Nisreen Shocair interview
Nisreen Shocair is the visionary CEO and Founder of Shocase, where she leads global brand development, strategic investments, and retail excellence training. With over 30 years of experience across retail, media, technology, fashion, telecommunications, and e-commerce in six international markets, Nisreen has built one of the fastest-growing retail concepts for private collectors in art, music, and fine jewellery. She previously served as CEO for the Middle East at YOOX NET-A-PORTER Group and holds board positions at Magrabi Retail Group and IKEA KSA, underscoring her influence across major global brands. An MBA graduate from London Business School and Columbia University, Nisreen has been widely recognised for her leadership, including awards such as Female CEO of the Year and Women of the Year 2023, and has consistently featured on Forbes Middle East’s Top 100 Most Powerful Arab Women. Passionate about diversity, inclusion, and empowering the next generation of leaders, she actively champions initiatives that create opportunities for women at all stages of their careers
Empowering Creativity While Scaling Brands
The Worlds Times: With your extensive experience as a multinational CEO and turnaround strategist across diverse industries and global markets, what inspired you to create Shocase, and how does the company redefine the way brands build, scale, and grow sustainably in today’s rapidly evolving business landscape?
Nisreen Shocair replied, “Shocase was born from my passion to help brands balance creativity with commercial success. I’ve seen incredible founders and designers lose momentum because they were pulled into operational or financial complexities. Shocase takes that burden off their shoulders we manage the strategic and structural aspects so they can focus on their craft. What makes us different is our “Your Stage. Your Spotlight.” philosophy we’re not here to overshadow creativity, but to empower it. We help brands evolve authentically while scaling sustainably across markets.”
Leadership Defined by Curiosity
The Worlds Times: You have led several iconic global brands and spearheaded major digital transformations across industries. From your perspective, what defines successful leadership in today’s fast-changing, technology-driven landscape, and how must leaders adapt to remain relevant and effective?
Nisreen Shocair replied, “Successful leadership today is not about control it’s about curiosity and adaptability. The world moves at the speed of technology, and leaders must stay open to learning, questioning, and unlearning. For me, it’s also about empathy understanding people’s motivations, whether it’s your team, partners, or customers. A great leader blends data with intuition, vision with execution, and business goals with human purpose. That’s where the magic happens.”
Navigating Global Expansion Without Diluting Brand DNA
The Worlds Times: Shocase works closely with luxury and premium brands navigating international growth. From your experience, what are the most significant challenges these brands face when entering new markets or expanding their presence globally today?
Nisreen Shocair replied, “Luxury brands today face a paradox they must remain exclusive, yet globally accessible. The challenge lies in localization without dilution. Every market has its own cultural nuances, digital behaviors, and purchasing psychology. A one-size-fits-all approach simply doesn’t work. At Shocase, we craft bespoke market entry and expansion strategies that respect a brand’s DNA while adapting to regional expectations. We help them remain timeless while becoming timely.”
Turning Challenges into Purpose
The Worlds Times: You have successfully led major transformations across industries such as media, retail, and e-commerce. Drawing on this experience, what would you say is the key to leading effective and sustainable business turnarounds?
Nisreen Shocair replied, “Turnarounds are not just about fixing what’s broken they’re about rediscovering purpose. The first step is clarity: understanding what the brand stands for, who it serves, and why it matters. Then comes alignment bringing teams together behind that vision. Finally, execution must be bold yet measured. You can’t cut your way to success; you need to innovate your way there. Every turnaround I’ve led whether at YOOX NET-A-PORTER, Beyond ONE, or Ellaycom began with listening, empathy, and a relentless focus on future value.”
Global Leadership and Brand Success
The Worlds Times: You have worked extensively across diverse regions, from the Middle East to Latin America. How do you approach cultural diversity in both leadership and brand strategy, and why do you see it as a critical advantage in global growth?
Nisreen Shocair replied, “Cultural diversity isn’t a challenge it’s an incredible advantage. Each market brings new insights and creative possibilities. My approach is rooted in respect and curiosity understanding not just consumer habits but emotional drivers. At the leadership level, it’s about inclusivity: giving people from different backgrounds the confidence to bring their authentic selves to the table. Innovation flourishes when diverse minds collaborate with a shared purpose.”
Building Strong Foundations
The Worlds Times: As a strong advocate for empowering founders and startups, what guidance would you offer to entrepreneurs who are looking to scale their brands globally while staying true to their vision and values?
Nisreen Shocair replied, “My advice is simple: know who you are before you try to scale. A brand without identity cannot sustain growth. Once your core is strong, surround yourself with people who complement your weaknesses, not mirror your strengths. Invest early in systems and scalability they’re not glamorous, but they’re essential. And most importantly, don’t lose the joy of creation. Growth should enhance your passion, not drain it.”
Sustainable business growth
The Worlds Times: You have been an active member of YPO and have led significant acquisitions at Beyond ONE. How have these experiences in mergers and acquisitions shaped your perspective on sustainable business growth and long-term value creation?
Nisreen Shocair replied, “M&A is both an art and a science. It’s not just about numbers it’s about synergy. The success of any merger lies in cultural integration and shared vision. At Beyond ONE, our acquisitions weren’t just expansion moves; they were about creating an ecosystem where every brand and team added value to the whole. I’ve learned that post-merger alignment is as critical as the deal itself. Growth must be human-centered to be sustainable.”
Leading with Joy
The Worlds Times: You’ve often said that “life is about accomplishing greatness without losing the fun and joy of living.” How do you personally embody this philosophy in your work, leadership style, and the culture you cultivate within your organizations?
Nisreen Shocair replied, “I truly believe success without joy is incomplete. I bring playfulness and curiosity into everything I do whether it’s brainstorming with my team, mentoring founders, or designing brand strategies. At Shocase, we celebrate small wins as much as big milestones. Creativity thrives in environments that are positive, not pressured. I want every project to feel like an adventure — one that challenges us, excites us, and reminds us why we started in the first place.”
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