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Sun 16 Jul 2017 04:10 PM

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Five minute interview: Sara Alemzadeh

Sara Alemzadeh, Co-founder and CEO of

Five minute interview: Sara Alemzadeh

What's the company?

Designer-24 is a Middle East-based fashion technology company revolutionizing the retail industry by providing thousands of designer dresses and luxury accessories for rent.

How do you describe yourself?

I would say that I am extremely dedicated, eternally optimistic, light-hearted and fun, but also a perfectionist.

What's the greatest achievement in life?

Being fortunate enough to receive a world-class education on a scholarship programme.

Your greatest achievement in business?

Starting my own venture-backed business and building an awesome team. At Morgan Stanley, we used to say that a team is as strong as its weakest link. That couldn’t be more true, and you really feel that at a startup.

What's your greatest fear?


What do you enjoy the most about working at your company?

Building something that people actually want, need, and most importantly, enjoy.

What inspires you?

I have drive and try to give anything I do my all. I worked at GAP as a teenager and became a t-shirt folding specialist. That made me so proud.

What is something many people don't know about you?

I traded oil for nearly a decade at Morgan Stanley in New York before I started Designer-24.

What do you think are the most important attributes of successful people?

They have drive, humility, determination and the ability to dream. They're planners, they don't fear failure, and they don't take no for an answer.

What's one productivity tip you wish everyone else knew?

Just start. Don't wait for all the answers before you start moving forward. If you always wait for a little bit more information before you begin, you may never start in the first place.

How do you make decisions?

I make decisions in the context of a bigger picture. Sometimes this slows me down – because I tend to think larger than the decision – but it works for me.