A NOEL ASMAR PROMOTION
SOPHIE BENGE, JOURNALIST
NOEL ASMAR
Noel Asmar, the foward-looking lifestyle brand for wellness, starts 2015 with its first overseas sales offices in the UK and Dubai. In reshaping the hospitality uniform, the company has earned a global reputation for adding to your brand message in a very tangible way
astute and heartfelt basis from which the Noel Asmar Group has become a globally trusted leader in the field. “Just imagine how you feel if you’re
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dressed inappropriately or look drab?” says the eponymous Noel Asmar in relation to her brand philosophy. “This affects you so emotionally, that you’re unable to focus on anyone else. We want to make people feel empowered.” The business of hospitality is all
about making others feel pampered and well. This starts with feeling good about yourself. Hence the premise behind the company’s success: when staff feel comfortable and stylish in their uniforms, they’re able to concentrate more fully on the people they serve. Transforming the often ill-fitting
and unflattering into uniforms with flair has been the stock in trade that’s taken the Noel Asmar design house to 4,000 cites across 60 countries in little more than 10 years in business, working with top international hotel groups and small day, medical and dental spa operators, as well as cosmetic brands, beauty academies and nail salons. Until now this vast client portfolio
has been serviced from its company headquarters in Vancouver, Canada. Yet 2015 marks a new phase in corporate growth with Noel Asmar’s first overseas sales offices in the UK and Dubai (opening soon) and an active search for local distributorships in Europe and Asia. “The Middle East is a fashion hub
and yet I don’t know of any designers specialising in design for wellbeing,” says
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motion’ is perhaps not the most likely sentiment associated with a spa uniform but it’s the very
or set up to be able to service a uniform programme that requires infill orders and fabrics that can withstand uniform use. We look forward to filling that void. We will have samples on the ground to respond to people immediately,” she says. This makes good sense for a brand with 8,000 SKUs in its portfolio. Not only are such numbers unheard of elsewhere in the wellness uniform industry, all variations are held in stock, meaning orders can be serviced quickly on a needs-be basis, thus alleviating budget pressures and space issues around storage, particularly for smaller clients.
Asmar, born in Canada to Irish- Norwegian and Lebanese parents, led her company for the first 11 years as sole designer. She now employs 25+ full time staff including a design team that works with Asmar to continue expanding the Noel Asmar brand into the trusted name for ‘cleverly designed garments and products made for the way you move’
DESIGN: FASHION, FABRIC AND FUNCTIONALITY Noel Asmar has all the allure of a fully-fledged fashion house, turning uniforms from the quasi-medical, boxy smock into runway expressions of style: from mandarin collar, high neck, low neck or polo neck to cigarette or capri pant, even leggings; an empire waist to enhance body length or a longer hemline to flatter a fuller figure. Every design nuance has been considered. But fashion is nothing without
Asmar. She sees Dubai’s predicted rise in hotel construction, for a large increase in room capacity by 2020, together with the Emirates’ taste for exceptional hotels and high design as favourable indicators for her decision to have local representation. “Hotels that have tried to team up with
a fahion brand to uniform their property have learned that off-the-shelf clothing companies don’t have the experience
functionality. The choice of designs reflects the demands of different job specs. An aesthetician delivers her treatment in a different way to a Thai massage therapist. A hammam is a starkly contrasting environment to a nail bar. Together with design comes the importance of appropriate fabrics that allow a full range of movement while being breathable, fade resistant and durable enough to withstand the punishment of products and repeated laundering. The average life span of a single piece is – surprising even to the wearers – three to five years when cared for properly.
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