Meet Elissa Hassan, the powerhouse behind Aquí Beirut, a fashion brand that has redefined luxury with a distinct Lebanese twist. From a pre-med student to a celebrated fashion entrepreneur, Elissa’s journey took an unexpected turn when she launched Aquí in 2020 during Lebanon’s lockdown. 

What began as an Instagram thrift store quickly evolved into a thriving brand, known for blending Western-inspired designs with Lebanese craftsmanship. Today, as Founder and Creative Director, Elissa oversees every facet of the brand, from design to marketing, while also mentoring the next generation of fashion entrepreneurs through her highly sought-after masterclasses. 

Aquí Beirut is now a symbol of creativity, community, and resilience, with Elissa at the helm, driving the brand’s growth and continuing her mission to bring Lebanese craftsmanship to the global stage.

My current role is…

I’m Elissa Hassan, the Founder and Creative Director of Aquí, as well as a Fashion Business mentor. I offer masterclasses on building a fashion brand, dedicating a significant part of my career to fashion education.

When I was younger I wanted to be…

A doctor! I even got halfway through that path. I completed a Bachelor’s in Psychology, a minor in Physics, and a pre-med track. I ultimately shifted my focus when I launched my brand, and it took off.

My favourite subject at school was…

Surprisingly, Maths! I’ve always been drawn to numbers, especially algebra and calculus. So, my parents were understandably shocked when I ended up in fashion.

My first job was…

A telemarketing operator. I worked for a company that sold medical supplies to hospitals in the USA. The money I saved from this job helped me launch my brand.

My career path so far has been…

Fashion has always been a part of my life. My grandmother was a haute-couturière in Washington, D.C., passing her skills to my mother, and this shared passion was naturally instilled in me. During school breaks, I’d intern at fashion design houses and even took design classes as a child, though I thought it was just a dream back then.

In 2020, while still at university, I launched Aquí as a side project during quarantine. Shortly before graduating, I was accepted into medical school, but Aquí’s immediate success in Lebanon led me to choose fashion instead. I have since committed to building my brand and furthering my skills, including earning a Fashion Business certificate from Istituto Marangoni in Milan.

Last year, I began teaching fashion business to fill an educational gap for young people interested in fashion, reaching over 300 students who are now on their journey to create their own brands. Fashion is my passion, while teaching keeps me grounded and fosters a sense of community and purpose.

The role the Middle East has played in my career is…

Growing up in Lebanon has greatly shaped my career. Lebanon has served as an excellent test market for Aquí, partly due to the close-knit community, where word-of-mouth travels quickly. 

This support even extended internationally, reaching the UAE, France, and beyond. Collaborating with local artisans has set us apart; young designers elsewhere often lack this access and are limited to large manufacturers.

Though Aquí takes a Western approach to design, our Middle Eastern roots are evident in our creative direction and dedication to hospitality. Our goal has always been to expand Middle Eastern, particularly Lebanese, influence on fashion globally.

I was inspired to become an entrepreneur and enter the fashion space because…

As I mentioned, my entire lineage comes from a fashion background. Fashion is in my heritage. My grandmother and mother had big dreams for fashion that circumstances didn’t allow them to fulfil, so I took it upon myself to bring those dreams to life. 

My mother is now my partner in the brand, and seeing her enthusiasm and pride brings me immense satisfaction. My grandmother still gives her opinion on patterns and designs from time to time, after all, she is the big boss in the family! 

Entrepreneurship felt like the natural path as I built Aquí, and I’ve seized every opportunity to further my career, a quality I believe any true entrepreneur must have.

My daily routine consists of…

I start my day at 7:00am with a shower and coffee with my mum. As I get ready, I film my daily TikToks—one for styling, one for storytime while doing my makeup, and one on fashion education. By 9:00am, I’m at the office for meetings, approvals, and content creation.

My afternoons are dedicated to factory visits and design work. After work, I make time for fitness with either a Lagree class, tennis, or gym. A daily workout is a must!

Evenings are for side projects, like my masterclass or any upcoming styling projects, and I end the day with a comfort show or a good book before an early bedtime. My days are busy, but I feel most fulfilled when I’m productive, with breaks reserved for trips and vacations.

The story of Aqui Beruit is…

Aquí Beirut started as a side project and passion during Lebanon’s COVID-19 lockdowns and economic struggles in 2020. At the time, I was still a student preparing for medical school, though I had always been drawn to fashion. Initially, I created an Instagram account, “ThriftedbyE,” where I offered affordable, secondhand pieces from my personal wardrobe—an idea that was quite fresh in Lebanon, where thrifting wasn’t yet common. Within weeks, the account gained over 7,000 followers, but I quickly ran out of pieces to sell.

Instead of closing the account, I decided to invest a few hundred dollars saved from my first job as a telemarketing operator to produce a limited line of clothing. I designed 300 satin dresses in 17 colours, focusing on simplicity but with the aim of testing the waters. We launched the first collection in December 2021, and to my surprise, it sold out within an hour.

That moment made me realise that Aquí had grown into something much bigger than a side project. My parents immediately stepped in to help with the unexpected demand. Together, we packed orders, managed inventory, and even hand-delivered items across Lebanon to make sure every customer received their order before the holidays. Those early days were chaotic yet exciting, and the experience of working alongside my parents to keep up with Aquí’s momentum was incredibly meaningful. It became clear to all of us that this brand had potential, and I knew this was the path I wanted to pursue fully.

In choosing to dedicate myself to Aquí, I stepped away from my plans in medicine, embracing a dream I’d had for years but hadn’t thought possible. Working with local Lebanese artisans added an authentic touch to the brand that set us apart, blending Western-inspired designs with a distinctly Middle Eastern approach to craftsmanship and hospitality. 

Aquí Beirut has since become known for its unique blend of luxury, quality, and approachability, rooted in a hands-on creative process that reflects our community’s artistry. Today, Aquí Beirut is more than just a brand; it’s a family-driven project born out of passion and a desire to bring Lebanese craftsmanship to the world. And while Aquí continues to evolve, those early days with my family remain at the core of our story—a story of community, creativity, and shared dreams.

As someone with no background in fashion or business, I have had to learn everything through practice over the last few years. Thankfully, I am a fast learner, so I managed everything. And as they say, the rest is history!

My role as Founder entails…

I handle multiple roles across Aquí Beirut, covering everything from design and production to creative direction and logistics. Here’s a look at my day-to-day tasks:

Design and Production Management: I’m directly involved in the creative process, from developing design concepts to overseeing production. This requires sourcing fabrics and accessories through regular trips to Paris, Istanbul, and Milan to ensure we’re using the highest-quality materials. I also work closely with our local artisans, overseeing quality control at each step to ensure that every piece meets our standards.

Creative Direction and Marketing: My role includes crafting the brand’s visual identity and guiding our content creation efforts. I plan editorial and lookbook photoshoots, oversee styling, and strategise our social media presence. I’m constantly thinking about ways to engage with our audience and keep Aquí Beirut’s marketing fresh, while also making the most of our budget for maximum impact.

Operations, Finance, and Team Management: As founder, I handle the brand’s operational side, from logistics to finance and HR. I manage accounting tasks, coordinate with our team on office logistics, and ensure that our supply chain runs smoothly. Overseeing a small but dedicated team, I focus on creating an organised workflow that keeps us all aligned and moving toward our goals.

Retail and Business Development: I lead Aquí Beirut’s expansion efforts, establishing relationships with department stores and multi-brand retailers to increase our visibility internationally. This includes developing retail strategies, negotiating partnerships, and working to position Aquí in key markets, especially in the Middle East and beyond.

Brand Ambassador: In addition to my internal responsibilities, I act as the face of Aquí Beirut, building our network through PR and events. I actively seek out collaborations and networking opportunities to grow the brand’s presence and connect with our community.

A very demanding job indeed, but I wouldn’t change anything for the world!

The biggest milestone I have achieved is…

Giving a TED Talk on brand building last year. I grew up watching TED Talks, admiring the speakers, and never thought I’d be one myself, it all seemed so out of reach! Being selected to give a talk really gave me confidence that I was on the right path in my career. 

I’m also thrilled about an upcoming project we’ve been working on for a year. I can’t say much, but I believe it will be transformative for Aquí!

The biggest hurdle I have experienced in my career…

Working in the current climate in Lebanon. Because of the ongoing war, many operations have been halted, and we are unable to resume a lot of projects that were in the works. The first few weeks of the war were definitely the hardest. Just having to accustom yourself to working in such a landscape is really daunting, plus the fact that a few members of our team were among the displaced people really took a toll on the workflow and our ability to maintain operations as normal. 

On one side, we really felt guilty for having to continue working on something that seemed so irrelevant at the time, in relation to everything that was happening. What eased things a bit was fully stopping operations in the first.

A quote I live by is…

“Motivation gets you going, but discipline keeps you growing. That’s the Law of Consistency. It doesn’t matter how talented you are. It doesn’t matter how many opportunities you receive. If you want to grow, consistency is key.” – John C. Maxwell.

What I hope for 2025 is…

In 2025, I hope to see Aquí firmly positioned as an established brand in the UAE and the GCC. I also aim to expand my masterclass reach, guiding more aspiring brand owners.