Joelle: Dubai is overwhelmed with fashionistas

There are so many ways you can empower women. Through, education, opportunities and choice. But sometimes it's the simpler things that can make a massive difference to a woman's self esteem. Make-up and fashion. Trivial things to some, multi-billion dollar industries to others and life changing to many. Look at Joelle Mardinian - beauty expert, entrepreneur, brand ambassador,  her TV show had been running on MBC for almost 11 years making it one of  the most watched shows in the Middle East. The premise is simple yet powerful. Makeovers to ordinary, everyday women. With her beauty salons Maison de Joelle popping up all over the place, and her dedication to fashion and make up, Joelle has received a number of awards including her latest, Most Inspirational Social Media Star of the Year and Beauty Social Media Star of the Year.

"To be honest, they mean the world to me," Joelle told City Times, "especially because they were through public voting which meant that the people really wanted me to receive these awards. I can't possibly describe how much happiness I
feel inside."

The busy mother of two took the time to sit with City Times to talk about the power of social media, empowering women and her future projects.

Social Media Style
On Instagram, of course I plan photos. Not planning weekly or monthly but certainly I don't just put up any old photos. The photo has to be beautiful, the video has to be meaningful, it has to be picture perfect, no pixels. I want my Instagram to be like a beautiful magazine. easy on the eye, straightforward. I also want to make sure that the content represents me, Joelle. I am very, very, very protective over my Instagram and snapchat and my social media accounts specially the ones that are showing me as a person, as a celebrity, as a mom, as an influencer, as a beauty expert.

Social Media Content
I make sure that all the content is related to my lifestyle. In this region, we don't have paparazzi so people have no idea what celebrities are like, what is important in their life, how they lead their life, how hard their work is. This is what I show through my social media platforms. On instagram, I show my kids sometimes, my office, of course my awards, footage from my show or, you know, behind the scenes from when I am filming, my products, my businesses whether it is at CLINICA or Maison de Joelle, my travels, the things that I like to eat, my exercise routine. So I try to give people a balanced image of what my life is all about.

Social Media Importance
Social media is so important! I remember fighting with my husband when I first started doing Instagram. Not that I was obsessed but I honestly spent a lot of time on making sure that the pictures are gorgeous. I enjoy taking a gorgeous photo. For me, its double the reward. One is I am posting gorgeous photos that represent my life and second - it is rewarding when you see people engaging with you. On my show, I cannot engage with people. The only time I engage with people is face to face when I meet them on the plane, in the airport, at cinemas, at restaurants, malls, streets, holidaying but with instagram I can reach millions of people through my own platform and they can actually comment and explain to me how they feel about each picture and each video!

The Dubai Scene
It's amazing. The Dubai fashion scene is so unique now. Dubai is overwhelmed with fashionistas.. With people also that understand beauty very well. There are make-up artists who are trying to create a big name for themselves.
They are creating eye lashes, they are creating their own products . . . they are doing great big things so Dubai is amazing for people that want to enter into the fashion and beauty industry. And it is also encouraging, as a country, to have talents flooding into Dubai to grow their brands because that reflects very well on Dubai as an international center for beauty and fashion.

Joelle's Style
Well it depends on the season, it depends on the country I am in. If I am in Dubai I am more conservative, when I travel I am less conservative. When I am going out with my family, my mom, my friends I am more conservative. When I go out with my husband I am less conservative. When I am with my children I am super casual. When I go to work, I dress like a business person. I cannot walk into a meeting wearing something super funky. I don't think that's the image I want to portray about myself as an entrepreneur. I want to make sure that the person who is sitting opposite me isn't looking at my top, or my trouser or my accessories or the way I have actually styled my hair or the amount of make-up I have on. I want them to look at me and look at what I have to say like a business meeting. I always say that during business meetings, I want to go in as a person not as a he or a she.

Make-Up & Fashion Empowerment
I see it on the show every single week. People feel comfortable when they feel that they look good. Take away from a person all their beauty products, take away all their gorgeous clothes, take away their hair dressers, their make-up artists, the nail technicians - we no longer feel like we are women. Of course women should not be judged by their appearance but that does happen. I am not encouraging (women) who do nothing all day but look in the mirror and have full on makeup from the second they open their eyes to the second they go to sleep, that's not what I am talking about. I am literally talking about a nice, healthy self-appearance. And of course hair and makeup and fashion and accessories all add to a women's self-esteem.

Most Prized Possession
Photos. I was just thinking about this last night. I was putting my daughter to sleep and that's a rare thing because usually I am not home. I am at work very late or I am travelling. So yesterday, I was just thinking that, oh my God, my kids are growing up. I can't believe how they've changed in the last year. One year has made such a huge difference. And I went on to thinking I really want to go back and look at my kids' photos and Ella, she loves stories of when she was a baby. That's how she goes to sleep. She asks me to tell her stories of when she was a baby. So I would probably save memories. That's what I would save.

The difference between Fashion and Style
Oh it's very different. Fashion changes every season but someone that has style means that they have a unique style. They can actually mix pieces together, they have their own individual style, they know how to bring pieces from a previous season, mix it with something from the current season and turn it into something super stylish. That is styling and not everyone can do styling. Everyone of course, if they have a lot of money, they can be currently fashionable. It doesn't take a lot of hard work that way. You just go into high end stores and just wear the latest things that are out there on the market. But to have style, that is someone who knows how to mix things together and create.
 

Influencers and inspirations
I look up to huge make-up artists like Pat McGrath. She is the global creative director for Max Factor. She is responsible for more than 20 fashion shows in each fashion week so London, Paris, New York, Rome. you name it and she is there. She sits with brands like D&G, Roberto Cavalli, Victoria Beckham and creates a make-up trend to go on the runway that matches the vision of the designer. I am also super happy that I have met her many times. She holds the title of the global creative director of Max Factor and I am super lucky to hold the title of the regional creative director for Max Factor. So my role is very similar to hers but mine is to bring every single season's trend and turn it into a trend that actually suits the women in the Middle East and the Gulf.

Fun Joelle Facts

Burger or Pizza?
Burgers. OMG! I love burgers.

Close friends and family know you for being  . . .
Genuine, down to earth, a person that hasn't changed whether it was before or after fame. Loving, caring, someone that likes to share, no secrets. nothing to hide.

One fashion item you can't live without
LOL. My Hermes bag.

Every girl should have what in her closet?
A nice blazer.

People would be surprised to know . . .
That even though I fly so much, I am absolutely petrified of flying!