Identity Magazine July 2013 by Identity Magazine

JULY 2013 - 15 L.E. VOLUME 8, ISSUE 10 WWW.IDENTITY-MAG.COM

EGYPT’S

YOUNG SUCCESSFUL

ENTREPRENEURS

REPLENISH

YOUR BODY

FASHION TONE DOWN PRINTS uETHNIC INSPIRATIONS uCOLOUR BLOCK YOUR WARDROBE u

TREATS “WHO WANTS TO BE IN A RELATIONSHIP WITH A DOGTRAINER?” SEE PAGE 16

BEAUTIFUL IN SUMMER

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Edit or’s

IDENTITY’S EDITOR’S NOTE

NOTE

inally this month is coming to an end! Relief… we have been on pause button all this month: the wait, the anticipation, the anxiety, and the counting of those long days and nights till 30/6. It has been a long worthwhile wait…I hope. We are practically exhausted from the build up alone. Our fight is not yet over and will not be on that date. It’s going to be a long ugly fight. But, you know what, we are up to it. Let the show begin!!! Power to the people alone! No bets on police or army, they simply react to our calls. It’s US and US alone who are fighting this fight. We are fighting for the identity of our country; we are fighting for our future and for our kids. Don’t you dare give up on us! We will win! By now you’d have all known the outcome of that date, but we are still diving in head -first not sure what the outcome will be… I wish I knew !!! Happy Ramadan :)

Rola Kamel

On The Cover Photographer: coka Cover Design: Mohamed Maher

Managing Editor Rola Kamel Editor-In-Chief Nawal Ismail Senior Editor Sandra Rizk Associate Editor Ahmed Hassan Training Amira Cherif & May El Kadi Clinical Psychologist Bonnie Settlage Relationship Expert Marwa Rakha Contributing Beauty Editor Hossam ELMaraghy Contributing Writers Marwa Mohamed & Nevine A. Abaza Graphic Designer Mohamed Maher Marketing and Advertising Manager Riham Yehia Marketing Coordinator Nourhan Yehia Website Company Gazayerli Group Egypt Distribution Company Sky Net Identity Magazine Distributors Ashraf Fouad & Essam Ibrahim Printing House Sahara Printing Company Identity Magazine was founded in 2005 by Rola Kamel to enhance every aspect of a woman’s life style helping our female readers to discover and improve their own identities. Published by Beezarre Publishing Ltd. Themistokli Dervi, 6 Papyros Building, 4th Floor, Flat/Office D5 – P.c 1066, Nicosia, Cyprus. The Subscription rate to Identity is 180 L.E. for one year (12 issues) by Al Ahram, Tel: 02-27703190 Contact us at: 26A Montazah St., Zamalek, Cairo-Egypt. Tel: 02-27361187 Mobile: 0122-9401071 email: sendus@identity-mag.com www.identity-mag.com

IdentityMagEg

IDENTITYJULY 2013

@identity_mag

9 Crimes by Identity

SUMMER2013

SUN CITY MALL - CAIRO, EGYPT - Phone: +20 22689620

La Collection de Grasse

Magnolia & Mûre a mysterious coincidence

the fragrance Between flower and fruit, the magnolia essence provides the prelude to wild and slightly musky blackberry notes. Present throughout the fragrance, blackberry gives a tenderness to the woody structure.

Thé Vert & Bigarade shared memories

key raw materials Magnolia essential oil from the Far East, blackberry infusion from the South of France. family fruity chypre designed for women

the fragrance This great classic from L’OCCITANE joins La Collection de Grasse. Essential and aimed at both men and women, it has a thirst-quenching effect, when sparkling citrus notes burst forth in an accord of sweet and bitter orange. key raw materials Green tea extract from Japan, bitter orange essential oil from Tunisia. family aromatic citrus designed for men and women

Vanille & Narcisse brazen happiness

Jasmin & Bergamote day and night

the fragrance Bergamot discreetly lights up the scent and continues to retain a lingering presence. Contrasts blend with ambivalence, while jasmine reveals all its facets. The balance fluctuates between petals and leaves, freshness and sensuality.

the fragrance Discreet at first, the scent of narcissus swells to reveal a bouquet of white flowers and spicy heart accords. Finally, vanilla borrows the wilder, untamed notes of narcissus that give it its spirit. key raw materials Absolue de vanille de Madagascar, absolue de narcisse de France. family vanilla oriental designed for women

key raw materials Jasmine absolutes from Grasse and Egypt, bergamot essential oil from Italy. family jasmine floral designed for women

To complement each fragrance 175ml Body Milk - 175ml Shower Gel - 125g Perfumed Soap

IDENTITY’S CONTENTS

Contents JULY 2013 Identity’s Favourites 8 Check out what our team picked out for you this month!

Celeb of the Month 12 Five most charitable celebrities around the world Identity Overheard We bring you interesting overheard conversations. 18 Superstitions Around The World Damsel in Distress Read our monthly series of episodes written by an anonymous girl. 14 A Click Marwa Answers Who is better to answer your love and relationships questions? 16 The Puppy Theory Piece of Writing 26 Things I hate about women, men, and society! Shape Up Live a happier life with our food and health tips 34 Replenish Your Body Identity’s Interviews Egypt’s Successful Young Entrepreneurs:

38 40 42 44 46 48

Amina K Ayman and Tino Zeinab Moustafa Sherif Shalaby Sherry El Kilany & Sabrina Khalil Mohamed Abo El Naga

Identity’s Profile 50 LHA... A home away from home 10

IDENTITYJULY 2013

NATURALLY BEAUTIFUL IN SUMMER

32 STYLING TIPS

ETHNIC INSPIRATION Identity’s Glamour Our fashion experts bring you the latest fashion and beauty updates, news and tips. Beauty 22 Naturally Beautiful in Summer Fashion 28 How To Tone Down Prints 30 Colour Block Your Wardrobe 32 Styling Tips 33 Ethnic Inspiration Identity’s Ramadan Guide

52 Ramadan Treats 54 Hotel Outings 58 Support A Good Cause Identity’s Ay Kalam Sarcastic facts, Egyptian stories, jokes, and anything that will fix your mood! 64 You know you are “Ikhwani” when…

ExpEriEncE Sohour at

SoM3a BaSha in thE khEdivial

gardEnS

©A.R. Adv.

Has Ramadan ever had a more splendid and palatial flair than at the Cairo Marriott? This Ramadan, “Som3a Basha” at Egyptian Night’s is the Cairo Marriott’s new magical setting for Sohour. Family and friends can enjoy an authentic feast under the stars whilst fragrant aromas and sweet flavours of shisha float through the air. Spicy herbs and culinary Ramadan specials complement the sizzling grills. But most important of all, hear the laughter... you can sense the “Basha” joining in the captivating gardens alongside his Palace. “Som3a Basha” is ready to welcome your group iftars. For more information, please call: +2 (0)2 2728 3000 Ext. 4631 Follow us on

and

IDENTITY’S FAVOURITES Azza Fahmy Jewellery Everyday 18ct Gold ring with the iconic ‘Hand of Fatima’ laid with words spelling ‘The Protector’ 760 GBP

Boutique Basha Joud Home Accessories tea box 280 EGP

Joud Home Accessories tanoora dancers tray 190 EGP

Identity’s

favourites J’s Designs Kaf Necklace 380 EGP

Shakhalil Anklet or Bracelet 30 EGP

Malika Magazine and Easel Rack 230 EGP

Accessorize Digi Gem Zip Top Purse 17.50 USD

IDENTITYJULY 2013

Boho Sharky Silver ring with Ramadan Fanous charm & multicolored hand woven threads 260 EGP

She

Learns Every heartbroken story starts with a girl, who thinks the world of someone. Who believes whatever he will say and that he could never hurt her. That he would hurt himself before hurting her. She starts building this life in her head of the two of them growing old together. Even if other guys want to be with her, she doesn’t care, she only wants him. She respects him too much that she would believe anything he’d say. But then, there comes a day when she realizes how stupid she was. How there is no one that perfect and even the best man in the world for her is ugly, inside. She starts growing up. She learns. She now knows that kisses aren’t contracts and presents aren’t promises. She knows that promises do not exist at all. She starts taking care of herself because the only person who was supposed to take care of her, only took care of himself. So she plants her own garden, instead of waiting for him to get her flowers, because they won’t come unless he’s sorry. And he is. It’s just not what she is waiting for. It wasn’t what she had expected from the most respectful guy. Or so she thought of him. And she begins to accept her defeats with her head up high and her tears dry. She won’t let her happiness depend on something she may lose. Now she knows that loving someone doesn’t insure happiness or security. It brings heartache. But she learns that she’s strong and that, this too will pass. That with every good bye, she learns.

IDENTITY’S FAVOURITES

THE HEAT IS ON! Malika Ramadan Lantern 155 EGP

Boutique Basha Actor Cushion 220 EGP

Accessorize Cutwork Satchel 68 USD

Identity’s

favourites Boutique Basha Sebertaya and Kanaka sebertaya EGP 80 kanaka EGP 80

Any way, if you’re stuck in the city like I am, here’s some advice: Avoid opening your Facebook / Twitter / Instagram accounts because you are going to see your dreams coming true for your friends instead of you! You will feel sorry for yourself when you see happy pictures of them and their hot girlfriends in bikinis enjoying the hot weather on the beach. That might lead you to envy them; you don’t want them to have a bad trip or an accident on their way back because of you, do you? Because yes, you will be the one to blame! :)

Zara Ethnic Slippers 349 EGP

Boho gallery Backgammon Game box 440 EGP 14

IDENTITYJULY 2013

I always have mixed emotions when preparing for the August issue! I feel overwhelmed as we are supposed to be talking about By: Mohamed Maher @MoeMSamed summer, swimsuits, love and flings instead of preparing for Ramadan. I haven’t had my summer yet and I sense the precious time slipping away. On my way to work every day, I wish that the steering wheel would move to north coast instead of Zamalek; lay on the beach, topless and barefoot, and at night pass by all the hot spots, the events, parties and concerts before Ramadan starts, ughhhhhh… back to reality, I’m stuck here at work and my masters, but the good thing is that I go to work with shorts, tank tops and fedora hats, to give myself the feeling of summer and the beach. Yes, my colleagues always make fun of my outfits but I don’t care, I will enjoy my summer in the city by hook or by crook!

Boho gallery Vintage mug 50 EGP

Summer is hot, hot, hot this year, which makes it even harder to survive the disastrous traffic. There is no escaping the heat or the traffic, unless you head to Antarctica! Just remember the old song that says, “That’s the way, aha, aha I like it aha, aha” and enjoy your summer, because THE HEAT IS ON!

Ramadan Blu Way at

Radisson Blu Hotel, Alexandria

Celebrate the Holy month of Ramadan, with its array of culinary delights, where families and friends can really enjoy. El Fanar Restaurant Offering open buffets for Iftar & Sohour on daily basis overlooking El Fanar garden and the marvelous King Marriout Lake. El Khan Restaurant Offering signature Egyptian menu for both Iftar & Sohour in cozy ambiance enhanced by the Ramadan decoration and different shisha flavors. Stay with us during Ramadan Rates start from EGP 325.00 per person in double room on bed and breakfast basis including service charge and applicable taxes. * offer is valid for Egyptians and foreign residents during the month of Ramadan only and subject to availability.

Radisson Blu Hotel, Alexandria Alex West, Mehwar El Tameer, Northern Coast Road 21st Km, Alexandria, Egypt. T: +2 03 589 6000 F: +2 03 589 6017 radissonblu.com/hotel-alexandria

IDENTITY’S CELEBRITY OF THE MONTH

MOST CHARITABLe

CELeBRITIES ArOUND THE WORLD

By: Ahmed Hassan

Taylor Swift – The youngest person ever to receive the Ripple of Hope Award from the Robert F. Kennedy Center for her charity work. She also donated $4 million to the Country Hall of Fame Museum.

Channing Tatum: The 2012 Sexiest Man Alive and his wife helped raise millions for the Rainforest Foundation. Not to mention their support for Angels for Animals and Gentle Barn.

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IDENTITYJULY 2013

Lady GaGa: Coming in at number 4 With a $1.2 million personal donation, Gaga started her Born This Way Foundation, which combats bullying and promotes acceptance of the LGBT community. And, in the wake of Hurricane Sandy, she donated $1 million to relief efforts.

Miley Cyrus: Helped with promoting “Saving Spot! Rescue”, a non-profitable organization that is dedicated to finding dogs from high-kill shelters a home. She also helped raise awareness for several other charities like: Save The Music Foundation, the Starkey Hearing Foundation, and the Make-A-Wish Foundation. Justin Bieber: His Believe Charity Drive raised over $1 million for charity. He works with Pencils of Promise to build schools in third-world countries, visits young cancer patients and donated $100,000 so homeless kids could go to school.

IDENTITY’S DAMSEL IN DISTRESS

The Diary Of

A DAMSEL IN DISTRESS:

Episode 7

“A Click”

attended many photo shoots with Moe and at most times I felt very useless. One day, I was asked to model a necklace when Moe’s inspiration was put off by the model’s back acne. After much hesitation and persuasion I finally agreed to do it. I felt uncomfortable in the spotlight; my cheeks started to burn up, I was getting frustrated, embarrassed, and stressed. Moe felt my frustration, and he called for a break and asked me to wait. Everyone left, it was quite, and we were all alone.

Moe tried to talk to me as a friend to help me loosen up and get me out of my frustration. When I started to laugh and act as my normal self, Moe suggested that we take a few shots while the crew are on their break, just to get me in the mood. I stood in my position and Moe started to shoot. As I tried to feel comfortable in front of the camera my mind started to wander off, and I started to act more naturally. I kept looking at Moe, something about him holding that camera really intrigued me, I found him extremely sexy, and all I could think of was kissing him. Apparently me fantasizing about kissing Moe made me look and pose better because Moe started commenting positively, encouraging me and instructing me. We were clicking; the shoot was starting to work. We tried different positions to see which would look best, so when the crew comes back we can work on them. Moe and I were always just friends, but something about this shoot was making us click more than either of us expected; we were flirting and we both consciously knew it. Things got more intense, I was more daring and inviting, and Moe was seduced, I could tell. He would come to me with the lamest excuse just to touch me, pretending to be putting the necklace in place, or fixing my hair. Deep inside me I was thinking it was a very bad idea to let the crew leave like this, I felt seductive and seduced at the same time. I kept thinking to myself that if Moe decided to kiss me or way much more that I wouldn’t be able to stop him, not because he is stronger, but simply because I wanted him.

MY NAME IS RONZIE. I’M AN ORDINARY EGYPTIAN GIRL IN MY TWENTIES, BUT MY LIFE IS FAR FROM ORDINARY. I’M JUST TRYING TO BE HAPPY, BUT ALL I EVER DO IS GET INTO MORE AND MORE TROUBLE. ALL I EVER WANTED WAS TO LIVE A HAPPY NORMAL LIFE, WORK IN A DECENT JOB, AND MEET MY KNIGHT IN SHINING ARMOUR, AND WHAT I GOT WAS A REAL LIFE DRAMA MOVIE. MY LIFE IS A SERIES OF ADVENTURES THAT I WILL SHARE WITH YOU...

I never saw Moe flirting before, he was always a friend to me, and at work he was always so in control of himself, extremely friendly to everyone yet very professional. Perhaps he knew how irresistible he was holding that camera, so dedicated and passionately working. So he decided to keep a safe distance away from eager girls, or at least that’s what I theorized. At times I thought maybe he wasn’t really flirting with me, He was just easing me into the shoot, and perhaps when his hand brushes against my bare back he was just really trying to put the necklace in place. After a while I started believing that he was not really flirting, that it was really mostly in my zealous filthy head. But why wouldn’t he be flirting with me? Does he not find me pretty? I could see my reflection in a far mirror and my ego broke a bit. I Always managed to see the worst in myself, and Moe not flirting with me made my insecurities rise. I was put off by the idea and Moe could feel something went off, he had no idea what was in my head, he probably thought I’m exhausted because he decided we should both take a break until the crew came back. We sat down sipping on our now cold coffee. Moe tried to chat with me but I was more quiet than usual, and that was odd, I was rarely ever quiet with him before. He thought I was tense about the shoot, but that was way off the truth. He decided to show me the pictures on the laptop, perhaps assuming if I saw how great they turned out to be I would relax again. As we looked at the pictures the crew started to show up. Suddenly a whole bunch of them were gathered around the laptop looking at the pictures and complimenting me. Moe broke off the gathering by saying “Ok, we established that Ronzie is sexy and photogenic, can we start working now?!” I giggled, until I realized I’m the only one that found it funny, the rest of the crew perhaps knowing Moe better, knew that if they didn’t get prepping for the real shoot right this minute they would be in trouble. In a blink of an eye everyone was busy working, and before I could ask what I should do I found my hair and makeup being fixed, the stylist and her assistant gathered around me discussing different outfits. If I didn’t know Moe any better I would say he’s a scary boss. Come to think about it, how well do I really know him?

DISCLAIMER: ALL CHARACTERS IN THIS PAGE ARE FICTITIOUS CHARACTERS, BASED ON IMAGINED “WHAT IF...” SCENARIOS, BUT CAN OCCASIONALLY BE INSPIRED FROM REAL LIFE STORIES SEEN OR HEARD.

IDENTITYJULY 2013

IDENTITY MARWA ANSWERS

THE PUPPY THEORY

By: Marwa Rakha - Relationship Expert

ear Marwa, I’ll get straight to the point. My boyfriend loves flirting with other girls. He only does that through texts and social networks though. But it’s still considered cheating. Every time he gets caught I leave him, then suddenly he is willing to do anything possible just to get me to forgive him. I’m not a weak person, nor my life revolves around him, I could leave him if I wanted to. But someone told me that your boyfriend is like a new puppy; when he shits on the carpet, you will hit him, punish him, teach him the right thing to do, then eventually let it go and he will be taught a lesson. Is that true? Should I do that? Is it worth the effort? Or should I just let him go and move on?

get out of hand. So let’s agree that everyone has the tendency to flirt and most of us flirt within limits. Your boyfriend flirts online and nothing develops beyond the screen. He loves you and is going to get married to you.

Girlfriend of a puppy

The “puppy” theory is horrible! This is the worst thing I have heard of with regards to dealing with men! Your boyfriend is a human being not a puppy! He is an adult who has free will not a dog who could be pottytrained! Thinking of your partner in such a demeaning way will jeopardize other aspects of your relationship; mutual respect, communication, and acceptance are just a few of the pillars that you just tore down. A puppy is stuck with you and is obliged to obey you but a man is not! If you continue your reward and punish technique with him, he will just leave you! Who wants to be in a relationship with a dog-trainer?

Dear girlfriend of a puppy, Men flirt! It is in their genetic composition! Women also flirt … we all love the attention and the thrill! Decent people realize the difference between innocent flirting and ill-intentioned flirting. Committed people know when to draw the line before things 20

IDENTITYJULY 2013

You need to discuss with him maturely the nature of his flirting instead of back lashing him every time he gets caught. Ask him why he flirts, why he needs to flirt, what he feels when he flirts, and how far is he willing to take his flirting. Make sure that his flirting is not a reflection of something lacking in your relationship and agree with him on the red lines. If you cannot accept his attitude altogether, and if you are not willing to admit that flirting is part of human nature, then let go of him and move on to a new relationship with more solid rules.

IDENTITY OVERHEARD

SUPERSTITIONs

ARoUND THE WORLD By: Ahmed Hassan

MANY PEOPLE AROUND THE WORLD BELIEVE IN ALL KINDS OF WEIRD SUPERSTITIONS. FROM BLACK CATS TO THE EVIL EYE AND EVERYTHING IN BETWEEN, THE BELIEF THAT THEY HOLD SUCH MYSTICAL POWERS IS EMBEDDED IN VARIOUS CULTURES. FOR SOME THEY ARE MERELY CULTURAL STORIES WHILE OTHERS REGARD THEM AS CAUTIONARY TALES AND TAKE PREVENTATIVE MEASURES. HERE’S A LIST OF THE MOST POPULAR SUPERSTITIONS AROUND THE WORLD:

Evil Eye: Don’t we all know it? “3ein el 7asad” is one of the most popular beliefs Egyptians hold; that someone can bestow harm upon them by an envious eye. The fact that envy is mentioned in religion makes it all the more believable and deep rooted in the Egyptian culture. Prevention? Wear the blue eye or just the colour blue to ward off any harm!

Number 13: The universally regarded evil number. All over the world the number 13 is seen as bad luck –In some countries as good luck- and as a mystical number. Fear of the number 13 has been even recognized as a phobia!

IDENTITYJULY 2013

El-Kaff: “5amsa w 5mesa fi ein el 7asoud” Also known as the hand of Fatima, is a popular amulet used in jewelry, wall hangings, fashion and decorations. The open right hand is also said to prevent from any harm caused by the Evil Eye or envy. It is a sign of protection, blessings, power and strength.

Black Cats: The worldwide superstition that black cats are bad luck (Lucky in Japan) The omen is mostly due to the fact that black cats are considered to be companions to witches or witches reincarnated. Many Egyptians believe that pitch black cats are in fact the devil in disguise. Watch your back if you’re wearing these items! u

... Continued p.18 Superstitions

13th floor: Many hotels around the world omit the thirteenth floor as part of the belief that it’s an unlucky number. Next time you’re in a hotel elevator, take a look at the buttons and you might be surprised! Not to mention that many hotels also skip the 13th room. We heard the city stars towers don’t have a 13th floor.

Bee flying into your house: It is believed that if a bee flies into your home then you will get a visitor. If you kill the bee then the visit will turn nasty! So better leave those pesky creatures alone!

Pinch the bride: If you’ve been in a bride’s room before her wedding, you must have seen one of those! Pinching the bride by other girls attending the wedding is said to bring good luck and a happy marriage to the bride. While others believe that the pinch is to bring good luck to the girl pinching the bride as a way to guarantee matrimony. The stronger the pinch, the better! Keep an ice box nearby to cover those bruises!

Walking under a ladder: Considered bad luck by many. The Egyptian origins of this superstition dates back 5000 years ago, it’s mainly due to the fact that Egyptians regarded the triangle shape as sacred and since a leaning ladder on a wall forms that shape, it was considered as meddling with high powers. Horseshoe: Hanging it with the opening side up is said to bring good luck. The origins of this go back to a time when witchcraft and witches were greatly feared. Hanging a horse shoe on the door of the house was believed to ward off evil witches and spirits since they feared horses.

SPOT THE FA K Can y E! ou tell w super hich stitio made n we up?

Open Scissors: Leaving a pair of scissors open is a magnet for bad luck. Many believe that playing with scissors and cutting through the air also attracts bad luck and upsets the household spirits.

Covering Mirrors: since mirrors are considered to be a reflection of the soul; covering mirrors when death occurs is very common to prevent the soul from being trapped behind the glass. Superstition has it that the devil created mirrors for that very reason.

10 13

Taking pictures in the bathroom: Bathrooms are believed to be a holding for evil spirits and it is believed that gazing into a mirror and snapping a shot will leave you in a state of misfortune for life. Historians believe that this is the reason behind the lack of “bathroom” depictions on the pyramid walls.

Burning Ear: means that someone is talking about you. Knowing the gossipy nature of most Egyptians, we’re bound to have burning ears ALL THE TIME.

No. 10 might not be real but the curses bestowed upon who take such pictures are evident. Don’t say we didn’t warn you!

IDENTITYJULY 2013

IDENTITY’S BEAUTY TIPS

Naturally

BEAUTIFUL IN SUMMER

By: Hossam ELMaraghy - Certified in the personal beauty care (Canada)

SUMMER IS A TIME TO RELAX, HAVE FUN AND ENJOY THE WARM WEATHER; UNFORTUNATELY SPENDING HOURS ON THE BEACH ENJOYING THE SUN, SEA AND THE POOL CAUSES A GREAT DEAL OF DISTRESS TO YOUR HAIR. THE MIXTURE OF SUN, SALT AND CHLORINE TURNS YOUR HAIR INTO A DISASTER; RESULTING IN DULL AND LIFELESS TRESS. EVEN THOUGH THE WARMER TEMPERATURE AND THE SUN CAN MAKE YOU FEEL GREAT, THEY CAN ALSO WREAK HAVOC ON YOUR SKIN CAUSING WRINKLES, SKIN DAMAGE AND SUN BURN. TO AVOID THAT, IT IS IMPORTANT TO REMEMBER THAT ENHANCING YOUR BEAUTY CARE ROUTINE IS VERY ESSENTIAL DURING SUMMER. IF YOU WANT TO LOOK GREAT WHEN THE TEMPERATURE RISES, TAKE NOTE OF THESE BASIC SUMMER BEAUTY TIPS TO PREPARE YOURSELF FOR A DIFFERENT CLIMATE AND KEEP A YOUTHFUL GLOWING SKIN. SKIN CARE ROUTINE IN SUMMER

Hot weather means more humidity and your skin will need less moisture than it does in the winter. Switch to a lighter moisturizer to keep your pores clear and you will be less likely to experience blemishes.

HEALTHY TAN IS JUST A MYTH

Direct exposure to the sun damages the skin. Due to the effects of the sun, you may experience sunburn, wrinkles and more. Therefore, it’s important to use sunscreen when going outdoors. SPF 15 offers adequate 26

IDENTITYJULY 2013

protection and gives you healthy skin. During hot days, you may apply a hydrating toner instead of moisturizer to soothe the skin. Many of us believe that using tanning oils are safe. But that is not true, tanning oil doesn’t prevent from the sun.

EXFOLIATION IS A MUST

Exfoliation is necessary for removing the dead skin cells. During summer a lot of dirt and oil can be found on the skin. All these things would be eliminated if you choose a good natural scrub and apply it on the skin.

TRY THIS NATURAL FACIAL SCRUB FOR CLEAN AND GLOWING SKIN: •1 tablespoon ground brown sugar natural acids gently exfoliate without creating microscopic tears in your delicate skin •1 table spoon honey natural emollient that nourishes your skin This great, easy exfoliating treatment is to be mixed together to form a paste and to be used once a week. Use small circles to remove dead cells and reveal new layers of skin. u

... Continued p.22 Beauty

SUMMER CALMING TONER

After scrubbing or using the daily facial wash, its time to use this summer light ALCOHOL- FREE toner that gives your skin extra radiance 1 teaspoon rose 1 teaspoon lavender 1 teaspoon rosemary 1 teaspoon sage 1 teaspoon orange peel 1 teaspoon lemon peel 1 teaspoon mint Add 4 tablespoons of the above herbal formula to 1/4 cup of apple cider vinegar. Put in an airtight glass jar, let steep for about 2 weeks. Strain and add 1 1/2 cups pure distilled rosewater. Pour into an airtight bottle and use daily.

USE A NOURISHING AND HYDRATING SHAMPOO The sun can cause the hair’s protein bonds to diminish and weaken and with sun damage and exposure, hair can become more brittle. It can also become discoloured with chlorine, especially for those who colour their hair. After a day at the pool or beach, wash your hair with a nourishing and hydrating shampoo. You only need a tiny amount to leave your hair feeling soft, shiny and healthy Make sure you dilute the shampoo with water before using. (Very important) During summer hair tend to be drier so you can take extra care with your hair with this magical mix: (PERFECT MIXTURE FOR DRY HAIR) 1 tablespoon plain yogurt 1 teaspoon olive oil 1 teaspoon glycerin 1/2 teaspoon lemon juice Mix all the ingredients together in a bowl. Apply on dry hair and after one hour, wash off with baby shampoo. 28

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Important TIPS

Do Do Do Do

Wet your hair before you go swimming – your hair can only hold so much water so if it’s already wet it will not soak up much chlorine or salt. Wear a swimming hat for the swimming pools it will protect your hair from chlorine and discoloration. After swimming in the sea or pool, rinse hair immediately to remove chemicals, salts and other impurities that can be disastrous to hair color and condition. If you are going to be out in the sun for the day, use a bandana to cover those beautiful strands. This will keep the sun from turning your hair brassy and it is fashionable!

Remember that leave-in conditioners are useful even if you haven’t shampooed your hair. They provide extra moisturizing after you’ve spent a day in the summer sun.

Although all the ingredients in these beauty recipes are natural, remember that it is still possible to be allergic to anything applied to the skin. To test other ingredients make up a very small amount of the recipe you intend to use. Wash and gently dry a small patch of skin inside your elbow. Apply a little of the mix to the skin and leave for 48 hours. If you experience any redness or swelling DO NOT USE IT AT ALL.

IDENTITY’S PIECE OF WRITING

Things I HATE &

ABOUT WOMEN, MEN SOCIETY!

IDENTITYJULY 2013

By: Marwa Mohamed

1 5 10 6 2 11 A woman playing the role of a damsel in distress, inflating a man’s ego by her submissiveness, and dependence; one who is unable to bear the responsibility of her life without having a second opinion given by a man!!

A Women who aren’t aware of their natural beauty and require others to tell them so or else they lose faith in themselves.

Believers of fairy tales! Blessed are those who are willing to take life as it is, accept people as they are and enjoy the ride.

Those who pay great attention to a woman’s physical beauty, make up, ignoring her inner beauty, her role and that only God is responsible for judging people. A society that judges a woman by her loud voice or appearance despite all the hypocrisy and filth it lives in.

37 8 4 A woman’s tendency and ability to compromise and change at the expense of her life and interests as opposed to a man’s selfishness to appreciate that or do the same in return.

Mothers who don’t give a damn of their daughters’ right to fulfill themselves or underestimate the importance of their success be it in career, or study, because, at the end, a woman’s place is in her husband’s house!

Those who believe that a woman can only be defined in relation to a man, forgetting all about her potentials and what she can achieve in her life.

A MAN Believes THAT HE IS GOD’S GIFT TO WOMEN! A man’s belief that “the woman I love is totally different from that I marry.” A man’s submission to his family’s request, or order to marry a girl who is cute, polite and quiet. A man’s ill-manners, indecency and negligence towards that girl.

A man who encourages a woman to get closer, then washes his hands out of the guilt of falling in love with him. Similarly, a woman who thinks that a man- by treating her well and gently- is in love with her!

A man’s inability to understand how heartbreaking and disappointing it is not to turn a woman’s calls.

12 13 14 A man’s ability to make a woman feel guilty, or lose confidence in herself.

When a man tells all about his relationships with other women to other women, or to his fellow men without bearing in mind neither the privacy of relationships, nor the image of those women.

Some men who are destined to be the cause of all evil & ruin in a woman’s life; they’re there to mess things up and bring out the worst. Their belief that they have a hold over the object of their manipulation for long.

IDENTITY JULY 2013

IDENTITY’S FASHION

How to tonE down #1

prints

PRINTS ARE TAKING OVER THIS SUMMER. FROM MARY KATRANTZOU AND KENZO TO DOLCE & GABBANA. UNFORTUNATELY, IT IS VERY EASY TO OVER-DO THE LOOK BY MIXING TOO MANY PRINTS. THE WAY TO GO IS BY PLAYING IT SIMPLE! PAIR YOUR BOLD PRINT WITH SIMPLE PIECES AND MONOTONES TO GIVE THE PRINT ROOM TO SHINE. Season: Spring/Summer 2013

Outfit

Ippolita Paillette gold necklace

Outfit Limited Edition Teardrop Earrings

Chloé Silkcrepe top

Match a simple white tank top with Isabel Marant red floral printed skinny jeans. Pair the Gucci patentleather pumps with the jeans and top it off with a simple gold palette necklace.

Isabel Marant Godart jeans

Oscar de la Renta floral necklace

Chloé Silk Drawstrin

Frame Denim shorts

Malene Birger Etioloa jacket

Levi’s jeans

With simple Levis jeans and a black silk tank top pull the outfit together with gorgeous Marc Jacobs printed matte wedge sandals and a unique De la Renta floral necklace.

Gucci Beverly pumps Charlotte Olympia Dolly pumps IDENTITYJULY 2013

Outfit

Chloé Silk tank

Be colorful and don’t be afraid to wear a bright tank top with a printed jacket and cute jean shorts. Finish off the outfit with Charlotte Olympia gold platform pumps and mini jewel teardrop earrings.

By: May El Kadi

Marc by Marc Jacobs Printed wedges

Outfit

Miu Miu sunglasses

Maison Michel wide-brimmed hat

Brian Lichtenberg Feline

Roberto Cavalli Printed Top

Monica Vinader bracelet Stella McCartney leather shoulder bag

Just Female Camo High Waist Jeans

Pretty pop earring Top a unique camouflage high wasted skinny jeans with a simple white Brian Lichtenberg T-shirt to tone it down. A wide brimmed hat to give it the summer look. And with nice Alexander McQueen flats, a simple bracelet and a black leather Stella McCartney shoulder bag the look is completed.

Chloe Bubble knit wool skirt

A classic Cavalli printed top with a nice ChloĂŠ wool skirt with the cutest neon Louboutin and ASOS earrings with a neon touch in them that matches the shoes. CHRISTIAN LOUBOUTIN leather slingbacks

Alexander McQueen skullembellished slippers

Outfit

Wear a gorgeous floral bodycon dress with the perfect Saint Laurent black suede clutch and black suede pumps to compliment the look.

ASOS Floral Bodycon Midi Dress

Marc by Marc Jacobs daisy earrings

Saint Laurent ring Jimmy Choo Cosmic suede pumps

A cute simple white cotton summer dress with Jimmy Choo printed cork wedges, Marc Jacobs earrings and complete the look with a leather white croc-effect tote bag.

Saint Laurent Lutetia suede clutch

Silk and cotton-blend voile dress

Jimmy Choo Patentprinted wedges

Jil Sander Nicaso leather tote

IDENTITY JULY 2013

IDENTITY’S FASHION

COLOUR BLOCK YOUR SUMMER WARDRoBE By: Amira Cherif

Vestidos A La Rodilla

COLOUR BLOCKING IS ONE OF THE EASIEST TRENDS. IT IS THE KEY TO COLOUR BLOCKING! YOU CAN EXPAND YOUR COLOUR BLOCKING LOOK WITH UNIQUE ACCESSORIES, SUCH AS HANDBAGS AND JEWELLERY. ONE OF THE EASIEST WAYS TO BRING SOME COLOUR INTO YOUR LIFE/ OUTFIT AND PUSH SOME BOUNDARIES IS ADDING A COLOUR HANDBAG TO YOUR WARDROBE. SHOES ARE A GREAT WAY TO COLOUR BLOCK TOO. YOU CAN COLOUR BLOCK WITH JUST SOLID COLOURS OR SIMPLE PATTERNS. IT’S ALSO, A GREAT EXCUSE TO GO SHOE SHOPPING!

Tibi JumpSuit

Marc Jacobs Loafers Diane Von Furstenberg

Banana Republic Necklace Stylish Eve ASOS Color Block Blouse

Mulberry Dress Sunglasses Max & Co Neclace Tatty Devine

Kate Spade Sandals

Marc Jacobs Clutch

Holst + Lee Bracelet Band of Outsiders Top

IDENTITYJULY 2013

PIERRE HARDY Clutch

Macyâ&#x20AC;&#x2122;s Bracelet

Raxvesky Cocktail Dress River Island Dress

Gucci cutaway dressPrada clutch

Judith Maxi Dress REED KRAKOFF Clutch

Mijourne Bracelet

Richard Nicoll Knee Skirt

Charlotte Russe Pumps Bulaggi Shoulder Bag

Rupert Sanderson Sandals Brand wave Cross Bag IDENTITY JULY 2013

IDENTITY’S STYLING TIPS

Tom Binns

Styling Tips

1 2 3 4 5 LOOK FINE AND FEMININE WITH THESE FIVE STYLING TIPS THAT WILL KEEP YOUR WARDROBE SPICED UP ALL SEASON!

Erickson Beamon

By: Sandra Rizk

FEMININE CHARMS

A little bit of sparkle and a whole lot of pearls signal spring’s favoured accessories from Tom Binns Regal Rocker Swarovski crystal and crystal pearl necklace to Erickson Beamon’s girlie Queen gold-plated Swarovski crystal and pearl clip earrings. Wear this statement pair to add drama to a simple sweater and jeans.

mathew williamson

Isabel Marant

BIG ON BEADING Remember how studs and spikes were THE trend last season? Well, designers are now looking to beading as the new refined and intricate way to embellish designs. Choose to stand out with beaded accessories like Mathew Williamson’s clutches.

They appeared as turbans and neck ties at Marc by Marc Jacobs, while Dolce and Gabbana led the way with Sicilian wraps, whichever way you wear it. If you’re a fan of the baroque trend, go for a Versace scarf. You can have fun in so many ways with your scarf; just add some accessories to increase the wow factor!

Opt for peek-a-boo panels this season. Layering and optical illusions master of the pack, Stella McCartney, has proved how sexy and feminine this look can be.

MAKE A POINT

If you are looking to take a fashionable step into spring, let your shoes lead the way. Sleek, sophisticated and ladylike, the pointy-toe shoe is coming back strong, pushing several seasons’ worth of chunky platforms as Balmain inspired us. 36

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Marc by marc jacobs

WRAP STAR

SHEER DELIGHT

Balmain Spring 2013

Versace

Dolce and Gabbana spring summer 2013

Stella McCartney

Zara

IDENTITY’S FASHION TRENDS Orange ethnic print dress

CASI CASI

ETHNIC

inspiration

Willoc cottonblend jersey T-shirt

Temperley London

By: Amira Cherif

Marchesa

Dorothy Perkins

PRINTS AND PATTERNS ARE HIGH ON OUR LIST THIS SEASON. HEAVY COLOURS TEAMED TOGETHER TO MAKE THE PALETTE FOR THIS FESTIVE SEASON. THE FLAVOUR OF THE SEASON IS VERY OUT OF THE BOX, UNPREDICTABLE. AN ONGOING CRAZE THAT DOESN’T SHOW SIGNS OF STOPPING IS ETHNIC OR TRIBAL FASHION FINDS. THE COLOURFUL DESIGNS ARE FUN TO WEAR. WITH ALL OF THE WONDERFUL BITS AND PIECES, ETHNIC-TRIBAL FASHION IS ONE THAT WILL BE VERY DIFFICULT TO GET TIRED OF. HIGHLIGHT DESIGNERS OF THIS SEASON: MARIO TESTINO, TOM FORD, GEORGIA MAY JAGGER, GIORGIO ARMANI.

Antik Batik Kazam Mini Dress

Pallay printed cotton and silkblend twill kaftan Pisac cottonblend jersey T-shirt

Ethnic Lace up Boots

Orange Aztec snake maxi dress

Tupu cottonblend jersey T-shirt

ORCIANI shoulder bag

Touch - Oval Shaped Ethnic Ring

Jessica Simpson Black beaded wedges IDENTITY JULY 2013

IDENTITY’S SHAPE UP

Replenish

YOUR BODY

By: Ahmed Hassan

: e t o n e d i S

MOST OF THE ITEMS ON THIS LIST ARE VERY LOW IN SATURATED FAT AND HAVE LITTLE TO NO CHOLESTEROL TO HELP YOU KEEP YOUR BODY HEALTHY AND BEACH READY!

EGYPT IS BLESSED (AND CURSED) WITH ONE OF THE WARMEST WEATHERS ON EARTH. UNFORTUNATELY THAT ALSO MEANS THAT DURING SUMMER, THE HEAT CAN REACH UNBEARABLE DEGREES. NATURALLY YOUR BODY’S REACTION TO THE HEAT IS SWEAT TO HELP COOL THE SKIN. YOU’LL FIND YOURSELF OUT OF ENERGY, DEHYDRATED AND WITH A SKIN SO DRY THAT YOU COULD SEE A MAP OF YOUR CELLS. WE ALL KNOW WE ARE SUPPOSED TO DRINK 8 GLASSES OF WATER A DAY BUT VERY FEW OF US ACTUALLY MANAGE THAT. THAT’S WHY YOUR BODY NEEDS VARIOUS SOURCES WITH HIGH WATER CONTENT, VITAMINS AND MINERALS TO STAY HYDRATED DURING SUMMER. KEEP YOUR SKIN MOISTURIZED AND GLOWING WITH THIS LIST OF THE MOST HYDRATING FOODS AND DRINKS: 40

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WATERMELON: That’s a summer favourite Whether you eat it or drink it, its hydrating factors are many. It’s rich in electrolytes (a compound essential for hydration, nerve and muscle function) and water content. With High potassium, vitamin A and C. Downside: Very high sugar levels.

CUCUMBER: At 96% water content, cucumbers are a great snack to help replenish your body. Good source of vitamin A, C, K, and essential minerals.

APPLES: No wonder they keep the doctor away! Apples are full of antioxidants, very low sodium levels, high dietary fibers and vitamin C. Downside: High sugar levels

PINEAPPLES: Round up those PinaColadas! Pineapples are another summer favourite that you will find in most places. It’s high in water content, delicious and can be consumed in many ways.

CARROTS: A usual addition to most Egyptian cuisine. Not to mention it’s also an ingredient in several fresh drinks! Carrots are a good source of vitamin A, C, K, B6 and essential minerals. MANGOS: Wear that mango-stache with pride! High In dietary fiber, vitamin A, B6 and C, Mangos will keep your taste buds satisfied and your body hydrated. A large portion of the calories in mangos come from sugar.

MIXED GREEN SALAD: The typical Egyptian green salad is a great source for several vitamins and water content! Limit the salt sprinkled and use olive oil for a healthier kick. OH MY OMEGA: Foods rich in Omega-3 fatty acids limit water loss, keeping you looking and feeling refreshed even as the heat surrounds you. They also soften wrinkles and help your skin regenerate! Omega-3 foods are everywhere! Include Salmon, Tuna, Olive Oil, Walnuts, Almonds and Avocados in your diet and your body will thank you for it.

RED BELL PEPPERS: A great addition to any salad, meal or sandwich. They are very low in sodium and a good source of vitamin A, C, E, K, B6, dietary fiber and essential minerals.

ion: t a r d y h e d f o s Symptom

WATER: The rather obvious choice. Always take a cold bottle of water if you’re planning to stay outdoors in summer. If you’re not a big fan of water, add fruits or flavors to help you out.

•Increased thirst •Dry mouth and swollen tongue •Weakness •Dizziness •Palpitations (feeling that the heart is jumping or pounding) •Confusion •Sluggishness fainting •Fainting •Inability to sweat •Decreased urine output

IDENTITY JULY 2013

IDENTITY’S INTERVIEWS

YOUNG ENTREPRENEURS

Interviews by: Sandra Rizk and Ahmed Hassan

ANY SUCCESSFUL BUSINESS STARTS OUT WITH AN IDEA, A VISION. WHEN WE STARTED THINKING OF THAT, THE WORD “ENTREPRENEUR” CAME TO MIND. THE WORD IS DEFINED AS “A PERSON WHO SETS UP A BUSINESS OR BUSINESSES, TAKING ON FINANCIAL RISKS IN THE HOPE OF PROFIT”. WITH THAT IN MIND WE STARTED OUR SEARCH LOOKING FOR YOUNG ENTREPRENEURS, WHO HAD A VISION AND TOOK A RISK TO SEE IT COME TO LIFE. NOT ONLY THAT, BUT THEY ALSO MANAGED TO KICK OFF THEIR BUSINESS TO SUCCESS AT A YOUNG AGE! THIS MONTH, WE INTERVIEW CAIRO’S YOUNG AND SUCCESSFUL ENTREPRENEURS!

“My friend used to get A+ in high school and i would get As and Bs, now he’s an engineer in Microsoft, and I own Microsoft.” -Bill Gates IDENTITY JULY 2013

IDENTITY’S INTERVIEWS

Amina K.

HE CREATIVE AMINA KHALIL IS IN CONSTANT EVOLUTION SINCE 2009, IN A BALANCE BETWEEN HER PERSONAL LIFE AND DREAM CAREER, AMINA K. HAS BECOME ONE OF THE BIGGEST BRAND NAMES IN MIDDLE EAST. AMINA IS JUST AS YOU SEE HER, SPONTANEOUS AND IMMEDIATE, IN LIFE AS IN HER WAY OF DESIGNING. SHE HAS BECOME VERY SUCCESSFUL AT SUCH A YOUNG AGE WHICH INSPIRES OTHERS TO TAKE THAT PATH. AMINA TELLS US ABOUT WHERE HER LINE IS TAKING HER TODAY AND ABOUT HER OBSESSIVE LOVE OF DETAILS.

Did someone help you get on your feet? Yes my parents. They did everything from pushing me to move to London to study what I love. To supporting every collection I created. My mother has been helping me and working with me since the day I started. Without her by my side in every step of the way there was no way I could have done what I’m doing. Your name is very big, not only in Egypt, but in the Middle East as well. How did this happen? That’s very flattering; I’m still at the beginning of 44

IDENTITYJULY 2013

my journey. Amina K. is still a very young brand. We are still trying to find our place in the market. We are very happy our loyal clients are increasing every season. As a growing brand every collection we aim at improving our quality, design, fit, and to provide our clients with what they are looking for. I’m glad all the hard work is paying off. That’s great, but what helped you become this successful, Amina? Amina K. is not a one man show. I work with an extremely hard working team. Without their dedication and commitment I wouldn’t be able to move forward. Your designs show lots of attention to detail. What materials did you combine to get such vivid textures? I use a variety of materials. Every season it’s different. For the summer collection we use lots of cotton, linen, viscose, and chiffon. I always try to combine different fabrics and materials in one piece to create something original. Yeah, we noticed that you used hand woven shreds in your latest collection, which we love. Tell us more about that. I have always been fascinated by the art of hand

weaving. I love the final outcome, how all the colors and textures just blend together. A weave always looks random yet neat. It is that contrast that I am most attracted to. Yeah we love it too. What do you think it takes to be successful in this career and in general? I am still learning this as I go along. So far from where I stand it takes a lot of hard work, extreme dedication, a clear vision of your goal, and finally following your instinct. There is no easy way; you have to do the work. What advice would you give to young entrepreneurs who have a vision and would like to see it come to life? My advice is to try to gain as much knowledge and work experience in the industry where you would like to start a business in. Invest a lot of time in reading, researching, and getting hands on experience. You also have to be very ambitious, learn to have thick skin, and know what you want. Starting your own business needs full time dedication; you need to be willing to give it everything you have. And finally do something you love because if you don’t love your work then there is really no point to it all. Great advice! Growing up, did you have some sort of vision of what you want to do with your life? If yes, did you achieve it? I had a vision of what I wanted to do since I was 10 years old and luckily that’s exactly what I’m doing. I am very fortunate to have all this support. I wouldn’t say I achieved my dream yet but I am working very hard to get there. We wish you all the luck in the world. As a young business woman, how do you balance between work and your personal life? It is the biggest challenge especially in a Middle Eastern society. You are constantly trying to juggle and balance everything. I have not yet found the perfect formula. You just have to try to find what works for you and always try to be kind to your health and body. You know that many young Egyptians choose traveling abroad now to escape the country and begin a new life. Do you think that it’s a right decision? Especially the ones investing in other countries? I can’t judge or generalize. I believe that each person should try to benefit their community and most importantly find happiness where they live. It also depends on the opportunity each person is offered. Every situation is different. What do you think are your biggest achievement and your worst disappointment? Biggest achievement is what I have done with Amina K. so far. And I have no disappointments; I don’t believe in regret, I believe it’s all lessons learned.

FUN

Q&A Age? 28 Single? No, I’m married Star sign? Pisces Favourite items of clothing? A perfectly fitted pair of jeans.

IDENTITY JULY 2013

IDENTITY’S INTERVIEWS

Ayman & Tino TrAin for Aim!

RAINING PROGRAMS HAVE BEEN VERY POPULAR THE PAST FEW YEARS IN CAIRO. BUT ONE THAT CAUGHT OUR ATTENTION IS TRAINFORAIM. TRAINFORAIM TEAM (TFA) WAS FOUNDED BY AYMAN HAKKY, TINO WAKED AND DONIA SCARELLO IN OCTOBER 2012. TFA IS AN ENDURANCE RACING TEAM FOCUSED AROUND TRAINING FOR PARTICIPATION IN VARIOUS RACES SUCH AS MARATHONS AND TRIATHLONS IN DIFFERENT DESTINATIONS AROUND THE WORLD. THEY’VE ALREADY TRAVELLED TO MANY PLACES AND SOME OF THE TEAM PARTICIPATED IN THE LUXOR MARATHON. WE ARE VERY IMPRESSED WITH WHAT TINO AND AYMAN HAVE ACHIEVED WITH TFA SO FAR, AND SO WE TRIED TO FIND OUT MORE ABOUT THEIR JOURNEY.

The idea started with our interest in Triathlons, which is a multiple-stage race consisting of swimming, cycling and running. It is an Olympic sport since 2000 and one of the fastest growing sports around the world, however to our surprise not yet widely recognized in Egypt. The main idea behind TrainForAim is to connect people to train in a group for a specific target and eventually travel together on exciting trips to take part in races, represent Egypt in various international sporting events, and discover new exciting destinations. The team currently consists of around 50 members and is managed by Ayman, Tino and Ezz Khalil, who collectively have professional sports experiences in Water Polo, Football, Spinning, Boxing, Marathons, Duathlons, and Triathlons. Training takes place 5-6 times per week mainly in Gezira Club including running, swimming, cycling, spinning in addition to fitness and core workouts. And is it true that people have to be fit to join TFA? Not at all! Our greatest motivation is training true amateurs and getting them in good physical shape to achieve their own personal aims. Participants do not take part in races until they decide they are ready. We also have a very diverse age group, ranging from 16-50 and a wide range of fitness level within the team.

IDENTITYJULY 2013

Stay tuned for all the latest on www.trainforaim.com What do you expect the trainees to achieve after finishing the program? At the end of each training cycle – which last about 2-3 months – TFA athletes participate in competitive races. For some, the aim will be to complete the targeted race distance and experience the wonderful feeling of crossing the finish line, for others it will be to get on the podium at the end of that finish line. We have been privileged with very talented athletes, especially our female athletes, who claimed medals in several races – Luxor International Marathon, Cairo Runners Half Marathon, Pyramidenlauf, and finally the London Silverstone Duathlon. Wow that’s very impressing! Good for you guys. How do you stay fit with your hectic work and travel schedule? We practice regularly at 7am and usually finish before our colleagues at work get out of bed. We follow the same routine during our travels, if you get used to working out early in the morning you have the rest of the day to do whatever you want. What are some of the activities or events you plan? Each TFA training cycle lasts about 3 months and is concluded by the option for the members to travel with the team and participate in the chosen race - our collective aim! To date our team members have participated in marathons in Luxor and Cairo, triathlons in Dubai and Morocco, and a duathlon

in London. We’re planning to participate in many more races in the upcoming months, and it’s never too late to join us.

and just went for it, and once we realized there was a proven interest and a real potential we started developing our idea and expanding operations.

The TFA training week includes fitness training &running led by head coach Ezz Khalil, swimming led by national champions Mohamed Moussa and Hassan Kordy and spinning led by certified trainer Donia Scarello. We also incorporate outdoor training activities in our schedule such as running in Wadi Degla Protectorate, bike rides in Cairo and open sea swimming in Ein Sokhna to name a few.

Knowing that failure is a possibility is very important but we’re young and we have time on our side, so take a shot and don’t wait till it’s too late to try something out.

Recently we organized the first TFA training camp in Ras Sudr, which was a 3-day intense fitness and nutrition camp in Kiteloop lodge. Members had a great weekend exercising in wonderful scenery and also enjoyed other entertaining activities besides training. We are looking forward to organizing a training camp in every TFA cycle. TFA also had the privilege to host a charity event with the Breast Cancer Foundation (BCFE) in April 2013, which was an open sports day held in Gezira club to promote sports as a preventive medicine and also to raise funds for BCFE.

Growing up, did you have some sort of vision of what you want to do with your life? If yes, did you achieve it? Both of us really wanted to do something in the sports industry for the longest time. Deep down we always knew we were going to give it a shot. We are delighted to have launched TFA and with the progress over the last 6 months. Just seeing the energy in the team and the amount of transformation in TFA athletes is more than rewarding. We are really proud of what TFA has now become. Team Members have completely exceeded our expectations; athletes of all different fitness levels join the team hoping to achieve different types of targets/aims. You can feel the energy in the team with people very excited and determined to participate in races, receive recognition and of course look fit and sharp!

Our next target is to organise a major race in Egypt that matches the standards of races we have participated in internationally. And we also hope to continue our fundraising activities and events for charity. How do you see Train for Aim 10 years from now? Tell us the big picture. We see TFA in the future as a leading world-class fitness and training provider in Egypt. Our ultimate goal is to prepare future Egyptian champions and equip them with all the necessary training to succeed at the top level. Of course this still requires lots of hard work and patience, but we know that with the right planning and dedication we can reach this goal. What advice would you give to young entrepreneurs who have a vision and would like to see it come to life? We can definitely relate to Richard Branson’s famous statement “screw it, let’s do it”.

FUN

Q&A Age? Ayman 26 Tino 25 Single? It’s complicated Star sign? Ayman Virgo Tino Sagittarius

This may sound a bit cliché but every young entrepreneur needs to believe in their dreams and shouldn’t be intimated to try something completely new. In our case it was a sport that had very little following in the region, and our passion for increasing the interest in Triathlon drove us to create TFA. We were basically a bit spontaneous IDENTITY JULY 2013

IDENTITY’S INTERVIEWS

Zeinab

F YOU’RE ONE OF THE HUGE MASSES THAT FLOCK TO THE CUPCAKE BAKERIES OPENING UP AT EVERY CORNER, THEN PROBABLY YOU’VE HEARD OF DEVOUR. SPECIALIZING IN GOURMET CUPCAKES, CAKES AND MOUTH WATERING TREATS, DEVOUR SATISFIES EVERY SWEET TOOTH. HOWEVER THIS IS NOT ABOUT THE CUPCAKES, IT’S ABOUT THE BUSINESS AND THE WOMAN BEHIND DEVOUR; ZEINAB MOSTAFA. LEARN MORE ABOUT WHAT IT’S LIKE BEHIND THE SUGAR RUSH OF THE DELICIOUS CUPCAKES.

Introduce yourself to us; tell us who you are and what you do. I love life! I appreciate every little gift God gives us, from the simple breath of fresh air, the sweetest sound of music to the sinful smell of chocolate. I play the piano, draw and I LOVE writing! Back to the question! I’m a wife to the most supporting husband, and mother of two beautiful kids and a cat. Family & friends are my number one priority and the source of energy that keeps me going. I graduated in 2004 from AUC, majored in Journalism & Mass Communication. I worked in several fields since I graduated and finally found my passion in baking and I’m now proud owner of Devour. Was it your idea to open Devour? If yes, what was your vision? I’m a person who always likes to experiment with new things! It has always been my dream to own a private business. When I got married I decided to quit my job and pursue my dream. At the time I had no idea what I was going to do! But as time passed, I started discovering a talent I never knew I had, and that was cooking and baking. I started by helping friends out and catering at their events, marketed myself through a Facebook group and finally opened Devour bakery in 2012. Our vision at Devour is to open several stores around Cairo within the coming 5 years and one day go international. I like how you used “our” instead of “my vision”! Do you bake all the desserts yourself or do you have a chef? When I first started, I used to make every single dessert with all its components myself. But after opening Devour, I hired some of the top pastry chefs in town, gave them the training they need to start up our bakery and now they do most of the stuff on their own but under my continuous supervision. Are these your own recipes? When I started baking I got all the recipes from famous cupcake books and the internet, but then I started customizing them to my taste, adding stuff and removing stuff until I came up with totally new recipes. Do you think that now people are more interested in trying new things? Always on the lookout for a new dessert perhaps? Sure they are! Especially the youth… Dessert is the treat or escape of a lot of people from reality, the experience of eating a delicious dessert can take you out of this world. So a little surprise every time 48

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you visit your favorite bakery, would just add more spice to it. But you know there are several cupcake and dessert patisseries now, what do you think sets devour apart? Our widest variety of flavors in town (more than 60 cupcake flavors) and ability to customize cupcakes and cakes with very intricate and sophisticated details is what sets us apart from other bakeries. Our products also taste as good as they look! Tell me, what challenges did you face when you started working on Devour? Cupcakes and customized cakes are considerably new to the market, and so, the major challenge is to train the staff on how to bake & decorate cupcakes with all their different fillings and toppings. Talking of customization, our customers have very high expectations of us and so their orders cannot be taken lightly. We cater to a certain market segment that is very demanding and picky; one small mistake can ruin the whole thing and get you one angry customer! Age?

FUN

Q&A

Single? Some people see the political Married with 2 kids… 3 year old and economic climate as an Farida and 6 months old Yehia opportunity, do you advise star sign: against or for starting a new I’m a terribly emotional Libra Favourite items of clothing? business? Accessories, earrings to be Nothing in this life is risk free! High precise! risk, high return they say. But my Favourite cupcake flavor and/ piece of advice is that, one should or dessert? Our Black Bottom Cupcake study the project very well and he/ begin a new life. Do you think that it’s and Chocolate Fondant… she should be very passionate about YUMM! a right decision? Especially the ones it so that they can be able to tolerate investing in other countries? the stress and face the challenges I have never and will never be with the business comes with. the idea of leaving the country. No matter how hard it has been the past Many young business men/women few years, and probably the coming are now more occupied with “the few years as well, it is our duty to scene” rather than their business; do invest in this country and help its you think that is true? Why do you economy regain its strength. I know think that is? people might think that leaving the In any business or profession, there are country will be of no significance, people who are interested in the work but if everyone thought that way, itself, and others who are just in to for we would only blame ourselves for the spotlight. I think being famous the downfall of our beloved Egypt! appeals to a lot of people that they sometimes get sucked into it and Ramadan is almost here! Does your forget the real purpose of what they business get affected by the increased do. demand on oriental desserts? Ramadan is our favorite month! It’s What advice would you give to the month where we get to surprise young entrepreneurs who have a our customers with creating a fusion vision and would like to see it come of our western products with our to life? mouthwatering oriental desserts! Never give up and always be optimistic. Red Velvet Zalabia with Cream Cheese, Konafa with Nutella & Maltesers and Konafa with Cream You know that many young Egyptians choose & Mango Cupcakes are just a few of our delicious traveling abroad now to escape the country and Ramadan menu.

“ Nothing in this life is risk free! High risk, high return they say”

IDENTITY JULY 2013

IDENTITY’S INTERVIEWS

SHERIF SHALABY NOTHER SUCCESSFUL YOUNG ENTREPRENEUR, SHERIF SHALABY, TAKES SOME TIME FROM HIS RATHER BUSY LIFE -AS THE DIRECTOR OF SALES AND MARKETING AT BIANCHI- TO ANSWER A FEW QUESTIONS. BEING THE HUMBLE PERSON HE IS; SHERIF MAINTAINS A TONE OF GRATITUDE, INSPIRATION AND TELLS ALL ON HOW HE GOT TO WHERE HE IS TODAY. Tell us more about what you do and the projects you were a part of… I’ve always been a part of Bianchi’s exceptional project since it was just an idea or a dream in 2006 and thanks to my father, Eng. Medhat Shalaby, Chairman and Co-Founder of the project. I was privileged to return to Egypt during my summer vacations to intern for the company. I contributed to the firms sales and marketing initiatives and when I realized my passion towards the field, I felt the urge to start my career with the company. I started working for Risas when my uncle offered me to co-manage the venue. Risas had already been operating for 3 months and given my interest and previous experience in this field I gladly accepted the challenge. I fell in love with the place when I first saw it! It wasn’t my intention to manage El Villa and to my surprise we did fairly well. During the summer of 2012, we decided to establish a restaurant/club within Bianchi’s premises to provide people with a place to party and to encourage people to come and visit the project. One day I met my friend Rawy Rizk, the owner of Amici Bar. Like me, Rawy is filled with enthusiasm and we both agreed that we’re young and didn’t have much to lose venturing into El Villa. Which turned out to be both a success for us and for Bianchi. That is amazing! Do you remember the first event you ever managed? Of course! I remember the first event I ever managed was in 2001 and Hany Samba was the DJ. The ticket included a soft drink and a hot dog. I sold about 150 tickets and made around LE600! Oh, how happy I was that night! What challenges did you face when you started working on Risas/Bianchi? The idea behind Risas was to offer clients a lounge experience, and to put things into plain English, a cross breed between a bar and a restaurant. My challenge wasn’t in managing the bar but in creating ‘loyalty’ towards both the food and beverage items on the menu, its remarkable Sangria and delicious assortment of tapas! As for Bianchi, my first challenge was to sell as many units as I could to a select group of individuals/families within our community. My second challenge was to demonstrate and assure homeowners and prospects alike the lifestyle Bianchi offers; a healthy lifestyle filled with sports, entertainment and a strong sense of family and community. Spoken like a true marketer! Did you aspire for this or it was just an opportunity that presented itself? I believe I was lucky to be exposed to such great opportunities; yet 50

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again I seized the moment and worked hard to make an improvement out of it. Some people see the political and economic climate as an opportunity, do you advise against or for starting a new business? The current economic climate is a discouraging time to start a new business, but if you have a good idea and are able to execute it into something you believe in then the odds may be in your favour. Especially that others around you may be choosing to remain on the sidelines until matters improve. A lot of people are discouraged nowadays to take a risk. What advice would you give to young entrepreneurs who have a vision and would like to see it come to life? Put a good amount of time and effort into creating a business plan. Be generous with that as much as you can! Then take the decision to initiate. Growing up, did you have some sort of vision of what you want to do with your life? The older I get, the more I realize that my vision keeps changing and improving. I’m too young to achieve my vision but I can tell you that my vision is to be different and nontraditional. Do you prefer working on Risas or Bianchi? Which is more YOU? I can’t compare them to one another. The food and beverage business has always been a hobby of mine, whereas construction and real estate are what I chose to pursue as a career. Both are important to me.

FUN

Age? 27 Single? No, I’m engaged to my future wife, Sandra. Star sign? Virgo!

Q&A

“God bless those who died in our favour and forgive those who hindered our growth prospects.”

Do you think that now people go out as much as they used to before the revolution? Has the “nightlife” scene changed? Yeah!! It has become more aggressive. I really believe in the quote “the best time to invest is when there is blood in the streets”. It seems that most event organizers and entrepreneurs involved in the entertainment business implement this approach very much nowadays. People are dissatisfied and tired of the current state of events so I guess it’s a good time to put some fun and excitement into their lives.

Speaking of the revolution, did you sign for tamarod? What do you think of the movement? Yes, I did. I think it’s a civilized and democratic way to rebel.

You know that many young Egyptians consider traveling abroad now to escape the country and begin a new life. Do you think that it’s a right decision? Especially the ones investing in other countries? Hands down, living and studying abroad has been one of the best decisions I’ve made in my life. As for investing in other countries, it’s definitely a plus to build an economic base elsewhere but if “many young Egyptians choose to escape” then who will improve this country?! Biggest achievement and worst disappointment? Up until this moment in my life I’d like to say it’s probably The Egyptian Revolution. God bless those who died in our favour and forgive those who hindered our growth prospects. IDENTITY JULY 2013

IDENTITY’S INTERVIEWS

SHERRY AND SABRINA

PARTIES, EVENTS AND A WHOLE LOT OF FUN! THAT IS WHAT PEOPLE THINK EVENT PLANNING IS ALL ABOUT. HOWEVER, WHAT GOES ON BEFORE THE EVENT IS USUALLY HECTIC, EXHAUSTING AND TAKES A LOT OF PASSION AND DEDICATION. WHAT DIFFERENTIATES ONE EVENT PLANNING COMPANY FROM THE OTHER IS HOW EFFORTLESS THEY MAKE IT SEEM. FOR SHERRY AND SABRINA, GETTING WHERE THEY ARE TODAY WAS NOT AN EASY TRIP AND TOOK A LOT OF HARD WORK. THEIR COMPANY NINETEEN84 MANAGEMENT IS ALL ABOUT THAT AND MORE!

tart by telling us who you are and what you do… We are both managing partners of a company called Nineteen84 Luxury & Entertainment Management. We do events all over Egypt, supply local and international entertainment to the Middle East region, as well as an ongoing marketing consultancy & social media agency. Are you both the founders of Nineteen84 management? Sherry: I started Nineteen84 alone, and then a couple years into it, Sabrina and I did an event together; we found that we worked well together and made a successful team. So we decided to team up and build the company together. How is it like working with Sherry/Sabrina? Sherry: Sabrina is a pain in the ass! Haha! No I’m joking. We both are really hard workers and our work isn’t a joke to us. So as you can imagine, we are perfectionist Nazi’s when it comes to our work and we both share that same vision. Sabrina: We’ve been friends since I was 13. However, we separate work from friendship and we get things done.

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What was your vision for Nineteen84 management? Sherry: I founded the company several years ago, but honestly I got into the business for the entertainment aspect of it. I had no idea it would take the turn it did or that I’ll handle the clients we do today. I look back at what it started as, and what my dream was and what it is today, and I’m proud to be honest. When did you start Nineteen84 management? How is it going so far? Sherry: Founded back in 2002 and Sabrina and I are partners since 2011. Nineteen84 management is popularly known for the events you organize, how do you manage that? Sherry: Good to know that people recognize the hard work that goes into the events, even though that is a fraction of what we do. We have a team of amazing executives that work on ground with us. We believe in sharing ideas and throwing them back and forth with each other, till we come up with a great concept. What do you think sets Nineteen84 management apart from any other PR/event planning company? Sherry: Maybe it’s our dedication, maybe it’s the fact that we have completely forgone our private

lives and dedicated all our time to our work and its success. I have no idea what it is but we seem to be doing something right. Sabrina: We think outside the box. Quality is everything and we are always ready to take the risk. Do you think that now people are more interested in trying new things? Always on the lookout for a new event perhaps? Sherry: Egypt is a strange market. We sit and complain there is nothing new happening, and when something new comes along it takes a lot of convincing to get people to move. That’s why we are trying to introduce new concepts and so forth, slowly but surely without shocking people. What challenges did you face when you started working? Sherry: I refused to take a penny from my parents to get this company going. Started by taking small jobs, reinvesting the money back into the company, and seizing opportunities people thought they were too big for. You’re never too big for anything! Sabrina: Time management, dealing with family (since I was never at home and solely working), separating work from personal time and giving myself a break. When you work hard you find yourself to be harsher on yourself than anyone else.

What do you do to know that you are on the right track concerning your business? Sherry: Advice is always a positive thing; always take in people’s advice. But do what your gut tells you is right, and you will know you are on the right track when your clients are happy. Sabrina: We are constantly asking clients for feedback, be it constructive criticism or what they feel would have been an added advantage. It’s how you learn. If you can’t accept criticism you might as well stop now.

FUN Q&A

SHERRY

Age? I turn 29 on June 27th! I wish to never revisit this question again!! Single? Maybe haha ;) Star sign? Cancer (Moody Mo Fo’s) Favourite items of clothing? I live in my jeans, I love jeans. My closet is full of jeans

FUN Q&A

SABRINA Age? 27 Single? Umm… yes… something my mother never forgets to remind me of. Star sign? Pisces Favourite items of clothing? Anything colourful with a vintage touch!

“... if you do fail don’t give up! Fix your plan and go forth. It’s all about trial and error!”

Some people see the political and economic climate as an opportunity, do you advise against or for starting a new business? Sherry: If you have a good idea and an opportunity in front of you take it. Never just sit idle and wait! In all times of recession there are opportunities, you just have to learn how to move with the times and understand people’s psychology during these times. Do you think some young entrepreneurs care more about their image than anything else? Sherry: Most people are preoccupied with their image, therefore being a “business owner” or “entrepreneur” is a status symbol rather than because they actually want to accomplish something.

What advice would you give to young entrepreneurs who have a vision and would like to see it come to life? Sherry: Practice makes perfect. I know this is cliché as hell, but really if you do fail don’t give up! Fix your plan and go forth. It’s all about trial and error! Sabrina: Study the market, figure out what’s missing, give yourself an edge and DO IT!

Growing up, did you have some sort of vision of what you want to do with your life? Sherry: I just knew whatever I did I wanted to be successful in it, and it more or less had to be in the entertainment industry. I have to say I didn’t achieve it yet, so much more I want to do! Sabrina: I watched my parents work hard and take risks. It seems corny but it proved to me that nothing was impossible. Entertaining people and organizing events is in my blood. Biggest achievement and worst disappointment? Sherry: Biggest Achievement would have to be watching the company grow from a one man show to a fully fledged company that’s handling some of the biggest companies in the country and region. Sabrina: Watching the company grow would be my greatest achievement. As for disappointments, well they are just something I use to push me further and do it even better next time. IDENTITY JULY 2013

IDENTITY’S INTERVIEWS

NAGATY

PEAKING OF YOUNG ENTREPRENEURS, WE HAD TO THINK OF MOHAMED ABOULNAGA (A.K.A. NAGATY). NAGATY IS A SELF-MADE BUSINESS MAN WHO IS ONE OF THE LEADING, IF NOT THE LEADER IN THE WORLD OF RESTAURANT BUSINESSES IN CAIRO. AT THE YOUNG AGE OF 26, HE OWNS OVER 7 PLACES NOW ALONG WITH SOME PARTNERS. NAGATY HAS A STYLE OF MANAGING PLACES THAT IS NONONSENSE, AND AS ONE OF OUR FAVOURITE YOUNG ENTREPRENEURS, WE HAD TO ASK HIM ABOUT HIS LONG JOURNEY AND HIS ADVICE TO YOUNG ASPIRING PEOPLE LIKE HIMSELF.

After graduating from AUC in 2009 with a bachelor of Science, Electronics Engineering, I started working for Toshiba el Araby upon my graduation then for Mubadala for Real Estate. I then switched to Shoura chemicals until August 2011, that’s when I decided to leave the corporate life and start my own business. Impressing! How did you come to manage 3enab, Arjeela, etc? Are you the owner or a partner? In The Restaurant Business it is very rare to own a place solely that’s why I have partners in every place for many reasons such as, different roles, PR, lower risk plus that I usually don’t have enough money to start a place on my own. I manage the places where I have their “know how” like Arjeela Katameya and 3enab, but places like Koy in Mohandeseen, Goodies convenience store, Seen Social Boutique, LR squared for Real Estate and Run for Sports management are managed by my partners. I’m only there when they need my help and support, but I always try to learn from them. That’s great! What challenges did you face when you started your business? Challenges are numerous; the Legal papers were always a problem and I had to start a company to be able to join the business scene because, sadly, in Egypt a person is nothing but some papers. Yeah, that is sad… Did you aspire for this or was it just an opportunity that presented itself? I fought for the first two projects; faraya in Hilton Zamalek and Arjeela in Novotel Zamalek. But then opportunities started showing up and in December 2012 I started a company called N.O.G with my sister and three other partners and this is now my platform of opportunities.

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Good for you. Some people see the political and economic climate as an opportunity, do you advise against or for starting a new business? It is a huge opportunity but it is also very tricky and risky. You have to choose the right time for each field and the right partners. You’re always bound to make mistakes but try to learn from them, because in real life when you decide to start your own business you fall into daily problems and wrong decisions. I work in different fields so I am trying to learn from several aspects around me which is making me more experienced. Many young business men/women are now more occupied with “the scene” rather than their business; do you think that is true? Why do you think that is? I think that there are two types of people; people who work for themselves and people who work for others. If you choose to work for yourself and start your own business then let the people know about you but if you are interested to stay in the scene then you are still working for other people. But of course staying in the scene has many advantages Age? 26 and opportunities Are you single? but it is not what I have a girlfriend But I would advise to unlike my “ etgawez do, I am only in abl 25 “ generation …. I am not married the scene when it Star sign? comes to occasions Sagittarius such as weddings and engagements ( everyone I know got married or is getting married btw) … but I don’t consider myself a “scene” person and the reason I am doing this interview is to give hope to the younger generation and to find younger people to work with me since I have a huge problem finding good calibers in the fields that I work in.

FUN Q&A

with your life? If yes, did you achieve it? I still didn’t grow up “ana lesa 3ayel soghayar”. The fact that I am giving advice doesn’t make me old. I receive advice much more than the advice I give which means I am still young. Speaking of the revolution, did you sign for “tamarod”? What do you think of the movement? I am away from politics and I do not have specific traits so I don’t sign anything or do anything really because I am an extremist; if I join something or take a specific path ill take it till the end and I don’t want politics to destroy my life as it usually does. I might be wrong though but I am just being honest.

“I failed 6 times before I took my first successful step and I know I will fail again and ready for it!”

We like how you always help young people and get them to work with you. What advice would you give to young entrepreneurs who have a vision and would like to see it come to life? My advice is to start and enjoy failure. I failed 6 times before I took my first successful step and I know I will fail again and ready for it! And we respect you for that. Growing up, did you have some sort of vision of what you want to do

You know that many young Egyptians choose traveling abroad now to escape the country and begin a new life. Do you think that it’s a right decision? Especially the ones investing in other countries? This is the best question so far. I graduated from electronics engineering in 2009 with 29 other colleagues and I think there are only 3 of them left in Egypt and this says it all. I believe that we should not leave our country at all till we fail completely in most of the legal fields so I will only leave when I fail in most of them. IDENTITY JULY 2013

IDENTITY’S PROFILE

A HOME AWAY FROM HOME

LHAISEGYPT’SFIRSTMEDICALCENTERDEDICATEDEXCLUSIVELYTOWOMEN.THEYOFFER EVERY TREATMENT A WOMAN MIGHT NEED IN AN ENVIRONMENT OF UNPARALLELED COMFORT. FROM CONSULTATIONS ACROSS ALL SPECIALTIES TO COMPLETE CHECK-UP FACILITIES, LHA BRINGS WOMEN THE BEST OF MEDICINE UNDER ONE ROOF. HERE IS A CHIT-CHAT WE HAD WITH THEM… Tell us more about LHA and what you offer… We’re divided into three departments: Cancer Care, where our devoted oncologists, surgeons, and experts help patients along the entire journey from diagnosis to recovery; Health Clinics, offering consultations and check-ups covering specializations in gynecology, osteoporosis prevention, Internal Medicine, dermatology, general surgery consultations, rheumatology, drug rehabilitation, and physiotherapy; and LHA Lifestyle providing a full range of services to help you look and feel your best including laser and cosmetic treatments, plastic surgery consultations as well as nutritional and psychological counseling. Also, we have radiology and laboratory services all under one roof. You call the clinic “A home away from home”… Why is that? Every element at LHA has been elaborately thought through, from waiting rooms to treatment facilities, LHA is designed to make every woman feel at ease because we understand that comfort is pivotal to recovery. Do you think Egypt lacks clinics like LHA, and why? LHA is a first on many levels, not only because we serve as a onestop destination offering women a complete range of services and 56

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facilities, but we’re redefining the concept of healthcare. It’s not just about getting a check-up or a consultation, it’s the overall LHA experience designed to leave our patients feeling better along every step of the process; from the moment you book your appointment onwards. What are the most common health issues women face? Overall, cancer is one of women’s biggest fears, most notably breast cancer. However, after running tests, 80% of the cases turn out to be water filled cysts or benign findings. Also, Lifestyle concerns such as proper digestion, nutrition and quitting smoking are also gaining popularity as we become more aware of the benefits of a healthy lifestyle. In cosmetics, women are now more willing to experiment with various options; fast updates in the field are giving women more choices than ever to look their absolute best. How do you help people quit smoking? This is done by a special device called a low beam light laser. It is a safe, painless, and medication-free treatment. You need 4 to 5 sessions consecutively – a session a day – where each session takes about 15 minutes. We guarantee results, and if you are not satisfied, you get a refund!

Tell us about the hair removal service and the skin treatments you offer… LHA’s laser clinic has all the newest machines for all skin types. We offer top to toe laser hair removal by Alexandrite and ND-YAG lasers. We also offer various treatments for skin problems like vascular disorders, spider veins and rosacea, resurfacing and treatment of wide skin pores, and skin rejuvenation. Our cosmetics facilities are equipped to take care of all women’s beauty requirements like Botox/Dysport, Fillers for facial lines and wrinkles and lip augmentation, peeling for pigmentation, facial rejuvenation, acne scars, mesotherapy and various remedies for wrinkles, scars and blemishes. How do you see LHA in 10 years from today? Our goal is to become the number one women’s health destination, having a strong presence across Egypt. We are working to become a recognized authority on all women’s health issues and to partner with organizations dedicated to addressing our community’s most serious health concerns. Ultimately, we will strive to become a catalyst for positive change both for our patients, and for the public by driving awareness and taking part in initiatives that will leave women in a much better state of health.

IDENTITY’S RAMADAN GUIDE

RAMADANEYAT OVER THE PAST 8 YEARS, SINCE IDENTITY FIRST STARTED, WE’VE BEEN INTRODUCING OUR READERS TO THE LATEST TRENDS INVOLVING RAMADAN. THIS YEAR IS NO DIFFERENT. IDENTITY’S RAMADAN GUIDE FOCUSES ON INTRODUCING YOU TO GREAT LOCATIONS TO CELEBRATE THE HOLY MONTH WITH YOUR FRIENDS AND FAMILY AS WELL AS GORGEOUS CLOTHING ITEMS AND HOME ACCESSORIES. FROM PLACES TO SIP A NICE CUP OF TEA, DRINK KARKADEH AND EAT DELICIOUS SOHOUR TO PLACES WHERE YOU CAN PLAY TAWLA AND ENJOY A VARIETY OF SHISHA FLAVOURS. LET’S NOT FORGET THAT RAMADAN IS ALSO A SPIRITUAL MONTH TO SUPPORT THOSE WHO ARE LESS FORTUNATE. THAT’S WHY WE ARE ALSO HELPING YOU FIND CHARITIES THAT COULD USE AN EXTRA HELPING HAND. IDENTITY JULY 2013

IDENTITY’S RAMADAN TREATS

RAMADANTreats

TREAT YOURSELF TO THE LATEST AND HIPPEST OF EVERYTHING THAT CAIRO HAS TO OFFER!

Boulevard: If you find yourself in Zamalek at any day of the week, at any time of the day, you probably won’t go wrong by heading to Boulevard. It has quickly turned into a crowd-favourite hot spot! Boulevard recently launched a new menu and this Ramadan Boulevard is coming at you stronger than ever. Await their new branch at the North Coast, located a good two-minutes away from Diplo. It’s almost guaranteed this will soon become one of the hottest spots in Sa7el so drop by and enjoy a unique Ramadan atmosphere and a special Ramadan menu (Offered at Zamalek too). Boulevard is setting the special Ramadan mood straight by live entertainment. Both branches will be bustling with some exceptional live performances that you don’t want to miss. Facebook.com/BoulevardCairo

Joud: “Anything Deserves to be a piece of art” this is what Deena Fadel tries to encompass while designing her products. Whether it is a mug, tray or even a piece of tissue; everything should play its original functional role yet also stand as a piece of art. Joud’s Charismatic designs and products have allowed the brand to grow over the past 2 years and it expanded internationally in various countries such as Paris, Dubai and Lebanon to name a few. With Ramadan approaching, Joud is proud to present you the New Ramadan Collection 2013: Artistic “Fanous” set, “Khyameya mafrash” illusion set, Ramadan drinks ingredients set, “Madfa3” Ramadan set, luster glasses and the “Ahwa Mazbout w Zyada” set. Joud is definitely the perfect gift to all your special Friends and Family. For more information call: 01110005232 58

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WIF:Wings in Flavour (WIF) is the one and only wings place in town that has grown to be loved for its top quality food, coolest modern ambiance and evergoing experiences. WIF is now two years old and has become admired for always daring to introduce a new flavour, idea, prize or initiative that is “Bigger and Better”. Knowing WIF, you’d know that it’s not only about wings, it’s a place where you can sit down and work, enjoy your favourite meals, celebrate your best memories and sing your hearts out on karaoke nights. Visit their page at facebook.com/ WIFbyEE Khamera:Khamera is the latest modern bakery in town that has opened its doors in both Zamalek and Mohandiseen. Khamera prioritizes freshness and implements it through creating different items every season to the regular tasty goodies. This Ramadan is going to be sweeter with Khamera since they will add and blend oriental items to its Western menu of desserts. Visit their page at facebook.com/KhameraEgypt

Foool Tank: Watch out! The “Foool Tank-er” is the biggest “Mesa7araty” in town during the holy month of Ramadan! From Panini and Shami to Brown bread, Foool Tank serves its delectable foool in assorted bread to satisfy all the various Egyptian taste-buds. Since Iftar is undeniably as late as ever this year, you ought to wait for our new mouthwatering menu that will gratify your fasting souls and sweaty foreheads. In addition to our signature “sweet n sour”, “garlic n tomatoes”, and “fajita” foool, our foool is taking over this Ramadan with more toothsome flavors! So make sure to keep an eye on Foool Tank and they promise to fulfill all your watering cravings! Call at 02-33455222 The Nest: The newest and most innovative modern home accessories store in Cairo! If you’re planning on buying a new flat, if you’re newlyweds or just thinking of adding a touch of something refreshing to your house... look no further! The Nest offers a wide range of brands that offer products such as linens, towels, tablecloth, cutlery, candles, furniture and more. Brands such as TICA’S, Helcometals, Cannon, Kalila, Candle Connection, Malaika, Luxury Linens, Ego, Afkarna Gallery and Serat all showcase their products at The Nest. These brands provide the best quality of elite modern home accessories that money can buy. Visit The Nest at 17 Abdel Moneim Riad st. Mohandeseen or call at 01017270082 Manolli: Accessory creations that are unique elegant hand crafted pieces featuring sterling silver and semi precious stones. Made by an Egyptian designer, the collection design shows Egyptian heritage and Arabic calligraphy. The latest designs are very suitable for various times of the year and this Ramadan, Manolli will add the oriental touch your accessory collection needs! Call Manolli at 01223911543

Tamara: A contemporary Lebanese bistro, bringing the authentic taste of Lebanon with a modern flair. Everything at Tamara offers a Lebanese experience like no other. The bright interior creates an inviting environment, while the oriental wooden and glass elements add a warmer touch. Our Lebanese chef brings the ingredients from the heart of Lebanon to prepare our delicious dishes. Tamara’s team is trained to assist the clients and to offer them superior service quality. Since Ramadan is synonymous with orientalism and gatherings, Tamara is the perfect place for Iftar & Sohour. Our Ramadan set menus and Corporate Iftars are designed to fill the empty bellies with the most delightful oriental dishes. Prior reservations are recommended. Call Tamara Tivoli -Zayed: 01200006065 or Tamara CityStars: 01200006066. MALEEKA Designs: Do you sometimes feel that being veiled limits your choices? Are you looking for clothes that combine style and modesty? Well look no more because MALEEKA designs understands your needs! They offer modest, fashionable and superior quality collection. They have a wide collection of high quality items made and selected specifically for you! MALEEKA designs seek to make every girl feel confident by offering amazing clothes that fit the modern day veiled girl. For more information on MALEEKA designs visit their page at facebook.com/MaleekaDesignsEg IDENTITY JULY 2013

IDENTITY’S RAMADAN HOTELS

HOTEL Outings

WE’VE ALL BEEN WAITING FOR THE HOLY MONTH TO ARRIVE TO ENJOY ALL THE FRIENDS AND FAMILY GATHERINGS, THE IFTAR, THE SEHOOR, THE SHISHA, THE GAMES, THE KONAFA, AND ALL THE FUN. WHILE SEARCHING FOR RAMADAN TENTS TO HANG OUT AT THIS YEAR, WE FOUND OUT THAT ALL HOTELS HAVE ORGANIZED INCREDIBLE TENTS AND VENUES FOR US TO ENJOY THEIR FOOD AND ENTERTAINMENT. HERE ARE SOME OF THE BEST PLACES YOU COULD FEEL THE RAMADAN VIBE AND ATMOSPHERE AT.

INTERCONTINENTAL HOTELS GROUP - PORT GHALIB. This Ramadan, hit the “pause” button of your busy life, take a deep breath, admire the view, and savour the moment of perfect spiritual relaxation. Sense the authentic Holy month of Ramadan’s spirit at The Olive restaurant serving the mouth-watering iftar buffet selection, in an oriental ambiance with an unrivalled service overlooking the dazzling Red Sea views at InterContinental The Palace. Enjoy the fresh breeze, special Ramadan drinks and oriental pastry at the shisha corner at the Lobby Terrace of Crowne Plaza Sahara Sands and Crowne Plaza Sahara Oasis. Harmonize your spirit and soul by walking along the beach and making your feet caress the golden sand while the sparkling crystal clear water of the Red Sea is just few steps away at Marina Lodge. Stroll along the Corniche, explore the restaurants and shops while admiring the yachts in Port Ghalib International Marina.

SOFITEL CAIRO EL GEZIRAH Sofitel Cairo El Gezirah welcomes you to enjoy Iftar and Sohour with spectacular scenery of the Nile. Feast on Moroccan specialties at La Palmeraie, one of the best restaurants for authentic tagines, with a variety of Shisha flavors and Oriental live entertainment. Specially created lavish buffet for Ramadan at Sud, in addition to cuisines from around the world to satisfy all tastes, while listening to the soft tunes. The iconic Kebabgy offers traditional barbeque specialties and selected Sohour dishes along with 25 shisha flavors and an Oriental takht band on the banks of the Nile.A privileged location to enjoy a unique Ramadan at Le Deck, while relaxing in the Oriental atmosphere and floating gently on the Nile. 60

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DUSIT THANI LAKEVIEW Dusit Thani LakeView is celebrating Ramadan in style with all its wonderful spirit of caring and sharing. Share special time with friends and family at their worldclass “Ramadan Tent” and discover an authentic Ramadan experience as never before. Resplendent with rich Thai interiors, Dusit Thani LakeView captures such harmonious blend of Egyptian tradition and contemporary Thai. Make this Ramadan different and enjoy a true culinary embraced genuine hospitality of a Thai touch.

Radisson Blu Hotel, Cairo Heliopolis Radisson Blu Hotel, Cairo Heliopolis is celebrating the holy month of Ramadan through an extraordinary culinary journey for Iftar and Sehour indoors and outdoors. A traditional Ramadan experience is made by chef Nasser Ewais and his culinary team offering a delectable daily Iftar & Sehour at MIX Restaurant.

Hilton Cairo Zamalek Residences In celebration of the holy month of Ramadan, Mr. Medhat Samir, General Manager of Hilton Zamalek, has the pleasure to invite you to enjoy Iftar & Sohour Ramadan with your family and friends in an oriental atmosphere. Pamper your senses with live entertainment while smoking away the night with your favourite Shisha flavour around their swimming pool right on the Nile bank.

Four Seasons Hotel Cairo at Nile Plaza At Four Seasons Hotel Cairo at Nile Plaza festive arrangements have been prepared for the Holy month of Ramadan. The Hotel’s guests will enjoy a real oriental ambiance offering unrivalled Four Seasons service and hospitality. At Zitouni, the Egyptian cuisine restaurant, the culinary team will be offering an extravagant Ramadan Iftar buffet with a range of mouth. Pool Grill will also be offering delectable dishes for Iftar and Sohour. This exciting ambiance is not complete without a range of oriental delicacies, traditional drinks and a broad assortment of shisha flavors. Within the secluded roof top setting, guests can enjoy an Arabic seating area where shisha and drinks will be served to guests while watching their favorite Ramadan programs.

KEMPINSKI Nile Hotel Blending rich traditions of hospitality and taste, Kempinski Nile Hotel invites you to share this special time with friends and family, at their world-class venues. Splendid cuisine, unique décor and a marvelous ambience come together to create a truly memorable Ramadan. Osmanly Restaurant invites you to experience an authentic Turkish Ramadan without having to leave the city! For a captivating evening enjoy Salon 3 with your family for Iftar and Sehour with its delectable buffet guaranteed to give you an entirely compelling experience.

Sonesta Hotel, Tower & Casino- Cairo

RADISSON BLU HOTEL ALEXANDRIA

Enjoy the summer breeze accompanied by the unique Ramadan atmosphere at their Swimming pool bar and terrace. Treat yourself to their delicious “Iftar” & “Sohour” Specialties, enjoying the traditional Ramadan spirit and nightly live oriental entertainment overwhelmed by typical Ramadan decorations and various “Shisha” flavors.

Radisson Blu Hotel Alexandria is delighted to welcome everyone to enjoy the summer breeze accompanied by the unique Ramadan atmosphere at “El Fanar” restaurant and at their outdoor venue “El Khan Terrace”. Treat yourself to their delicious “Iftar” & “Sohour” Specialties, enjoying the traditional Ramadan spirit and nightly live oriental entertainment overwhelmed by typical Ramadan decorations and various “Shisha” flavors. IDENTITY JULY 2013

IDENTITY’S RAMADAN HOTELS

“RAMADAN ZAMAN” YOUR CHILDHOOD MEMORIES AT FAIRMONT NILE CITY

By: Sandra Rizk

f you’re a 70s, 80s, or a 90s kid, you definitely remember the old Ramadan days and how fun they used to be. Fatoota, Fawazeer, Nelly & Sherihan, and staying up late waiting for Alf Leila w Leila… Even the TV ads were much more fun with their catchy tunes like Chocolata Jersey, Kabnoury, and many more. I’m sure you miss these days as much as we do. This year Fairmont Nile City’s time machine is going to take us back on a trip of nostalgia to “Ramadan Zaman”. Once you step into the hotel, the vibes of that era will blow your mind away. You will definitely feel a sense of reminiscence bringing flashbacks of your childhood into the present in an aura of memories. Bab El Nil, their outdoor Ramadan tent, will open its doors once again after its great popularity in the past three years. The venue reflects a traditional Egyptian setting, decorated with colourful pop art stylish touches of everybody’s favourite local icons.

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You can also enjoy the summer night breeze on their outdoor terrace overlooking the Nile while smoking shisha, playing board games, and catching up on your favourite Ramadan TV series. Every lounge has its own personal television allowing guests the entertainment of their choice. Live authentic music will also be apparent in the background to add to the Ramadan vibe. Their main restaurant Napa Grill offers a lavish iftar buffet in an indoor casual setting, also on the banks of the Nile. And if you are looking for private events, Fairmont Nile City is offering special sohour and iftar menus for groups of all sizes, in an outdoor or indoor setting. And finally, if you are having family or friends over for Iftar or Sehoor, you can still bring Fairmont Nile City’s first class service and attention to detail to your doorstep. They offer a world class outside catering service customized just for you. Are you as excited as we are for Ramadan now?

ROYAL RAMADAN DELIGHTS

MARRIOTT ZAMALEK

By: Ahmed Hassan

very year during Ramadan, we are bombarded with all sorts of Iftar offers and Ramadan tents. Most of us enjoy the atmosphere of Ramadan and the gathering of family and friends over delicious food and dessert! Very few places really manage to introduce a different take on a burnt out idea. This Ramadan, Marriott Zamalek adds “Palatial flair” to your Iftar and Sohour! The folks at Marriott Zamalek give us many fun choices from Iftar to Sohour. For an eclectic mix of traditional and non-traditional Iftar menu items, visit Omar’s Café. The chefs got special items added to the menu to add a little “flavour” to your Iftar. Of course, if you’re looking for a different Iftar experience, you can enjoy the Marriott’s classics;

Roy’s kitchen and Saraya Gallery a la carte menus.

colorfully designed to enhance the experience.

For all you outdoor lovers, the “Som3a Bacha” is just the place to go. With a different concept,

They haven’t forgotten about the private or corporate banquets! With a professional event team ready to plan your Iftar and Sohour occasions in the grandeur of one of their palatial banquet rooms or at the splendid starlit outdoor venue Almaz, overlooking the Nile. The menu is the same offered by the chef with an array of delicious options to choose from.

the “Egyptian Nights” area of the garden is going to be revamped and reintroduced into a lounge experience. From a scrumptious Sohour menu to tasty dessert, Shisha and a live band; “Som3a Basha” will satisfy all your senses. The name was derived from Khedive Ismail’s nickname and the whole place is

Whether you’re heading there with family, a bunch of friends or a loved one; you will find plenty to enjoy! The Marriott Palace and Twin Towers offers you a royal experience with a modern twist and a little piece of preserved history. Oh! And here’s an interesting fact: The palace cost ¾ of a million (1869) and was venue to the first performance of Verdi’s Opera Aida. IDENTITY JULY 2013

Support A GOODCAUSE

IDENTITY’S RAMADAN CHARITY

By: Ahmed Hassan

HE HOLY MONTH OF RAMADAN IS HERE! AS ALWAYS IT WILL BE FILLED WITH FAMILY GATHERINGS, ORIENTAL DESSERTS AND THE NEED TO GO TO EVERY “KHEIMA RAMADANEYA” THERE IS. IT IS ALSO A TIME WHEN PEOPLE ARE MORE CHARITABLE AND SEEK TO HELP OTHERS IN NEED. THERE ARE BIG ORGANIZATIONS THAT USUALLY GET THE LION’S SHARE OF MOST DONATIONS OR HELP. THAT’S WHY WE ARE SHEDDING THE LIGHT ON TWO WORTHY IDEAS; “BASHAYER”, AN ORGANIZATION THAT HELPS LESS FORTUNATE WOMEN SUPPORT THEMSELVES AND “KHERNA” A SOCIAL NETWORKING PLATFORM THAT HELPS GET YOU IN CONTACT WITH SEVERAL NGOs AROUND EGYPT.

Kherna:

Kherna is a social networking platform that blends charity and development with social media fun. It aims to bring the social media engagement into charity and development. The platform acts as a hub for all good-cause organizations and individuals to communicate and keep track of all the new initiatives and activities. The main goal is to create a link between volunteers and NGOs. Through Kherna, users will able to specify their donation preference such as free time, small contributions, money, help from home or even donate blood. The users then receive suggested good cause activities that match their preferences. NGOs will also be able to add pages to promote their activities and add the volunteering tasks, or donations they want from users. The website is user friendly and offers all sorts of different information on various good causes serving different fields. Whether you are interested in social, economical, cultural or human rights development; you will find what you are looking for, all without consuming much time or looking in different places. Not just that but the website includes videos that explain how to use it as well as what the organization does, making it easier for everyone. It also allows you to shed the light on causes that you hold dearly by sharing it with your friends through various social networks! Kherna won a competition “Social Innovation Starts With You” held by Yahoo and “Nahdet El-Mahrousa”. This year they have also won a global competition entitled World Summit Youth Awards rewarding social entrepreneurs who use technology to serve their community. Kherna launched a beta online version on 22 February, 2011 and their new release was launched at the beginning of 2012. Mobile applications are still in development but will make it more accessible and easy to reach those in need even on the go. Start helping people now and go to www.kherna.com or their page at facebook.com/kherna 64

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Bashayer: Just south of Cairo, the Helwan Association for Community Development, more commonly known as Bashayer, has been a community hub for women since 1987. At Bashayer, female artisans, many of whom once worked on factory production lines, have an opportunity to earn an income by designing and creating clothes and house wares using traditional crochet stitches. In addition to sustaining the livelihoods of their families, the income from the artisans’ work pays for health care, legal aid and literacy classes offered at Bashayer to the local community. The Bashayer mission is to create successful model of cooperative production projects that smallscale producers among women and youth benefit from, based on their participation in administration, planning, training, production and marketing. The unit’s objectives are many and include: 1.Strengthening the role of women and empowering them to participate and benefit from development programs 2.Raise women’s awareness of the importance of active participation in economic activity 3.Increase job opportunities for women from lowincome households 4.Prepare women for work through training on handicrafts and management of small scale production 5.Improve women’s aesthetic sense and appreciation of handicrafts and preservation of heritage. The organization makes use of business and marketing techniques to help promote the projects. They participate in permanent and seasonal exhibitions organized by institutions and centers working to support development projects, particularly those that help create job opportunities for women. To date, the production unit has benefited over 300 women of producers and trainees. The work made by these women is marketed as a real brand would; with photo shoots, branding and exhibitions. Bashayer hosted a soft launch to display the latest collection “Summer Tale S/S 2013 collection” at Maadi on the 6th of June. The products were designed by Peri Abou Zeid, a Cairo-based consultant and designer in the field of handicraft development and are hand made by the women involved with the organization. Peri implemented ‘’Design for Change’ a project initiated by Alfanar to widen the Bashayer artisans’ skill set, improve production and design technique. The result is a collection of vibrant clothing, accessories and home wares, 100% made in Egypt. Shop for handmade items and support a good cause; to reach Bashayer visit their page on Facebook at bashayer-co-op or contact them at (+202) 2554-2491 / 2556-0420. IDENTITY JULY 2013

IDENTITY’S CAIRO’S HAPPENINGS

Cairo’s Happenings Radisson Blu Hotel Cairo Heliopolis Stages Carlson Rezidor Road Show and Gala Dinner

Founded in 1997 in the city of Sapiranga in the state of Rio Grande Do Sul , Dumond is the result of experience and technology accumulated by the paqueta group during 60 years of industrial history, 40 years in retail only, as one of the largest producers , traders and exporters of footwear from brazil . With collections connected with the trends of international fashion, and having the Brazilian style at source of inspiration, nowadays DUMOND is present in over 50 countries, as one of the most representative Brazilian brands in the fashion world. A major concern of the staff is to develop shoes; handbags and accessories of excellent quality and that always reflect what is the most contemporary and current in the fashion world. Research, Technology and know – how ensure products that are differentiated and ready to meet the most demanding markets. www.dumond.com.br

Sheraton Miramar Resort El Gouna recognized for its outstanding sustainability performance

Sheraton Miramar Resort El Gouna located in the Red Sea is one of Egypt’s first properties to achieve EarthCheck’s highest accolade of Platinum Certification for its 10 year commitment to implementing worldclass sustainability initiatives. This achievement means the property now joins the small, elite circle of tourism operators to have achieved Platinum Certification with the internationally recognized EarthCheck program.

Debut of The Fondue Pot The first complete Fondue experience in Egypt. A place to ‘Truly savour the experience’.

Last month marked the debut of, The Fondue Pot to the Egyptian market as the first fully integrated fondue restaurant in Egypt. Located at the heart of Heliopolis, The Fondue Pot serves all types of Fondue ranging from Cheese fondue, Bourguignon, Hot Stone, Tatar Hat, Bouillon, Raclette and delicious Chocolate fondue varieties. The Fondue Pot strives to offer the highest quality ingredients with the best service standards to ensure your ultimate enjoyment. The Fondue Pot is not just a dining place; it is a place to truly ‘Savour the Experience’. 66

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Radisson Blu Hotel, Cairo Heliopolis was the scene for one of the group’s largest events when it hosted the ‘Road Show’ and dinner party for all Radisson Blu Hotels and resorts throughout Egypt, which also saw the Carlson Rezidor Experience Meetings programs. The Radisson Blu Cairo’s spacious and colourful lobby area was the perfect setting to welcome guests and delegates for registration. They collected their ‘Road Show Passports’ with information for each of the seven booths stationed throughout 1122 Lobby Bar and Lounge, which staged the opening phase of the event and the cocktail reception.

Fly … Anytime … Everywhere

It’s Summer, time of beach and trips in addition to daily activities such as work. To go along with such fast rhythm of life and endless interests, FLY launched its latest collection of Jelly Shoes, not only to keep up with the latest fashion, but also to suit all life conditions. FLY Summer 2013 fashionable collection comes with fascinating colors and variable models to suit the modern Egyptian woman needs who is always looking for comfort and elegance.

Kempinski Hotel Soma Bay Celebrates Summer, Ramadan and Eid with Two Tempting Offers

Kempinski Hotel Soma Bay will celebrate summer and the generous familial spirit of Ramadan and Eid El Fitr by offering its guests two tantalizing Packages for a memorable family holiday. Be enchanted by this striking resort destination on the Egyptian shores of the Red Sea, an idyllic leisure retreat blessed with a picturesque landscape of pools, waterfalls and lagoons, flowing down to an immaculate 400m sandy beach. Inspired by the mystique and nobility of the ancient Moorish fortresses, the ultimately luxurious hotel features 325 elegantly-appointed rooms and suites, mixing contemporary décor and Eastern flair, with warm touches and attention to detail.

Rotana Resort hosts International Fine Arts Festival Coral Beach Rotana Resort Montazah, celebrated a very special event of the closing ceremony of Sharm El Sheikh’s 2nd International Fine Arts Festival 2013.

Get a Ray-Ban Polarized to get a Jeep Wrangler

If you’re dreaming about owning a Jeep Wrangler car, register for Ray-Ban Polarized campaign this summer from 25th of May to 6th of July. The Ray-BanPolarized sunglass is characterized by its ability to reduce the reflection of the lights and the sun rays from the surfaces, especially on the surface of water, on the buildings, on the car, the glass or on the street roads and others. Ray-Ban gives the chance for its fans to try the polarized sunglasses, while they are driving Jeep Wrangler. It provides booths in City Stars on 30th ,31st and 1st of June, in Down Town at New Cairo on 6th, 7th and 8th of June, in Porto-Marina at the North Coast on 27th, 28th and 29th of June and in Mall of Arabia on 4th, 5th and 6th July.

The Little Gym offers kids a new life concept

The Little Gym, is more than just hitting a gym, it’s a lifestyle for kids. It uses curriculum-based gymnastics, movement and other programs to promote coordination, balance, rhythm and flexibility and enhance children’s listening, social and intellectual skills in a fun environment. The Little Gym provides them with the best opportunity to achieve this through effective and professional programs and techniques.

Jazzercise® fun and effective fitness programs that enhance the well-being of women of all ages

Every woman can now get her dream body into reality with Jazzercise®, the worldwide dance-based fitness program that offers a wide range of classes,aiming to enhance the overall quality of women’s life. “Feel better and look younger” is a concept adopted by Jazzercise® through a fun and powerfully effective 60-minute total body workout. Every Jazzercise group dance fitness class is a fusion of jazz dance, resistance training, Pilates, yoga, and kickboxing movements choreographed to today’s hottest music.

An Opportunity for Future Doctors

Egyptian Life Takaful Company |gig and Arab Misr insurance Group|gig which are both members of “GULF Insurance Group|gig” agreed with KidZania® Cairo to establish the first Emergency Room managed by kids at KidZania ® Cairo, to provide an opportunity for those who want to be doctors or paramedics in the future to get to know the basics first aid. KidZania® provides kids and their parents with a safe, unique, and a very realistic educational environment that allows kids between the ages of four to fourteen to do what comes naturally to them by roleplaying and mimicking traditional adult activities. IDENTITYJULY 2013

IDENTITY’S COVERAGE

OPENING EVENT Last month witnessed the opening of the newest Esprit store at City Centre, Maadi. The attendees included several media people as well as Cairo’s fashionable crowd. The guests enjoyed a live fashion show displaying Esprit’s latest collection.

Hilton Alexandria Celebration Hilton Hotel celebrated the official opening of the company’s latest hotel in Alexandria VIP’s, city community leaders and business partners were at the exclusive event.

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“MAN OF STEEL” PREMIERE Vodafone Egypt organized the premier night of the newest Superman’s film “ Man of Steel “”, in IMAX Cinema at the Americana Plaza. It was attended by a big number of stars, ceremonial elite of the Egyptian society, art and sport in Egypt. Guests were impressed by the ceremony, fireworks and expressed their admiration of Superman look-a-like who impressed the audience with a dramatic entrance, flying!

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IDENTITY’S AY KALAM

e r ’ u o y w o n k You

i n a w h Ikwhen…

By: Sandra Rizk

You believe that “El kheroog 3an to3 el 7akem 7aram” ONLY when it comes to 7akem ekhwani, laken law Hosny Mubarak aw gheiro, ah, w malo, nokhrog 3an to3o 3adi awi!

Law el morshed 2allak omak 3ahera, hatsada2o w te2telha. Lama tenzel tetzaher fi mozahra te2ayed kalam el ra2ees fi khetab embareh, w yeegy 7ad yes2allak howa ento bete3melo eh? Te2olo badafe3 3an el ra2ees 3ashan howa7afez elkor2an w mesh 7aramy w kwayes… Tub ya gazma matenzelsh talama enta mesh fahem nazel leh!!

Lama 7ad yeegy ye2ollak “Morsy ate3 3aleina maya w kahraba wil 3eish wil tamatem ghelyo..” Te2oom te2ollo “ma3lesh e7na madelnahoosh forseto..” Ye2ollak “howa wa3adna eno fi 100 youm haykhalasna men kol da, w 3adda sana w nayelha aktar!” Bardo te2ollo “ma3lesh e7na madelnahoosh forseto...” Abu eli 7afazko el kelmetein dol!! Someone tells you “El7aaaaa2!! Ethiopia hate3mel sad w mayet el neel mesh hatewsalena!!” te2ollo “aiwa bas at least hayemna3o el ballet wil ra2s el maye3 da men el Opera ya gada3!”

7ad ye2ollak madeit “Tamarod”? te2olo “Tamarod di aslan kelma 7aram! W kelmet motamared di alelt el adab!”

Shit Ikhwan say… “Hazem Abu Ismail: 7amlet Tamarod di uslan Amrekaneya!” Aiwa sa7 3andak 7a2, wesmaha Nawal.

“Om Ayman: Re7let Dr. Morsy l Ethopia kanet momtaza w nag7a w kan 7ases bemashakelhom 3ashan howa bane2adem 7enayen w lamest eedo dafya!” Mashakelhom? Homa 3andohom neel hayetsad aw 7aga? La2? Tub wennabi ya Om Ayman rakezi enty fil sex w masha3rek el genseya w seebih el seyasa fi 7alha! 70

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IDENTITY JULY 2013