Among the array of local brands that surged in recent years, Self stands out as one-of-a-kind. Nayra Nassar, also known digitally as Self the Blog, is a lifestyle blogger and founder of the wellness brand Self. As she’s been in the market with Self for four years now, Nassar has a lot of tips, stories, and experiences to unveil.
Gift-giving is an act usually reserved for a loved one, but what about giving gifts to ourselves? Self the Brand is a reminder that considering oneself is as quintessential as considering others, a continuation of Nassar’s overall brand identity.
Catering to self-lovers, Self comes with a wide range of self-care products. From flowy satin robes, body-flattering PJs, and comfy loungewear to cool makeup bags, shower products, and their outstanding exfoliating towels.
ON INSPIRING ONESELF
Nasser brings together many different products under the roof of one brand; all catering to self-love in different ways. “What inspired me to start Self is the gap in the market; the lack of products that you can gift yourself. This is purely what inspired Self,” Nassar tells ELLE.
“Initially I wanted something that reflects the brand’s concept; I wanted the name to seem like it comes from within,” Nayra mentioned that the name was initially Soul. Later, Self popped in and felt perfect, for it’s what the brand is about; yourself.
LIFE AS AN INDEPENDENT WOMAN
Everything comes at a cost, so does independence. “It’s hard,” Nassar tells us. “Actually, most of the time I feel like I wanna be dependent.” Nassar highlighted how independence is rewarding though, for there’s no feeling worse than feeling helpless. A girl trying to make her way alone through the market is very challenging, as gender-norms may pose challenges. “I was lucky enough to deal with honest merchants and suppliers at the beginning, but that doesn’t mean I wasn’t exposed to scammers later on, everyone is.”
JUST SAYING.. THAT’S WHAT I DO
“Hire the right people!” Nassar believes brand owners should be very careful when choosing between candidates, as the perfect candidate should be the one who knows the depth of your business. “No one ever taught me how to hire people, or even how to fire others! I just figured things out on my own”
Of course, no endeavor passes without challenging one’s willpower. Running a business is no small feat. Nassar tells us how it has pushed her to the verge of giving up multiple times. “I felt like I wanna quit three days ago, I was going crazy.” Nassar elaborated that it’s not always linear; all businesses pass through ups and downs. But what always keeps her going is how far her brand went, how hard she and her team work, and the bright future that she has pictured for Self.
WHAT IT TAKES TO BE A GOOD BOSS
“It’s not a one woman show, it’s everyone’s show!” You know what they say, it takes a village. Work efficiency can be achieved through many methods, and every boss takes whatever way convenient for them. “I believe brand ownership is the best, the girls on my team always feel like Self is their home; they own it, so they’ll always do their best for the company’s good.”
Life isn’t always about work, it’s about living. Nassar went into a deep talk about love, marriage, family, and everything shaping her into the woman she is.
LONG DISTANCE RELATIONSHIPS
“Everything comes in different shapes, so does family, it doesn’t have to be in the traditional context.” Nassar believes that one should look at the bright side of everything happening in their lives, otherwise life would turn into an unending sequence of tragedy. “I don’t wanna narrate tragedies, for my story is a very happy one.” Living alone since a very young time after her parents divorce, Nassar grew up as an independent, powerful woman. Unlike the assumptions, the long distance standing between Nassar and her family only made them closer.
LOVE AND MARRIAGE
It’s not easy to adjust to new realities. And as change may be good, and happening upon our decisions, it takes us quite some time to realize it. “When people found out I was getting married, they didn’t believe it, and truth to be said it was never my plan.” Nassar tells us. “I myself didn’t understand what was happening in my life when I first got married.” The beauty of change lies in the process itself. Nassar highlights that despite the overwhelming feelings she had at the beginning, her marriage happened to be a happy one. “Our interdependent relationship is the most empowering thing there is.” Nassar adds: “Love is feeling home, feeling like everything is flexible and adaptable.”
People change, get hired, get fired, start their own business, get married, or even stay alone, but at the end of the day, they grow. Nayra Nassar, succeeding as a lifestyle blogger and as an entrepreneur, has inspired many and provoked the underrated concept of self-love. The influence of the blog and the brand extends beyond just retailing. Nassar, through her unwavering passion and self devotion, calls for reconsidering your view of life. Portraying femininity and power, she’s just the perfect girl boss.
