I started my entrepreneurial journey in 2012 with my two amazing partners, when we embarked on the exciting journey of building one of the regions most impactful multiple award winning independent brand consultancies. Matter is the coolest place on earth. I am the biggest fan of our absolutely fabulous and immensely talented team. We are constantly pushing the envelop to be better, we are curious and we love what we do. Over the years I had the most amazing job of building over 250 brands across various industries around the globe. We are in the business of transforming ideas, services and products into impactful brands that drive business growth. matter’s mission is to inspire and impact the industry, continuously collaborating with universities and the ecosystem to ensure the growth of the branding industry in Egypt and the region.
I share my passion for endurance sports with my husband. Together we completed 8 Ironman70.3, two Ironman140.6 and an ultra marathon, combining two of our favorite hobbies traveling and sports. Other than the countless valuable life lessons I have learned from endurance sport, it was also an inspiration for my second business, a heathy energy bar called BRÜZ. I started this business with my friends in 2018, because we understand first hand the impact of good nutrition on performance, health and well-being and because we are big advocates of sports, adventure and an active outdoor lifestyle. I am very proud of the company and it’s very exciting seeing it grow the category and bring awareness to the importance of taking care of yourself and leading a healthy and active lifestyle!
