We recently had the opportunity to interview Colleen Thalia Jamias, Founder and CEO of COCO COLLEEctioN & Creo LifeZtyle. Intending to inspire and empower women by introducing them to different cultures and trends, Colleen Thalia, an Interior Designer, turned into a Businesswoman and founded Creo LifeZtyle and COCO COLLEEctioN.
As the company’s CEO, Colleen Thalia Jamias is crucial in uplifting it and focuses on creativity, practicality,funcionality, innovative and sustainable solutions. In this insightful interview, Colleen Thalia Jamias shares her professional journey, business priorities, challenges, and unique services while offering valuable suggestions for aspiring professionals.
Beginnings First
We started the interview by asking, “Which career path led you to where you are today?”
Colleen shared, “As a kid, I always wanted to be a lawyer but hated following laws, rules and regulations as well as memorization and debates. I did take up accountancy while in the university just in case I would proceed to law, however I failed in most of the major subjects due to language barrier so I decided to shift to Interior Design as per the suggestion of my grandfather. I studied hard and had sleepless nights sketching design plates as we were drawing manually at that time which I did enjoy and was passionate about. However, as I worked as a Junior Interior Designer for almost 3 years in the Philippines for a design firm and furniture manufacturer catering to VIP clients only, I felt empty, lost and wasn’t passionate about working in a firm nor was I enjoying or growing.
Eventually, I decided to try out other fields, such as a Property Consultant in Real Estate , as a Field Representative for WWF for Nature and Sales consultant for a local nutraceutical company where I gained the business experience and sales training.
I returned to Yemen in 2013 and joined a local General Trading company as an Executive Secretary for the Pharmaceutical Division and Advertising & Promotions Division. Again I felt stuck and bored to be working in a firm so this position led me to become a Business Woman, creativepreneur, and Technopreneur; hence the titles “Interior Designer turned Business Woman, creativepreneur, and Technopreneur” or “A Filipina with a Hijab – from Asia to the Middle East.”
Spark Behind The Venture
We were curious about the factors that inspired and influenced Colleen Thalia Jamias to start her organization. So, we asked, ”What inspired you to develop the idea of your company?”
She responds, “Creo LifeZtyle ( To Create a Lifestyle) was founded between 2014-2016 with a mission to empower women by introducing them to different cultures and trends through cosmetics and skincare. We believe that beauty is a universal language that can transcend borders and bring people together.
Our story began in 2013 where I was allergic to cheap cosmetics and lived in Yemen, a war zone country with no available colored glitter eyeliners , no proper cosmetics nor Korean Skincare. So this experience inspired me to bring high-quality, affordable brands to the market and make them accessible to everyone despite the war situation in 2015, (which lasted until 2020). Our Purpose was to create a CAUSEmetic impACT that every woman can experience the beauty of makeup & skincare and feel confident.
Nicknamed “Coco” by my best friends in highschool and inspired by the iconic fashion designer COCO Chanel, thus the name COCO COLLEEctioN (Colleen + Collection). Mid 2023 the inspiration of COCO COLLEEctioN came into place, where we have curated a collection that represents timeless elegance, sophistication, and glamour ranging from bags, shoes, clothes, beauty, health, and skincare! Our products will make you feel like a fashion icon yourself as you walk down the streets with utmost confidence.
Creo LifeZtyle is redefining the online shopping experience with our innovative ecommerce platform as we later expanded to beauty technology, innovation and sustainability.
Our newest venture is beauty technology – a virtual try-on feature that allows customers to experiment with different shades and styles so they can find the perfect match, all done online in the comfort of their homes. This feature also aided in reducing the use of testers leading to garbage and pollution and as a safety during COVID-19.”
Evolving Priorities
Businesses often transform their priorities over the years of functioning. So, we asked, “How have your priorities in terms of business evolved since you first started?”
“We started only with a single brand of cosmetics from China and later we expanded to skincare and other cosmetic brands from the US, Poland, Korea, China, and now healthy food, a franchise of cafes, subscription boxes, and beauty technology plus a platform for Yemen location. We are now entering the Kpop/Ppop Entertainment industry alongside distributing K-beauty brands and franchise cafes in the UAE.” Colleen replied.
Adaptability Amidst Challenges
Challenges are an inevitable part of any business journey. So, we asked, “What are the most challenging situations your company overcomes?”
She shared, “The war situation, lack of main nearby airport, unstable economic situation, and lack of transportation for delivery and ordering of goods from outside Yemen proved to be the biggest hurdles for our business. Yet we were able to overcome them as we were the pioneers and in bringing high quality affordable cosmetics to Yemen(2018-2022)
2021-2023 has become a challenge because the war has suddenly settled and despite being pioneers in the cosmetics and skincare industry, a lot of traders and online sellers began to surface and competition became tough. They began to copy our products, services and ideas.”
“What’s the key strength to overcome it?”
Colleen continued, “Have patience, faith and focus on the action – always seek and research, and opportunities will definitely appear.”
Setting Creo LifeZtyle & COCO COLLEEctioN Apart
Offering unique services and experiences to customers helps the business build a strong brand presence in the market. So, we asked, “What makes your company stand out from all the other businesses in your industry?”
She asserts, “We focus on all the possibilities, not just getting stuck to one idea or trend. We combine ideas, trends, and products; we always devise a solution for our client’s problem, a country’s problem, or our brand’s problem.
As a founder ,I have curated a collection of my favorite & effective products and brands, introducing different trends to look Stylish. Our company is also proud to be a pioneer in using Virtual Tryons, so our clients can get a realistic look and which are the suitable products thus helping them feel beautiful inside and out..”
Our innovative platform enables customers to virtually try on products and make informed decisions before they purchase. Combining the latest mobile and beauty technologies, we make it easier than ever before for you to find the perfect product for you. We’re also passionate about climate change, sustainability, and the safety of our customers during Covid-19, so our platform helps to save time, energy, and petrol, while reducing pollution. Our mission is to make online shopping more intuitive and interactive by allowing customers to virtually try on cosmetics and beauty products and enjoy the convenience and safety of shopping from home with Creo LifeZtyle.
Our goal is to bring the latest trends and technologies, while celebrating different cultures and styles.
We believe that beauty is a universal language that can transcend borders and bring people together. That’s why we offer a selection of skincare, cosmetics, and beauty technology that caters to everyone, regardless of their skin tone, type, or budget. Our products are carefully curated to ensure that we provide only the best quality to our customers.”
Measuring Success
“What KPIs do you use to measure your business success?”
Colleen replied, “Knowing that our partners, employees, clients and customers are satisfied with our products and services is the only way we truly believe in measuring our success.
We believe in empowering women by providing them with jobs, introducing them to different trends in beauty tech, cosmetics, and skincare. Our mission is to ensure that all women, regardless of age, race, or background, have access to the tools and resources needed to look and feel their best. We strive to promote gender equality in our products and services, so that all women have the opportunity to feel beautiful and confident”
Current Offerings
We were intrigued to learn more about the services and products offered by Colleen Thalia Jamias’s company. So, we asked, “Tell us something about your services. What are you working on now?
She replied, ” We believe in giving every woman the opportunity to discover their own unique style and beauty. We understand that shopping for beauty products can often be overwhelming, so our goal is to make it easier and more convenient for customers to find the right products for their needs
We are pioneering the Virtual Try on Platform, drone delivery, Skin Analysis online checkup as well as the Skin Test platform as well Subscription boxes in Yemen & the Philippines.”
Effective Teamwork
Having strong teamwork is paramount for the success of any business. We asked, “How do you build trust with your employees and boost productivity without causing burnout?”
Colleen shared, “COMMUNICATION is always the KEY. We let them feel that we respect, understand and care for them, that we trust them fully without pressuring them, and make them enjoy the products and their work.”
Navigating Through The Market Trends
We were curious to learn how Colleen Thalia Jamias ensures Creo LifeZtyle always stays updated with emerging trends. So, we asked, “How do you stay on top of new technologies and trends in your industry?”
She replied, “We aim to pioneer the latest technology and brands not yet available in Yemen, the Middle East, Philippines and Asia. We always research & improve our current projects, services & products and build connections with suppliers and partners.
At COCO COLLEcTioN, we’re passionate about bringing quality beauty products to you, wherever you are. Our goal is to bring you the latest effective & practical trends and technologies, while celebrating different cultures and styles.
We believe that beauty is a universal language that can transcend borders and bring people together. That’s why we offer a selection of skincare, cosmetics, and beauty technology that caters to everyone, regardless of their skin tone, type, or budget. Our products are carefully curated to ensure that we provide only the best quality to our customers. We also offer a virtual try-on service, making it easier for you to shop from the comfort of your own home. At COCO COLLEcTioN, we’re committed to helping you look and feel your best.”
Words Of Wisdom For Beginners
We ended the interview by asking, “What advice would you give to starting entrepreneurs?”
” Just start from anywhere and anything. You may fail, but eventually, you will create your path and succeed. At first, you will be lost and not know the answers yet, and later, things will eventually fall into place.
Your first action is to always do the things you love and are passionate about. Later you might end up doing the things you hate or never expected to do which will turn out to be what’s best for you.
Your 1st plan in achieving your 1st dream may or may not succeed. Eventually it will change. Always expect the unexpected …
Always wonder and you will find endless possibilities….
When you are lost, only then will you be found” Colleen concluded.
Follow Colleen Thalia Jamias on LinkedIn.
Visit Creo LifeZtyle at https://www.creolifeztyle.com/
Visit COCO COLLEEctioN https://www.coco-ztyle.com/ or their Instagram and Facebook page.
Take a look at https://ceoctsjcreo.wixsite.com/cocobox
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