Leaders

Tugba Dogan is one such female entrepreneur who began her journey at the young age of 17 and has since expanded her business into numerous industries such as real estate, retail, wholesale, and fitness. Auzmena Trading recently has launched White Noise: The label, a new vision for the group's shoes and bags line.

Tugba engaged in a number of retail enterprises after beginning her career in fashion as a model. After the pandemic, she made the choice to move on from her previous brand in favour of starting a new one. Her objective is to provide premium products that don’t compromise on quality nor price. A self-assured leader, Tugba believes that she doesn't compete but compliment other brands in the market, because of this she is tenacious and strives to be the best at whatever she does; this has been her key to success.

Tugba's remarkable journey has enabled her to establish a benchmark in the Middle Eastern market and elevate Auzmena Trading to the top of the industry. In a candid chat with the Women Entrepreneur team, Tugba takes us through her incredible entrepreneurial journey.

What motivated you to establish Auzmena Trading? Tell us about the underlying idea behind the venture and some of its most unique features.

Auzmena Trading LLC was established in 2016 and is currently based in Dubai, U.A.E. The company focused on franchising international master brands throughout the MENA region along with its own inhouse production. However Auzmena Trading took to a new plan after the global pandemic.

I was approached by a large family office to become a business partner for a shoe brand in the MENA region; we planned to open 100 retail stores with a master franchise I secured from Australia. After 8 years, I decided to change course when the pandemic hit.

In the wake of the current situation and major setback, I evaluated the reset I had to make and with the new crisis came new opportunity, manufacturers no longer required minimum order quantity for orders in which I thought to start creating capsule collections with influencers. Thinking how to rebuild a falling business and launch a whole new brand without the large injection of capital, I started to white label the products for influencers and created a partnership where they earn handsome incentives, thus the name "White Noise."

"Aim high & make sure you have a clear path of milestones to get to your goals, stay focused & don’t give up anything is possible"

At the same time I created more conducive designs for the middle east market and opened retail locations in the prime sections of the malls. White Noise the label became the go to destination to accessorize for any event feeling and looking like a luxury product but at an affordable price; our shoes and bags have vivid colours, metallic accents, and premium leathers.

After seeing the opportunity in franchising, I recently relocated my headquarters to Istanbul, and we have since started a significant operation with six main divisions.

Wholesale, white labelling, e-commerce, retail, capsules and franchising.

We have since expanded into a larger facility and are introducing Italian equipment to Istanbul to produce high quality luxury item to the market without the price tag.

We have 6 brands currently underway and looking to establish ourselves long term within the retail market.

What are the various responsibilities that you shoulder in your role as the Founder & CEO of Auzmena Trading? Throw some light on the most critical business challenges you face in your current role.

I started my company from nothing and built it up with expensive learning lessons but I quickly turned those obstacles into opportunities, I did everything I could to keep costs low and do as much as I could manage possibly in each division until we could afford to delegate or hire inhouse again.

Growing into the factory and head office of and having retail stores, spilt between teams you really have to recruit hardworking, like-minded team members who are committed to the mission. Initiative is very important for me, I need people who are team players and can-do attitudes to work without being micromanaged. Nonetheless, until you build a strong team we teach, guide and monitor their work until they are ready to grow into their roles. We have now partnered up with best PR agencies in Dubai, Istanbul, LA and Miami, you must be agile and adapt as much as possible, Markets and trends change so must you.

In your opinion what are some of the most significant milestones that you have achieved throughout your professional journey?

Growing the Auzmena Group, new locations and new brands. Partnering with Apparel Group on 6th street.com The best malls offering us the prime locations where there are 2 year waiting lists We are now discussing opening a factory in the UAE or KSA, I took to idea to a large corporation who said the initiative to create the first of its kind, a new market leader of manufacturing made in UAE shoes and bags outsourcing to local and international markets.

Which allows 100 percent quality control, zero royalty payments, optimized costs, shorter lead times and complete social compliance.

Drawing from your experience as a business leader, what would your advice be to young women and girls who also aspire to become business leaders and entrepreneurs in the future?

Work smart, network and build the right connections and surround myself with like-minded people, have a mentor, know your craft inside out, work on new ways of improving yourself. You’re not winning or losing. You’re either winning or learning!!!

Tugba Dogan, Founder & CEO, Auzmena Trading

At 16, Tugba started her career as a model; by age 18, she had invested in retail storesand grew into a several locations by 21, she travelled to the Middle East to work for Real Estate company – Savills, working on trophy assets and managing UHNI portfolios. After seven years, Tugba was recruited by Sotheby's work in the firm's luxury section, which again caters to ultra-high-net-worth individuals.Tugba returned to fashion by acquiring the Wanted Shoe master franchise.