Hot 100 2011 - Joana Samhoun

Scouting for talent
Hot 100 2011 - Joana Samhoun
Joana Samhoun

As managing director of Two Scoops, talent scout Joana is busy scooping up the region’s top designers as we speak. Partnered with S*uce’s very own Zayan Ghandour, she hopes to find potential designers in the region and expand the power duo’s brand both regionally and internationally.

“Talent here is still under-represented and there are budding designers out there who don’t know how to take their talent to the next commercial phase. We want them to focus on design, while we evolve their brand and place their collections in the right places both locally and abroad.”

Having catapulted her own brand, Tassel Stone, to celebrity heights, with fans such as Jessica Simpson and Diane Kruger under her designer belt, Joana is no stranger to taking a small brand to newfound stardom. “I love my role in this business, merging my creativity with my business mind and helping others nuture their talents and discover that their passions can translate into commercial success,” she says.

And for Joana one of the best things about scouting for talent here is that there is just so much of it. “It’s easy to skim the surface of Dubai and say that you know what it’s all about, but there’s so much more to uncover. I would describe it as something not yet fully discovered and full of potential. Some people think it’s just a bunch of empty skyscrapers with little substance behind the façade. But that is changing. Anything’s possible – especially here in the UAE.”