Zahirah Variawa – The Media Network

Think Liquorice has secured New York restaurant brand

September 10, 2017/in Account win /by Michelle J Kuehn

Le Cirque has appointed Think Liquorice as its PR partner in the UAE. Boasting classic French fare with an Italian twist, Le Cirque is located in the iconic Ritz-Carlton, DIFC and is best known as the ‘glitziest restaurant in New York’ in the US. The agency will build the brand’s equity in Dubai with strategic PR campaigns and media relations.

“New York is particularly close to our hearts, so working on a brand like Le Cirque filled with iconic history and character having hosted the likes of Frank Sinatra, brings us much joy,” says Zahirah Variawa, Managing Director, Think Liquorice. “We are excited to inject our energies into taking the brand to new heights in Dubai.”

Think Liquorice reappointed for book launch

June 19, 2017/in Account win, Featured /by Suad Ashimi

Fashion Illustrator, Megan Hess has reappointed Think Liquorice for the launch of her new book, Paris, Through a Fashion Eye. Megan Hess has worked with luxury brands such as Chanel and Dior, and is well known for her illustrations in Candace Bushnell’s Sex and the City novel. Think Liquorice will handle all the PR and communications activities for the new book launch and will work alongside their partner, Fairmont The Palm to put on an equally impressive event that will celebrate another year of working with Megan.

“This event is always a highlight in our calendar and we are equally excited to get working on the concept and details for this year’s launch,” says Zahirah Variawa, Managing Director, Think Liquorice. “There are always opportunities to work with other leading brands in the local market and we are keen to build relationships alongside our fabulous existing partner, Fairmont The Palm.”

Think Liquorice makes new appointment

June 8, 2017/in Featured, Movers & Shakers /by Suad Ashimi

Think Liquorice has welcomed Raaziqa Hassen to the role of Senior Brand Manager. With experience in the PR industry, Raaziqa previously worked with Press Room in South Africa as Senior PR Account Manager, where she worked across international brands such as H&M, Red Bull and Billabong. In her new role, she will lead the team on accounts and projects, working closely with clients through a strategic and creative approach.

“I’m excited to welcome another member to the team,” says Zahirah Variawa, Managing Director, Think Liquorice. “Raaziqa brings great experience to Think Liquorice, that I know our clients and future clients will benefit from.”

Think Liquorice to represent new travel website

June 4, 2017/in Account win /by Suad Ashimi

Think Liquorice has been appointed PR partner for the launch of a new travel website, thetravelhub.com. The Travel Hub aims to bring like-minded travellers together to share their journeys, experiences and recommendations. Think Liquorice will be responsible for the PR and brand partnerships for The Travel Hub, growing its user base locally and internationally.

“I couldn’t be more excited for Think Liquorice to launch and support this platform,” says Zahirah Variawa, Managing Director, Think Liquorice. “There are so many opportunities for avid travellers, photographers, hotels and more to partner with the The Travel Hub and leverage its growing community.”

Think Liquorice signs educational platforms

May 30, 2017/in Account win, Featured /by Shelly Mistry

South Africa based education brand, Educor Group has appointed Think Liquorice to handle the launch of its online offering in the Middle East. With two tertiary education brands, Damelin and CityVarsity, the courses aim to offer cost effective and efficient learning opportunities for students across different fields. Along with traditional PR activities, Think Liquorice will also handle the brand’s social media and influencer marketing for the launch.

“Think Liquorice has always had a special interest in empowerment, and we’re so excited about launching these brands in the market,” says Zahirah Variawa, Managing Director, Think Liquorice. “Summer is the perfect time to add on additional skills and diversify – either personally or professionally. The courses offered cover a variety of industries and subjects – the team and I also plan on taking up a few over the summer!”

Zahirah Variawa launches new blog

April 2, 2017/in Featured, New Launch /by Suad Ashimi

Founder and Managing Director of Think Liquorice, Zahirah (Variawa) Marty has launched her new motherhood blog, meetmrsmarty.com. The new platform aims to offer support and inspiration to the global community of women by featuring pieces of the everyday women’s’ journey into motherhood and advice from experienced mothers as well as professionals across various fields including healthcare, fashion and psychology. The new platform will also include videos, research, a comment and contact section for readers to engage in or ask questions as well as the option to subscribe for regular updates and a news bite section launching in the summer, exclusive to subscribers.

“meetmrsmarty.com is a passion project encouraged by the everyday women I’ve met and I’m still yet to meet on a similar road to me,” says Zahirah. “I hope it provides the opportunity for like minded individuals to share, learn and benefit from the real and honest approach of the journey into motherhood.”

Think Liquorice wins beauty account

March 2, 2017/in Account win, Featured /by Suad Ashimi

Dubai-based Boutique PR agency, Think Liquorice alongside Oceanum Advertising has secured the account to handle all PR and digital operations for Tao Spa across the UAE. Located at Jumeirah, Tao Spa is an urban spa brand that offers a unique variety of treatments including the ashiatsu style massage. Think Liquorice will manage all PR and social media activities, while Oceanum will be responsible for the marketing and web needs of Tao Spa to raise awareness of its launch across the UAE.

“The team and I are very excited to welcome Tao to our portfolio,” says Zahirah Variawa, Managing Director, Think Liquorice. “The locations are centrally located, with a fabulous staff and a great range of treatments. We are also always keen to work with Oceanum Advertising team and benefit from each other’s strengths.”

Think Liquorice wins wellness account

January 19, 2017/in Account win, Featured /by Suad Ashimi

Dubai-based boutique agency, Think Liquorice has partnered with Fairmont The Palm for the launch of its fitness offering, PRAMA by Pavigym. Launching in February, PRAMA is a high-intensity workout system that is based on spatial references on the floor to provide complete strength and cardio conditioning for an overall fitness improvement. Think Liquorice will be responsible for all PR operations to build the profile and raise awareness of the launch of PRAMA across the UAE.

“Think Liquorice have a long standing relationship with the team at Fairmont The Palm and we are very excited to be working with them again,” says Zahirah Variawa, Managing Director, Think Liquorice. “The brand and its management team are very forward thinking and we love taking their innovative concepts to the market.”

Five Minute Focus – Megan Hess

October 16, 2016/in Featured, Five Minute Focus /by Suad Ashimi

Team TMN chat with Zahirah Variawa, Managing Director of Think Liquorice, to talk about the launch of Megan Hess’s new book, New York: Through A Fashion Eye…

Tell us a bit about Megan Hess?

Megan Hess was destined to draw. Her initial career as a graphic designer led to her employment as an Art Director at some of the world’s leading design agencies. In 2008, Megan illustrated Candace Bushnell’s New York Times bestseller; Sex and the City. She has since illustrated portraits for Vanity Fair and Time magazine, as well as created iconic works of art for Cartier of Paris and decorated the windows of Bergdorf Goodman in New York. Megan also channels this signature style into her bespoke range of silk scarves and limited edition prints, which are sold around the globe. Her illustrious clients include; Chanel, Dior, Tiffany & Co., Yves Saint Laurent, Vogue, Harper’s Bazaar, Marie Claire, Louis Vuitton, Cartier, Ladurée, Sephora and the Ritz Hotel in Paris. When she’s not working in her studio, Megan is usually hiding in a coffee shop, secretly sketching those around her and looking for that perfectly dressed person.

This is her fourth book following Fashion House, The Dress and Coco Chanel: The Illustrated World of a Fashion. Megan’s portfolio has been bursting at the seams with bigger and better projects being added every year. Since her last visit, she has launched a collaborative sleepwear and footwear collection and traveled the globe with leading luxury brands and numerous other projects in the pipeline.

Tell us about the concept behind the launch for Megan’s latest book…

With New York: Through A Fashion Eye, Megan Hess will take you on a fashion adventure through this iconic city and allow you to discover her favourite places to shop, eat, sleep and play – all through her fashion eye. Megan’s signature style of fashion illustration has made her a favourite with international fashion labels, making her the perfect in-the-know guide for the reader. In her inimitable elegant way, she shines a light on the vast array of fashion-themed restaurants, hotels, parks, famous shops, galleries and sites to visit, as well as her own favourite places. This is an uber stylish travel guide that highlights all the famous spots and will serve as a special keepsake for your trip. For armchair travellers it’s a stunningly, gorgeous and inspiring snapshot of the city. New York: Through A Fashion Eye is full of Megan’s absolutely, beautiful, full-colour bespoke artworks that bring the New York streetscapes to life. This is a must-have insider’s guide to New York for any fashionista.

What makes this event unique to previous launches you have held for Megan?

Each year we work very hard to try and create a concept that is unique, creative and true to the city with the brands who have partnered with us along the journey so far such as Fairmont The Palm. This year we wanted to celebrate the launch of the New York themed book, but still stay true to our city of Dubai. We’ve come up with something we consider to be the perfect marriage of the two cities – both incredible in their own right. We’re bringing a New York inspired sunset soiree to the Seaview Garden of Fairmont The Palm. Without giving too much away ahead of our VIP event – New York City will come to life in a very Dubai-esque style!

How will you make the Dubai launch stand out from its international counterparts?

Megan’s book tour travels across most of the major fashion capitals in the world and with all of these talented teams behind each event, it is always hard to stand out. What we take advantage of here is the beautiful weather and the outdoor setting we have. Dubai stands out as the only city on the tour that offers guests beautiful, warm weather with a skyline sunset and the luxury of hosting the event as a glamorous high tea.

Can anyone attend the launch?

The launch takes place in two events. The first is an invite-only event taking place in the Seaview Garden and the second is open to all and is a meet and greet that will take place in the Mashrabiya Lounge at 7pm. Both events will take place on Thursday, November 3, 2016

Could you tell us more about what media can expect to see at this event?

Megan Hess, in a small and intimate setting so they will have the opportunity to interact with her in luxury and comfort. A beautiful food and beverage service all uniquely themed to the event by the wonderful team at Fairmont The Palm. A New York inspired setting with a very special (secret) feature that we are very excited about. A Think Liquorice style event – small, intimate and enjoyable with loads of attention to detail.

Will there be opportunities for brand partnerships?

Yes, we are open to partners and sponsors for the event if confirmed fairly soon. Ideally this needs to be brands that fit the level of the Megan Hess brand and add value to the guests and event.

How can PR’s/brands get involved with this event?

Get in touch with Team Think Liqourice. We are always open to ideas and partners on any event and this one is particularly exciting as the brand association is extremely significant. Interested brands can reach out through email to Zahirah@thinkliquorice.com

Think Liquorice to launch Dr Rita Rakus treatment range

September 18, 2016/in Account win, Featured /by Emily Churchill-Owen

Think Liquorice has been appointed as the PR partner to handle the launch project for a new Dr Rita Rakus treatment range at Willow Stream Spa, in the Fairmont The Palm. Dr Rita Rakus is a celebrity skin specialist based out of Knightsbridge, London and Think Liquorice will handle all launch events for her new treatment range with the hotel spa, as well as its press launch which will take place over a three month period.

“We have a long standing relationship with Fairmont The Palm and are very excited to be working on such a unique launch,” says Zahirah Variawa, Managing Director, Think Liquorice. “The treatments that will be shortly on offer are truly remarkable and we are very proud of our association with the hotel and celebrity partners.”

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