Part III - The Echo
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 pandemic revealed how stillness could ripple outward, sparking creativity in unexpected ways. My LinkedIn feed overflowed with authors sharing how their debut novels were born during lockdowns. Galleries brimmed with works that reflected introspection and self-discovery, capturing the collective experience of a world forced inward.
I’m no exception—October Avenue was born from this period of reflection and growth, including my soon-to-launch debut novel, That Summer in Batroun, a story deeply tied to those transformative moments.
During those quiet months, October Avenue evolved from an idea into a purposeful goal: to create a space for self-discovery, creativity, and connection. The stillness of lockdowns, though challenging, became an unexpected catalyst for healing and reinvention. People re-evaluated their priorities, turning to self-care practices like mindfulness, journaling, and meditation. For many, these rituals became lifelines—pathways to cope, heal, and grow beyond times of uncertainty.
I carried with me the values instilled by two remarkable women who became my guides. My grandmother’s wisdom and grace, paired with my mother’s belief in the transformative power of knowledge, reminded me that challenges could be opportunities. Inspired by these lessons and experiences, October Avenue became a hub for creations. It celebrates the resilience of the human spirit and the ability to adapt and create, even in the face of adversity. An artistic renaissance is realized—born from stillness—and serves as a reminder that even in shadows, there is light, and in the darkest moments, there is space for growth.
Life itself is the ultimate source of inspiration, much like waves tracing stories—fluid, vital, and ever-evolving. For me, October Avenue is not just a brand—it’s an embodiment of these realizations. It reflects values born of reformation: gratitude for what we have, mindfulness to live in the present, growth and self-care to nurture both ourselves and others.
But this is just the beginning. October Avenue is still finding its way. We wouldn’t be here without our elders, families, friends and you—your support, your influence in our story, and your willingness to be part of this journey.
