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Garmid: Pivot & Persevere

Updated: Apr 14, 2019

Soukayna Sellak, (Ibtikar FW18) takes us on a journey from inspiration to implementation of her Big Idea: Garmid.

As fashion enthusiasts from Paris, we both used to sneak into fashion shows during PFW. Most of the time, adopting an “act like you belong” attitude; we often didn’t manage to get in – so we spent our time people watching and admiring the street fashion.


We dreamed up an app that would tell us what brands people were wearing, without having to awkwardly ask them: an app that could give them an opportunity to let everyone around them know about their fashion finds, an app that… we couldn’t afford to develop.


Fast forward four years, I was a Junior Buyer at Level Kids – I saw the opportunity offered by Ibtikar; with a few tweaks and support, our idea was selected. During which, we never stopped thinking about our project. Jonathan – our self-taught tech lead – built our first prototype.


It all went very fast from there: 3 months to prove that your concept was more than a cool idea. The idea is that Garmid would allow for the discoverability of brands as users cross paths with people in real-time; allowing everyone to become an influencer with potential to monetize. We worked tirelessly from distributing teaser flyers and filming our first promotional video to implementing feedback from mentors, Ibtikarians and most importantly, our users. At the end of our POC, we began experimenting with a new business model, and pivoted to an all-in-one social media platform for fashion enthusiasts looking for a place to connect with other fashion lovers.

Considering the challenges at hand, we chose to pivot our offering, while following the same vision –Garmid is an all-in-one social media platform for fashion enthusiasts looking for a place to connect with other fashion lovers; allowing everyone to become an influencer with potential to monetize.



The hardest part is yet to come and that’s exactly what we signed for! Whatever comes next, we will never be more thankful to the Chalhoub Group and Ibtikar for giving us this once in a lifetime opportunity. In the meantime, stay tuned.


#socialcommerce #intrapreneurship #startups #luxury #retailtech #tech

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