Tell us more about your business Gedeon Group and how it came about.

After graduating from Imperial and working in Mergers and Acquisitions in London, I joined forces with my siblings to build on the legacy of our father, who spent decades in the luxury fashion industry with groups like LVMH and Armani. We inherited his reputation and know-how, but chose to apply them in a bold, forward-looking way through a new business model, in untapped territories, and with rising global brands.

We identified a clear gap in the traditional fashion landscape. While lifestyle and sportswear brands were booming globally, their footprint in high-potential markets across Sub-Saharan Africa and the Middle East remained limited. That’s how Gedeon Group was born. We created a next-generation fashion retail and distribution platform designed to bridge this gap. Headquartered in Dubai, we hold the franchise and distribution rights for global brands in emerging markets.

Today, we proudly represent leading brands such as Tommy Hilfiger, Calvin Klein, Puma, Adidas, and New Balance in over 30 markets, including the UAE, Saudi Arabia, Kenya, Nigeria, and Ivory Coast.
 

You were featured in the Forbes 30 Under 30 last year. How did it feel to be recognised for your work?

It was surreal. Entrepreneurship is often a behind-the-scenes grind, so being recognised on such a visible and prestigious platform was both humbling and energising. For me, it wasn’t just a personal milestone - it was a tribute to the relentless drive and shared vision of our team. It reinforced a simple truth that with perseverance and long-term focus, hard work ultimately pays off.
 

What has been the biggest lesson you have learned in your entrepreneurial journey?

Without a doubt, it is having resilience. Operating across frontier markets means living with uncertainty such as political instability, currency swings, logistical hurdles. You can’t control the turbulence, but you can control your response. I’ve learnt that while vision gives you direction, it is adaptability and mental endurance that shape your trajectory.

Equally important is building strong, scalable foundations early on as that’s what allows you to handle fast growth without falling apart.

Lastly, managing people and relationships is everything. Keeping partners, suppliers, teams, and clients aligned takes clear communication, trust, and the ability to listen and lead at the same time.
 

What are you most proud of in your career to date?

1. Building something real and lasting from the ground up: seeing our teams grow, establishing robust operations in markets where few dare to enter, and turning vision into reality. These are all milestones that remind me why we started.
2. Doing it as a family: our trust, values and synergy have been the bedrock of Gedeon Group’s success.
3. Creating a winning culture: built on ownership, drive, and the belief that no dream is out of reach.

What are your aspirations for Gedeon Group?

We’re just getting started! Our goal is to become the leading retail and distribution platform for fashion and lifestyle brands across Africa and the Middle East. That means more countries, more flagship stores, and eventually, developing our own concept brands.

Long term, I also want us to continue playing a role in strengthening local retail ecosystems by creating jobs, improving infrastructure, and setting new standards in the markets we serve.
 

How have your studies at Imperial supported your work at Gedeon Group?

The MSc Finance programme gave me a powerful technical toolkit including accounting, risk management, and modelling. These are all skills that I apply daily, whether I’m negotiating with different stakeholders or evaluating market expansion plans. Beyond the technical foundation, the Imperial Business School experience profoundly shaped my mindset. Serving as Academic Leader taught me how to listen to and represent a diverse cohort from different cultures and backgrounds, and to communicate complex ideas clearly to professors and faculty leadership. It also taught me how to lead with both structure and empathy - skills that have been indispensable in managing a fast-growing, cross-border business.
 

Have you stayed connected with the alumni network?

Yes, I’ve remained connected with the alumni network in both Europe and the Middle East. It's been a valuable space for idea-sharing and recharging. Imperial has a unique way of keeping its community engaged, and every time I attend an event or connect with a fellow alum, I’m reminded of the calibre that make the Business School so special.