Jouel Mardinian has transcended the roles of beauty expert and businesswoman to become an inspiring symbol for every Arab woman striving for success, self-fulfillment, and personal growth.
As the founder and CEO of “JOELLE GROUP,” and a prominent figure on television and social media platforms, Jouel has become one of the most influential personalities in the Arab world.
During the “Beauty World Middle East” exhibition in Dubai, we had a special interview with Jouel, who also participated in the “Next in Beauty” conference. She shared insights into her journey, ambitions, and advice for women.
On her participation in the event: “I love to participate in such events, as it allows me to share my experiences and connect with people up close.”
“When I was young, I couldn’t find successful women to inspire me as entrepreneurs, as this role was often limited to men. The women who inspired me included Oprah Winfrey when I went to the UK at the age of thirteen, among others.”
“I encourage the new generation to learn how to achieve success, what dedication means, how to work towards their goals, and the steps they need to take to succeed. It’s also very important to understand the challenges we may face on this journey.”
On Success and Setbacks in Business: “We often talk about my success in business, but are there areas where I haven’t succeeded?”
“Yes, sometimes I failed and made wrong decisions. For example, because I love success, I didn’t always focus on numbers and expenses. I made costly choices at times, like with ‘Eye Candy,’ where I initially chose a very expensive box and packaging.”
“For me, it’s not always about money; it’s important to be proud of what we offer. I am very generous in my daily life and through my brands, and my goal is always to provide the best.”
On Facing Criticism on Social Media: “You share a lot on social media, and people sometimes criticize you, to which you respond. What criticism bothers you the most?”
“I don’t always respond, but I do when it involves my children. The first criticism that stuck with me was about my eldest son, and I couldn’t believe that people could think that way.”
“Recently, the criticism has targeted my daughter Ella, who is 14 years old. I always prayed that she would be healthy and beautiful! Ella is beautiful, she looks like both me and her father. I expected her to face accusations, and that’s what happened. I started seeing comments claiming she underwent cosmetic procedures like Botox and fillers, which I find strange.”
“How could people think I would allow her to do that? How can people bully such a young child?”
On Ella’s Reaction to Criticism: “Ella doesn’t care about these criticisms. I’m proud of my daughter, her personality, her way of speaking, and the way I raise my children.”
On Expanding Her Family: “I don’t think about it right now. My son Nathan requires a lot of attention because he is very active, and I think one of his biological parents was like that. I wish I had adopted Nathan at an earlier age, maybe by now I would have been ready to adopt another child.”
On the Weirdest Rumor About Her: “The strangest rumor was that Nathan is not my adopted son but was born via a surrogate mother.”
“I share everything with my audience, from my relationship with my husband to the surgeries I undergo. I would have announced it if it were true to help people.”
“Another rumor was that Nathan is my husband’s son from another woman. People couldn’t understand how much I love him, so they spread such rumors.”
On a New Season of “Joelle Without Filters”: “I hope so. I loved the previous seasons; I was my true self in them. At first, people thought I was acting, but by the second season, they were convinced that this is my real personality.”
On Her Most Precious Accessories: “My handbags. I can sell everything, but I would never part with my handbags.”
On the Hermès Bags Videos: “The videos I posted about Hermès bags were not sponsored. I shared them because I love the brand, and I appreciate their products, which represent high quality to me.”
On Her Most Expensive Jewelry: “This heart I’m wearing today from Samer Halima, one of the top Lebanese diamond dealers.”
On Joelle Mardinian Off-Camera: “I’m the same person in front and behind the camera. I return to being the businesswoman who talks about work and the projects I’m working on.”
On When She Feels Tired: “I always say it… work never stops between my brand and family.”
On Her Dream: “I would love to organize seminars on business development and success, where a large number of attendees could be inspired. I enjoy meeting people and interacting with them to make these seminars a source of inspiration for everyone who participates.”