Paving the pathway for innovative business concepts

Shaikha Noor Bint Rashid Al Khalifa, President of Noor Enterprises Holding SPC, tells us how they aim to create unique business ventures for the evolving Bahraini market. Excerpts from the interview:
What was the vision behind establishing Noor Enterprises Holding?
The Bahraini market is fertile ground for innovative businesses, offering a plethora of goods and services to a very diverse demographic. In a world where starting a business is as fast as creating an account on social media, the challenge is to pave the way for brands that are here to stay. The formula entails having a strong brand identity and offering a product with a qualitative edge. The concept supporting Noor Enterprises' vision has always been clear cut: a marriage of innovation and luxury. The mission is to transcend boundaries of time and space to deliver experiences of excellence.
Before establishing Noor Enterprises, I arrived at a business crossroad to be confronted with a very important question: do I want to acquire franchises or do I want to build brands? While I believe in diversifying a business portfolio, I relish in the thrill of building something from scratch. I am a designer at heart; innovation is my vehicle and creativity my fuel.
I come from a background in design, and so I am trained to scan and appreciate my surroundings, down to the most minute of details. Drawing on volumes of experiences from extensive travel and exposure to service, I am keen on observing and implementing international standards, which have served as the prelude to our business aspirations.
I am also a hostess by nature; I have always entertained my guests with the goal of surpassing their expectations. I do so with meticulousness towards their needs and interests. So, when the time came to standardise service in relation to our businesses, a service culture had to be created that was going to be both comprehensive and trainable. This has been the platform from which our businesses have served the market.
The service culture we envision does not only touch upon client experiences. Hospitality starts within the home. It is crucial for all our employees to uphold principles of pride, integrity and commitment during their daily work interactions with one another, before even attempting to export these values to an audience. It is of paramount importance for a team to feel that its objectives are aligned with that of its company. A shared dream propels a business forward and increases the probability of success.
But the road to success is paved with challenges. Raising standards is an endless pursuit, and the real challenge is having to reinvent yourself at every opportunity. Keeping your eye on the ball coupled with careful planning will always be key. At Noor Enterprises, we always start from the drawing board. There are never enough focus groups nor brainstorming sessions during the pre-opening or operational stage of a project. Everyone's voice is important and must be heard, even if it means that we have to keep going back to square one.
The exchange of knowledge, thoughts and ideas are the premise for innovation; the more dialogue we create, the more fruitful the exchange. For Noor Enterprises, this exercise has even extended beyond Bahrain's borders. Our businesses have created opportunities for our clientele to meet with renowned international experts to engage in a meaningful dialogue on topics of fashion, beauty, art and luxury.
How have each of your businesses aligned with your vision?
I established Noor Enterprises Holding as a gateway to identify business opportunities, create unique business ventures and provide financial and logistical support to its subsidiaries.
Noon By Noor, the first business venture, had made its mark years prior to the formation of Noor Enterprises. The premise for this luxury clothing line was to export a Bahraini brand to the West, merging our careful attention to detail with Western designs innovative practicality. The goal was to place Bahrain on the international fashion map, which was realised withNoon By Noor's prestigious invitation to New York Fashion Week for five consecutive years. Our clientele has extended from East to West, with the number of international stockists increasing by the season.
The creation of Black Box Concierge, a world-class fashion concierge service, further attested to our goal of transcending geographic limitations, by sourcing bespoke luxury items from across the globe for a predominantly Middle Eastern clientele. 
The commitment to world-class service continued with the opening of Sash, our award-winning spa, which houses seven-star services and amenities in a setting of extravagance and luxury. Adjacent to the spa sits the popular Sash Café, which offers culinary excellence in a charming fine dining ambience. The novelty behind Sash is the harmonious merging of Eastern hospitality and Western innovation.
Although the mission to build brands has been the driving force behind our companies, the goal of diversification has led to the consideration of a new business venture. Maison Des Fleurs, a signature floral design franchise, presented Noor Enterprises with an opportunity to deliver a uniquely luxurious brand to the Bahraini market that is in line with its business culture and standards.
The Paper Truck, our most recent innovation, made its debut in March of 2017, offering an unprecedented gift wrapping experience. The first of its kind concept transports a lavish full-fledged store, aboard a spectacular truck, which clients enter upon its arrival at the doorsteps of their homes. This mobile gift wrapping venture has turned heads on the road and has taken the word "service" to unparalleled heights. 
Our team is currently immersed in perhaps the most riveting project to date, The District, which has added a new dimension to our multifaceted business activities. The District is a state-of-the-art urban development project that is destined to redefine Bahrain's northern shoreline. By utilizing innovative technologies and granting its tenants access to luxurious amenities, this project is designed to rival renowned developments in major capitals across the world. The District will offer a much sought after lifestyle of balance between productivity and leisure.
Every business under the Noor Enterprises umbrella tells a story. The premise for the stories may differ in plot, but the message remains the same: speak to your audience in their language, address their needs, but do so with an identity that is nothing less than extraordinary. Let your brand deliver the principles you value most, and your sound strategic planning will do the rest. Every milestone we have crossed has served as an opportunity for new possibilities, and I am a true believer that possibilities are endless.

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