ARTHUR BIZDIKIAN
Story of the CEO behind Lemonade Fashion
I was not predestined to start a company in fashion technology. Coming from a completely different background in environmental health, public health, and pre-med, my career began in startups, various accelerators, and programs such as UNICEF, Izhar, and many other prominent players in Lebanon and the region. However, in my final year project, which was around innovation and nuclear energy, I realized that everything related to transformation and disruption excites me.
One day, after a random ritual meditation session that led to many thoughts, I realized that I needed an outfit for my upcoming work trip. Growing up in a fashion-oriented family, I used to wear customized suits. However, it all began when I noticed that I couldn’t recreate that personalized experience solely through an online platform. The inability to connect with talented designers and skilled tailors from various corners of the world sparked a desire within me to embark on a transformative journey. I felt incredibly excited about this idea and knew that I wanted to pursue it. On that same day, I called a couple of friends, and we had our first meeting.
Within a remarkably short span of time, I had the courage to quit everything only to witness designers rallying behind my vision which led to winning our first competition in Armenia. I was born and raised in Lebanon, but I am actually of Armenian origin, and it was my first time visiting Armenia. This experience brought me closer to my ancestral homeland to the point where my relationship with Armenia has become as strong as the one I have with Lebanon; I always find a reason to come back and stay because I simply love being here for a thousand reasons.
Fear manifests itself in various ways, and for me, it took the form of the fear of failure. I used to overthink: fearing rejection and judgment from others, questioning my actions, and doubting whether they were sufficient for success, especially in the unfamiliar realm of fashion. All these fears combined made it challenging to pursue my ideas. So, right from the beginning, I wholeheartedly embraced a steadfast principle to not let them dictate my actions. Every time I had a doubt I would decide to move forward and take a step that would hold me accountable and dedicated. This led me and the team to do something every single day whether it made sense or not. We basically kept walking but looked good doing it.
Within a remarkably short span of time, I had the courage to quit everything only to witness designers rallying behind my vision which led to winning our first competition in Armenia. I was born and raised in Lebanon, but I am actually of Armenian origin, and it was my first time visiting Armenia. This experience brought me closer to my ancestral homeland to the point where my relationship with Armenia has become as strong as the one I have with Lebanon; I always find a reason to come back and stay because I simply love being here for a thousand reasons.
Fear manifests itself in various ways, and for me, it took the form of the fear of failure. I used to overthink: fearing rejection and judgment from others, questioning my actions, and doubting whether they were sufficient for success, especially in the unfamiliar realm of fashion. All these fears combined made it challenging to pursue my ideas. So, right from the beginning, I wholeheartedly embraced a steadfast principle to not let them dictate my actions. Every time I had a doubt I would decide to move forward and take a step that would hold me accountable and dedicated. This led me and the team to do something every single day whether it made sense or not. We basically kept walking but looked good doing it.
The biggest credit given to our success right now goes to having a strong team and my supportive co-founders: our CTO Mohamad Ali Baydoun (but we call him Moe, sometimes Moe-Moe), Dana Malaeb, our Creative Director and Nadim Chammas our Head of Strategy. Lebanon is a country that is known to be filled with creativity, and we are grateful for combining the talent and creativity found here in our tech department and content creation teams since they are based here. Although Lebanon is known to be a small country to cater in, being able to build here and scale outside of it feels amazing especially since it is not very investor friendly. Also, having our headquarters registered in the United States, where our investors come in, and having designers from various regions, including the US, Europe, the Middle East, and Southeast Asia helped a lot. This adds to the fact that from the start my aim was always to have a global and inclusive business, without geographical constraints.
The biggest credit given to our success right now goes to having a strong team and my supportive co-founders: our CTO Mohamad Ali Baydoun (but we call him Moe, sometimes Moe-Moe), Dana Malaeb, our Creative Director and Nadim Chammas our Head of Strategy. Lebanon is a country that is known to be filled with creativity, and we are grateful for combining the talent and creativity found here in our tech department and content creation teams since they are based here. Although Lebanon is known to be a small country to cater in, being able to build here and scale outside of it feels amazing especially since it is not very investor friendly. Also, having our headquarters registered in the United States, where our investors come in, and having designers from various regions, including the US, Europe, the Middle East, and Southeast Asia helped a lot. This adds to the fact that from the start my aim was always to have a global and inclusive business, without geographical constraints.
My entrepreneurship journey actually turned out to be a great adventure. It allowed me to develop many skills in addition to meeting amazing new people. At the end of the day, life is all about risks and living it to the fullest. I have personally gained courage out of this experience that made me believe in trying, taking the chance, and breaking the fear of the unknown rather than wondering what could have happened if I did the opposite.
Moreover, coming from a diverse family from different parts of the world played a big role in the way I am now and how I was raised. I believe that success is built every day and that the motivation of our team comes from the long-term vision of building a new generation of fashion.
In our pursuit of building a diverse team, we deliberately chose the name “Lemonade” for our company instead of something region-specific. This brand name beautifully encapsulates the essence and values of our organization. It is truly gratifying to witness how Lemonade Fashion, particularly through our app and social commerce platform, not only provides affordable custom-made suits but also fosters a vibrant community of entrepreneurs and optimists who are embarking on their journey towards success. The metaphor of lemonade resonates deeply with us, as it signifies the ability to transform challenges into opportunities and make the most of life’s offerings. Just like the saying goes, when life gives you lemons, you make lemonade.
My entrepreneurship journey actually turned out to be a great adventure. It allowed me to develop many skills in addition to meeting amazing new people. At the end of the day, life is all about risks and living it to the fullest. I have personally gained courage out of this experience that made me believe in trying, taking the chance, and breaking the fear of the unknown rather than wondering what could have happened if I did the opposite.
Moreover, coming from a diverse family from different parts of the world played a big role in the way I am now and how I was raised. I believe that success is built every day and that the motivation of our team comes from the long-term vision of building a new generation of fashion.
In our pursuit of building a diverse team, we deliberately chose the name “Lemonade” for our company instead of something region-specific. This brand name beautifully encapsulates the essence and values of our organization. It is truly gratifying to witness how Lemonade Fashion, particularly through our app and social commerce platform, not only provides affordable custom-made suits but also fosters a vibrant community of entrepreneurs and optimists who are embarking on their journey towards success. The metaphor of lemonade resonates deeply with us, as it signifies the ability to transform challenges into opportunities and make the most of life’s offerings. Just like the saying goes, when life gives you lemons, you make lemonade.
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Karen Kawkab
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Karen Kawkab
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Karen Kawkab
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Karen Kawkab
