In the fast-paced, trend-driven world of fashion, Melissa Kawerk is carving a unique space—one where heritage meets modernity. By day, she thrives in her corporate tech career as an Account Manager, managing client relationships and bridging internal teams. But outside office hours, she is relentlessly building her dream fashion brand, Favio—a contemporary modest wear label infused with Lebanese craftsmanship and storytelling.
From rebranding her parents’ legacy business to navigating the highly competitive UAE fashion scene, Melissa is a one-woman powerhouse, proving that with the right vision and consistency, passion projects can transform into full-fledged businesses.
We sat down with her to talk about juggling a 9-to-5 while building a fashion empire, overcoming self-doubt, setting strategic goals, and creating a brand with purpose.
The Birth of Favio: A Legacy Reimagined
Q1. Melissa, what inspired you to start Favio?
For many entrepreneurs, the journey begins with an idea. For Melissa, it began with a story—one rooted in family, culture, and nostalgia.
Her mother, a highly skilled tailor with over 20 years of experience, had spent years working in the fashion industry in Lebanon before retiring. But when the pandemic hit, Melissa noticed a shift in her.
“I saw my mom losing her spark. She was sitting at home, watching the economic and political situation in Lebanon deteriorate. It was heartbreaking because I had never seen her like that before.”
One day, while visiting her family, she noticed her mother had started sewing again—this time, purely for the love of it. She was creating intricate abayas, kimonos, and embroidered pieces, blending the richness of Lebanese craftsmanship with modern elegance.
That’s when Melissa had a realization: this is more than a passion—it’s a business waiting to happen.
“My mom, is hands down my biggest inspiration. She’s been through so much—political and economic crises, personal hardships—but she has never lost her creativity, passion, or resilience. She’s the reason this brand exists, and I want to make her proud.”
She started small, casually sharing her mother’s pieces on Instagram, using polls and Q&As to gauge interest. The response was overwhelming.
“People loved it. They asked where they could buy the pieces, which colors they preferred, and whether we would be launching more. That’s when I knew—this wasn’t just a side project. It had potential.”
From there, she took a bold step: rebranding and relaunching her parents’ old business, purview, into a modern modest wear brand, Fady & Violet (Favio)—named after her parents.
“It felt right to continue their legacy, but with a new identity. I didn’t want to start from scratch when I had something so deeply personal and meaningful to build upon.”
Juggling a 9-to-5 and a Fashion Startup: The Reality of Building a Business
Q2. You have a full-time corporate job. How do you balance that with running a business?
Running a business while holding down a full-time job is no small feat. For Melissa, it means early mornings, late nights, and weekends spent at fabric markets, pop-ups, and planning content.
“I wear all the hats—founder, marketer, content creator, logistics manager, and even legal advisor. I even registered the company myself without using a third-party service,” she laughs.
While her corporate job provides financial stability, it also demands a lot of her time and energy. Balancing both worlds has been her biggest challenge.
“You reach a point where you feel exhausted. You're pushing yourself to the limit, pouring everything into a brand that isn’t profitable yet, and you start questioning—‘Am I doing the right thing? Should I just stop?’”
But Melissa’s biggest lesson in entrepreneurship is that consistency beats perfection.
“Even on days when I can only give five percent of myself, I still show up. Because the moment you stop, that’s when momentum dies. And I’ve learned that when you push through the hard days, that’s when the best things happen.”
Overcoming Challenges and Staying Motivated
Q3. What has been the biggest challenge in building your brand, and how have you overcome it?
“The hardest part was learning everything from scratch while doing it alone. I had no experience running a business, so I had to figure out company registration, financial planning, marketing, and logistics all at once.”
She admits there were moments when she felt burnt out and unsure if it was worth it.
“There were times when I felt like I was pouring everything into this business and getting nothing back. No sales, no engagement. And that’s when the self-doubt kicks in.”
What got her through it? Consistency, patience, and small wins along the way.
“I’ve learned that even when things feel stagnant, you have to keep going. Sometimes, just when you’re ready to give up, something happens—a sale, a new opportunity—that reminds you why you started.”
Setting Goals and Building a Strategic Plan
Q4. How do you set goals and plan strategy for the business?
Melissa takes a structured approach to business growth, breaking her strategy into three key pillars:
Online Growth and Social Media Presence
"Content is a big focus. I prioritize engaging visuals and storytelling to connect with my audience."
"I use AI tools to help streamline content creation and scheduling."
Offline Expansion and Events
"I realized that in-person experiences—like pop-up markets—help customers connect with the brand."
"Face-to-face interactions build trust, and pop-ups are now a big part of my growth strategy."
Financial Tracking and Revenue Planning
"I track sales, forecast revenue, and plan my budget based on performance data."
"I adjust my strategy every few months to align with market trends and customer behavior."
She sets realistic, three-to-four-month goals rather than overwhelming herself with long lists of objectives.
“I only stick to two or three goals at a time. When you're a solopreneur, you have to be realistic about your time and energy.”
A Pivotal Moment: The Day Everything Changed
Q5. Can you share a pivotal moment in your business that you consider a significant success?
For Melissa, that moment came at her first official pop-up market in Dubai.
“I signed up without knowing if it would be successful. I spent hours perfecting my booth, carefully displaying my pieces, making sure the branding felt premium and inviting.”
For the first few hours, nothing happened. Not a single sale.
“But then, suddenly, people started coming in. From 1 PM to 9 PM, I didn’t sit down once. Customers kept flowing in, and by the end of the day, I had sold over 60 percent of my stock.”
That day was a turning point.
“It proved that I had the right product for the right audience. It was the validation I needed - not only did people love the pieces, but they were also willing to invest in them.”
The Future of Favio Boutique: Scaling Without Losing Authenticity
Q6. Where do you see the business in the next five to ten years?
Melissa’s vision for the future is clear and ambitious.
Expand beyond the UAE into the GCC and global markets.
Participate in international fashion shows to showcase Lebanese craftsmanship.
Build a strong team that believes in the brand’s mission.
But one thing she refuses to compromise is the essence of the brand—its authenticity and personal touch.
“I want to grow, but not at the cost of what makes us special. This brand is built on family, craftsmanship, and storytelling. I want to keep that DNA, no matter how big we become.”
Melissa’s Advice for Aspiring Female Entrepreneurs
Q7. What advice would you give to women wanting to start a business?
Just start. “You don’t need to have everything figured out. Take the first step, and adjust along the way.”
Find your community. “Surround yourself with like-minded people who will support and uplift you.”
Believe in your story. “There’s space for everyone. Your uniqueness is your biggest strength—lean into it.”
“Don’t wait for the perfect moment—it doesn’t exist. Start where you are, with what you have. You’ll never regret betting on yourself.”
Follow Favio Boutique:
Instagram: @favio.boutique
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