Wessam Alsenafi, the CEO and founder of Jabal Tariq General Trading Co., offers valuable insights into her journey from earning a master’s degree in business to building a thriving general trading company. Specializing in women’s apparel and lingerie across the GCC market, Alsenafi recognized a significant gap in the Middle Eastern lingerie sector and set out to provide modern, trend-focused products that align with the region’s sophisticated and fashion-forward women. She opens up about overcoming cultural and technical challenges, the importance of innovation, and her long-term vision for expanding the brand throughout the GCC. Through thorough market research and a keen understanding of her clientele, Alsenafi is determined to set a new standard for lingerie fashion in the Middle East.
From Vision to Venture
We began our discussion by asking, “Could you tell us about your background and provide a detailed overview of your company?”
Wessam Alsenafi replied, “Certainly. My name is WessamAlsenafi, and I am the CEO and founder of Jabal Tariq General Trading Co. I hold a master’s degree in business from the University of Wales, UK, and have earned several business certifications from reputed UK universities. With all the knowledge I gained, I decided to put my experience into practice by establishing my own business.
We are a general trading company and franchisers of international brands, primarily focusing on women’s apparel, intimates, and cosmetics. We work with suppliers from around the world to import and export products aimed at women, particularly in Kuwait and the GCC. Our focus on introducing the latest trends in intimate apparel has helped us build a strong customer base among our target demographic.”
Bridging Fashion and Culture
Business Magazine UAE: What inspired you to pursue a career in lingerie distribution, especially within the GCC market?
Wessam Alsenafi replied, “Thank you for asking. The lingerie market in the Middle East has traditionally been underrepresented. Like any fashion industry, lingerie follows trends, and I believe every woman in the Middle East deserves to wear the latest styles. As someone who is both from and based in the region, I understand the needs of Middle Eastern women better than anyone. They are modern, elegant, and always keeping up with the latest fashion. Given the global trend cycles in lingerie, I saw a clear need to offer stylish, high-quality lingerie to meet the needs of this sophisticated, fashion-conscious audience.”
Lessons & Challenges in Perseverance
Business Magazine UAE: What are the most important lessons you’ve learned in your life, especially considering your slow start and early struggles?
Wessam Alsenafi replied, “One key lesson is to never look back after making a decision, no matter the outcome. Keep moving forward, but always learn from past experiences. Life’s challenges are a guide to your future success.”
You also mentioned encountering network issues during online purchases. How have you addressed these technical challenges to improve the reliability of your e-commerce platform?
Then she replied, “We’ve tackled this by staying on top of the latest technologies and business updates. Our IT team conducts regular system checks to ensure that the online purchasing experience remains seamless and secure for our clients.”
Overcoming Market Challenges
Business Magazine UAE: How do you navigate the cultural sensitivities and market dynamics in the Middle Eastern lingerie market? Can you share examples of how you’ve adapted to these challenges over the years?
Wessam Alsenafi replied, “The Middle East market is indeed challenging, especially when working with products like lingerie, given the region’s cultural sensitivities. However, we have an advantage—our entire team is local. Being from the Middle East helps us connect more easily with clients, and it allows us to better understand the needs and preferences of women in the region. Here’s how we’ve adapted:
- Continuous market research and analysis.
- Embracing innovation and technology.
- Fostering a culture of learning and adaptability.
- Monitoring customer needs and expectations.
- Maintaining strong customer relationships.
- Agile strategic planning.
- Collaborating with trusted partners.
- Staying aware of competitors.
- Adopting digital transformation.
- Remaining agile and responsive to change.”
Charting the Path Forward
Business Magazine UAE: What do you envision for the future of your lingerie business in the Middle East, and what strategies will you pursue to achieve your long-term goals? Additionally, how do you decide which lingerie products to feature on your platform?
Wessam Alsenafi replied, “The lingerie industry is booming and growing steadily. We aim to expand into neighboring markets and establish a strong brand presence across the GCC and beyond. Our goal is to continuously grow while ensuring our customers are always satisfied with our products and services.
As for product selection, our IT team plays a crucial role in system monitoring, and we regularly review customer feedback to ensure we’re offering the most desirable products.”
A Final Word from Wessam Alsenafi
Finally, we asked, “Is there anything else you’d like to share with our viewers?”
Wessam Alsenafi replied, “Thank you for the opportunity to share insights about myself and our business. I’m grateful for this platform and excited about the future of our brand.”
Connect with Wessam Alsenafi on LinkedIn.
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