International Shipping & Delivery NOW AVAILABLE

Curated. Limited. Boutique.

The Story Behind October Avenue They say silence speaks louder than words, but I believe stillness ripples like water, creating echoes that reshape and redefine us. The pandemic wasn’t just a global challenge; it was a reckoning—a forced stillness that compelled us to confront ourselves. For many, it became a catalyst for profound creativity and transformation. In Fiammetta Rocco's article, "How the pandemic has boosted artists' creativity," published in The Economist on November 8, 2021, she uses the phrase “getting off the treadmill” to describe how the pandemic allowed artists to step back from their routines. This pause provided an opportunity to reflect, experiment, and elevate their creative processes. During this time, I had the privilege of briefly working with Rocco, whose insights into the evolving art landscape were enlightening and inspiring. Meeting her at the 59th Venice Biennale in 2022, themed "The Milk of Dreams," left me starstruck. Her understanding of art’s role in society resonated deeply with me. Rocco also observed, “2022 will show the fruits of their [the artists'] productive seclusion,” and she couldn’t have been more accurate. Even now, we continue to see works across the spectrum of the arts—writers, painters, illustrators, and photographers—emerging as testaments shaped by the pandemic. A fascinating reality. For me, inspiration wasn’t just born of stillness; it also came from water. During a transformative trip to Crete, standing by the ocean, I felt the immense power of rippling waters—endlessly moving, re-shaping and renewing everything in their path. On the shores of Nea Chora overlooking the Sea of Crete, I imagined the stories carried by the waves—echoes of ancient times, whispers of forgotten journeys, and the resilience of nature itself. Water became a metaphor for the life I wanted to create—fluid, adaptable, and renewing. Whether or not water holds physical memory—a concept explored in 1988 by French immunologist Jacques Benveniste—it undeniably holds symbolic memory. Its journey through oceans, rivers, clouds, and rain represents continuity, connection and transformation, much like the journey of creativity. That moment in Crete inspired the vision for something meaningful: October Avenue, a platform for transformation, creativity, and connection.

The Story Behind October Avenue My grandmother was the embodiment of grace and resilience. My mother, Souha, is the champion of education and open-mindedness. Her name, which means "star" or "guiding light," couldn’t be more fitting. She has been a beacon of wisdom and strength in my life, always guiding us; my sister and I, toward understanding, growth, and compassion.

Partnering with likeminded UAE SMEs

The Story Behind October Avenue If I could dine with anyone, dead or alive, it would be my grandmother, Jeanne d'Arc. May her soul rest in peace. In English her name translates to “Joan of Arc,” who was a legendary French heroine and saint known for her courage, leadership and unwavering faith in the face of adversity. And my grandmother, was every bit the heroine her name suggests. I get asked a lot about why I named my brand October Avenue. There are several reasons for it but in truth, it’s a tribute to her. My grandmother grew up in Abadiyeh, a small town in Lebanon near Alley, where Druze and Christians lived side by side—symbolizing harmony and coexistence. Her outlook on life was never narrow, even when she was young. Before marriage, she made a bold decision to raise her family in Beirut. It was non-negotiable. Her vision was rooted in broadening horizons and challenging the status quo. At the time, it was rare—controversial, even—for a woman to set such terms, but she was ahead of her time. Top of her class, she refused to let anyone—or anything—box her into a limited view of the world. Her journey was one of breaking boundaries and redefining norms. She was an elegant force of nature; she carried wisdom and grace that inspired everyone around her. This is her and my grandfather on their wedding day in 1952.

Handcrafted elegance for life’s fleeting moments

Where scents tell stories

Partnering with likeminded UAE SMEs