The poet achieves her ambition with “Idea and Color”

Hind Ibrahim Al-Shaer has been associated with her father, the “businessman,” since she was young. She stayed with him all the time and even went with him to his work during the summer vacations. She inherited from him her love of trade and self-employment, and gained various experiences in trade from him, especially since he was an agent for European watch brands in Sharjah. The father encouraged her to develop her hobby of cosmetics and skin care. He used to buy international brands for her, and promised to help her if she wanted to work independently, but he died before her death. She wanted to think about her project, but she did not give in to the feelings of intense sadness over her father’s separation, and she turned her sadness into energy that pushed her to achieve his dream. She resorted to free trade in the “Idea and Color” boutique, and within a short period she succeeded in proving herself, and began thinking about producing a complete line of cosmetics. Emirati beauty.

Al-Shaer told the story of establishing the “Idea and Color” cosmetics boutique to “Emirates Today,” saying that her father always told her that he intended to help her start her own business related to jewelry, especially since he was known for European luxuries and jewelry, as he had been the agent for many years. He worked for a number of European watches in Sharjah, and he had a high level of culture and experience, which made Hind want to become like him.

She continued, “My father died about four years ago, and I felt very sad, especially since I was very attached to him, and I wanted at that time to change my future and work on other projects,” adding that I wanted to complete my master’s degree in business administration, specifically in human resources, after I spent two years in One of the government agencies in Sharjah, where I worked as a financial officer, during which I gained many experiences.

She indicated that during that period she planned to start a private project, and began studying the market to see the best fields, then resigned from her job as a financial officer, in order to focus on studying and planning private work, as she was unable to reconcile full-time work, study, and thinking about private work. .

Al-Shaer explained, “After studying and researching, I decided to open a boutique (Idea and Color) three years ago, due to my complete knowledge of cosmetics and skin care, because they have fascinated me since childhood,” adding that she had always used special skin creams and read about them, and tried to learn the appropriate times to use them, since she was a child. student.

She added, “At that time, girls my age were not interested in cosmetics and skin care, especially since children and teenagers did not need their own creams,” adding that she read about a lot of cosmetics, and tried to satisfy her interests when traveling on summer vacation to European countries. By purchasing new products of all kinds and trying them.

She confirmed that she wanted to invest in this aspect, especially since she knows a lot about skin care products, explaining, “I did not rely on one product, but rather I always mixed between them to learn what their benefits are, whether they really suit my skin, and how I can achieve the best use of the products.” Cosmetology.

Al-Shaer added that she opened the store last May, after planning it for three full years, and during these years, Al-Shaer communicated with a number of exclusive agents for brands specializing in cosmetics and hair care, adding that she was able to bring in a number of agents due to her permanent presence in the market. , even before heading to her own project.

She added, “I try all the products before bringing them into the store, so that my room contains a huge number of new products that I constantly try,” explaining that she is not a fan of makeup, but rather uses it in a simple way compared to skin care products that she cannot complete her day without using. Several types of them, to ensure the best results.

She stated, “I faced several obstacles and challenges, the most important of which was the difficulty of convincing agents to deal with a new project, especially since they wanted to spread in the market quickly, and here I wanted to prove that I was able to bring in the best brands, while others wanted to publish their products in the Dubai markets, as they are open global markets.” », explaining that she initially wanted to open her store in Sharjah in order to establish herself in her hometown.

Al-Shaer continued that she conducted many interviews to be able to hire suitable workers who could handle the work in the boutique, and to know the differences between the brands and the products that she sells, especially since she brought in Australian and European brands that are not widespread in the market, and in fact they are only sold to specific, interested customers. With these products, she added: “I had to start teaching the workers everything I knew about the products that I spent years of my life learning the differences between, and I had to explain how to deal with customers.” In a way that ensures that the customer will return again to the store, after gaining his trust in our products.”

She added that she wants to introduce new products in the future, and also wants to produce a complete line of Emirati cosmetics, and have them registered by an international trademark bearing the name of the country, in addition to planning to hold special workshops to explain how to take care of the skin, explaining, “Many girls are interested in makeup without taking care of their skin. This is wrong, so I want to educate them about the importance of taking care of their skin before taking care of makeup and its quality.”

She pointed out that she would like to establish her own group of companies, which would produce cosmetics and skin care products, and market them inside and outside the country, in addition to a number of related companies.