This Friday Underlines engages with energetic and dynamic UK & Russia Sales Manager at Simone Pérèle UK, Dinara Akhmerova.
Your previous life?
I worked for a luxury French kids clothing brand, on the sales and retail side.
What is special about working at Simone Pérèle?
Being part of a family business with such a long-standing tradition and strong ethos is amazing. I literally feel like I am at home with my family. Simone Pérèle products are designed with women in mind, taking comfort, fit and style into consideration, but above all, they let you be yourself. We design for a range of women and their needs, using the brand’s outstanding know-how to craft products that are both beautiful and functional. Every season brings new and exciting designs that are not just stunning, but also offers women solutions.
Wish in rubis red
Why work in the world of underwear and swimwear?
Aside from the fact that I absolutely adore lingerie? You never stop learning. This is a problem-solving sector and shopping for lingerie is a very intimate process for women. We are not just creating great looking products; we are crafting garments that will support women in every life stage. Our products literally are part of people’s lives and that is a great responsibility.
What is different about working in this sector?
This is a very intimate sector for women and as women and our role and position in society changes, the sector evolves. In the last few years we have seen consumer demand change hugely. Comfort has become one main consideration for consumers, but not at the expense of style. Sustainability is more important than ever. Constant innovation in the sector, advances in technology and new fabrics becoming available allows us to respond to these demands, which is very exciting.
A Typical Week in your life
I spend a lot of my time on the phone or in meetings – either with buyers discussing our ranges or ways of working together to support each other, or with my colleagues in France. On Thursdays our whole UK team is in the office, which is great. We catch up, talk about projects and help each other with any challenges, and of course someone always brings in a pack of cheeky biscuits or something nice for tea time! We work hard, but we also have a lot of fun.
Freesia in Himalaya blue
Those Special Moments in your career
Starting at Simone Pérèle was probably one if the biggest moves I made and still a special moment. Not only was it a move from kidswear to the very exciting sector of lingerie and swimwear, but it was also a move from the retail and sales side to business operations. This was a big move for me, and a challenging one, but I have loved every second since. I feel that I have found my “thing” and I really enjoy it.
If you were not working in this sector then what do you think you would have done instead?
I would definitely be in cosmetics. I just love gorgeous, luxurious and colourful beauty products. Nails, hair, make-up. Anyone who knows me will second this.
Your proudest moment to date?
The successful launch of our local UK website. I am proud to have been a member of the team who worked on the development and launch of the website and it has been a big part of our turnover for the UK.
Elsa Bleu Nuit
Your biggest mistake?
Not going into the lingerie sector sooner – I had an opportunity to do so but didn’t take It. At the time I didn’t realise that it was the right sector for me and missed an opportunity. At the same time, it was actually a good thing as it meant that when the opportunity with Simone Pérèle came along, I was available and ready for it. It’s a much better position than the one I missed out on and the mistake I made, not taking that chance sooner, has actually brought me to a good point – an even better opportunity.
What is your greatest challenge?
The lingerie market in the UK is very challenged right now and this is due to a lot of factors. Rising costs and the pressure on shoppers’ budgets mean that lingerie shoppers have less disposable budget. This is true for all brands and many other sectors too. My challenge is how I continue to create stand-out for Simone Pérèle products here in the UK, ensuring that we address the UK shopper’s needs and support our stockists in a challenging time. Thanks to our wide range of great classic designs and the exceptional durability of our products, we feel we will be able to ride this storm as we have done before.
The one product you cannot live without?
With no hesitation – Simone Pérèle Caresse. I literally have a set in every colour. Like many of our products, it is a classic design, great fit and my favourite for sure.
Time out…
I love spending time with my family. I have a wonderful husband and two gorgeous boys. I enjoy cooking, travelling – often as a family – and beauty. I enjoy pampering myself!
Pet Hate…
Not so much a pet hate, but I wish I had more hours in the day to do everything I want to do. I have lots of energy and am always having these fun or creative ideas (both for work and otherwise) always thinking of things to do and hate running out of time by the end of the day. I often go to bed with my head still buzzing with ideas.
