The Modern Day Woman – Laila Karim

For the next ten days we will be doing a series of interviews with Inspirational Women, their carears, where their drive comes from and who they are when the suit comes off. These will cover all fields and will focus on mainly on the Middle East.

Today’s interview is with Laila Karim, the woman behind Le Marche, Tamarai’s latest Ramadana tent and well a million and one things you have attended without the slightest idea. 

Who is Laila Karim? What is your position at Tarek Nour, tell us a bit about yourself.

At the moment, I am the General Manager of AAPIC/Tarek Nour and the Business Development Director at Nour&Badie.

But who I really am is a little bit of everything. Yes I’m fully Egyptian. I grew up in Egypt until I was 15. Then I went to finish Highschool in a Tennis Academy, Saddlebrook Resort in Florida. I then continued Studies at California State University, Sacramento, where I graduated with a double Major Mass Communications and interior Design, as well as a minor in Nutrition. If you want to know how much of a nerd I was then let me add that I was also doing a diploma in Homeopathy! I then continued my masters in Florence, Italy in Interior Design….I think that’s enough for my background.

How i got to where i am….Alot of hard work and a lot of luck…

Whose your role model? Other people that inspire you?

I know it’s a bit cliché, but my role model does happen to be my dad. I mean come on, the man invented a science (BioGeometry), who wouldn’t look up to him, I have to say my mom also is a role model for me, for being able to put up with us 4 not so easy kids…i don’t think i would be able to put up with just 2 of us.  

What was the most difficult point in your career? 

My most difficult point was when I first started in Tarek Nour, I was handed over a project, Le Marche, a furniture exhibition, with very little time and resources to pull it off, but thank God we pulled it off.  

Was there a point in your career where you felt your gender was a threat or a setback? 

The only time I felt it was when i first started interior design projects and having to handle the contractors and 3omal, you need to be tough. However in the corporate world, sometimes you get the usual men feeling inferior reaction, but you just turn a shoulder and not let it get to you.

What’s the most retarded situation or awkward task you have had to deal with whilst in your suit?

Well retarded tasks yes I do come across many times, just can’t pin point one at the moment. Akward yes, but I don’t know who reads this so better not share that just incase. Ask me if you see me. 

From 9 to 5 you’re Laila Karim, who are you after that? Do you have an alter ego? 

I am definitely not the same laila at work, I am much more laid back, I think I’m nicer outside the office and definitely less demanding. When im not too tired you will see me with a big smile on my face in most places we all go to, and if there is music, im probably the one dancing when no one else is.

Being a woman, do you care about fashion? Whose your favorite Arab designer? 

I think most women care about fashion, yes I do, but I am not committed to any brands and I don’t follow what new bag is out…I would like to but I have no time.  

Do you eat junk food? 

Sadly I eat anything…I love food, good tasting food, sometimes this good tasting food happens to be McDonalds, because it’s the fastest delivery fee masr (they are not my client haha)

What’s your favorite place in Egypt? Your favorite getaway?

I love Hotels, I love breakfast in bed….now that can be in Gouna, in sharm, or here in Cairo

What was the inspiration behind design for Ramadana? 

Tamarai is a challenging venue to work with because there are so many levels and sections and wind.  The place is already beautiful so I decided to keep it simple.  When I saw the place, the first thing that crossed my mind was black, black sofas, black chairs, black tables, Black black black and then the simplest touches of décor, so refined like the silk beige string curtains and the subtle red patterns. At the very end I decided I want my cushions to stand out in all this subtleness, I want them to shout out, Im here!  I was very disappointed that i couldn’t hang my main decorative element, but given the wind situation i chickened out at the risk that something might fall on someones head. 

What projects are you working on now?

Right now Ramadana is taking up most of my time, however Le Marche, is an all year project so that’s always there. I also have some clients doing summer activations in Sahel and around Cairo.

If you could go back in time would you do it all again? 

No doubt yes! I might just be a bit more organized doing it all.

WE SAID THIS: Work Hard to Play Hard, That’s How it Works!