Joumana Soufi knows what it means to take a leap of faith in the pursuit of self-contentment. From a high-powered career in marketing, to a full time fashion blog that’s evolved into one of the most coveted online spaces for fashion news and updates, and now a fashion and image consultancy, she considers her journey as one of life’s simple decisions.
Joumana decided to let inspiration take over. Upon dedicating her time to blog about her many passions, especially fashion, art and photography, The Side Talk, grew into one of the most prominent fashion blogs in Kuwait and the region. She may attribute her success to the consecutive effort of taking baby steps, yet Joumana’s personable nature, open spirit and constant search for creativity further defined her style, giving thesidetalk.com an unprecedented edge. We finally got to see the person behind those addictively stylish posts, as she consults with her favorite brands rather than simply post about them. This drove her towards creating The Posh Fairy, a styling and image consultancy that transforms your look from head to toe.
She comments, “The Posh Fairy started as a fantasy, a day dream while walking in the mall and observing outfits. I started reading and researching the idea, taking a course only to fall in love further and enroll in another one. It’s a non-stop, fast-paced industry that never sleeps!” One might jump to the conclusion that this lady has the easiest job in the world, yet it’s actually very challenging. She adds, “It needs deep observation of the person’s physical and personal character aspects to achieve an outcome that satisfies the stylist and the shopper at the same time. The most exciting part for me is the first meeting with the client; moving from not knowing what to expect into actually forming a vision!”
As a blogger-turned-top stylist/personal shopper, Joumana wishes to expand The Posh Fairy as a fully-fledged company that serves as a complete makeover destination for women and men who need to supercharge their style attitude.
What is your idea of perfect happiness?
Happiness is a state of mind. You could have everything you want and be miserable, and on the contrary, you could be happy even if things aren’t going their best for you. To me, the perfect idea of happiness is family, success, and love; put together, this is one hell of combination! The secret to having it all is knowing that you already do.
What is your greatest fear?
I have one too many fears: heights, darkness, small spaces, and aging!
What is the trait you most deplore in yourself?
I’ve got too much brain in my head! I think too much. Overthinking makes a big deal of everything; I spend too much time over-analyzing. I know worrying will never change the outcome; still it’s kind of hard to practice what I preach.
What is the trait you most deplore in others?
Believe it or not, it’s not easy for me to deal with all types of people; I don’t do well with people who are cold, too laid back, or those who think they know everything.
Which living person do you most admire?
My parents! They are two opposites that attract and complete one another.
What is your greatest extravagance?
Shopping is my guilty pleasure! I cannot resist snatching something I like the second I lay my eyes on it. When I gotta have it, I gotta have it!
Which words or phrases do you most overuse?
‘cute’, ‘gorgeous’, ‘doll’, and ‘super’! Definitely over used!
When were you happiest?
Life is a rollercoaster of ups and downs. With every passing day I get more of an understanding of my being and my surroundings, which makes me more content. In the process, I face some obstacles and that’s when sadness, anger, or disappointment may come in. However, I’m at my happiest when I’m around my family, my baby, and my husband. That’s my comfort zone and my positive energy.
Which talent would you most like to have?
Illustrator or a graphic designer! I wish I could transform my thoughts into art!
What would you consider your greatest achievement?
Achievements aren’t measurable, they are completely personal, and there’s no customary standard or limit. I reached the peak of my success in my career and therefore decided to move on towards a new path. I chose to pursue consulting in marketing and social media, focused more on my fashion blog, started a styling business, and also had a baby! Those are my achievements—they will keep growing and changing every day.
Where would you most like to live?
Paris: since as long as I remember I was fascinated with France and the French; their elegance, sophistication, and even the language, I’m definitely a French soul!
Follow Joumana’s posts by visiting: