'It will never be perfect when you launch your business - stop wasting time trying to get it right. You’ll learn as you go!"
Jade Massaad launched ALKAM whilst stood down from her full time marketing job in the midst of the global pandemic as a solution to the lack of affordable, good-quality, and timeless garments that seamlessly fit into one’s lifestyle. She had a burning need for a life-long, conscious wardrobe that answered to the devastating environmental and social impact of the fashion industry – designed with style and comfort in equal measure.
What began from her living room during the global pandemic with the desire to offer a timeless, unfussy and minimal wardrobe, ALKAM has grown sustainably over the past two years to what it is today: a movement in which design, sustainability and price can co-exist harmoniously.
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We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Jade Massaad: I launched ALKAM whilst stood down from my full time job in the midst of the global pandemic as a solution to the lack of affordable, good-quality, and timeless garments that seamlessly fit into one’s lifestyle. I had a burning need for a life-long, conscious wardrobe that answered to the devastating environmental and social impact of the fashion industry – designed with style and comfort in equal measure. What began from my living room during the global pandemic with the desire to offer a timeless, unfussy and minimal wardrobe, ALKAM has grown sustainably over the past two years to what it is today: a movement in which design, sustainability and price can co-exist harmoniously.
I believe that fashion should be a combination of considered design, responsible business and conscious manufacturing. Our mission is to drive a movement of conscious consumption – everything we create is designed to last, so you can buy less, and throw away less. As well as this, ALKAM is also a proud partner of The Hunger Project whereby we donate 100% of profits from our fully circular scrunchies to help end global poverty, and plant a tree via One Tree Planted for every order. We’re also a proud Fur Free Retailer. ALKAM exists to create fashion but good.
I’m also excited to announce that my second collection has launched! Returning to work post-lockdown was a challenge, from living in loungewear and activewear everyday, I found it a big shock putting on anything but, and the thought of putting on suits and structured workwear was a no-go. So I designed a collection that had comfort at the forefront, whilst being chic enough to wear to work. From suits with elastane for extra movement, shirts with a cinch belt, dresses that double as jackets, and linen for breathability, I ensured this collection was functional but fashionable. Collection II encapsulates boxy silhouettes, replaced tailoring and voluminous detail.
2020 and 2021 threw a lot of curve balls into business on a global scale. Based on the experience gleaned in the past couple years, how can businesses thrive in 2022? What lessons have you learned?
Jade Massaad: Really understanding what the consumer wants is the only way to thrive in what is such an unprecedented, challenging retail time. Since lockdown, we’ve seen a shift in how consumers are shopping as well as what they’re shopping for. Loungewear and activewear have seen a huge peak. Now with many women going back to work, they’re not quite ready to get back into structured and rigid workwear. They want to transition, and this is true to my personal experience of heading back into the office too. I couldn’t find comfortable but chic workwear, so I designed it.
How has the pandemic changed your industry and how have you adapted?
Jade Massaad: As I launched in the midst of the pandemic, I was fortunate enough to get a feel for the consumer shift that was already happening before hitting production for my first range. Insights were clear – comfort in clothing was key, and has still gained prominence today. Consumers were also getting more aware of the harsh environmental impact of clothing, especially fast fashion, and we’re becoming quite savvy when it came to shopping brands that align with their values. Listening to what consumers want, and incorporating these insights were pivotal in the inception of ALKAM.
What advice do you wish you received when the pandemic started and what do you intend on improving in 2022?
Jade Massaad: It will never be perfect when you launch your business – stop wasting time trying to get it right. You’ll learn as you go!
Online business surged higher than ever, B2B, B2C, online shopping, virtual meetings, remote work, Zoom medical consultations, what are your expectations for 2022?
Jade Massaad: Whilst consumers love the convenience of online shopping, with many brands playing really strongly in this space where they’re offering 3 hour delivery turnarounds, many are still wanting to go into store and try on clothes. It’s a whole new experience that they couldn’t endure for a long time, and people are just revenge shopping – a term that coins the rush of people out and about and shopping till they drop! There will always be a place for bricks and mortar, and similarly, physical meetings and collaboration.
How many hours a day do you spend in front of a screen?
Jade Massaad: Yikes. My full time job is an 8 hour shift, and ALKAM, my side hustle, takes up nights and early mornings at probably 4 hours a day. So 12 hours total!
The majority of executives use stories to persuade and communicate in the workplace. Can you share with our readers examples of how you implement that in your business to communicate effectively with your team?
Jade Massaad: I’m still a one man band!
Business is all about overcoming obstacles and creating opportunities for growth. What do you see as the real challenge right now?
Jade Massaad: The challenge remains the uncertainty of current times. Will there be another lockdown and introduction of the next COVID strain? I’m Australia specifically, we’ve seen the worst floods since 2010, so people aren’t leaving the house, and many tradies have had to stop working, which ultimately affects spending habits. People are also prioritising their spend for holidays and dining, rather than shopping. 2022 is certainly not without its challenges, the key to succeed here is really finding your niche market and converting them into true brand fans and ambassadors – word of mouth is imperative in a time where people aren’t shopping as much.
In 2022, what are you most interested in learning about? Crypto, NFTs, online marketing, or any other skill sets? Please share your motivations.
Jade Massaad: The metaverse is a whole new world which I need to start unpacking. Brands are already advertising in that space, and if you’re not across what’s happening here, you’ll be left behind.
A record 4.4 million Americans left their jobs in September in 2021, accelerating a trend that has become known as the Great Resignation. 47% of people plan to leave their job during 2022. Most are leaving because of their boss or their company culture. 82% of people feel unheard, undervalued and misunderstood in the workplace. Do you think leaders see the data and think “that’s not me – I’m not that boss they don’t want to work for? What changes do you think need to happen?
Jade Massaad: There Great Resignation has affected employers worldwide! Since lockdown, it has certainly been a challenge to get back into the groove of things. Employees are wanting greater flexibility, more work life balance, and higher salary. And I think employers need to move with the times.
On a lighter note, if you had the ability to pick any business superpower, what would it be and how would you put it into practice?
Jade Massaad: It would be replication, that way I can get as much work done as possible. Sounds silly, but as I do have a full time job with ALKAM being a side hustle, there just isn’t enough time in the day!
What does “success” in 2022 mean to you? It could be on a personal or business level, please share your vision.
Jade Massaad: Success to me is influencing and empowering others to reach success. I get the most satisfaction from being apart of peoples success stories and watching them grow.
Jerome Knyszewski, VIP Contributor to ValiantCEO and the host of this interview would like to thank Jade Massaad for taking the time to do this interview and share her knowledge and experience with our readers.
If you would like to get in touch with Jade Massaad or her company, you can do it through her – Instagram
Disclaimer: The ValiantCEO Community welcomes voices from many spheres on our open platform. We publish pieces as written by outside contributors with a wide range of opinions, which don’t necessarily reflect our own. Community stories are not commissioned by our editorial team and must meet our guidelines prior to being published.
