Niche UK Celebration: The First Step To "Niche Global"

How would you describe celebrating a huge step taken for the future of your brand? How do you recount the breathtaking atmosphere to someone who was not present? How do you chronicle the events that transpired with the same faithfulness that produced them? Truth be told, it is difficult to re-tell what you had to be there for. Nothing can quite capture the true feeling that emanated from New Cairo on the 25th of October, unless we start from the very beginning of this peculiar story.

It was the tail end of August when the news broke within the walls of the company with a private celebration as Dr. Nady Ghaly - Founder and CEO of Niche Magazine - announced that he had officially bought Niche Magazine UK. The announcement came as a shock, not one of anxiousness and confusion, but one of glee and hope. Everyone was aligned perfectly on a singular ambitious vision - Niche Global. The acquisition of Niche UK was the first step, and now it is time to get to work. We started brainstorming ideas, coming up with new creative concepts, researching cultures and themes, all for the chance to present the news to the whole world in the most illustrious way possible - the “Niche” way. In time, we realized authenticity was going to be the foundation for our campaign leading to the opulent evening. The best course of action was to tell our story - the “Niche” story, from the perspective of its founder, Dr. Nady Ghaly. A road paved with dreams and ambitions since inception and until full realization; a celebration of a long journey that is worth telling in and of itself as a story about diligence and persistence. It was clear what the concept would be: A voyage of luxury across the world, and it all starts in the UK, taking elements of British culture to add to the atmosphere we were trying to build. When you walk in, it is like you traveled across the ocean to the UK, and when you stay, you feel like you have taken the first step in a limitless journey that crosses international borders.

Fast forward to the day of the celebration ceremony, and the guests arriving at the venue are welcomed with an eye-catching decor that borrows from the UK culture with elements like a vintage red telephone box to pose and take pictures with. The atmosphere was everything we could have asked for and more as guests were excited to engage with what Niche has built for the evening. Since the theme was all about the journey and travelling across oceans to uncharted territories, the attendees were handed a mock British passport with the Niche logo, and a boarding pass that doubled as a “Thank You” message to everyone joining Niche today on this lovely evening. Guests from all walks of life graced the venue with their presence; high-end businessmen, creative visionaries, influencers, and even celebrities like Edward and Osama Mounir. As the guests were getting situated, it didn’t take long for the festivities to commence, starting strong with Dr. Nady Ghaly going up on stage to deliver the most indelible speech across Niche’s 14 year history. He talked vehemently about the rise and evolution of Niche as a brand alongside his rising experience throughout the years from a simple computer science graduate to the owner of a global luxury brand. Within his speech, Dr. Nady Ghaly spoke about the individuals that supported him along the way - people that aided him and gave away some valuable advice that he will forever cherish; individuals like Eng. Awad Rashad, the founder of AROART Wood, and Mohamed Samman, the visionary behind Longe Black. Among the individuals Dr. Nady Ghaly mentioned, was an ambitious man who took the extra step to join him on his “Niche Global” journey - a man by the name of Ahmed Ashour. Dr. Nady Ghaly announced a new partnership between him and Ahmed Ashour, before Ashour took to the stage to talk about the nature of this business relationship, how he looks up to Dr. Nady Ghaly as an equally ambitious and hard working man that is worth celebrating and collaborating with, and finally ending his lovely speech with how he envisions the bright future of “Niche Global” shaping up. Dr. Nady Ghaly concluded the round of speeches by thanking the attendees and calling for them to enjoy the rest of the evening’s festivities. Performances lit up the stage with homages to artists like Amy Winehouse and Michael Bublé as the crowd was either stunned, standing awe-struck at what they were witnessing, or enjoying their time to the fullest by dancing to the blissful tunes that echoed across the venue. The night was young however and full of surprises, like both Edward and Osama Mounir taking to the stage to perform “Lady” by Kenny Rogers and “My Way” by Frank Sinatra respectively. 

This was an illustrious evening; one that celebrated progress, success, and expansion in the most “Niche” way possible - luxurious and extravagant in every facet. Announcements were made, guests were left astonished and pleased as usual, and the launch for “Niche Global” is now underway. So, what’s next? What comes after the cheers, the music, and the dancing? We do what we are good at, and what got us to this point in the first place: We get back to work, redefining the meaning of luxury for the whole world.

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