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Only best companies and brands which meet requirements of sophisticated and demanding consumers of luxury goods and services become the nominees and winners of the award.
The goal of this unique Award is to form an open, transparent and professional market of luxury goods and services on the territory of European countries, and development of international cooperation.

FAIZA BENKORTBI: BET ON UNIQUENESS AND WIN

FAIZA BENKORTBI, Luxury Fashion Brand from Saudi Arabia, has been awarded as the best one at the Luxury Lifestyle Awards. Faiza Benkortbi, interior designer and CEO of her own fashion brand, consider event to be a great source of inspiration. Besides, such kind of competition keeps her on toes.

What is “luxury” to you? How do you define it in your sector of business?

Luxury to me is a creative expression. It is an ideal blend of freedom, confidence and passion. Ever since I am into this business, my focus has not only been to create luxury but achieve uniqueness. Every piece I create is a piece of art that has been crafted with passion and hence is entitled “Unique luxury for you”.

Is it challenging for you to compete with the companies of your own country? Do you feel ready to enter competition on international level?

I respect and enjoy competition as it keeps me on my toes. I look at it as an inspiration too, more than just a challenge, as I am able to constantly push myself to do better. Interestingly, the consumer will benefit from at the end of the day.

My ambition and passion has always been to expand the horizon of creativity and take my work internationally, as I believe I have a lot to express to the world through my work.

Going onto the international scale, do you plan to keep national identity of your business/brand or do you plan to adjust it to international market’s demands?

I have mastered a style that suits and clicks with the region I am working in. But definitely we have to adapt according to the culture and environment one is catering to, while working around the constraints that are relevant to each market. However, I will always have my mark and signature in every piece I create. Hopefully, sooner than expected, people will start recognizing my pieces without seeing my logo.

What are the 5 pillars does the luxury brand like yours build its policy on?

As I’ve mentioned earlier, Uniqueness is the first and significant pillar… Respect is the second pillar - I have huge respect for my clients that naturally reflects in my designs and executions, making them look their best in the dresses I create.

Transparency is the third pillar: Educating a client about ‘what is good for them and what isn’t’ is a very important aspect of professionalism; I take them through all the steps of development with complete transparency… I teach them how to distinguish between a good piece and a badly executed one.

Friendship is the forth pillar: My clients are my friends; I treat them as one of my most valuable possessions and not just as clients, after all my friends have always been behind my success. Last but not the least, Passion… I simply I love what I do… The passion to create something exceptional each time keeps me energized and makes me go at it.

Tell us 3 reasons why you decided to work in the sphere of luxury?

Coming from a jewellery background, I believe I had a natural aesthetic flair. And I could easily understand what women really want and look for. Add to this my passion for luxury and pursuit for uniqueness made me want to work under this platform. And I must say that what keeps me in this sphere is when I get phone calls from clients saying how proud and shining they felt at a certain event.

Where does your inspiration come from?

My Family has been my first and foremost source of inspiration. And then it gets augmented and elevated with the feedback I receive from friends, clients and people at large. And lastly, the new and fresh trends keep inspiring me to do something new and better.

Winner’s emblem

Winners of Luxury Lifestyle Awards, according to the results of audit report submitted by the Official Award Advisor, are entitled to use the symbols of Award winner for advertising purposes.

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