Who is Soraya Hamdoun?
I am a warrior. A dynamic passionate sportswoman. Courageous hard worker ambitious, sociable, helpful.
I love music, I love traveling, I love cooking, I love people, I love life, I love to laugh and share …
I am and I have been a Leader, I organized outings trips, restaurants, sporting events …
I share my free time with people as passionate as me and especially positive people only.
Ambitious people who also like to take risks.
Modern warriors !!!!
What was the hardest thing for you when you moved to New York?
The hardest thing for me when I left Paris. I arrived on December 12, 2013 in the middle of winter. A rough winter. I suffered from the cold of the Snow and the short days. I was missing my family. I suffered for a long time. I never thought I would suffer as much. I did not know anything about NY. Get myself to speak English. Understanding people on the telephone, bank, post office, administrative center, doctor ….
And find in NY these French products that I missed. A very good baguette, a good cheese …. Step by step. It was ridiculous. Everything was very difficult, for more than 3 months. Find contractors for the work in the shop.
Deal with all the administrative procedures, SSC, ID, Tax, Accountant, Expert Accountant … Staff and Business. Finding a high school for my son, who was 14 years old. I had ripped him away from his life in France, his school and his friends there, for NYC. He suffered. For more than 3 months, he was depressed, he did not want to be in NY. A teenager, the worst, reproached us for taking him to NY. Now, it is only a bad memory. But I have suffered enormously.
I had come to question myself a lot, wondering if I had made the right choice. Guilt ! NY is not that easy for us investors. To get our investor’s visa we had to justify a lot of things.
Plus all the antecedents in France : taxes, bank account … It was a long journey!
What is your background?
I have always worked in the world of fashion, since I was a little girl, I loved the originality,the chic, the silk the muslin … I was a hairdresser visagiste for a long time. I worked with great hairdressers. We did shows in Paris and all over Europe. I had fun taking care of people who needed a change in order to beautify themselves. I gave them more confidence. Working with passion has always been my priority, then I joined a distribution company CLOTHING ACCESSORIES SHOES …Our products were distributed in France and all over Europe: GALERIES LAFAYETES, LE PRINTEMPS, BHV, and of course to retailers ….In all these areas, I was in my element, I appreciated what I was doing. It was very rewarding. I was doing relooking. I brought my expertise to my clients, my friends, my family ….Until today.
When did you and your husband, your partner, open Noma Boutique?
We opened our store on December 19, 2013. We were in NY, several times that year and in October 2013, the last day of our stay we were on Bleecker Street. Between SOHO and Chelsea. I would admit that we were disappointed, tired, and as I was turning to greet a friend, I saw a very small post and I found my little shop in the West Village. I adore the neighborhood, these small buildings, these beautiful streets, it reminds me a little of Paris. A very nice neighborhood of NY, my favorite. I figured this is where I wanted to work. I wanted this shop and that is how we started the negotiations to get our store. Everything went very fast. Seize the opportunity, sometimes it is not necessary to think too much I order to launch something. Take risks!!! We signed our lease on November 15, 2013, opened on December 19, 2013.
Big winter storm. The Snow did not spare us that winter. Winter in NY is rude. First winter in NY, it was very difficult …
Tell us more about Noma Boutique Paris.
This shop has the image of WEST VILLAGE, with its brick walls and its large mirrors. The shop is located in a class building, LAND MARK BUILDING, its rectangular in length. We have made transformations, embellished the shop. We offer our customers a vast majority of artisanal products. LA MAISON DE L’ESPADRILLE, a company of the living heritage of artisanal craftmanship, HOUSE PERRIN, 1926 BERTHES WITH GREAT FEET, XUZ, KARMA OF CHARME, MIGUEL VIEIRA …. All our products are manufactured in Europe, we have French, Portuguese, Italians designers… We follow the trends, we advise our suppliers. Noma boutique Paris, brings originality, fashion, classic, chic, smart, sporty, new design. Like we say in french, LA FRAICHEUR ….
How long have you been designing shoes ?
We have been doing this for more than 15 years, and we remain faithful to the artisanal methods. The new techniques are good and fast, but there is nothing like handmade work.
What is your creative process, from designing the shoe to making it?
Inspiration, drawing, sketches, computer software. I work with specialty designers in France. Our best sellers are our ideas, thoughtful and submitted to our team of designers. All of our articles are manufactured with noble materials and chosen with delicacy. All the manufacture of our shoes remains European.
How long have you been carrying « LA MAISON DE L’ESPADRILLE?
We have been dealing with this brand for 2 years. We are developing the North American market. Below you can find the history of LA MAISON DE L’ESPADRILLE. In 1960 the brand “GOES EXTRA” was created by Mr and Mrs Arauzo, today it is their two sons who took over the family business by founding the brand “LA MAISON DE L’ESPADRILLE”. Established in the south-west of France, it also has several points of sale on the Atlantic coast. They create new shapes, new models, with new materials, such as leather, develop the “mechanical” method while preserving the traditional and the indispensable “hand made”. It’s more than 500,000 classics and fantasy sneakers that are made every year by them. They started distributing in the United States of America, and of course all over Europe. La Maison de L’espadrille, always offers fashionable products!
Any other point of distribution other than New York?
LA MAISON DE L’ESPADRILLE is distributed throughout the American territory ….We participate in the show of LAS VEGAS “LE MAGIC PLATFORM” In New York, Le Sole Commerce, Cotteries … Which allows us to make ourselves known, and we hired representatives. The goal of the distribution is also to make known the real Artisanal work of our espadrille. To this day the shops that trust us all have very beautiful shops. This perfectly fits LA MAISON DE L ESPADRILLE.
In your opinion, what is the perfect shoe?
In all honesty, perfection does not exist, because each customer has different tastes and requirements.
NEW COLLECTION SNEAK PEAK
NOMA BOUTIQUE PARIS
321 1/2 BLEECKER STREET
NEW YORK, NY 10014
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