The Wish List is a Kuwait-based fashion app that offers a curated selection of clothes, fashion accessories, beauty products and more for both women and kids. We spent some <me with Rawan Bukhamseen and Aseel Dreegia, two of The Wish List’s dynamic members, who gave us some insights into their success story supporting independent small businesses, as well as shedding light on The Wish List’s borderless ambitions to become one of the main players shaping the world of e-commerce in our region.

Tell us briefly about The Wish List. How exactly does it work?

‍The Wish List is a retail applica1on that not only provides retailers and brands with a space to retail their collec1on(s), but equally acts as a consultant in providing insight to partners regarding their collec1ons, purchasing models, as well as marke1ng plans. An applica1on that bridges the gap between exis1ng retailers and brands with the end consumer, it is a curated space that puts the customer at the forefront of the shopping experience. The customer is defined not only as the end user whom is purchasing, but equally the retailer and/or brand that is part of the product offering. We strive to fulfill wishes of retailers and customers alike.

How and why did you decide to start The Wish List?

To fulfill wishes of both Retailers and Customers! The market is saturated with platforms that sell fast fashion or luxury designer brands, however, lacks products designed by emerging designers who are creative and have something different to offer. We represent those designers and provide them with a platform to display their collection.

The Wish List has initially launched as a premium online outlet that provided luxury designer pieces at a discounted price throughout the year for womenswear and kidswear, now it has evolved to include full-priced items as well as beauty products. Tell us the story behind this evolution.

‍The application was started on the premise of helping retailers clear stock that they otherwise would have to write off – in a curated manner where items are s1ll relevant. However, given the lack of styles, broken sizes, as well as the ideal retail and brand posi1oning, we pivoted towards providing retailers not only with a channel to clear stock – but also a way for them to showcase their new and current collec1ons. A way of mixing and matching past seasons and making them current. In terms of beauty: we asked ourselves – what is on OUR wishlist. And beauty is definitely on everyone’s wishlist. But not just any beauty: we wanted to make the customer’s experience easier by bringing in products that we have tried and tested. Products that take the guess work out of what to buy. We are still evolving the product offering on the platform, adding more personalization, as well as  growing the assortment. Our aim is not to be a huge catalogue for products. Our goal is to bring those items that are wanted by our customers – and fulfilling the wishes of our retail and brand partners in showcasing their products in a more engaging way.

I’m sure your success has not come easily. What challenges have you had to overcome along the way?

A challenge is always good: its healthy! We face A LOT of challenges: we launched Pre COVID. But once COVID took place, there were so many players entering the market, in addition to so many issues both retailers AND brands were going through. Considering our strategy is developing relationships with retailers and brands: we share the same hurdles as them. Also, the first year or two in ANY business: as much as you think you KNOW the market and your customer, it’s a time for learning, trying, assessing, and growing. The challenges are there (and will ALWAYS be there) to make the opportunities clearer: it’s a ma_er of choosing which ones are important and which ones aren’t.

What trends have you seen emerging in online shopping since the pandemic has begun?

‍Where do we begin! It has been a whirlwind of emo1ons: both in terms of changes in the industry as a whole, as well as changes in the consumers preferences and shopping habits. Highlighting habit: customers that used to spend their discretionary income on random purchases they want, now spend on items they need. And providing them with items they need was the first key cornerstone in our growth. Products that are comfortable, reasonable, relevant, and functional. Some trends: loungewear of course, in addition to fitness equipment (you have to stay active!), and definitely beauty . Despite our lives changing in terms of our normal routine, taking care of yourself is number 1: whether you are a business, a brand, or a customer!

How do you see the future of e-commerce, fashion and accessories, post COVID?

Rawan: I personally feel that retailers and brands in general will invest more on e-commerce and how to create an omni-channel customer experience, which is very important since the footfall will unlikely return to to pre-pandemic levels. Overall, the future of e-commerce is one that will definitely play an essential role now in people’s lives - both to those that were already accustomed to it, as well as those who have become used to it. It’s a very tricky question - but as they say: the future is led by how consumers behave.

Aseel: I feel that despite the insurgence and importance of e-commerce, there will always be a need for the physical in-store experience. That being said, given that The Wish List is purely digital, we have plans to incorporate the physical aspect into our current strategy with various activations and pop-ups that will compliment the platform. Making the digital physical is as important as making the physical digital: the customer gets the best of both worlds and we as a platform get to be more creative in merging the two. Let’s coin the term: PHYGITAL. This is an aspect of the digital world that was always there, but will be even more present post COVID. Those physical retailers that were never online realized its importance in leveraging their locations, and those solid digital players will have to continue to be innovative in solidifying their place in the market - especially with so many new entrants into the industry.

Do you ever see yourself expanding The Wish List beyond to what it is today? What is next for The Wish List?

Aseel & Rawan: Of course! Growth never stops in any business (or life in general!) – what’s important is to make sure that our key focus stays aligned as we grow – it’s all about innovation and adaptation. The Wish List is a platform that fulfills the wishes of retailers, customers, as well as the industry. Wishes are ever evolving, and we strive to continuously evolve as well. Every industry or aspect of an industry has many different “wishes” or key drivers for growth, and we hope to continue to expand both the platform and the company accordingly.

What’s your favorite item that you’ve personally bought on The Wish List?

Rawan: Difficult to choose just one because everything we bring onto the platform are items we personally love. But I would definitely say the Bo Factor line of loungewear: especially the long hoodies. I’ve always been into loungewear – there is something that is so versa1le about them. Pre, during, or Post COVID.

Aseel: I personally don’t have any favorites (I love so many items on the platform as we personally handpick all of them ) – but I would have to say my most recent purchase: a JNBY Puffer jacket and embroidered joggers. Such a cool brand that has a very unique design aesthetic.

Being female entrepreneurs in this competitive field, share with us your tips for maintaining work-life balance.

Rawan: It’s definitely not easy – as a person who is playing multiple roles throughout my life: a daughter, a mother, a career woman, I find it challenging at times to maintain a balance. Each role has certain expectations a_ached to it and I’m expected to play each role thoughtfully, and this year it’s even more challenging with online schooling – it hasn’t been easy, but I have managed to find a way to give everyone their time, including myself. Some days it’s more difficult than others, but again, it’s a learning process. Sometimes there just isn't enough 1me to get it all done, but I learned to do my best, to prioritize, and to manage the time more effectively.

Aseel: It’ s definitely tough given that you really get so involved in every detail of the business – it’s your baby after all! But that being said, throughout the last 14 years working, I’ve personally developed a mindset of putting my own health and wellbeing before anything – if you feel good, you give a lot more! It’s not the number of hours you work, but ultimately, it’s the QUALITY you produce in those hours. I start my day very early, and also end it early. My fitness routine is a big part of my life – and that one hour in the morning sets me up for the day – it leaves me so much more focused on the tasks at hand, much more productive, and also frees up my afternoons for the “life” aspect of the day. Some days it’s difficult to balance the two, but progress is always the goal. Everything needs to be balanced for it to optimally work – you included!

What’s the most exciting thing about working in the fashion retail business today?

Rawan: When we launch a product that we have personally handpicked, and see the demand and customers’ reactions is the most exciting part of the business. It’s exhilarating to see how eager they are to have more colors and op1ons from that one item that we ourselves chose – and seeing how a brand grows due to our consultation and recommendations. There is something thrilling about building that personal relationship with customers and seeing it ever evolving. It’s always full of surprises!

Aseel: Having been in corporate for many years, be it fashion/beauty/accessories, it’s amazing to see the evolution of the traditional retail landscape. I have always been a huge advocate for digital (my first online purchase was in 2000 from NAP the same day they launched!). Given the globalized landscape that the industry has grown into, it definitely is much more competitive – and being agile is KEY in succeeding. That being said, it’s also very important to stay true to your key goals and objectives, and not be too easily swayed by industry trends. A trend is a trend at the end of the day – developing a relationship with your customers and making them the key focus of your growth objectives is what is exciting: it’s amazing how different we are yet so similar. Our purchasing behaviors change depending on the 1me of day/week, the platform we are using, the mood we are in. Having that dialogue and understanding the layers of customers and aligning your retail strategy, for me personally, is very exciting and fulfilling.

What do you know now that you wish you knew 10 years ago?

Rawan: If I had known that I’d end up working in fashion retail, I would’ve go_en a Bachelor’s degree in fashion business management.

Aseel: Whatever you do, do it with the intent of making a difference. Be focused on what you want to achieve- FOCUS IS EVERYTHING. We are all a work in progress (be it a business, a person). Progress not perfection: be transparent yet tac1cal in your approach.

What are your morning rituals?

Rawan: I start the day with a cup of coffee in peace, prepare my girls for school, and then head to work. In terms of my daily ritual of getting ready, I tend to have a simple and an efficient one. I’m very minimal, fuss-free hair, simple make-up and skincare routine.

Aseel: I wake up around 4:45/5am, have my coffee (sometimes ten minutes of meditation), and then train, shower, skincare routine (NuFace is a must for at least ten minutes to give my face a mini workout and get everything lined and energized), get dressed and I’m out the door. If I have an important meeting, I do my hair – otherwise, I let it air dry. Makeup? Maximum concealer, mascara, some bronzer and sometimes a red lip (depends on my mood).

Where do you go to escape?

Rawan: The beauty salon is my escape from the demands of my day-to-day routine. A place where I can relax, and get some much-needed pampering to recharge for what’s ahead.

Aseel: I love solo travel – I discovered it four years ago and fell in love. For me, two or three short solo trips per year are a MUST - my go-to for 2 to 3 day trips is Muscat. Something magical about the Shangri la Al Husn in specific that gets me, every single time.

If I need an escape here in Kuwait: it’s the old fabric souks. It’s my go-to when I have a lot on my mind. Being surrounded by fabrics and colors always takes me to a place of happy thoughts and limitless imagination.

What do you wish you had more time for me?

Rawan: I wish I had more time to explore new experiences or learn new skills that add value to the quality of life in general.

Aseel: We always wish we had more time – for me, there’s no better time than the present. You get what you give your time to. And if you don’t have time, MAKE the time. It’s all about priorities.