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Nisreen Shocair
President of Virgin Megastore Middle East and North Africa, TV personality
Nisreen Shocair is a prominent business leader and entrepreneur with an impressive career spanning various industries, particularly in retail, technology, and fashion. She is currently the CEO and Founder of Shocase, an incubator that helps couture and jewelry brands become household names in Europe, the US, and Asia.15
Career Highlights
Shocair's professional journey is marked by several high-profile leadership positions:
- Global Chief Transformation Officer at Beyond One, a subsidiary of Priora Management Holding Dubai17
- CEO Middle East at Yoox Net-A-Porter Group14
- President of Virgin Megastore MENA for over a decade1
- CEO of a live streaming shopping network serving the MENA region6
Her expertise lies in business transformations and turnarounds, making her a sought-after executive in the tech and creative industries.1
Background and Education
Nisreen Shocair has a diverse cultural background:
- Jordanian-American of Syrian descent
- Grew up in Lagos, Nigeria
- Moved to New York at age 20
- Currently resides in the UAE1
She received her education at the London Business School.2
Achievements and Recognition
Shocair's accomplishments have earned her several accolades:
- Named Female CEO of the Year by CEO Middle East
- Awarded Businesswoman of the Year by an unspecified organization3
Leadership Philosophy
Shocair is known for her empathetic leadership style and her commitment to fostering creativity and innovation. She believes in:
- Leading with empathy
- Promoting regional brands on an international scale
- Combining humanity with financial success
- Protecting the planet while safeguarding the balance sheet1
Her current role at Shocase reflects her passion for nurturing young talent and elevating Middle Eastern designers in the global fashion industry.1
