ELIA: CARVING OUT A POSITION IN THE FASHION INDUSTRY
Hannah Gemei:
Nellie El Enany:
Noor Sorour:
Fashion
December 2019
Management and Leadership
In late 2014, three-and-a-half years after graduating from university during a particularly turbulent political and economic period in Egypt (the “Arab Spring” of 2011), Amira Motwae decided to change career paths. This case study revolves around Amira’s journey in deciding to create her own startup and fashion brand, Elia, and the dilemmas she faced in doing so.
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