points needs to marry well together.

>> I completely agree >> because passion without humility can go totally wrong.

>> It's ego >> and and humility uh without passion is nothing.

>> It's true.

>> So it's a nice song and dance together.

>> So so so so it's it's it's a very important component because also it brings curiosity.

>> Yeah. But it also how we're going to translate this curiosity into action.

>> Yeah.

Uh so how how we're able to understand well and understanding is very important before speaking out before presenting

any plan before uh um bringing putting uh ideas >> on paper is important to understand and this is where the humility comes and

passion is about understanding and bringing those ideas into life in a plan that is well thought of, rational, and that we can sit around the table and

build on this plan because no plan is set in stone. You can have the most beautiful plan in the world, >> but then if it's not well thought of, well, it's not thought of from an implementation standpoint.

>> Mhm.

>> Then this plan is worthless.

>> Yeah.

>> You know what I mean? It's it's about it's about having a dream and acting on it.

>> Mhm. And this is how my father built it. This is how he had showed me. And I say showed me because he my father never was a

teacher.

>> Mhm.

>> And he does not like to teach or to sit me listen this is how he was never like that. It was always about showing me.

that. It was always about showing me.

And then if I'm I have enough humility >> to see and understand then I would learn.

>> Yeah. Absolutely.

>> If I did not want to listen or hear then there's nothing to learn.

>> And I really strongly believe that the the more you know the less you know.

>> Mhm. I I I strongly believe in this this idea >> and always to be deeply curious about watching how other people are acting to learn from them.

>> Of course, you learn every day, every second, every minute in everything. You

never stop learning till the day you die.

>> Yeah.

>> It's it's uh it's it's it's very important.

>> It's a beautiful thing. And and my my father had told me once is that

uh the difference between um a smart person and a wise person

is that smart person learn from his mistakes but a wise person learns from his mistake and others mistake.

>> And this stuck stuck to me. Of course,

>> in general, it's it's not it's easily it's easier said than done.

>> Mhm.

>> But if you try to understand and live by this principle, maybe you can learn a bit more.

>> Yeah. So I know that now in hindsight it seems like the path was always part of a bigger vision and always inevitable to

run the business the way it's run today where started off with the dresses inquir went into ready to wear

started interior design furniture uh real estate airplane interiors and fragrance so many things in between. And

it may seem like this natural progression, but I know from our personal relationship and from the stories shared that the path was never

anywhere close to as simple as you very humbly try to share.

>> So I'd like to bring that truth out today and I'd like to talk about how challenging it was for you to actually step in and become CEO in 2018. From the

stories I've heard, the company looked very different around that time. Not

only in terms of product offerings, but also was a very challenging time for the business and you stepped in and then even bigger challenge of COVID had hit the entire

industry of fashion and you actually ended up using that tough time to your advantage >> which as you were saying earlier in this episode is actually something very

Lebanese as well.

Can you please tell us more about what the business looked like in 2018 when you stepped up to become CEO and restructure the company?

>> 2018 was probably one of the toughest years for Elisa because of different decisions that had uh been taken in the past

uh started to really show their uh negative results I would say. And you were a brand director prior.

>> I was part of the business. Yeah. But I

was uh mostly at the brand part and uh of course sitting at the board.

Um but it was a different uh organization altogether.

Uh we also had some uh some important uh challenges linked to bad decisions that uh that were taken. And as you can imagine any

were taken. And as you can imagine any company that is uh growing at the rate that uh we are growing at and we were

growing at goes through ups and downs and we see it in most of the biggest uh success uh stories today.

>> Mhm.

Um, and you stepped up >> in 2018 towards the end. I I sat with my father

and I shared with him everything I saw that was going wrong and the reason especially of why they were going wrong.

And I shared with him a plan that would allow us to take things back in our own hands.

and he looked at me, he's like, "The plan makes a lot of sense even though you could not see any sense to anything at the time. It was quite

challenging." And he's like, "Are you

challenging." And he's like, "Are you sure about it?"

I said, "No, how can I be sure?" Because

of course, uh it was difficult to see the light at the end of the tunnel uh at that time.

Uh but what I said is that allow me to try to start putting this plan in place and worst case we'll come back to the point where

we're in today.

It's like, okay. So, 1st of Jan 2019, I was in the office starting to figure out how

I'm going to start in putting things in place. The plan was a restructuring

place. The plan was a restructuring plan. Uh that had to reshuffle a lot of

plan. Uh that had to reshuffle a lot of uh the ways things were done. So the way

I saw it is that my father had built an amazing foundation, an amazing brand

and uh on this foundation and brand uh it's like a building that you know you have a very strong first five six

floors but then from the sixth till the 15th floor it was built on maybe less stronger foundation.

So what I agreed with him is like we need to unbuild the additional floors and rebuild on the strong foundation that you had

>> prior >> build prior and this is how it started.

So started to rightsize at the time >> and this is during co >> that was before co >> before co >> so that was 2019 it was about right sizing

taking a step back coming back to the roots the foundation of what made us uh who we are to start with.

>> Mhm.

And that was 2019 where I believe that by the end of the year we managed to achieve a lot of these goals and um it

was very challenging.

Uh but as well I had a right support system.

Uh my father was my biggest supporter.

My wife Christina at the time really we were still not married but she she really supported me a lot uh in very

difficult times and this is also was a big reason that I knew that that was

um the perfect wife for me to share the rest of my life with because when you go through such important challenges and and you have the people supporting you

at your toughest times. This is know you when you know that when the times will be good, they will definitely be there.

>> So you became CEO and got married the same year.

>> Same year.

>> Wow.

>> Same year.

>> That's you're really signing up for as much as you can do at the same time >> as you can do. You know, there was definitely strong momentum for doing things.

>> Exactly. I can tell. and uh and undoing things and redoing things and uh um so by end of 2019 uh the plan

was working um and uh 2020 uh started and then CO started. What CO

did it uh it gave me time more time and uh >> that's a nice optimistic view. It's it's

it's an optimistic view when honestly you could not see anything that there was no nothing that could look

optimistic at the time. But uh in in my nature and what I learned uh over the years is that in any uh threat there's an opportunity.

>> It's a big bet.

>> So it it was a big bet because in 2020 co was what it is. But uh I saw an opportunity first of all to accelerate

the restructuring plan during COVID because the whole world was shut down.

So it was about not changing the plan >> but accelerating uh the implementation of the plan. So uh

I we continued on the restructuring plan. Uh co gave us and allowed us some

plan. Uh co gave us and allowed us some more time to do what we needed to do. I

dedicated all my time. The team was also very supportive during this difficult period uh where we had to really rework on the foundation of things and the vision was

that okay by the end of covid and when the world come back to uh let's say close to normal because we

could not imagine anything normal at the time uh close to normal that would be ready to absorb the uh demand and

>> and build the next phase of uh the business with this right foundation and 2021 this is where we saw the business really pick up importantly but pick up

with the right foundation which help drive growth but most importantly profitability and important profitability.

So between 2020 and 2025 we have uh done four times in terms of business.

>> Wow.

>> So the the the brand uh grew four times.

>> Wow. over those this period of time uh driven um with uh driven driven by our

self finance and uh growing uh from our own profitability.

So today we own 100% of the business and I I say to the team that uh 2025 is year one

>> in the plan because today within those five years what we managed to do is to build the right foundations that we want

to build on the next 5 years. So what I say is that if we haven't achieved what we had achieved in 2025, we cannot sit around the table and talk about the

planning for the next 5 years because how what are you scaling? What are you talking about? Because between 20 2019

talking about? Because between 20 2019 and 2021 2022, it was just a vision. It was just

a plan. Today that plan

a plan. Today that plan um was delivered. But most importantly with an an important track record. So

it's not like one year of success is uh three four years of continuous success that cemented

the business model that will be the foundation of the next five years. So

how are we going to build the next five years with this right foundation that is driven by growth and profitability.

because we do not believe in growth that is not healthy. Uh a healthy growth is

the foundation that we want to build on cuz it's easy to fuel growth to fuel top line. But then how is this all

line. But then how is this all sustainable? And considering that we're

sustainable? And considering that we're building a multigenerational business, it cannot not be this way. We cannot not approach it this way of solid growth for

sure but healthy growth.

>> Mhm. What do you see as the biggest opportunity over the next 5 to 10 years especially during this quite tricky time for luxury? I think

for luxury? I think the headlines make it clear that there's a lots of uncertainty about people's ability and desire to spend as much as

they have in the past on lots of luxury goods. But you've always had lots of

goods. But you've always had lots of ambition during times where many don't.

So I'm curious how you feel about the next five or 10 years about the industry but also about your own business. I

think in our line of business um a lot of u the success is or failure is not linked to uh the

consumer's appetite because the appetite will always be there but uh the appetite needs to be towards something that is relevant to them today. Mhm.

>> So of course if you if you look at all the headlines uh today the luxury industry might not be the most exciting industry but if you look at the decline

in the luxury or fashion industry and the growth that we are having you see that they are completely uncorrelated.

Uh we're having 35% growth this year while the industry is down uh 5%. Mhm.

>> So we are not linked to the index.

>> Uh it it is about and there's a lot of brands that are also facing the the the the right the same they are in the same situation where they are beating the

index but it means that they are doing something right.

>> Mhm.

>> And the the ones that are not are maybe have overexpanded and maybe in the right way or in the wrong way. But what is for sure I believe that the the whole

industry is shifting towards real real products a real brand uh authentic because today the consumer can see through

>> many things.

>> Yeah, completely agree with that point.

I'm really glad you shared it. I was

having this conversation with a friend yesterday actually that consumers are more discerned than ever thanks to knowledge.

>> Yes.

>> And they they don't believe storytelling >> as much as they once did because of the tools we have out there and the access to information we have

out there. Someone grows into becoming

out there. Someone grows into becoming an expert in the categories they like way faster. So if someone is

way faster. So if someone is curious about a certain type of meal or a certain dress or certain watch, people used to get ripped off for 10

years until they started to realize what the market price really was and what the real value of the item really was and then slowly became 5 years and 3 years and I think now it's actually a

matter of days. If someone is curious about buying their first Utkuchure dress, they can very quickly gather enough knowledge to know what's true quality craftsmanship and not just

storytelling very quickly. And that's why I love what

very quickly. And that's why I love what you're saying. I think the path to

you're saying. I think the path to understanding the market price of something or the market quality and seeing where the item you're looking at gets benchmarked is

fueled by knowledge and access to knowledge. And the customer can now

knowledge. And the customer can now be more discerned than ever. On the

Schlap podcast, as you know, we always play a fun game of Alapel versus Fantastic.

Although I know it will be hard for you, I'd love for you to share a few things you find to be Alapel and also a few things you celebrate and think to be fantastic in your industry,

in your line of business, or even just the world that happens to surround you.

Let's start with Alubel. For me alapel is uh the energy that drains you that brings you down.

Um think we can avoid a lot of unnecessary toxicity in this world. Um

and for me as well is also the talking

talking that are not matched with doing.

>> Mhm. So for me it's more about doing things than talking about things and >> trying to prove something without action.

>> I agree.

>> It's about doing and then talking if needed.

>> If needed >> fully aligned. Yeah,

>> I agree with that.

>> On the flip side, what do you think is fantastic? I know you've shared lots

fantastic? I know you've shared lots during this entire episode, but I'd love just a few more specifically. I think

what is fantastic is to see your dream comes to life or starting to come to life. A vision that you always had that

life. A vision that you always had that you start seeing concretized.

>> Mhm.

>> Uh it's it's never enough. But when you start seeing uh uh something getting close to concretized, >> it's uh definitely fantastic.

>> I agree. Like the late stage of the process.

>> Yeah. Yeah, it's like uh you know like you think about it was just a vision 5 years ago and today it's starting to be real. Yeah.

real. Yeah.

>> I say starting because >> uh even when it's there you always want more because you get there and then you say okay now no now more.

>> The best feeling in the race is when you're about to win >> not after you've reached.

>> Yes. No but after you reach you never reach. That's the

reach. That's the ambitious enough.

>> Yeah.

uh when you get there and maybe it's good, maybe it's bad, but when you get there, you feel oh no, I'm not there yet.

>> I'm not there yet. I'm not there yet.

And uh I think this is what keeps someone going.

>> Mhm.

>> But also what is uh fantastic is u being surrounded with good people while you're pursuing your dreams. All

of this for sure is fantastic.

For the listeners today who want to maybe go down a similar path or a very different path but with similar ambition. Can you leave them

similar ambition. Can you leave them with one piece of advice while they maybe look for some motivation while listening today?

>> Yes.

For me, I believe it's very important that if you strongly believe in something, in a plan, in a vision is

never give up. And for me, this is the most important part of making it is to never give up.

Um because challenges are endless and I believe it's important that

there's a switch in an entrepreneur's mind to understand that each challenge is not here to challenge you is here to

teach you. Never giving up is is very

teach you. Never giving up is is very important because if you give up it's over.

Definitely if you overcome it then definitely you overcome it and you're going to come out of it as a different person or with a different learning

uh or with a change of plan but if you go give up it's over.

Um so so for sure sometimes the plan that you initi initially had set and put in place will most of the time not work according to the plan.

>> Mhm.

>> But if you have the right approach to it, you will be able to adjust and keep adjusting the plan, the vision, the idea

and not be scared to change >> because change is just part of the plan.

>> Yeah. and adapt and but if you give up all of this is over and >> that's true.

>> Very well said.

>> Thank you.

>> Well, I really appreciate you taking the time today.

>> No, I really appreciated our conversation.

>> Me, too. And I must say uh that I really appreciate you as a person and uh everything that you are doing because I

see all the hard work that you are putting behind everything you are doing.

>> Thank you.

>> And uh nothing is also done by chance.

Everything is thought of and about very meticulously. I appreciate

meticulously. I appreciate >> and you see it very clearly whether as guy or as now the guy podcast.

>> Thank you so much >> and uh honestly I'm very happy that we are friends before anything.

>> I appreciate I feel the same way and uh thank you >> and I hope we will always be.

>> Thank you. I know we will. Thank you,

Eli.

>> Thank you for taking the time.

>> No, thank you. Thank you for listening to this episode of the Guy podcast. If

you're keen to learn more, please follow along by engaging with our social channels on Instagram, Tik Tok, Spotify, YouTube, and Apple podcasts. And we look

forward to seeing you next week. Merciu

alchen. And a big hug from the start guy.