From Passion to Creation: Inside Maison Soula's Journey
Intro
Join us as we listen to the inspirations behind Maison Soula's distinctive aesthetic, explore the brand's approach to collaborations and social media, and uncover its strategic vision for global expansion. From a childhood passion for crafting jewelry to a dynamic career journey spanning Milan, Istanbul, and beyond, Başak Bıyık Boari has forged a unique path, seamlessly blending business acumen with an unwavering dedication to creativity. Begin a voyage to reveal the captivating realm of fashion and design, observed through the impassioned perspective of Maison Soula's founder.
interview by Ezgi Atay
At Maison Soula, we advocate for the liberation of self-expression, encouraging women to reject the notion of "too much" and instead embrace their innate desire to stand out.
Q1.
Can you share a bit about your background and what led you to venture into the world of fashion and design?
Since childhood, I've always had a love for creating jewelry, using beads, glass, and shells to craft my own unique pieces. As I pursued my university studies in business, I found myself contemplating a career that would blend my business acumen with my passion for creativity. This led me to pursue a Master's degree in Luxury Brand & Fashion Management at Marangoni in Milan.
Initially, I thought my time in Milan would be temporary, but everything changed when I landed a job at Yoox-Net-a-Porter Group. Starting as a merchandiser, I later transitioned into roles as a strategist and ultimately, a jewelry buyer. This experience reignited my passion for jewelry, making it one of the most fulfilling and dynamic roles I've ever had.
After four enriching years in Milan, I felt the pull to return to my roots and settled in Istanbul. During this time, I had the opportunity to work with esteemed companies like Mavi Jeans and Alibaba Group. Just before embarking on my entrepreneurial journey, I served as a vendor manager for Aliexpress division, assisting Turkish businesses and brands with their e-export endeavors.
When the division closed, I saw it as a serendipitous moment to launch my own company and bring my unique designs to the world. Thus, Maison Soula was born, a testament to my unwavering passion for jewelry and my dedication to creating exquisite pieces that resonate with people globally.
Image: Başak Bıyık Boari wearing Maison Soula
Q2.
Maison Soula has been celebrated for its distinctive aesthetic. Can you delve into the design philosophy that defines the brand's elegance and the inspiration behind creating pieces that embody a timeless allure? How have your personal experiences influenced Maison Soula's aesthetic?
Maison Soula embodies a distinctive and unmistakable aesthetic, offering captivating "statement pieces" that transcend mere adornment. Dedicated to championing self-expression, the brand celebrates the individuality of each woman, empowering her to boldly showcase her unique style to the world.
My time in Milan, a city where the fashion industry is predominantly shaped by women, profoundly influenced Maison Soula's philosophy. Inspired by the vibrant spirit of these women, I questioned the societal norms that often compel women to conceal their true selves. I firmly believe that women should embrace their authenticity without hesitation, whether it means forgoing makeup altogether or adorning themselves with striking jewelry pieces that demand attention.
At Maison Soula, we advocate for the liberation of self-expression, encouraging women to reject the notion of "too much" and instead embrace their innate desire to stand out. Our designs serve as an empowering declaration, boldly proclaiming, "I am here, behold my essence!" We want every wearer to feel emboldened, knowing that she/he is never too much, but rather an unapologetic force to be reckoned with.
Image: Maison Soula
Q3.
Collaborations are powerful way to expand a brand' s reach. Are there any dream collaborations or partnerships you envision for Maison Soula, whether with other designers, artists, influencer or celebrities?
I have a profound admiration for Etro, finding beauty and inspiration in everything they create, be it their exquisite bags or their stunning clothing collections. Collaborating with Etro would be a dream come true for me. I envision enhancing their already breathtaking designs by incorporating our signature Swarovski stones, adding a touch of glamour and sophistication to their iconic paisley patterns. Apart from that, Schiaparelli's bold and daring designs have always captivated me. Their fearless approach to fashion is truly inspiring. A collaboration with Schiaparelli for a special jewelry line would be a fantastic opportunity to combine our unique styles and create something truly extraordinary. I would be very excited about the possibility of working together to bring this vision to life.
When it comes to collaborating with a celebrity, there's no one I admire more than Penelope Cruz. To me, she embodies the essence of womanhood, exuding grace, strength, and timeless beauty. Working with her would be an absolute honor and a dream come true.
As for influencers, I'm captivated by Caroline Daur's content. Her humble yet sophisticated approach to fashion and life is truly inspiring. She effortlessly combines fun and elegance, creating a style that is uniquely her own. Following her journey is always a source of joy and inspiration for me.
Image: Maison Soula
Q4.
Maison Soula's Instagram account showcases a visually cohesive and engaging presence. How does the brand approach social media, and what role does it play in connecting with your audience and conveying the essence of Maison Soula?
Social media, particularly Instagram, plays a pivotal role in Maison Soula's brand strategy. It serves as a vital platform for engaging with our diverse audience, which includes both end customers and multi-brand stores. Our Instagram presence is carefully curated to authentically convey the essence of our brand through compelling imagery.
Managing social media is a challenging task. While we prioritize using professional images to showcase our products, we also make a conscious effort to share reels and unedited photos taken on mobile devices. This approach allows us to demonstrate the realness and high quality of our products, ensuring that customers have an accurate representation of what to expect. Ultimately, our goal is to maintain transparency and build trust with our audience, ensuring that the product they receive aligns with the images they see online.
Q5.
As Maison Soula continues to evolve, are there particular markets or regions that you find especially inspiring or pivotal for the brand' s growth? How do you tailor your designs or approach to resonate with diverse global audiences?
Maison Soula primarily caters to the United Kingdom market, closely followed by the United States, while also serving customers worldwide, leading to occasional orders from diverse countries. While acknowledging the saturation of the UK and USA markets, I've found that there's a strong demand for custom-made fashion jewelry among discerning customers in these regions.
I find the Gulf Countries particularly intriguing due to their visionary approach to art, education, and lifestyle. These countries are rapidly evolving into hubs of art, fashion, and boutique luxury, making them an ideal focus for future investment and expansion. My goal is to explore new opportunities, connect with potential buyers, and participate in exhibitions to further establish Maison Soula's presence in these markets.
One of our most notable successes has been the Cher Earrings, a product that transcends cultural and geographical boundaries. It's been embraced by women from diverse backgrounds worldwide, highlighting its universal appeal. This level of global recognition is a testament to our brand's ability to create pieces that resonate with women from all walks of life.
