Interview with a Jewellery Entrepreneur on a Mission

Everyone has a story, especially in London – a city that attracts such a diverse group of people with talent, ambition, creativity and smarts! Today, I would like to share with you Yilin’s story. I met Yilin here in London as she is doing her MBA in the London Business School, and I was amazed to hear her journey so far. A journey of beauty, entrepreneurship and social engagement and ultimately, a story of growth!

Yilin Choo

Fascinated by human behaviour, Yilin decided to study psychology in her native Singapore.  Upon getting her university degree, she started working as a political analyst with the Singaporean Ministry of Defense. In 2007, her husband got posted to Bangkok for work so she left her career in Singapore to join him. For the first time in her life, she was at complete loose ends. Not one to sit still for long, she became immersed in developmental aid work. This work exposed her to communities in Thailand that she would never have otherwise discovered. It was during this journey of doing a lot of non-profit work that she came across a related concept of social entrepreneurship – a concept that because of its potential for the world “blew her mind”. 

Inspired by “social entrepreneurship” and driven by the need to do something “meaningful”, Yilin combined her jewellery design skills, developed in Singapore as a hobby, with the access to the traditionally marginalised communities in Thailand to create a luxury jewellery brand with social impact. Choo Yilin – a sustainable luxury label was born. 

Vine Trellis Cuff. Studded with london blue topazes and amethysts.

 Leaves gilded in 18KT yellow gold

“There really wasn’t any strategy.

I was just doing what felt meaningful”

Without former business experience or any formal training on the subject, she “just made it up” as she went along – intuitively correcting her mistakes whenever she made them. It has been a very iterative process so far, but a process in which she says she has learned a lot and one which she’s learnt is characteristic of being an entrepreneur.

Her desire to scale both her bottom lines – profit and social impact nudged her to pursue an MBA at London Business School. She really wanted to attain strong business fundamentals important for growing her business. “We were very lucky to get the market traction that we did. To grow the way we did in three years, completely through our revenues. It was quite unexpected. However, I knew that if we wanted to scale, the current skillset that I had was not enough.”

She has loved the MBA experience, “every second of it”. She adds, “It is such a cliché because everyone who talks about the MBA says something similar but this has truly been one of the top three watershed moments of my life. The lens through which I view the world has dramatically changed and as a result the thinking process I now go through to come to my business decisions has also altered”

From finance, operations management, to even design and brand management, every aspect of her business will see an overhaul when she graduates.  But what will always remain is the social aspect of her business. She will continue working with heritage and marginalised communities, bringing the social impact and luxury worlds together. It is exciting to see where Yilin’s drive and creativity is going to take her company. And it is equally inspiring to see how she will attempt to weave social impact into every aspect of the business, whilst growing it.

Fancy Cabochon Branch Ring. 

Fancy-cut lemon quartz checkerboard cabochon with rhodolite garnet

18KT antique yellow gold gilding.

Of all her collections, the Tree collection is my absolute favourite! It is why I choose to picture two of the collection’s jewellery items  in this article.

The Tree collection was launched in 2011 during the UN International Year of Forests. The jewellery label continued its commitment to social outreach and sponsored a baby tree through World Wildlife Fund's (WWF) Plant-A-Baby-Tree campaign for every client who made a purchase through them. Reforestation is important for preserving eco-systems and the communities that live in them, and “Jewellery, being such a personal item, is a powerful and visual reminder of the natural world's beauty and the importance of preserving our heritage of biodiversity," according to Kevin Ong, assistant designer at Yilin Choo. I couldn’t agree more!

You can see the full collection on the luxury label's website

And you can also follow the launch of new designs on the luxury label's blog

Interview with a Creative Aiming to Support Arab Women Victimized by Violence

Abeer Maktabi - Founder of BRAVOLUTION

I met Abeer a while ago and when she told me about her project ‘BRAVOLUTION’ I was intrigued, so I decided to highlight her in this blog today (my birthday yeey!) and I hope it will help her with the further development of her venture!



Abeer is setting up ‘BRAVOLUTION – wear your rights!’ as a social enterprise to support women victimized by sexual harassment and domestic violence in the Middle East. To fund her social enterprise she designs a collection of bras – the garment that so literally supports women every day. The profits from the collection’s sales are then shared with NGO’s and women’s organisations that work to bring awareness on women’s rights in the Middle East and act as a support platform for victims of violence.

Abeer Maktabi at her project presentation

What and where did you study after graduating high school? I did a Bachelor of Sciences in Graphic Design at the Lebanese American University in Lebanon.

Where have you worked prior to taking the MA Applied Imagination in the Creative Industries at CSM?

My work experience lies in advertising mostly. I work on ATL and BTL projects, so anything from a logo to a full advertising campaign. I had the chance to work in top tiered advertising agencies in Lebanon such as Euro RSCG and Leo Burnett and also Grey in Qatar.

Why did you decide to take the MA course?

When I read the course description I felt it was exactly what I needed. A design course that enables you to focus on YOURSELF and the CHANGE you wish to make within you and in the world. It felt interesting because it was a unique course at Central St Martins. By taking this course I wanted to challenge myself and see what new knowledge I can bring at the end of a year.

How did you come up with the idea? Where did you get your inspiration from?

I had my initial idea in 2011 and it was to combine Arabic Calligraphy with Lingerie (2 elements I am passionate about). So, during the course when the time came for me to decide what I wanted to work on I brought this idea back. However since this is a "creative studies" course and not a "fashion course" I felt I needed to challenge my idea further. I felt I wanted to give lingerie another meaning, and send a message across the world. I did a lot of research on the history of brassieres and undergarments as well as Arabic art. I then realised that if I wanted to create change in the world why not do it through a collection of bras? And what is it that bothers me so much that I would like to change? My inspiration came from where I grew up (in Saudi Arabia), the women I encountered throughout my life, and my passion for lingerie. The first thing that came to my mind was "women's rights in the Middle East". I believe that the Arab woman in general needs a lot of support and protection especially when it comes to domestic violence and sexual harassment. So my question was there: "How can a bra collection serve as a tool to end violence against Arab women?"

Why is this cause so important to you?

As I said I grew up in Saudi Arabia, and then travelled to Lebanon where I come from and I felt in many cases the "Arab woman" is under male dominance (not talking about the liberated woman in Lebanon, even "TOO liberated" sometimes). Reading articles and witnessing the lifestyle of some women in these countries, I felt that the Arab woman is generally passive; some women unfortunately don't know about their authentic rights, they don't know that they have a CHOICE! I quickly associated the bra as a garment that SUPPORTS a woman's body, which is what I wanted to do metaphorically: defend women's rights - which to me are the core of a woman's body and soul. Through BRAVOLUTION I wanted to bring out a new woman, stronger and more confident!

How did your own background influence you in this project?

I just generally believe that as a woman it is my responsibility to help other women and I used my skills as a designer to do that. I think this project I am building up is genuine because I had no brief to work on and it literally came from what I believed in.

How long did it take you to develop the project? What was the process like?

Technically speaking this project started in April this year and it is still going on. Research was very important to place myself on the map. The experts and the gatekeepers I spoke to were also essential to progress in my idea. I obviously need so much to make this happen such as investors, supporters, brands and celebrities to collaborate with me hopefully in the future.

In this course, what mattered was the creative process rather than the "shiny object", which enabled me to create BRAVOLUTION: a social enterprise that aims to stop violence against women. The plan is to sell the bras I am designing and share 30% of its profits with women's organisations. The most interesting part of the project was the final stage I reached where I transformed the bra from being merely a commercial tool into an educational tool. This means that each type of bra communicates a different message: for example “The Sports Bra” offers 5 self-defence classes etc

The Calligraphy Bra will encourage women to seek education and knowledge on their rights

What was the most difficult obstacle you had to overcome?

Of course I had to constantly motivate myself and believe that I could make this happen. Also, I'm sure you're not expecting to hear this but actually producing the bra was the most difficult because I am not a lingerie designer and I had to present a sample at my exhibition but I couldn't find anyone in London to provide me with one! Eventually I found another way!

Did you meet any interesting people when you were developing your project? Why did they inspire you? Or why were they so interesting?

This is the best part of the project! The first person I thought of contacting was a Sheikh, to ask him about women's rights in Islam (since religion has a big impact on Arab societies) and you'll be surprised to hear all the rights a Muslim woman has! Unfortunately some Arab cultures and patriarchal systems misinterpret religion and this is why problems such as violence on women still occur. I also met interesting people in the lingerie industry which made me realise how lingerie can play a big role in changing societies. (For example Mrs Reem Asaad enabled women employment in Saudi Arabia in the lingerie industry).

What have the reactions been so far? Have you had any negative reactions yet?

Fortunately the feedback so far has been positive. Some people see it as a provocative project, but not in a bad way. Also, some people ask me "are you sure you want to bring this project to Saudi Arabia"? I know this is quiet challenging since the bra is also an intimate garment, but what I am trying to communicate is that the bra is a symbol of womanhood, the bra is a CHOICE women have. I tend to keep this space strictly for women so they can feel liberated and act upon their rights.

Are you going to take this forward? What is your next step?

Now that I am done with the most important thing I believe the next step is to take a lingerie course so I can have an expertise in the domain.

Of course in parallel I need to find supporters as I mentioned earlier because I do plan to bring this to life and I even hope to expand my cause to the whole world one day and support all women, not just the women in the Middle East.

I am supporting Abeer with as much as I can as I really admire her project and cause. It would be great if you could think of any contacts that might be able to help her further in her venture! You can post them in the comment box, or you can like the CATALYST facebook page through the 'Find us on Facebook' link on the top right corner of this blog, and post them there or send me a message as it is an easier means to communicate! You would give me a cool birthday present if you would do that! ;)

If you want to read more about BRAVOLUTION you can go to the BRAVOLUTION facebook page. Unfortunately, the Bravolution facebook page is now strictly for women as the symbol Abeer is using is feminine and intimate she wants to create a 'safe' female environment for women to have an open discussion.

Interview with an Upcoming Storyteller

Matthias Lebeer, young Belgian Film Director

I am extremely happy that today I can take CATALYST a step further by launching the first interview article! And who better to put into the spotlight someone who has made his job out of letting others shine.

Matthias Lebeer is a young Belgian film director currently living in London but working all over the world directing advertisements, music videos and short films. In 2008 his short film "Brod Ludaka" was shortlisted for the Academy Awards, this summer he shot the exciting TV series GT Academy (which you can watch on ITV on Thursdays starting January 2013) and he recently wrapped the music video for the Belgian rock band Sir Yes Sir.

He was so very kind to act as my guinea pig last Friday and to experience my still budding interview skills first hand. We had a wonderful and lively chat about his career as a film director over drinks and nibbles in Booking Office - the bar of the wonderfully restored St-Pancreas Renaissance Hotel, as he was just returning from a trip to the continent.

Welcome back to London. Where are you coming from and what have you been working on?

I just came back from the continent where I spent two days in Amsterdam pitching a new project, I also spent four days in Brussels preparing to shoot a commercial. The last one got rescheduled last minute and will now be shot 14^th and 15^th of December. Shooting commercials often means knowing when the project starts, but never really knowing when and if it is going to be completed. This depends on many factors: the client, the advertising agency and all the variables dealt with by the production company like the actors and the location.

What made you decide to go into film making as a director? Do you remember making that decision? How did you feel?

My passion for making audio-visual content doesn't come from a background in the industry – nobody in my immediate family is active in it. I am also not the biggest movie geek in the sense that I don’t know everything about films nor actors. Honestly, I would probably even lose in a movie quiz. For me it is more about the desire to create and to visualise a dream. I also love to direct a team and work together to create a strong product. I decided to go to film school and train as a director after having made a film with my best friend. I loved the experience and wanted to make film making my job!  

Which project are you most proud of up to now? Why is that?

I am most proud of the music videos I have directed because they all started with one of my own ideas. These ideas get developed and take on different form in the process of making the video, nevertheless it makes me proud to think that it started with me and it is also very interesting and education for me to see how they develop.

You recently worked with the band Sir Yes Sir on the music video of their first single longing=good taste. Who came up with the concept of the video? What is the process like for making such a video? Btw I like both the song and the video even if some of the images make my stomach turn over a bit.

I came up with the concept of the video for Sir Yes Sir. I first started out with the idea of the band having a lavish dinner at a grand chateau, relating the title and the lyrics of the song to the visuals. But developing the idea further, we came to the conclusion that it needed something raunchier, so the lavish dinner remained, yet the location changed to a slaughter house (les abattoirs d’Anderlecht near Brussels). It was a great location to film, yet the smell was horrible as the plant is still in full operation and the animal carcasses were hanging there. I felt a bit bad for the vegetarians in the band as well as the extras. Luckily, the band was very cooperative, Dries, the base player, of the band, ate 4 full cans of whipped cream and Alban, the saxophone player, ate americain prepare (which is prepared meat) non-stop from 8 in the morning to 8 at night. Thank god they could stomach it!

So the process of making a video starts by taking a blank piece of paper and writing down my thoughts and ideas.  Usually you only receive a rough briefing so I when I develop my ideas I follow my gut instinct. I believe it is very important to trust your gut instinct, it is often right. But as I already mentioned, concepts and ideas still develop with the client you are working with.

Also, I do really have to like the song and the band before I can fully commit to the project. I always aim to be original and try something new - things that I have always wanted to do.

What is the most glamorous situation you have got yourself into thanks to your job?

It was rather by accident that I got myself into this ‘glamorous’ situation, and I didn’t even realise it at the time. A couple of years ago I went to the Cannes Lions, the advertising festival that takes place in Cannes every third week of June, and as I was the only one there from my team I decided to go for a drink on my own at Baoli. I was sitting at the bar when a blond girl comes up to me and tells me that she wants to take a picture of me because I look very much like her drummer. I thought it was a bit of a bizarre question but since she was very nice I obliged. We continued talking and she said that she had just entered a casting for the latest Woody Allen movie (Vicky Christina Barcelona). She also mentioned that she had just been to Belgium for a concert, even showing me pictures of the festival. But I still did not realize who she was. Until the morning after my penny dropped, I had just spent the evening with Duffy. She’s very nice and we’re still friends today.

Which director(s) do you admire and why?

I admire many directors: certainly Sam Mendes and Dougal Wilson both UK based directors and both strong in storytelling. Mendes, who you know from American Beauty, Road to Perdition and his latest Skyfall, just makes wonderful work. Dougal Wilson is most known for his advertisements that are able to link emotions so well with the brand that he is making the ad for. He brings the brand to life - have a look at the Safe store and the John Lewis ad.

Other big names everyone should keep an eye on; Scorsese, Ang Lee, Jacques Audiard and Inarritu

Which films should we definitely see?

Some recent or upcoming films you should definitely go and see are 42, A Late Quartet, Any Day Now, Argo (a very well-paced suspense thriller), Barbara, Luv, Lincoln (with Daniel Day Lewis), Not Fade Away, Parker (with Jason Statham) and West of Memphis. All these films are related to actors, directors and a style that I like. There are also a couple of films which cross my mind almost daily: Chinatown, Rear Window, Platoon, Apocalypse Now, The Pianist, A Prophet, The Departed, Léon, Amadeus and Blue Velvet

What is your dream project?

I really want to direct costume dramas - series like Boardwalk Empire or Deadwood. The more I can create a world which is not the one of today the happier I am.

Who are the actors you would you really like to work with in the future?

There are a lot of actors and actresses I would love to work with: Jason Stratham, Daniel Day-Lewis, Leonardo Dicaprio, Natalie Portman, Mélanie Laurent and Carice van Houten. I already had the opportunity to meet some of them – quite glamorous right J

Why have you settled in London?

London offers a lot of interesting opportunities to be creative and to do the type of work I enjoy the most. One of the reasons I live in London is because I want to make more music videos for bands I like: I Blame Coco, Basement Jaxx, Birdy, Coldplay, Ed Sheeran, Plan B, James Blake, the XX (and upcoming: "Friends"). Also London holds the head offices of many large brands which makes it a good place to be for advertising.

Thank you very much for taking the time for this interview!

From his selection of favourite advertisements that he sent me, as well as the movies and TV series that he lists as his favourites, it is clear that he admires those who are able to transfer strong emotions through the crafting of a series of images supported by the right type of music and sounds. From his work that I have seen so far, he is well on his way of becoming one of the director he so admires.  A true storyteller.

If you want to read more about Matthias or see his work, go to his website: http://www.matthiaslebeer.com/