Addressing Luxury’s Diversity Problem

“It’s about thinking globally and acting or communicating locally. The consumer knows when [the content] is authentic to them or not. So the more Arabs you are going to hire in your teams, the more creative outlets you will find because it’s a different culture, and they can bring you a completely different narrative.”

– Myriam Djelouat, Chief Marketing Officer, Mille World

In this special episode of Curated Conversations, Rohma Theunissen connects with Sofia Guellaty and Myriam Djelouat, co-founders of the internationally acclaimed Dubai-based, Arab-first, digital luxury publication MILLE World to discuss the significance of the recent #HireMoreArabs movement across GCC, diversity within the Middle Eastern luxury industry & how championing an authentically Arab mindset can further the regional industry and economy on a global scale.

About Myriam Djelouat

Myriam Benaroya is the Chief Marketing Officer (CMO) of MILLE World. She is responsible for creating the MILLE brand identity and executing its marketing and advertising strategy. While working as the CBG MEA Marketing Director for Huawei Technologies, Myriam worked closely with Huawei’s Shenzhen and London hubs to define the company’s global marketing strategy and launched the ‘Fashion Meets Technology’ projects for the Chinese manufacturer. Myriam comes to MILLE with a 15 years Luxury Retail expertise heading the MarComm departments at Hermes Middle East & South East Asia, Versace Jewellery Licensing in China mainland and the APAC region.

About Sofia Guellaty

As Editor-in-Chief and Creative Director of MILLE Sofia’s aim is to create content that truly resonates with the Arab world today. Born and raised in Tunisia, Sofia Guellaty brings her knowledge and passion for Arab culture together on a daily basis. Her career in media and fashion spans over more than 15 years as she began freelancing and styling for major publications since 2005. Her creative universe and brand expertise brought her to work with the biggest names and brands in the industry creating impactful and effective campaigns.

About MILLE World

MILLE is a 360 degree homegrown media brand featuring premium, focused and forward-thinking content in the space of fashion, lifestyle, art and culture. Cultural commentary for the Arab world and their diaspora: MILLE aims to deliver a new approach to regional media consumption, marrying an authentic editorial voice with commercial viability. MILLE will speak to high-net-worth Arab millennials in search of representation, inspiration and disruptive conversation. Omni-channel experiences: The platforms will include a website, collectible print magazine, a video channel, and a special-events strategy that ropes together the creative community in the MENA region. Extended services MILLE will offer a consultancy arm ready to tackle effective ways to reach and win the attention of millennials in the Arab world.