Fostering Fashion PR in Egypt with Ingy Yousry Ismail | Women in Business 2023

With 11 years of experience that she gained from abroad while working with leading fashion brands between London, Milan, and Florence, Ingy Yousry Ismail’s return to her home country brought back a different know-how that has reshaped Fashion PR in Egypt. 

Starting her own agency in Egypt in 2016, Ingy, CEO and Founder of Flare PR, leveraged the knowledge earned from her past experience to empower emerging brands and help them grow in the fast-paced and competitive fashion industry. Besides managing her own business, Ingy is also a Fashion PR & Events mentor with Dubai Fashion Institute (FAD).

Successfully starting and growing a business in a different country after years of building relationships abroad must have been difficult. What lessons have you learned throughout your entrepreneurial journey?

Ingy Yousri Ismail - Founder and CEO, Flare PR

Starting and growing a business in a different country is never easy, but the key is to adapt and learn quickly. 

One of the most important lessons I learned was to be open to new ideas and ways of doing things. It's also crucial to build a strong local network and establish trust with clients and partners. 

Patience and persistence are also key qualities for any entrepreneur, especially when facing challenges and setbacks. I have also always reached out for support in getting connected to industry professionals when needed. Luckily, the know-how and relationships I built abroad have immensely helped me with developing opportunities for our clients, and for the agency. 

When transitioning from PR in the UK and Italy to Egypt, what were the most glaring differences and similarities between the industries?

The most glaring difference between the PR industry in the UK, Italy, and Egypt is the level of development and intricacy. While the PR industry, especially in the field of fashion and lifestyle, in Europe is more established and structured, the industry in Egypt is still in its early stages, which gives great room for opportunity. 

However, the similarities lie in the importance of building strong relationships, understanding the local culture, and being able to adapt to forever-changing market dynamics. 

If you were to bring an element from the UK or Italian PR industry to Egypt, what would it be?

I would bring the emphasis on creativity and innovation. While the PR industry in Egypt is still developing, there is a lot of potential for creativity and innovation in how we approach campaigns and engage with audiences. Additionally, the focus on strategic planning and measurement of results is also an area that could be strengthened in the industry. 

As a founder, what lessons have you learned about balancing the need to prioritize business goals with the desire to create a positive, empowering work environment for women?

Balancing business goals with creating a positive work environment for women is a delicate balance that requires constant attention. 

One key lesson I learned is the importance of empowering my team and creating a culture of trust and respect. Additionally, setting clear goals and expectations, providing regular feedback, and offering opportunities for professional development, are all important factors in creating a positive work environment. 

I try to lead by example and by emphasizing the importance of ownership; that our success is not because of my leadership but because of all the team’s work and effort in growing the business. The more ownership of their projects they have, the better results they achieve, the more the business grows, and so do they. 

A strong network is a key ingredient to succeed in PR. How have you built your professional network, and what advice do you have for other women looking to do the same?

Building a strong professional network takes time and effort, but it's crucial for success in the PR industry. Some of the ways I have built my network include attending industry events, participating in and conducting workshops, and leveraging social media. 

My advice for other women looking to build their networks is to be proactive, reach out to people, and offer value. Additionally, always be willing to learn and grow, and be open to new opportunities and experiences.

What advice would you give to women who are considering starting their own businesses?

To be prepared to work hard and persevere through challenges. Additionally, it's important to have a clear vision as to why they are starting the business and what plans they have for it. 

Seek out mentorship and support, and build a network of peers and advisors who can provide guidance and feedback. Finally, don't be afraid to take risks and step out of your comfort zone – that's often where the biggest opportunities and rewards lie.