In this regular feature, we sit down with a member of the 2.0 & Partners team, to find out a bit more about who they are, what they do, and how they do it.
In this edition, we speak with Amira Slimane, 2.0 & Partners Brand & Training Ambassador.
Please can you outline your background and experience within the industry?
I’ve been working in the retail industry for 14 years. Throughout this time, I’ve always balanced my academic journey with professional experiences, which has allowed me to grow steadily and develop a well-rounded skill set. My career began at the age of 18 in a small boutique in my hometown, to proudly serving as a Junior Manager at Dior, and as a member of the Uber Luxury team.
Before that, I worked with prestigious brands such as Dolce & Gabbana and the Max Mara Group, where I held roles as a Sales Advisor and was also involved in Visual Merchandising. I’ve always been known for my passion for fashion, attention to detail, and strong focus on achieving sales targets. Over the years, I’ve built a loyal and elite client portfolio that has followed and supported me throughout my career.
How did you come to be working with 2.0 & Partners?
I was recently contacted by Erika Giannini (2.0 & Partners Head of CXM, Italy), with whom I had the pleasure of working nearly ten years ago. At the time, she was the Area Manager of the company I was employed with, and we had a great opportunity to collaborate professionally.
Why do you think creating the perfect experience in-store is so important for the mdoern consumer?
For today’s consumer, the in-person experience is a key driver of trust, emotional connection, and meaningful engagement. In both retail and travel, physical spaces provide something digital alone cannot: personalised service, expert advice, and a sense of reassurance that builds confidence.
These moments do more than support a purchase they elevate it. Especially in the luxury sector, where expectations are high, the experience itself becomes part of the product. Customers increasingly seek authenticity, attention to detail, and curated interactions that go beyond the transactional.
At the heart of this journey are people. Frontline staff and industry professionals play a vital role in shaping these experiences, making each interaction feel personal and exceptional. To truly deliver a seamless and memorable customer journey, collaboration across departments is essential ensuring that every touchpoint reflects the brand’s values and commitment to excellence.
What does great service look like, in your opinion?
In my view, excellent service happens when we truly place ourselves at the service of the customer. Active listening is a powerful tool that helps guide the customer experience it allows us to identify unspoken needs, hidden desires, and personal preferences. Empathy plays a crucial role, as it enables us to tailor our approach to each individual, adapting to the person in front of us.
Professionalism in service comes through knowledge. Staff must be confident, well-prepared experts who inspire trust and create a sense of comfort for the customer. When people feel they are in capable hands, they can relax and fully enjoy the experience.
A perfect experience is like a beautiful dream it leaves a lasting impression. The customer should walk away thinking: “That was designed just for me”. In that moment, time feels valued, and the care provided by genuine, passionate people becomes the heart of the memory.
More focus is being put on shoppers in the Middle East today, especially in the luxury sector. What makes today’s shoppers in the Middle East unique?
Middle Eastern consumers are highly discerning and detail-oriented. For them, receiving excellent service is not a luxury it’s a fundamental expectation. These are customers who are accustomed to being served with attentiveness and care, and for whom purchasing and consumption are deeply intertwined with the overall experience.
They value discretion and privacy, which must be respected throughout the customer journey. Understanding Arab culture and key regional customs is essential to delivering a tailored, respectful, and elevated experience. This cultural awareness allows brands to connect on a deeper level, ensuring that every interaction feels thoughtful, relevant, and aligned with the customer’s values.
Ultimately, what sets Middle Eastern consumers apart is not just their purchasing power, but their expectation that service be personal, seamless, and delivered with both excellence and cultural sensitivity. Middle Eastern clients truly appreciate being pampered and fully immersed in the luxury experience. They often want to see the latest arrivals, limited editions, and the most exclusive pieces. Presenting them with a wide selection proactively – without waiting for them to ask – greatly enhances the fluidity and quality of their experience.
One of the phrases I hear most often is, “Show me all the colors.” That’s why I always encourage my team to anticipate clients’ needs from the very beginning. Doing so builds immediate empathy and helps the client feel understood and genuinely welcomed. This connection is key to creating the kind of harmony that leads to a long-lasting relationship.
Where did your passion for creating great retail experiences come from?
I genuinely love being in contact with people I have a deep passion for fashion, an eye for detail, and a strong desire to make every experience truly unique. I’m highly adaptable and pride myself on being a chameleon, able to connect with and mirror the energy of the person in front of me.
I hold a degree in Intercultural Communication and I also study Tourism Economics, which has fueled my long standing passion for the world of hospitality. I’m naturally curious about different languages and cultures, and I’m always eager to learn and grow through meaningful connections with people from all walks of life. I deeply believe in human connections and the power of positive energy. My strong drive to achieve goals has always helped me stand out in the professional world.
“I believe that retail is detail”. This is more than just a motto for me; it’s a philosophy that guides everything I do.
I firmly believe that people make the difference. Every day, I strive to inspire my team to give their very best and to leave a part of themselves with each client creating meaningful, lasting impressions that make clients more likely to return.
What does a ‘normal’ day at work look like for you?
I don’t have a typical or standard day each one is a new adventure. The days go by quickly, but I always make sure to dedicate quality time to my team and take the time to truly connect with my clients.
I believe that a meaningful experience is built through the gift of time and genuine dedication.