17 woman this month | January 2012 | Tell us a bit about your businesses: I set up Sketchbook magazine in 2009, after having worked for a number of luxury magazines, including Vogue China. I just felt that there was something missing in many of these high-end magazines; something that was going unexplored. I think that interactivity is really important and I was getting frustrated by the need to conform to strict word counts and space allowance. I wanted to find a way to marry blogging, social media, art in the city and fashion under one roof, so to speak. I used my experience from my art degree and we got people to draw and sketch some of the most current and respected voices — Susie Bubble, Henry Holland, the Sartorialist, for example. It was creative and, incidentally, it was also one of the cheapest ways we could have chosen to be productive! I think part of Sketchbook’s success is down to sheer determination and persistence. I met with at least five people a day for about a year. Obai and Hill grew organically out of the process that I had started with Sketchbook. People began requesting the illustrations. They wanted us to make t-shirts, cards, invitations and eventually advertising packs. I saw a new gap in the market and I moved in to fill it. I set up an agency which concerns itself with graphics, illustrations, websites and design consultancy. How do you think your youth has affected your work? In the beginning it was really hard. Website designers and illustrators would laugh when I asked them to work for me. I had to do a lot of problem solving. I had to convince hundreds of people to put their faith in me and do work for free. I began emailing people so that they wouldn’t see me face-to-face and underestimate me. I had to be proactive about it and I didn’t let myself get fazed by people not being interested. I’d just say, “Okay, thank you for your time, don’t worry if it’s not for you”. But I always wanted to do it this way. I know that in my 20s I have the most energy and passion that I will ever have. I needed to set up my businesses quickly so that I could develop the brands and maintain them. What do you think explains the success of your two businesses? With Sketchbook, we aren’t in the business of telling people what to do. We ask them what they would like to do for us. It is about celebrating people’s unique individualities, the talents that make them special. Once you take an interest in someone else’s work, they become incredibly willing to go above and beyond for you. We ended up receiving some of the coolest and most unique content, purely because we took the time to check out their previous work, their blogs and their interests before talking to them. Obai and Hill is willing to take on all sorts of challenges. We have helped to shape brands, providing them with fun newsletters, advertising packages and web designs. We’ve produced custom t-shirts, put tearaway lyrics on canvas bags. It’s a constantly creative process and it generates a different, interesting impression for companies. What do you think of Bahrain’s relationship with online technology? I still feel that people in Bahrain tend to be relatively uneducated about what PR and social media is all about. They don’t often look past the basics and people see it as a luxury rather than a necessity. There is a bit of a cultural gap. Islam is a very reserved religion and people worry about too much information being disseminated, but there are ways to prevent things being out of your comfort zone and, at the end of the day, if you don’t embrace these sorts of online advances, you’ll be left behind. Online tools are completely invaluable. Sketchbook is available online, in PDF and in print, we have our own online video channel and we keep track of all our users and subscribers via Twitter or Facebook. Content can be offered in so many different ways, so why not take advantage of all of them? People love new and different experiences — it keeps them hooked. What do you reckon is the most useful online tool? Twitter, without a doubt. It gives you the fastest record of response. You can tell very quickly whether an idea is appealing or destined for success. People love to feel like they are being heard. We had a follower who kept sending us Twitpics of her artwork as she developed it. I didn’t know what to make of it at first, but it turned out to be dedicated to Sketchbook and we loved it so much we did a whole piece on it for the blog! It also gives you an amazing, direct access to many of your idols and allows you the immediacy of being able to see what other creative people are up to at any time. It’s not too difficult to get the hang of Twitter. You just have to be willing to give it a go. Do you think online resources will eclipse print publishing? No, I think they work hand-in-hand. I read about ten to 20 blogs a day, but I don’t keep them or go back to them. Whereas I love to buy Brownbook, Monacle, Wallpaper or, of course, Woman This Month. Sometimes you want to collect things and savour them. Print is a different experience — there is an association with quality and durability. I make room for both print and online publications in my life. Final message? The online world has changed, in fact made, my career, My experience wouldn’t have been possible without all the amazing online resources. So my advice is to always have an online strategy. Don’t be left behind, assuming social networks are just for young people or personal use. Get with the programme!
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