Part I - The Root
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.
I’m told I look like her. She was so confident and always dressed elegantly. I remember her room vividly: the clothes hanging neatly, her jewellery displayed like treasures, the scent of her powdery perfume lingering in the air, and even the pearlescent shades of her nail polish.
She was the kind of woman who never intimidated people intentionally, but her grace and presence could not be ignored. You couldn’t help but respect her. Like many, she lived through the Lebanese Civil War, waiting anxiously for her kids to return home during those terrifyingly uncertain days. The stories I’ve heard feel dystopian, and yet she endured it all with a sense of humour and an unmatched wisdom that she passed down to the family.
Even amid the times of conflict, she exuded resilience, humour, and an enduring presence. Her strength wasn’t just in surviving but in thriving, building a home and legacy that was filled with love, culture, and values that transcended generations.
Some of my fondest memories are of Sunday mornings with her. Even when she grew older and was on bed rest, we never compromised our routine. Coffee, conversation, and just being in her presence. For a while, there were three generations of us—my grandmother, my mother, and me—gathered together on those mornings. Let me tell you, sitting between those two strong women was brutal at times, but I wouldn’t trade those memories for anything. It was during these moments that I felt the weight of her wisdom and the warmth of her love.
My grandmother was born on October 1, a date that has become the heart of this journey. October Avenue is more than a brand to me—it’s a connection to her. It’s her scent, her elegance, her strength, and her story, woven into something tangible. It keeps me close to her, even after she’s gone.
October Avenue is a space to celebrate self-care, self-love, growth, courage, strength, and resilience while keeping her spirit alive.
Tune in next week as we continue the story with another pillar of October Avenue...
