Building an Empire

L’Officiel Arabia: Your journey has evolved so much over the past few years. How do you see yourself today compared to when you first started?

Aya Abaakil: I’ve grown in every possible way—personally, professionally, and creatively. The person I was a few years ago had the drive, but now I have the vision. Experience teaches you things no amount of preparation can. I’ve built businesses, expanded into new industries, and learned how to navigate spaces that once felt out of reach.

There’s something special about this moment in my career. I feel like everything is aligning exactly as it should. And being on this print cover reflects that—it’s something tangible, something timeless. Yes, a digital cover lasts forever, but this? This is something you can hold in your hands, something real. It symbolizes not just where I am now but where I’m headed.

LO: You’ve always had a strong entrepreneurial spirit. What are your current business ventures?

Aya Abaakil: My main focus is Discret Arabia and Discret International, which I co-founded with my friend. They are both part of the same vision—taking Moroccan, Middle Eastern, and international talents and giving them the global recognition they deserve. We’re not just doing PR; we’re building careers, shaping brands, and creating lasting impact. Our goal is to be the agency everyone wants to work with—where strategy, creativity, and influence come together to redefine success. And this is only the beginning.

LO: You studied psychology and NLP, but instead of opening a traditional practice, you chose to incorporate it into your work and social media. Why?

Aya Abaakil: I’ve always been passionate about psychology, NLP, and self-development. But life took me in a different direction, and I ended up in business instead of opening my own practice. However, this past year, I realized something important—the time I drifted away from my routine, from meditation, from prioritizing my mental well-being, was the time I allowed the wrong people into my life.

That made me want to use my knowledge in a way that could help others. That’s why I started my podcast capsules on Instagram. I want to provide value to people who are going through tough moments, who need a shift in perspective. Plus, I’ve always loved writing, and these capsules let my creativity flow. More than that, I want to be more than just a face on social media—I want to be someone who makes a difference.

LO: You’ve always had an interest in fashion, but now you’re becoming more serious about it. How does fashion fit into your vision for the future?

Aya Abaakil: Fashion has always been a big part of my life, but my relationship with it was always tied to my mood. Some days, I feel extremely creative, and dressing up becomes a form of self-expression. Other days, I keep it simple. But now, I’m stepping into it in a more intentional way.

I see fashion as more than just personal style—it’s a business, a form of storytelling, and an industry that needs fresh perspectives. With Discret, I want to merge PR and fashion in a way that changes the game. I want to take emerging brands, the ones with incredible potential but not enough exposure, and make them known globally. It’s about redefining influence, making sure talent gets the visibility they deserve, and showing the world that fashion is more than just aesthetics—it’s strategy, power, and presence.

LO: You’ve recently moved to Dubai. What made you take that step, and what does this new chapter mean for you?

Aya Abaakil: Dubai is a city of opportunities, and I knew it was the right place for me to expand and grow. Moving here wasn’t just about changing locations—it was about stepping into a bigger future. Dubai offers a platform for global business, high-level networking, and innovation, which aligns perfectly with where I want to take Discret.

At the same time, it’s a personal fresh start. A new city, new energy, new challenges. It’s exciting, and I feel like I’m exactly where I need to be.

LO: You balance a demanding career with maintaining a healthy lifestyle. How do you manage it all?

Aya Abaakil: I’ve learned that success is not about doing everything at once—it’s about prioritizing. I make sure to take care of my mental and physical health because I know that if I don’t, I won’t be able to give my best in my work. Whether it’s setting boundaries, working out, or making time for myself, I make sure that I’m in a good space. Balance isn’t something you find—it’s something you create.

LO: Your work is constantly evolving, and you’re involved in so many industries. What keeps you motivated?

Aya Abaakil: The fact that I’m still growing. I don’t believe in staying in one place—there’s always something more to learn, to build, to explore. I want to keep pushing boundaries, keep innovating. The more I accomplish, the more I realize how much more is possible. And that excites me.

LO: Many people look up to you as a role model. What advice would you give to someone trying to build their own path?

Aya Abaakil: Believe in yourself even when no one else does. People will doubt you, situations will challenge you, and you will have moments where you question everything. But the only thing that matters is that you don’t stop. Success isn’t about having the perfect plan—it’s about moving forward, even when things aren’t clear. Trust your vision, and don’t be afraid to take risks.