Exploring the Vision behind Jabal Tariq Jeneral Trading Co.: A Conversation with CEO Wessam Alsenafi Tariq
In this insightful interview, Wessam Alsenafi Tariq, CEO and founder of Jabal Tariq Jeneral Trading Co., shares her journey from earning a master’s degree in business to establishing a thriving general trading company. Specializing in international women’s apparel, intimates, and makeup, the company has built a strong presence in Kuwait and the GCC by focusing on the latest fashion trends. Alsenafi discusses her approach to branding, customer experience, ethical considerations, and staying competitive in the evolving Middle Eastern market, emphasizing the importance of creativity, inclusivity, and innovation in the lingerie e-commerce space.
From Vision to Reality
We started the interview by asking, “Could you share your personal background with us and deliver a comprehensive overview of your company?”
Wessam Alsenafi Tariq replied, “Firstly, let me take this chance to thank you for interviewing me at your esteemed magazine.My name is WessamAlsenafiTariq, and I’m the CEO and founder of Jabal Tariq Jeneral Trading co. Very Briefly I completed my master’s degree in business from the University of Wales UK and was awarded several certificates in the business field from different well reputed universities across the UK in the business field. Moving forward I chose to begin my business and gather all the experiences I have gained into practice by establishing my own business.
We are a general trading company. We are franchisers of international brands mainly related to women apparel, intimates and makeup. We also work with suppliers from all over the world mainly to import and export products that targets women globally and particularly in Kuwait as well as the GCC. In the contrary, focusing on presenting the latest trends of fashion in world of intimates helped us build a good base among the targeted segment of clients.”
Building a Unique Brand Identity
The Africa Times: Describe your approach to branding for a lingerie e-commerce business. How would you create a unique brand identity?
Wessam Alsenafi Tariq replied, “This is a very nice question; there are many major branding elements that help us with the branding of our e-commerce business.To summarize them very fast
1- defining your mission and brand values and thriving to be more appealing and recognizable for your clients.
2-targeting the right audience segment, this helps growth and building your name faster.
3- USP – unique selling proposition by identifying what makes your brand different than your competitors. There are many approaches a company can take to build unique brand identity.”
Ensuring a Seamless Customer Journey
The Africa Times: What measures do you take to ensure a seamless and satisfying customer experience, from browsing products to post-purchase support, especially considering the unique challenges of the Middle Eastern market?
Wessam Alsenafi Tariq replied, “The Middle East customers are considered spoiled and live a very lavish lifestyle. the Middle east clients preference is to do less to complete a purchase online because they are used to getting things delivered to them even sending their own chauffer’s to do the shopping for them on their behalf , therefore, keeping this in mind it is our main focus to ensure the online shopping experience is fast , smooth and easy. With this being said we focus on engaging the client through our user-friendly website, translations available for non-English speakers, fast loading of product pages, easy navigation, high quality content and images, detailed product description and smooth checkout process.”
Embracing Ethics
The Africa Times: How would you address ethical considerations such as body positivity and inclusivity in your product offerings and marketing campaigns?
Wessam Alsenafi Tariq replied, “Being from the middle east myself respecting our client’s privacy and culture following all the guidelines and ethical advertising is our utmost priority, as you are aware that selling this type of products anywhere in the world is sensitive therefore following all the advertising guidelines is not an option in our situation, please keep in mind that the world is dramatically developing so even let’s say we do post something that is content sensitive the platforms operating within the middle east such as Facebook, Instagram ,YouTube,Google and many more will remove the content and it will be automatically removed and marked as sensitive content.”
Staying Ahead
The Africa Times: How do you stay updated on the latest marketing trends and technological advancements to drive growth and innovation in your lingerie e-commerce business?
Wessam Alsenafi Tariq replied, “Inclusivity and diversity by availing more options of products that fit all body types and sizes and more color variants that helps a client chose comfortably.
1. Online dominance making the website more inviting and providing offers and discounts to keep the clients returning
2. Customization and personalization of offers not only products also is important thing to consider
3. Technological innovations help in the communication with your clients’ base and revolutionizing the way we market our products.”
Navigating Uncertainty
The Africa Times: How do you approach decision-making and risk-taking in an ever-changing business landscape, and what lessons have you learned from past experiences that guide your approach?
Wessam Alsenafi Tariq replied, “By examining the situation thoroughly, and finding the right balance between risk and reward keeping in mind the potential consequences of each decision. There is always a gain from any situation in life so the learning never stops regardless of the situation.”
Turning Competition into Opportunity
The Africa Times: How do you handle competition from local and international lingerie brands in the GCC market?
Wessam Alsenafi Tariq replied, “To be honest with you, competition is the key to success, I am never threatened by competition rather motivated to compete harder. It is the competition that boosts your experience and makes you think out of the box in a way to find new marketing and sales strategies.”
Staying Fresh in a Dynamic Market
Lastly we asked, “Is it hard to re-invent ‘yourself’ every single time and have something new and surprising for the customers despite being twelve years in the industry and after trying so many different concepts and genres?”
“Not at all,being involved in any business regardless of the activity or nature of a business requires you to be re-inventing and constantly being creative to be in parallel with your competitors in the market. I personally look at it the other way round, the key is to understand the market, once you’ve reached that level over the years you actually become more creative because you are using both your creativity along with your experience.” WessamAlsenaficoncluded
Connect Wessam Alsenafi Tariq on LinkedIn
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