Noel Asmar: Make Your Life Interesting. It's Your Journey.

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Designer. Creator. Trend-Setter. Leader.

“We over-complicate things,” Noel Asmar of Noel Asmar Group of Companies says with a genuine smile during our conversation, “and it’s sometimes… just have some respect for people.” We were discussing her eponymously named design and clothing company leading the charge in creating work uniforms for non-binary people working in the spa industry. Something quite extraordinary in the hospitality business, given that the industry is admittedly disinclined to taking controversial stances or eagerly tackling tough societal issues. 

But as we went deeper into Noel’s story, it became evident that her commonsense brand of fearlessness and straightforwardness has always been present, adheres to no overt political philosophies and is anchored in respect for all people. Like when she picked up her life at 20 years of age and moved from Canada to Beirut to open a 5 Star hotel. It was here she made her first foray into the clothing business when she designed the uniforms for the hotel’s housekeeping team. She was only supposed to be in Lebanon for one year but stayed for 10, drawn to the city by its culture, its melting pot of people and its food. Like being evacuated on a Huber craft out of Lebanon to Cypress during the war in the 1990s. Like starting her design and fashion company by just fearlessly, getting it done – no over-complicated explanations, only grit and hustle. A company which would subsequently design the uniforms for the Canadian Olympic Equestrian team in 2016. 

Her perspective and approach are both bombast-free. Her take on business success and life success is intermingled with the guiding principle of authenticity. A word that is used often today, but in Noel’s worldview she ties that authenticity to one’s ability to drown out the chatter of the world so you can hear your own voice and then do that thing which is calling to you.

Above all she believes in a respect and dignity for humanity that she learned from her global travels and brushing up against the humble and the high. She says in her sincere manner, “How can you not respect people for their beliefs… Cultural exposure gives you a different lens. More tolerant. Sit back and realize you’re not the only one with a view in the room. This is important in every room. Everybody has a view… Respecting somebody’s view is important, as you wish to be respected yourself.”

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