January 2, 2025 • 39 mins
What if you could transition from managing a leading coffee brand in Dubai to introducing a groundbreaking matcha concept in Cairo? Join our founder Nour Hassan as we uncover the inspiring journey of Reem Hassan, a fearless entrepreneur who has done just that. Reem opens up about her exhilarating leap from being the country manager of Seven Fortunes to launching Matter, a postmodern matcha venture that brings high-quality matcha to the Egyptian market. She candidly shares how the pandemic reshaped her career path and reinforced her commitment to maintaining a healthy work-life balance amidst the chaos of entrepreneurship.
• We discuss the transition from pharmacy to coffee
• Highlighting the evolution of her morning routine
• Reem describes the creation and concept of Matter
• Emphasizing the importance of staff management and communication
• We talk about blending culture with innovative offerings
• Sharing life hacks focused on risk-taking and friendship and of course "What's in your bag?"
For more matcha and coffee discoveries check out @matterbrews.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Action.
Welcome to the Curation, a showfor the culturally curious.
This is your host, noor Hassan.
Each week, I'll guide youthrough a curated edit of the
finest in art, fashion, design,culture, luxury, wellness, tech
and more.
This is your go-to space fordiscovering trailblazing ideas,
untold stories and meaningfulconversations with innovators
(00:24):
and creators who are shaping ourworld.
There's no gatekeeping here, sosit back, tune in and let's
discover only the best together.
Speaker 2 (00:38):
I'm a pharmacy graduate, ream on a journey
hustling throughout the day.
Good Corona, corona, corona did?
Speaker 1 (00:47):
I think it's did all of our lives change?
Yes, you go anywhere, you justsay the words Frappuccino.
What in the world were wethinking?
Speaker 2 (00:54):
So coffee became my passion.
Matcha is my new baby now, butI enjoy a flat white.
I like my milk frothed well andI like the balance between an
espresso and a milk you shiftedfrothed well, and I like the
balance between an espresso anda milk you shifted.
You, you took a risk.
Basically, best thing I'velearned is just to set
boundaries when we're at work.
We're at work when we're athome.
We're at home.
We're having dinner.
We don't talk about work.
Speaker 1 (01:13):
There was a moment where it was like all about add
10 steps.
There was just so much and Ithink, to the point of like,
okay, let's just bring it backto basics Action.
Okay, right now I'm sittingwith Reem Hassan and it's such a
(01:37):
pleasure to have you on mypodcast.
The pleasure is mine.
So you invited me to a matcha acouple of weeks ago and it
happened to be on my birthday,which was a really nice surprise
for me and guys.
Basically, what I'm about to dois introduce you to the best
matcha in Cairo, so let's justget ready for it, okay?
So Reem is the country managerof Seven Fortunes and you
(01:59):
managed Seven Fortunes in Dubaifor the longest time, and now
you founded Matter, which is apostmodern matcha concept in
Cairo.
Yes, and my first question foryou, ashayna I want the audience
to really get to know you asReem is how would you describe
(02:21):
Reem Hassan right now?
What's your vibe right now?
Speaker 2 (02:26):
Who is Reem Hassan?
On a personal level, reemHassan is someone who is very
pro, taking risks, challenges,but still finding that balance
in life between work and familyand personal.
At the moment, I have a lot of,let's say, experience when it
comes to the coffee industry,which I dwelled into and I
(02:49):
really loved the past five yearsand I exceeded in it a lot, so
coffee became my passion.
Matcha is my new baby now,which you came and tried.
You're the matcha mom now,exactly because that's the new
caffeine kick that you havethat's trending right now.
So, yeah, that's pretty muchreem still discovering life,
(03:11):
taking risks, doing differentchallenges so that I could reach
a level in life where I'mactually very satisfied and
happy with the way I I liveamazing, I think.
Speaker 1 (03:23):
I think I love what you said about taking risks.
I think you really do embodythat as a person.
I feel like you not only take arisk, but you're a step ahead
and we'll get to that.
But before we get to that, Iwant to know about your morning
routine.
Because I think this tells meeverything I need to know about
(03:44):
a person.
I have a theory that themorning routine Because I think
this tells me everything I needto know about a person.
I have a theory that themorning routine is everything I
need to know, but I want you togo in detail.
What's your morning routine asReem?
Speaker 2 (03:54):
So it's very interesting that you say what's
my morning routine, because Ideveloped, let's say, if you ask
Reem what's her morning routinefive years ago, it's completely
different than how it is now.
My morning routine now involvesI at least dedicate like 15 to
30 minutes for more or lessmindfulness, so I can set the
(04:14):
day on a right pace.
Where I learned this?
I learned this on a retreat inBali, and it was honestly an
eye-opening experience for mewhen I actually learned this in
a retreat in Bali, because itactually sets your day on a very
positive note.
It causes you to allow you tobe very positive.
So what do I mean by like 15minutes of mindfulness?
This is flexible, whether it'sjournaling, whether it's
(04:37):
watching my favorite show, thatcalms me down Really, yeah, like
I allow it to, I keep itflexible.
I don't want to keep it in astrict manner where I'm
journaling and meditating.
If I feel like today I want towatch Friends for like 15
minutes before I start my day,I'm going to do that.
And it honestly puts me on agood pace.
Speaker 1 (04:57):
So it's not like I wake up, I meditate, I journal.
It's not that routine thatpeople talk about, where it's
like a list that you have tocomplete.
It doesn't stress you outwhatsoever.
Speaker 2 (05:06):
Exactly that's what I find the best thing, when I
keep it flexible, whether it's acup of coffee, whether it's
watching a show, whether it'sjournaling how I feel that
morning.
But I want to dedicate at least15 minutes of me time, okay,
before I set and I go ahead andstart working, or I go to work
or gym, etc.
I go to work or gym, etc.
I need to definitely have thatbreak where I'm setting my time.
(05:29):
So you actually just start toget into this like Zen mode,
which is more calm and your dayis much more relaxed Amazing.
So, whatever challenges comeyour way, you're easily able to
handle it.
And when do you wake up?
What time do you wake up?
Usually around 8.39.
Speaker 1 (05:45):
Yeah, so it's not about like that.
Like 5 am crazy.
It's about being mindful in themorning and you learned this on
a retreat in bali.
How long was the retreat?
Speaker 2 (05:54):
it was for a week.
We used to wake up at 6 am ohmy god, not 9 am and I never
imagined myself being able towake up at 6 am, but I actually
was able to do it daily.
Yeah, because it's.
You wake up at 6 am, you'resuper tired, but then you go
ahead and you start journaling.
You start to reflect on a lotof different things, you start
to meditate and you don't.
By 7 am we're done and you feellike you're super energetic for
(06:16):
the day.
Speaker 1 (06:17):
Very interesting and this changed a lot for you
before.
What was it?
I'm interested like before itwas.
Speaker 2 (06:23):
Uh ream on a on a journey, hustling throughout the
day trying to get everythingdone, headless, chicken vibe,
exactly to-do list.
All over the place.
Speaker 1 (06:33):
No organization straight into the day exactly,
really seriously, me too, andthe reason I asked this question
is because I believe that themorning routine is part of the
key for a successful, especiallyentrepreneur.
Yes for sure Did it make adifference for you in your life,
like in your work as well?
Speaker 2 (06:51):
Yeah, definitely, because when you're actually
able to organize or set yourgoals for the day, you feel more
achievable.
At the end of the day, you feellike you've actually done or
successfully completed yourto-do list because you can set
it realistically actually doneor successfully completed your
to-do list because you can setit realistically.
However, if you're runningaround with a messy to-do list
and you don't and you don'tachieve, let's say, 20 or 30
percent of it, you start to feelat the end of the day no, this
(07:12):
is, I haven't achieved what Ineed to achieve.
Yes, and it's not your fault,it's, it's just the fact that
you weren't able to organize orprioritize your, your list of
what you need to complete todayand you're trying to run around
and get everything done.
Speaker 1 (07:25):
So okay, interesting, and so do you have any tips
regarding masalan skincare, theway you got ready?
Do you have any rituals,anything like that?
Speaker 2 (07:34):
well, it's kind of like yeah, actually, when it
comes to skincare.
So when I used to live inswitzerland, I I had acne and I
went to the doctor and I wasunder the impression that the
doctor is going to tell me oh,you could use all of these Skin
care products.
That's going to affect.
And I was waiting for him Tolike guide me on that sense,
because I didn't have theknowledge yet Of what to do with
(07:55):
skin care and he just told meBecause I guess the Swiss
mentality Is very much on thenatural.
So he said use regular soap on.
Did I pronounce it right?
Speaker 1 (08:10):
I think so I've been, I don't know.
Speaker 2 (08:12):
Yeah, then exactly yeah, I use a van and it's
perfect for my face, because myface is quite sensitive when it
comes to whatever products I putit, it easily dries out.
Yeah, and honestly, that's myskincare routine so far.
Speaker 1 (08:25):
Wow, I use that in a moisturizer?
Oh my god, just soap and amoisturizer.
Guys, this is revolutionary,because I'm sure there's no, I
think there's a count, like,look, I think with like, with
everything, there's like a bitof a comeback.
Let's see, everyone on tiktokis like strip it down, make it
simple all of this.
There was a moment where it waslike all about add 10 steps,
(08:47):
yeah to everything, to yourmorning routine, to your
skincare routine.
Speaker 2 (08:50):
There was just so much and I think, and I had a
guy into the point of like, okay, let's just bring it back to
basics yeah, exactly, and itbrought me back to to that, or
he got me on a on a habit ofthis doctor, on a habit of just
relying on that, and so far it'sit's been good.
Speaker 1 (09:07):
I love that okay so let's get into reamur, because
there are a lot of layers here.
So you're a Q Arabica grader,yeah, which basically means you
can professionally taste andgrade coffee right.
Speaker 2 (09:22):
Yeah, so usually coffee is graded on a point
scale and specialty coffee isfrom 60 points up to, like you
have 94, 95.
So as a Q Arabica grader, youare certified to be able to
assess the quality of coffee.
So you've been trained andyou're certified to know how to
assess the quality of coffee andput a point scale based on that
(09:43):
.
Wow, this point scale isimportant for the industry
because farmers use it, roastersuse it, consumers also use it
so that they can know what typeof quality or how good to to,
let's say, medium to averagequality.
Speaker 1 (09:58):
The coffee actually is amazing and like I really
want to know and see.
When you walked in here, myproduction team, I was like,
okay, so, reem, is what you know, you're the country manager of
seven fortunes and it wasfounded by your brother, kareem.
And so they I was like do youguys know it?
They're like who doesn't?
I think we really need to getinto this briefly.
(10:21):
What got you into the coffeeindustry in general?
Speaker 2 (10:26):
okay, the coffee world good, corona, corona,
corona did I think it's did allof our lives change?
Yes, all of our lives, Ibelieve, changed with corona,
but that's when it happened.
I'm a pharmacy graduate, soI've been very hard on in terms
of pharmacy, working in thepharmaceutical industry.
Then corona hit and I mybrother had opened seven
(10:49):
fortunes in in dubai and I wasjust like let's discover this
roastery.
I was supposed to be workingfrom home more, more or less
okay, so I decided rather thanworking from home, uh, because
the the office that I wasworking in, the pharmaceutical
company that was working andannounced everyone to work from
home okay so I was taking all mycalls.
Rather than having it from home,I decided to have it at the
(11:10):
roastery right fortunes in dubai.
So slowly, slowly, I'm justhaving my calls.
I start seeing like a lot ofactivity happening around me,
from like training staff,training baristas, to making
coffee, and they're like theirhands are super fast on the
machines, tasting coffees etc.
And I just I just slowly,slowly, was like guys like I'm,
(11:31):
I was like a hard on starbucksfrappuccino type of girl?
Speaker 1 (11:35):
yeah, all of us, but they can.
Let's, let's just be honest fora second here.
Truly, yeah, and and obviouslythis is a very politically
sensitive topic now but yeah, wewere all starbucks, frappuccino
, girlies, exactly all, and anyand any variation of this.
With the sugar, you go anywhere.
You just say the wordfrappuccino.
What in the world were wethinking?
(11:55):
Yes, you know, it was goodthough back then.
It was good though back then.
But like what were we thinking?
Can you imagine?
Like, give me a cup of sugar,garda, exactly, and whipped
cream and whipped cream.
Speaker 2 (12:09):
And sauce and all of this sauce and all of this and
we think we're drinking coffee,exactly.
Wow.
So I was.
I was there and I'm requestingcappuccinos and, uh, the staff
are more or less can werecommend, let's say, a flat
white, or can we recommend thelatte so you can try it?
But slowly, bit by bit, Istarted getting into it.
I started wanting to discoverbecause for me I was like coffee
(12:29):
tastes like coffee, and they'retalking about these fruity
notes, uh, citrus, raspberry,strawberry notes.
I was like what are you guystalking about?
I don't feel this, I don't feelthis in the coffee.
And they're like come join us.
So immediately I startedjoining them, I started cupping.
Cupping is a way of likeassessing the flavor notes
exactly in coffee.
Started cupping, starteddiscovering that actually
(12:52):
there's a lot of flavors that'sassociated with coffee, based on
where it's grown, how it'sgrown, what's the type of
variety.
I honestly love that and Istarted to get into it.
And naturally, my brother hadalready moved to Egypt to open
seven fortunes in Egypt, right.
So I felt that there was a gapin terms of someone who's let's
say, a family member who couldcare about the business.
(13:12):
So I just just immediately said, okay, we're in Corona.
I'm not that necessarily happywith pharmacy.
This is growing on me and I'mloving it, so I'm going to quit.
Let's do it.
Speaker 1 (13:23):
I can't believe you quit pharmacy, because this is
like one of those like it's likesaying I was a doctor and now
I'm an artist.
It's a very creative field.
Speaker 2 (13:32):
It is Right, it was very nice studying pharmacy,
yeah, where?
Speaker 1 (13:37):
did you study pharmacy?
Speaker 2 (13:38):
In University of Manchester In England.
Speaker 1 (13:41):
I think this is one of the most surprising facts
about you when I met you,honestly, when we got to know
each other more, the fact thatyou told me you were a
pharmacist, but in a weird wayit kind, because I feel you have
that like very corporate, verylike business, entrepreneurial
energy to you, but also there'ssuch a creative flair.
And I think the coffee industrymaybe it requires a lot of
(14:04):
creativity, but you can correctme if I'm wrong, yanni.
Speaker 2 (14:07):
The pharmaceutical industry is super, yanni.
As you said, it's very formal.
You're working in like hugecorporations, which is super
nice.
You get to learn a lot how abusiness is supposed to be run.
You see the differentdepartments at the same time.
You learn formality, you learnpolitics, all of these things.
Yes, coffee is more of achilled, a chilled vibe.
It's a chilling.
(14:28):
It's a chilling vibe.
The community is very friendly.
You're.
You're able to excel also at aat a faster rate, comparison to
when you're in a hugecorporation.
Yeah, so it's a big difference.
But again, come on, everythingI learned in in in
pharmaceutical was super usefulbecause formality is a given
that you need when you're whenyou're 100% living life.
Speaker 1 (14:49):
I think it's something that a lot of
entrepreneurs are missing, andwhen you miss that, you kind of
like can never really learn itagain.
And it's something that a lotof entrepreneurs are missing,
and when you miss that, you kindof like can never really learn
it again and it's hard to pickit up again that professionalism
which you have so much of.
I really think.
So you were the country managerin Dubai and then you moved to
Cairo.
When did this happen?
Speaker 2 (15:10):
Six to seven months ago.
Speaker 1 (15:11):
Six to seven months ago.
Yeah, Major.
How is it working with family?
Because I know that SevenFortunes it's a family business.
You work with your brother.
I think your mom as well.
What's the experience ofworking with family?
Speaker 2 (15:25):
Okay, so good question Honest, honest
experience.
Experience of working with thefamily is super fun because,
let's say, whatever relationshipI had with my family, we got a
lot closer after working withthem Because you both have, or
as a group you have, a sharedgoal and you start to feel like
you're a powerful team.
(15:46):
We're making this, we're doingthis, we're reaching the goal
together.
Go together, yes.
So that's a bond which you sortof have, which is grows the
relationship in a much, muchmore.
Let's say powerful way, yeahlike if before my brother, I was
like in uni or I was at work, Iwasn't speaking to him every
day right speaking every day,discussing this and this and
(16:07):
this, so you're bothcommunicating.
You're sharing this bond assiblings, yeah, or even as a
mother to daughter bond in a ina much more powerful way, and
you feel like you can conquerthe world, because we're, like
going for a shared goal.
Speaker 1 (16:20):
Let's do this, I love that I think that's like such.
It's like the fastest way toreally bond with your family,
probably to work togetherexactly.
Ultimately, like, what else isgonna force you to daily like?
Speaker 2 (16:31):
yeah, talk you know yeah of course there's like
stressful days where you don'tagree with each other, or but
the best thing to do, or thebest thing I've learned, is just
to set boundaries when we're atwork.
We're at work when we're athome.
We're at home.
We're having dinner.
We don't talk about work.
Speaker 1 (16:48):
We try to avoid to talk about work really
completely.
Speaker 2 (16:50):
It's very difficult to follow, I won't.
I won't deny it's verydifficult to follow.
I won't deny it's verydifficult to follow because
you're just you.
You can't hold yourself atdinner like I need to check this
.
This, let's do this, let'slet's discuss this, it's only
from excitement, you know what Imean, uh, or or passion for the
, for the actual, like, yes,deliverables, but at the same
time, once you do establish thatboundary, it's, it's much more,
(17:12):
it's a much more healthyrelationship, because, I can
imagine I'm off.
Speaker 1 (17:15):
So like you effectively, like you really
place those boundaries and youtry to follow them, like that's
the best case scenario exactly,yeah okay, but uh, I think you
guys are a great team.
Like, we have to get uh kareemon the podcast, so we'll put
that out there.
Speaker 2 (17:28):
Yeah, he needs to come.
Speaker 1 (17:30):
Okay, guys.
So you moved to Cairo and,after being the country manager
in Dubai for Seven Fortunes, youfound this incredible concept
that you had, but from what Iunderstood, it was something
else.
And then it became Matter and Iwant you to take us through
this.
But essentially, right now youhave Matter, which is a
(17:52):
postmodern matcha concept, andit has one of the coolest matcha
menus, if not definitelydefinitely the most creative
I've seen in a while, and I'mlike a matcha fanatic, like I
will go to every city of Gaddafiand I will try matchas Like
this is me in.
Like London and anywhere, likeI will try all the matchas.
But you have a very, verycurated menu, you have a certain
(18:13):
vibe, the aesthetic is on pointand you started at Golf Central
Mall at Palm Hills.
So can you tell me a bit aboutthe process of founding Matter?
Speaker 2 (18:25):
Okay, it was a whirlwind.
That's for starters.
I mainly did Matter because Iwanted to take something from A
to Z.
I wanted to have this abilityto to take on a challenge where
I'm building something up.
Yes, from A to Z it started off.
I understood, obviously from myexperience that, like branding
(18:46):
is key, branding is key and Istarted off with a really good
company.
Honestly, that did a killerbranding for me.
Definitely the biggest struggle, or how I pinpointed it, is
that you need to research themarket and find out what's the
gap in the market.
When I was researching themarket, I had another intention
(19:13):
or another goal of what was agap in the market and that was
with me.
That intention or that goal waswith me for a couple of like
months and after a couple ofmonths, I saw a shift in the
market, or I discovered or Ilearned more about the market of
Egypt and I killed that goalcompletely.
You shifted.
Speaker 1 (19:27):
You took a risk, basically like as you always do,
like you literally were likegoing in a certain direction.
I remember what you told mewhen we were having coffee.
You're like I saw that matchais the thing now, it's the
future, it's like whateveryone's obsessed with.
And come in there.
There really aren't many goodmatcha options in Cairo.
Speaker 2 (19:46):
Let's be honest with ourselves as like as someone who
is a proper client yeah, Um, soyou saw that and you were like
this is what I need to do.
Yeah, I saw that matcha was upand coming as the new caffeine
kick, for an example, orcaffeine dose.
Uh, that you, that our peakconsumers are going for globally
, yes, and especially in egypt,very much so, yes, uh.
(20:10):
So I myself experienced it.
I experienced the fact that,yes, the matcha is a nice
caffeine alternative to coffeeand it's nice and smooth.
The effect that it has on you,as, after you, after you consume
, it is nice and smooth incomparison to coffee.
I don't deny that coffee has agood caffeine kick too.
Speaker 1 (20:28):
It's pretty strong.
Speaker 2 (20:30):
However, matcha is that new up-and-coming caffeine
yes, caffeine kick.
So that's why I shifted.
I did this like immediatematcha.
Matcha concept, goal exactlyand concept, so we can bring it.
And how can we bring it?
How can we make it unique?
How can we get the best qualityand and make it accessible to
the market?
Speaker 1 (20:50):
okay, tell me more.
Basically, I want to know whatmakes matter different because,
honestly, look, I love coffee, Ilove coffee, but now I'm like
31 and coffee is really givingme jitters, like I'm not kidding
.
This is really weird thing thathappened to me when I turned 30
.
A lot of things I used to love,suddenly they're just not
working anymore.
I don't know what's wrong, butI think it's my body just
(21:12):
changing, I see.
So I tried matcha.
I tried, I tried differentthings and I found that the
matcha though the thing aboutmatcha is okay, coffee can pass,
okay, matcha cannot, no way.
Speaker 2 (21:27):
Exactly.
Speaker 1 (21:28):
This is it.
So what makes matter, like,tell me a bit about, like, the
quality of the matcha and all ofthis?
Speaker 2 (21:35):
So the quality of our matcha it's sourced directly
from Japan.
Because of my connections thatI have with most of the farmers
that I deal with when it comesto coffee, I've also managed to
reach to Japan and be able tofind those.
So matcha is completelydifferent than coffee.
Coffee you're dealing with afarmer directly, for an example,
or a couple of farms, and theysource the coffee.
But with matcha you have anorganization that has a milling
(21:58):
factory, for an example, thatmills the matcha and they own a
couple of farms that grow matcha.
Speaker 1 (22:04):
Oh, okay.
Speaker 2 (22:05):
It works in that sense.
So it took me a while.
I managed to find that goodmilling factory and those good
farms that are delivering goodquality matches, which we call
ceremonial, ceremonial,ceremonial grade, exactly.
Yes, I finished that, signedthe deals, all the contracts,
etc.
Let's bring it, uh, let's shipit to to Egypt, yeah, but what
(22:25):
makes matter unique is the factthat, yes, I'm trying to
highlight matcha as the newcaffeine alternative, but at the
same time, if you notice, theslogan is called postmodern
matcha.
Speaker 1 (22:38):
I love the slogan.
I love the slogan and thebranding.
Thank you, it's so cool Guys,you have to check it.
Bright green purple, reallybold, Like you.
Really went out of the box withthis one To give it the macho
vibe, but no, post-modern has ameaning.
Speaker 2 (22:57):
Tell me, um, we want to, or I prefer to, I, I would
like to.
When I, when I say post-modernis, I want to emphasize on the
fact that I'm trying to targetthe the future.
By post-modern is, we're goingbeyond what you usually have as
an experience currently.
Yes, by postmodern I'mincorporating a lot of different
(23:20):
innovation Innovation is theright word A lot of innovative
approaches so that you, as aconsumer, can feel like you're
actually getting a little bitextra than what you get as a
modern day Right.
So by innovation, I mean mobileapplication.
I mean, can we cut that out,because mobile is not yet out?
Speaker 1 (23:40):
Okay, we can cut that out.
Speaker 2 (23:41):
Yeah, by innovation I mean high-end machines.
These high-end machines more orless take away from the staff's
effort and automizes theprocess of actually having your,
your matcha or your or your cupof coffee, which allows the
staff to communicate with you asa consumer and educate you.
Speaker 1 (24:01):
yes, which I believe is something as a gap in the
market I think it's so important, like I think, if the staff can
help me find my order, come in.
Your menu is very creative.
You have, like I don't know,you have the dirty matcha yeah,
which is interesting withinespresso shot.
So that's like a matcha coffee.
Not a lot of people know thatit's a really good one and you
have like the pure matcha, whichis called.
(24:23):
I love the name of it littlematcha on the menu and you have
flavors, come in.
Yes, exactly, so you introduceto to all.
Speaker 2 (24:32):
I always believe, when it comes to consumer, it's
always good so that you cancustomize the best.
Whatever coffee, matcha, etc.
Is the one you enjoy the most.
So when it's not about everyonehas an acquired taste.
It's not about what's thehighest quality that's going to
get you to purchase.
It's what you, as newer, whatyou enjoy.
So, when you can customize asmuch as you want, that's that's.
(24:54):
That's a perfect.
So I brought this hot.
I bought this menu.
It's specialized, it's not yetcustomizable, but it's
specialized for you as nor youcan discover that how the
different mixes match withmatcha pistachio match matches
really good with matcha.
Strawberry matches really good,matcha.
Many flavors, flavors could goahead with matcha and if you're
the type of person that likesyour matcha, as is, we have it
(25:17):
done the ceremonial way withwater.
Speaker 1 (25:19):
Yes, and you can enjoy it With just water.
I love that.
Okay, so what's your order?
Speaker 2 (25:25):
My order in matter.
Yes, I always get the dirtymatcha.
Speaker 1 (25:29):
No way, it's the best of both worlds.
Speaker 2 (25:30):
Yes, oh my God, coffee and matcha, coffee and
matcha.
And the coffee balances out thematcha.
Speaker 1 (25:36):
So the dirty matcha, okay Interesting, I'm gonna.
I'm gonna get it next time.
I always now get the little.
Speaker 2 (25:41):
The coconut matcha.
Speaker 1 (25:42):
Just the coconut as well.
I love the coconut one.
I um.
And what's your coffee order?
Speaker 2 (25:54):
just in general, my coffee order depends on the
season.
Okay, winter, now we're inwinter.
Yeah, flat white, really, yes,I love.
That's why I always emphasizethe best coffee is the one you
enjoy the most interesting.
I enjoy a flat white, okay,even though I have all these
like titles which wouldemphasize that I should enjoy a
filter coffee.
Yeah, I do enjoy an espressoevery now and then, but I enjoy
a filter coffee.
Yeah, I do enjoy an espressoevery now and then, but I enjoy
a flat white.
I like my milk frothed well,and I like the balance between
(26:17):
an espresso and a milk.
Speaker 1 (26:19):
I love that, okay cool.
Yeah, that's actuallyinteresting.
I would have thought you saidlike a I don't know espresso
americano or something like that.
So what's the biggest challengeyou faced in Cairo, coming from
Dubai because this is reallylike an interesting turn of
events dream um and also really,really um again a very, very
entrepreneurial move in buildingthe matter container that's now
(26:43):
at Golf Central, because rightnow it's sort of like more part
of the trucks area, which isactually a very cool area.
Um, what's the biggestchallenge you faced?
Speaker 2 (26:52):
honestly, I faced uh, the biggest challenge was
managing staff.
That was one of the the biggestchallenges.
Of course, I come from abackground where I've managed
stuff for quite a few years,yeah, but, let's say, the
caliber or the type of staffthat you're dealing with in
Egypt is completely different,because Dubai you have a lot of
expats, yes, so they're there toon a target, to to achieve
(27:15):
something, versus here you'remore or less dealing with
Egyptians who are born andraised in Egypt.
So managing staff was one of thedifficult things.
Not necessarily, as in,managing staff here is extremely
difficult or we have a problemin Egypt.
It's not that.
It's about being able to adjustmyself right to the the staff
(27:35):
that I'm dealing with andlearning how the best way, best,
let's say, approach, is withthem, from, from many.
So I have marketing who are,let's say, fresh grads, yes, who
might not have been exposed ormight not have studied abroad
for an example.
So they're very into the cultureof Egypt.
(27:58):
So you have to more or lessknow how to approach them in the
right way.
Or to even other staff whichare, let's say, currently in uni
dealing with you on a freelancebasis, how to approach them in
the appropriate way so that yougive them flexibility and, at
the same time, encourage them todeliver.
This is the challenge.
Two, also dealing with baristasand staff here, for an example,
(28:21):
how to approach them, how tocontinuously motivate them, how
to make a program for them sothat they can always feel like
they're growing.
Yes, I think it's interesting.
Speaker 1 (28:30):
You actually made a really good point where, like in
dubai, it's differentforeigners versus dealing with
people here in egypt.
Exactly, and come in what hasbeen the biggest challenge
moving from dubai and working indubai to working in cairo,
because it's two differentcities, like guys, let's be real
completely different landscapesdefinitely completely different
cities, like, let's say, in dub, in the roastery we had like 10
(28:53):
employees on tops versus here Ineed 10 employees for like a
five into 2.5 meter, you knowwhat I mean.
Speaker 2 (29:01):
So the effectiveness or the speed, more or less,
let's say, the ability toachieve the KPIs in Dubai is
much easier than Egypt, right?
What I suffered the most islanguage barrier.
Yes, I'm not that good with myArabic.
(29:22):
Let's say, I need to improve myArabic.
So this language barrier causeda gap between me and the staff
Right In terms of understanding,so we had a lot of
miscommunications at thebeginning.
I'm pretty good with my arabicnow.
I've learned a lot and they'repretty good with their english
in six months, yeah it's been aswap.
They've taught me and I'vetaught them.
Speaker 1 (29:42):
I love that.
I think this is a really goodpoint and it's something I want
to talk about because, sinceyou're a gulfie kid, just like
me, we grew up not in cairo, uh,but you also grew up in you
know, you lived a bit inSwitzerland, you lived in Dubai,
I lived in Jeddah.
Um, so what is, for you, likethe biggest pro and con of
having kind of like grew up,grown up outside your country
(30:04):
and then bringing somethingdifferent to it?
I think language taban languageis the biggest one like
language for me to this day,arabic is good 100% it's also
the exposure in Dubai.
Speaker 2 (30:21):
We've seen Dubai grow at such a fast pace, where
innovation was the forefront.
You got to see a lot of changes.
You got to see a lot ofinnovations.
You got to see a lot oftechnology which you learn or
you're exposed to.
However, bringing that backinto egypt, where you don't have
a lot of exposure or noteveryone is exposed if they
(30:44):
don't travel abroad is the mostdifficult part.
It's applying exactly executingand applying it yeah, is is is
the hardest part, because you'retrying to bring in something
that's futuristic or somethingthat's innovative, but you also
need to educate not only thestaff.
You need to educate theconsumer most importantly.
So I'm bringing matcha forward,but you have a lot of consumers
(31:04):
that don't enjoy matcha.
But a lot of customers havecome to me and they say you know
, I've heard've heard about thisplace, but I don't like matcha.
And I'm just like I'm takingthis challenge, I'm converting
you, but tell me and I caneasily do it in the sense where
I start to ask them what do youenjoy?
Do you enjoy pistachio?
Do you enjoy strawberry?
How do you usually like todrink your beverage, for example
(31:28):
?
Speaker 1 (31:36):
And I start to direct them into what is a good choice
for them, and then they startto they enjoy the matcha.
So it's a challenge indeed,like, let me tell you, like, for
example, with you, with matcha,it's, it's definitely a
challenge.
Like, and, and I think thatthere are certain consumer where
, for them, this is like thedream to find that perfect
matcha place.
That's aesthetic and like youknow it really.
Um, it hits all the ticks, allthe boxes, like I can take an
instagram photo.
I can have a good matcha.
No, no, no, no.
Um, okay, so what's your dreamlike customer, at matter, like
(32:03):
your ideal one?
Speaker 2 (32:05):
my ideal customer, honestly, are the gen z's?
Yeah, that uhs that like excess.
How do I explain it?
Are the Gen Zs that wantconvenience?
Yes, those are my targetaudience.
I want to be able to havequality and speed at matter so I
(32:26):
can deliver a good qualityproduct at a fast rate and grow
quickly.
Yeah, so I'm looking for thenew generation Gen Zs that like
technology, that wantaccessibility and want
convenience.
When I do find that targetaudience, for an example that
allows me to grow at a higherrate, I can open a lot of
(32:49):
branches faster because I haveinnovation at the forefront and
I can easily take this businessmodel and and multiply it and I
have the consumer for it thatwant this, this, this what I
mean by.
By convenience.
I mean let's use technology.
Why do we have to?
We can have this interactionbetween consumer to staff, but
(33:11):
let's keep the interactionbetween consumer to staff on an
educational level, where Ieducate you on what you're
drinking rather than take yourorder.
Do you want oat milk?
Do you want it with coconutmilk, et cetera.
You can have that aside in amore innovative approach where
you can customize as you wantand pick if you want coconut
milk and you know what you, whatyour order is, and we save you
(33:33):
that 10 minutes of you trying tomake an order and we educate
you instead.
Speaker 1 (33:38):
You know what I mean, so I love that and I think
you're doing a great job withthat like.
And last, when I went to amatter without you come in, okay
, so like, the staff was likesuggesting new things,
everything like that, and Ithink it's a really cool.
Uh, it's a really cool thing,okay.
So what's been the reception sofar?
Speaker 2 (33:54):
exciting yeah, honestly, yeah.
So I feel like tiktok is the isthe is the winner here because
a lot of people came uh based ontiktok uh.
Speaker 1 (34:05):
We posted a few videos and we found out and
pilates, let's be, yeah, thepilates community and the TikTok
community exactly the wholePilates community is our matter
and new geezers all our matter.
Speaker 2 (34:15):
For an example.
Speaker 1 (34:16):
Exactly that's amazing.
So what sucks for you Now thatyou're the founder of Matter?
Speaker 2 (34:23):
What's next for me?
I'm in between whether openinga branch in Dubai or in Egypt.
I have to take this decision.
Okay, because obviously there'san investment or financial
commitments.
So I need to actually pin itdown and make a decision.
Does Reem want to open a branchin Egypt or Dubai?
That's a big one Most likelyit's going to be Egypt.
Speaker 1 (34:44):
Most likely.
Speaker 2 (34:45):
Egypt.
Yeah, yeah, nice.
I see a lot of potential inthis market.
It's a good, growing market.
People are very flexible tolearn and discover new, new, new
items and drinks, which is avery positive experience.
So far.
I've been open only for a monthand I'm getting a lot of good
feedback from consumers and alsoconstructive feedback.
Yeah, so people are coming tolearn.
(35:05):
Even though it's to, to try,even though it's it's in golf
central and it's not yet like afull-on branch, people are
coming all the way to walk andand and give this match a try.
So I like this, this how do Iexplain it?
Like the ability that peoplewant to actually come and
explore something.
Speaker 1 (35:22):
There's a lot of curiosity for sure.
Okay, so now I want to get into.
You are a founder of a brand.
Now You're very busy.
You moved to a new city.
What is your evening routineLike?
How do you stay grounded at theend of the day after all the
things you have to do?
Speaker 2 (35:40):
Honestly, the best way for me to stay grounded in
an evening is to see friendsReally.
Speaker 1 (35:44):
Yes.
Speaker 2 (35:45):
No way I end up Socializing, socializing,
because I end up I don't knowanymore what the difference
between the weekend and theweekday is.
Fair Weekends come and Come andgo.
Exactly Previously, let's sayfive years ago, weekends were
like yes, it's Thursday.
I'm looking forward to this.
So whenever I I never have thechance to sit with friends I
(36:08):
never have the time usually to,to, to commit, to be zen.
So I feel like I want toprioritize that with friends
most of the time.
When you're, I like tosocialize, I like to, to, to be
or connect, connect with, with,with, with friends.
So I do enjoy in the evening tosit with friends, have that
nice deep conversation.
Speaker 1 (36:28):
Amazing.
Speaker 2 (36:29):
And that's it.
Speaker 1 (36:30):
I love that.
Okay, so we have a tradition onthis podcast.
My last question is since it'scalled Curated by Nour, I want a
Curated by Reem.
So I want you to share with us,like life hacks, food.
Speaker 2 (36:46):
Okay, life hacks Definitely take the risk.
If you ever are at a situationwhere you feel like you want to
do something or create something, whether it's a hobby, a new
hobby, whether it's a new,definitely I always encourage
take the jump.
A lot of people have differentadvices, comparison to me, but I
like, encourage, take the jump.
A lot of people have differentadvices, comparison to me, but I
I like to take the jump and Ibelieve in taking the jump, like
(37:08):
jump and things will, will getinto place and and and inshallah
, it will be a very successfulhobby, or or, or business, or,
or whichever.
So that's one definitely.
Traveling and traveling tounique places, like I traveled
to Peru once, which was a verydifferent experience.
(37:28):
It was like a really long flight, but I really discovered a lot
of stuff.
You discover a lot from cuisine.
It was cuisine which I hadnever tasted before, even though
I lived in Dubai and you'reexposed, but I had tasted this
cuisine before, I didn't know itwas Peruvian.
So I get to understand thisPeruvian cuisine.
You get to see differentcultures and it's a nice, uh how
(37:52):
to say break.
Yeah, because you start toappreciate life.
You start to discover differentways, how people are living,
which is completely differentthan what, than what we've been
surrounded by or what, whateverwe are used to.
Uh, traveling, uh, keep intouch with friends.
Speaker 1 (38:02):
Super important, that's a good one.
Like that's, I feel, somethingthat people forget a lot.
Speaker 2 (38:07):
Like you have to put in the effort exactly yeah,
friendships can really lose outor it can really die out in the
middle keep in touch exactly anyproduct, anything specific
other than matcha coz, we know,and coffee.
That are life hacks, obviouslyso life hacks is lip gloss or
lipstick okay, so which gloss doyou use?
(38:29):
Actually I love your lipsticktoday what is it?
I don't even know the outsideof like a, and I'm the type
which match.
I have no idea.
Speaker 1 (38:40):
It's in my purse, okay so gloss and lipstick, what
do you always have in yourpurse?
Where's your purse, guys?
Can you get it for me?
What do you have in your purse?
Speaker 2 (38:48):
I have sales of the shop.
I have a headband.
Speaker 1 (38:53):
It's crunchy change.
Speaker 2 (38:54):
Love it literally and lipstick okay, that's all I
like, very simple.
And medication, so health, okay, that's perfect, amazing.
Speaker 1 (39:05):
We got.
That's a wrap for the matchaqueen.
You're good.
Thank you so much.
Yeah, thank you, I loved it.
Action.
Welcome to the Curation, a showfor the culturally curious.
This is your host, noor Hassan.
Each week, I'll guide youthrough a curated edit of the
finest in art, fashion, design,culture, luxury, wellness, tech
and more.
This is your go-to space fordiscovering trailblazing ideas,
untold stories and meaningfulconversations with innovators
(00:24):
and creators who are shaping ourworld.
There's no gatekeeping here, sosit back, tune in and let's
discover only the best together.
Speaker 2 (00:38):
I'm a pharmacy graduate, ream on a journey
hustling throughout the day.
Good Corona, corona, corona did?
Speaker 1 (00:47):
I think it's did all of our lives change?
Yes, you go anywhere, you justsay the words Frappuccino.
What in the world were wethinking?
Speaker 2 (00:54):
So coffee became my passion.
Matcha is my new baby now, butI enjoy a flat white.
I like my milk frothed well andI like the balance between an
espresso and a milk you shiftedfrothed well, and I like the
balance between an espresso anda milk you shifted.
You, you took a risk.
Basically, best thing I'velearned is just to set
boundaries when we're at work.
We're at work when we're athome.
We're at home.
We're having dinner.
We don't talk about work.
Speaker 1 (01:13):
There was a moment where it was like all about add
10 steps.
There was just so much and Ithink, to the point of like,
okay, let's just bring it backto basics Action.
Okay, right now I'm sittingwith Reem Hassan and it's such a
(01:37):
pleasure to have you on mypodcast.
The pleasure is mine.
So you invited me to a matcha acouple of weeks ago and it
happened to be on my birthday,which was a really nice surprise
for me and guys.
Basically, what I'm about to dois introduce you to the best
matcha in Cairo, so let's justget ready for it, okay?
So Reem is the country managerof Seven Fortunes and you
(01:59):
managed Seven Fortunes in Dubaifor the longest time, and now
you founded Matter, which is apostmodern matcha concept in
Cairo.
Yes, and my first question foryou, ashayna I want the audience
to really get to know you asReem is how would you describe
(02:21):
Reem Hassan right now?
What's your vibe right now?
Speaker 2 (02:26):
Who is Reem Hassan?
On a personal level, reemHassan is someone who is very
pro, taking risks, challenges,but still finding that balance
in life between work and familyand personal.
At the moment, I have a lot of,let's say, experience when it
comes to the coffee industry,which I dwelled into and I
(02:49):
really loved the past five yearsand I exceeded in it a lot, so
coffee became my passion.
Matcha is my new baby now,which you came and tried.
You're the matcha mom now,exactly because that's the new
caffeine kick that you havethat's trending right now.
So, yeah, that's pretty muchreem still discovering life,
(03:11):
taking risks, doing differentchallenges so that I could reach
a level in life where I'mactually very satisfied and
happy with the way I I liveamazing, I think.
Speaker 1 (03:23):
I think I love what you said about taking risks.
I think you really do embodythat as a person.
I feel like you not only take arisk, but you're a step ahead
and we'll get to that.
But before we get to that, Iwant to know about your morning
routine.
Because I think this tells meeverything I need to know about
(03:44):
a person.
I have a theory that themorning routine Because I think
this tells me everything I needto know about a person.
I have a theory that themorning routine is everything I
need to know, but I want you togo in detail.
What's your morning routine asReem?
Speaker 2 (03:54):
So it's very interesting that you say what's
my morning routine, because Ideveloped, let's say, if you ask
Reem what's her morning routinefive years ago, it's completely
different than how it is now.
My morning routine now involvesI at least dedicate like 15 to
30 minutes for more or lessmindfulness, so I can set the
(04:14):
day on a right pace.
Where I learned this?
I learned this on a retreat inBali, and it was honestly an
eye-opening experience for mewhen I actually learned this in
a retreat in Bali, because itactually sets your day on a very
positive note.
It causes you to allow you tobe very positive.
So what do I mean by like 15minutes of mindfulness?
This is flexible, whether it'sjournaling, whether it's
(04:37):
watching my favorite show, thatcalms me down Really, yeah, like
I allow it to, I keep itflexible.
I don't want to keep it in astrict manner where I'm
journaling and meditating.
If I feel like today I want towatch Friends for like 15
minutes before I start my day,I'm going to do that.
And it honestly puts me on agood pace.
Speaker 1 (04:57):
So it's not like I wake up, I meditate, I journal.
It's not that routine thatpeople talk about, where it's
like a list that you have tocomplete.
It doesn't stress you outwhatsoever.
Speaker 2 (05:06):
Exactly that's what I find the best thing, when I
keep it flexible, whether it's acup of coffee, whether it's
watching a show, whether it'sjournaling how I feel that
morning.
But I want to dedicate at least15 minutes of me time, okay,
before I set and I go ahead andstart working, or I go to work
or gym, etc.
I go to work or gym, etc.
I need to definitely have thatbreak where I'm setting my time.
(05:29):
So you actually just start toget into this like Zen mode,
which is more calm and your dayis much more relaxed Amazing.
So, whatever challenges comeyour way, you're easily able to
handle it.
And when do you wake up?
What time do you wake up?
Usually around 8.39.
Speaker 1 (05:45):
Yeah, so it's not about like that.
Like 5 am crazy.
It's about being mindful in themorning and you learned this on
a retreat in bali.
How long was the retreat?
Speaker 2 (05:54):
it was for a week.
We used to wake up at 6 am ohmy god, not 9 am and I never
imagined myself being able towake up at 6 am, but I actually
was able to do it daily.
Yeah, because it's.
You wake up at 6 am, you'resuper tired, but then you go
ahead and you start journaling.
You start to reflect on a lotof different things, you start
to meditate and you don't.
By 7 am we're done and you feellike you're super energetic for
(06:16):
the day.
Speaker 1 (06:17):
Very interesting and this changed a lot for you
before.
What was it?
I'm interested like before itwas.
Speaker 2 (06:23):
Uh ream on a on a journey, hustling throughout the
day trying to get everythingdone, headless, chicken vibe,
exactly to-do list.
All over the place.
Speaker 1 (06:33):
No organization straight into the day exactly,
really seriously, me too, andthe reason I asked this question
is because I believe that themorning routine is part of the
key for a successful, especiallyentrepreneur.
Yes for sure Did it make adifference for you in your life,
like in your work as well?
Speaker 2 (06:51):
Yeah, definitely, because when you're actually
able to organize or set yourgoals for the day, you feel more
achievable.
At the end of the day, you feellike you've actually done or
successfully completed yourto-do list because you can set
it realistically actually doneor successfully completed your
to-do list because you can setit realistically.
However, if you're runningaround with a messy to-do list
and you don't and you don'tachieve, let's say, 20 or 30
percent of it, you start to feelat the end of the day no, this
(07:12):
is, I haven't achieved what Ineed to achieve.
Yes, and it's not your fault,it's, it's just the fact that
you weren't able to organize orprioritize your, your list of
what you need to complete todayand you're trying to run around
and get everything done.
Speaker 1 (07:25):
So okay, interesting, and so do you have any tips
regarding masalan skincare, theway you got ready?
Do you have any rituals,anything like that?
Speaker 2 (07:34):
well, it's kind of like yeah, actually, when it
comes to skincare.
So when I used to live inswitzerland, I I had acne and I
went to the doctor and I wasunder the impression that the
doctor is going to tell me oh,you could use all of these Skin
care products.
That's going to affect.
And I was waiting for him Tolike guide me on that sense,
because I didn't have theknowledge yet Of what to do with
(07:55):
skin care and he just told meBecause I guess the Swiss
mentality Is very much on thenatural.
So he said use regular soap on.
Did I pronounce it right?
Speaker 1 (08:10):
I think so I've been, I don't know.
Speaker 2 (08:12):
Yeah, then exactly yeah, I use a van and it's
perfect for my face, because myface is quite sensitive when it
comes to whatever products I putit, it easily dries out.
Yeah, and honestly, that's myskincare routine so far.
Speaker 1 (08:25):
Wow, I use that in a moisturizer?
Oh my god, just soap and amoisturizer.
Guys, this is revolutionary,because I'm sure there's no, I
think there's a count, like,look, I think with like, with
everything, there's like a bitof a comeback.
Let's see, everyone on tiktokis like strip it down, make it
simple all of this.
There was a moment where it waslike all about add 10 steps,
(08:47):
yeah to everything, to yourmorning routine, to your
skincare routine.
Speaker 2 (08:50):
There was just so much and I think, and I had a
guy into the point of like, okay, let's just bring it back to
basics yeah, exactly, and itbrought me back to to that, or
he got me on a on a habit ofthis doctor, on a habit of just
relying on that, and so far it'sit's been good.
Speaker 1 (09:07):
I love that okay so let's get into reamur, because
there are a lot of layers here.
So you're a Q Arabica grader,yeah, which basically means you
can professionally taste andgrade coffee right.
Speaker 2 (09:22):
Yeah, so usually coffee is graded on a point
scale and specialty coffee isfrom 60 points up to, like you
have 94, 95.
So as a Q Arabica grader, youare certified to be able to
assess the quality of coffee.
So you've been trained andyou're certified to know how to
assess the quality of coffee andput a point scale based on that
(09:43):
.
Wow, this point scale isimportant for the industry
because farmers use it, roastersuse it, consumers also use it
so that they can know what typeof quality or how good to to,
let's say, medium to averagequality.
Speaker 1 (09:58):
The coffee actually is amazing and like I really
want to know and see.
When you walked in here, myproduction team, I was like,
okay, so, reem, is what you know, you're the country manager of
seven fortunes and it wasfounded by your brother, kareem.
And so they I was like do youguys know it?
They're like who doesn't?
I think we really need to getinto this briefly.
(10:21):
What got you into the coffeeindustry in general?
Speaker 2 (10:26):
okay, the coffee world good, corona, corona,
corona did I think it's did allof our lives change?
Yes, all of our lives, Ibelieve, changed with corona,
but that's when it happened.
I'm a pharmacy graduate, soI've been very hard on in terms
of pharmacy, working in thepharmaceutical industry.
Then corona hit and I mybrother had opened seven
(10:49):
fortunes in in dubai and I wasjust like let's discover this
roastery.
I was supposed to be workingfrom home more, more or less
okay, so I decided rather thanworking from home, uh, because
the the office that I wasworking in, the pharmaceutical
company that was working andannounced everyone to work from
home okay so I was taking all mycalls.
Rather than having it from home,I decided to have it at the
(11:10):
roastery right fortunes in dubai.
So slowly, slowly, I'm justhaving my calls.
I start seeing like a lot ofactivity happening around me,
from like training staff,training baristas, to making
coffee, and they're like theirhands are super fast on the
machines, tasting coffees etc.
And I just I just slowly,slowly, was like guys like I'm,
(11:31):
I was like a hard on starbucksfrappuccino type of girl?
Speaker 1 (11:35):
yeah, all of us, but they can.
Let's, let's just be honest fora second here.
Truly, yeah, and and obviouslythis is a very politically
sensitive topic now but yeah, wewere all starbucks, frappuccino
, girlies, exactly all, and anyand any variation of this.
With the sugar, you go anywhere.
You just say the wordfrappuccino.
What in the world were wethinking?
(11:55):
Yes, you know, it was goodthough back then.
It was good though back then.
But like what were we thinking?
Can you imagine?
Like, give me a cup of sugar,garda, exactly, and whipped
cream and whipped cream.
Speaker 2 (12:09):
And sauce and all of this sauce and all of this and
we think we're drinking coffee,exactly.
Wow.
So I was.
I was there and I'm requestingcappuccinos and, uh, the staff
are more or less can werecommend, let's say, a flat
white, or can we recommend thelatte so you can try it?
But slowly, bit by bit, Istarted getting into it.
I started wanting to discoverbecause for me I was like coffee
(12:29):
tastes like coffee, and they'retalking about these fruity
notes, uh, citrus, raspberry,strawberry notes.
I was like what are you guystalking about?
I don't feel this, I don't feelthis in the coffee.
And they're like come join us.
So immediately I startedjoining them, I started cupping.
Cupping is a way of likeassessing the flavor notes
exactly in coffee.
Started cupping, starteddiscovering that actually
(12:52):
there's a lot of flavors that'sassociated with coffee, based on
where it's grown, how it'sgrown, what's the type of
variety.
I honestly love that and Istarted to get into it.
And naturally, my brother hadalready moved to Egypt to open
seven fortunes in Egypt, right.
So I felt that there was a gapin terms of someone who's let's
say, a family member who couldcare about the business.
(13:12):
So I just just immediately said, okay, we're in Corona.
I'm not that necessarily happywith pharmacy.
This is growing on me and I'mloving it, so I'm going to quit.
Let's do it.
Speaker 1 (13:23):
I can't believe you quit pharmacy, because this is
like one of those like it's likesaying I was a doctor and now
I'm an artist.
It's a very creative field.
Speaker 2 (13:32):
It is Right, it was very nice studying pharmacy,
yeah, where?
Speaker 1 (13:37):
did you study pharmacy?
Speaker 2 (13:38):
In University of Manchester In England.
Speaker 1 (13:41):
I think this is one of the most surprising facts
about you when I met you,honestly, when we got to know
each other more, the fact thatyou told me you were a
pharmacist, but in a weird wayit kind, because I feel you have
that like very corporate, verylike business, entrepreneurial
energy to you, but also there'ssuch a creative flair.
And I think the coffee industrymaybe it requires a lot of
(14:04):
creativity, but you can correctme if I'm wrong, yanni.
Speaker 2 (14:07):
The pharmaceutical industry is super, yanni.
As you said, it's very formal.
You're working in like hugecorporations, which is super
nice.
You get to learn a lot how abusiness is supposed to be run.
You see the differentdepartments at the same time.
You learn formality, you learnpolitics, all of these things.
Yes, coffee is more of achilled, a chilled vibe.
It's a chilling.
(14:28):
It's a chilling vibe.
The community is very friendly.
You're.
You're able to excel also at aat a faster rate, comparison to
when you're in a hugecorporation.
Yeah, so it's a big difference.
But again, come on, everythingI learned in in in
pharmaceutical was super usefulbecause formality is a given
that you need when you're whenyou're 100% living life.
Speaker 1 (14:49):
I think it's something that a lot of
entrepreneurs are missing, andwhen you miss that, you kind of
like can never really learn itagain.
And it's something that a lotof entrepreneurs are missing,
and when you miss that, you kindof like can never really learn
it again and it's hard to pickit up again that professionalism
which you have so much of.
I really think.
So you were the country managerin Dubai and then you moved to
Cairo.
When did this happen?
Speaker 2 (15:10):
Six to seven months ago.
Speaker 1 (15:11):
Six to seven months ago.
Yeah, Major.
How is it working with family?
Because I know that SevenFortunes it's a family business.
You work with your brother.
I think your mom as well.
What's the experience ofworking with family?
Speaker 2 (15:25):
Okay, so good question Honest, honest
experience.
Experience of working with thefamily is super fun because,
let's say, whatever relationshipI had with my family, we got a
lot closer after working withthem Because you both have, or
as a group you have, a sharedgoal and you start to feel like
you're a powerful team.
(15:46):
We're making this, we're doingthis, we're reaching the goal
together.
Go together, yes.
So that's a bond which you sortof have, which is grows the
relationship in a much, muchmore.
Let's say powerful way, yeahlike if before my brother, I was
like in uni or I was at work, Iwasn't speaking to him every
day right speaking every day,discussing this and this and
(16:07):
this, so you're bothcommunicating.
You're sharing this bond assiblings, yeah, or even as a
mother to daughter bond in a ina much more powerful way, and
you feel like you can conquerthe world, because we're, like
going for a shared goal.
Speaker 1 (16:20):
Let's do this, I love that I think that's like such.
It's like the fastest way toreally bond with your family,
probably to work togetherexactly.
Ultimately, like, what else isgonna force you to daily like?
Speaker 2 (16:31):
yeah, talk you know yeah of course there's like
stressful days where you don'tagree with each other, or but
the best thing to do, or thebest thing I've learned, is just
to set boundaries when we're atwork.
We're at work when we're athome.
We're at home.
We're having dinner.
We don't talk about work.
Speaker 1 (16:48):
We try to avoid to talk about work really
completely.
Speaker 2 (16:50):
It's very difficult to follow, I won't.
I won't deny it's verydifficult to follow.
I won't deny it's verydifficult to follow because
you're just you.
You can't hold yourself atdinner like I need to check this
.
This, let's do this, let'slet's discuss this, it's only
from excitement, you know what Imean, uh, or or passion for the
, for the actual, like, yes,deliverables, but at the same
time, once you do establish thatboundary, it's, it's much more,
(17:12):
it's a much more healthyrelationship, because, I can
imagine I'm off.
Speaker 1 (17:15):
So like you effectively, like you really
place those boundaries and youtry to follow them, like that's
the best case scenario exactly,yeah okay, but uh, I think you
guys are a great team.
Like, we have to get uh kareemon the podcast, so we'll put
that out there.
Speaker 2 (17:28):
Yeah, he needs to come.
Speaker 1 (17:30):
Okay, guys.
So you moved to Cairo and,after being the country manager
in Dubai for Seven Fortunes, youfound this incredible concept
that you had, but from what Iunderstood, it was something
else.
And then it became Matter and Iwant you to take us through
this.
But essentially, right now youhave Matter, which is a
(17:52):
postmodern matcha concept, andit has one of the coolest matcha
menus, if not definitelydefinitely the most creative
I've seen in a while, and I'mlike a matcha fanatic, like I
will go to every city of Gaddafiand I will try matchas Like
this is me in.
Like London and anywhere, likeI will try all the matchas.
But you have a very, verycurated menu, you have a certain
(18:13):
vibe, the aesthetic is on pointand you started at Golf Central
Mall at Palm Hills.
So can you tell me a bit aboutthe process of founding Matter?
Speaker 2 (18:25):
Okay, it was a whirlwind.
That's for starters.
I mainly did Matter because Iwanted to take something from A
to Z.
I wanted to have this abilityto to take on a challenge where
I'm building something up.
Yes, from A to Z it started off.
I understood, obviously from myexperience that, like branding
(18:46):
is key, branding is key and Istarted off with a really good
company.
Honestly, that did a killerbranding for me.
Definitely the biggest struggle, or how I pinpointed it, is
that you need to research themarket and find out what's the
gap in the market.
When I was researching themarket, I had another intention
(19:13):
or another goal of what was agap in the market and that was
with me.
That intention or that goal waswith me for a couple of like
months and after a couple ofmonths, I saw a shift in the
market, or I discovered or Ilearned more about the market of
Egypt and I killed that goalcompletely.
You shifted.
Speaker 1 (19:27):
You took a risk, basically like as you always do,
like you literally were likegoing in a certain direction.
I remember what you told mewhen we were having coffee.
You're like I saw that matchais the thing now, it's the
future, it's like whateveryone's obsessed with.
And come in there.
There really aren't many goodmatcha options in Cairo.
Speaker 2 (19:46):
Let's be honest with ourselves as like as someone who
is a proper client yeah, Um, soyou saw that and you were like
this is what I need to do.
Yeah, I saw that matcha was upand coming as the new caffeine
kick, for an example, orcaffeine dose.
Uh, that you, that our peakconsumers are going for globally
, yes, and especially in egypt,very much so, yes, uh.
(20:10):
So I myself experienced it.
I experienced the fact that,yes, the matcha is a nice
caffeine alternative to coffeeand it's nice and smooth.
The effect that it has on you,as, after you, after you consume
, it is nice and smooth incomparison to coffee.
I don't deny that coffee has agood caffeine kick too.
Speaker 1 (20:28):
It's pretty strong.
Speaker 2 (20:30):
However, matcha is that new up-and-coming caffeine
yes, caffeine kick.
So that's why I shifted.
I did this like immediatematcha.
Matcha concept, goal exactlyand concept, so we can bring it.
And how can we bring it?
How can we make it unique?
How can we get the best qualityand and make it accessible to
the market?
Speaker 1 (20:50):
okay, tell me more.
Basically, I want to know whatmakes matter different because,
honestly, look, I love coffee, Ilove coffee, but now I'm like
31 and coffee is really givingme jitters, like I'm not kidding
.
This is really weird thing thathappened to me when I turned 30
.
A lot of things I used to love,suddenly they're just not
working anymore.
I don't know what's wrong, butI think it's my body just
(21:12):
changing, I see.
So I tried matcha.
I tried, I tried differentthings and I found that the
matcha though the thing aboutmatcha is okay, coffee can pass,
okay, matcha cannot, no way.
Speaker 2 (21:27):
Exactly.
Speaker 1 (21:28):
This is it.
So what makes matter, like,tell me a bit about, like, the
quality of the matcha and all ofthis?
Speaker 2 (21:35):
So the quality of our matcha it's sourced directly
from Japan.
Because of my connections thatI have with most of the farmers
that I deal with when it comesto coffee, I've also managed to
reach to Japan and be able tofind those.
So matcha is completelydifferent than coffee.
Coffee you're dealing with afarmer directly, for an example,
or a couple of farms, and theysource the coffee.
But with matcha you have anorganization that has a milling
(21:58):
factory, for an example, thatmills the matcha and they own a
couple of farms that grow matcha.
Speaker 1 (22:04):
Oh, okay.
Speaker 2 (22:05):
It works in that sense.
So it took me a while.
I managed to find that goodmilling factory and those good
farms that are delivering goodquality matches, which we call
ceremonial, ceremonial,ceremonial grade, exactly.
Yes, I finished that, signedthe deals, all the contracts,
etc.
Let's bring it, uh, let's shipit to to Egypt, yeah, but what
(22:25):
makes matter unique is the factthat, yes, I'm trying to
highlight matcha as the newcaffeine alternative, but at the
same time, if you notice, theslogan is called postmodern
matcha.
Speaker 1 (22:38):
I love the slogan.
I love the slogan and thebranding.
Thank you, it's so cool Guys,you have to check it.
Bright green purple, reallybold, Like you.
Really went out of the box withthis one To give it the macho
vibe, but no, post-modern has ameaning.
Speaker 2 (22:57):
Tell me, um, we want to, or I prefer to, I, I would
like to.
When I, when I say post-modernis, I want to emphasize on the
fact that I'm trying to targetthe the future.
By post-modern is, we're goingbeyond what you usually have as
an experience currently.
Yes, by postmodern I'mincorporating a lot of different
(23:20):
innovation Innovation is theright word A lot of innovative
approaches so that you, as aconsumer, can feel like you're
actually getting a little bitextra than what you get as a
modern day Right.
So by innovation, I mean mobileapplication.
I mean, can we cut that out,because mobile is not yet out?
Speaker 1 (23:40):
Okay, we can cut that out.
Speaker 2 (23:41):
Yeah, by innovation I mean high-end machines.
These high-end machines more orless take away from the staff's
effort and automizes theprocess of actually having your,
your matcha or your or your cupof coffee, which allows the
staff to communicate with you asa consumer and educate you.
Speaker 1 (24:01):
yes, which I believe is something as a gap in the
market I think it's so important, like I think, if the staff can
help me find my order, come in.
Your menu is very creative.
You have, like I don't know,you have the dirty matcha yeah,
which is interesting withinespresso shot.
So that's like a matcha coffee.
Not a lot of people know thatit's a really good one and you
have like the pure matcha, whichis called.
(24:23):
I love the name of it littlematcha on the menu and you have
flavors, come in.
Yes, exactly, so you introduceto to all.
Speaker 2 (24:32):
I always believe, when it comes to consumer, it's
always good so that you cancustomize the best.
Whatever coffee, matcha, etc.
Is the one you enjoy the most.
So when it's not about everyonehas an acquired taste.
It's not about what's thehighest quality that's going to
get you to purchase.
It's what you, as newer, whatyou enjoy.
So, when you can customize asmuch as you want, that's that's.
(24:54):
That's a perfect.
So I brought this hot.
I bought this menu.
It's specialized, it's not yetcustomizable, but it's
specialized for you as nor youcan discover that how the
different mixes match withmatcha pistachio match matches
really good with matcha.
Strawberry matches really good,matcha.
Many flavors, flavors could goahead with matcha and if you're
the type of person that likesyour matcha, as is, we have it
(25:17):
done the ceremonial way withwater.
Speaker 1 (25:19):
Yes, and you can enjoy it With just water.
I love that.
Okay, so what's your order?
Speaker 2 (25:25):
My order in matter.
Yes, I always get the dirtymatcha.
Speaker 1 (25:29):
No way, it's the best of both worlds.
Speaker 2 (25:30):
Yes, oh my God, coffee and matcha, coffee and
matcha.
And the coffee balances out thematcha.
Speaker 1 (25:36):
So the dirty matcha, okay Interesting, I'm gonna.
I'm gonna get it next time.
I always now get the little.
Speaker 2 (25:41):
The coconut matcha.
Speaker 1 (25:42):
Just the coconut as well.
I love the coconut one.
I um.
And what's your coffee order?
Speaker 2 (25:54):
just in general, my coffee order depends on the
season.
Okay, winter, now we're inwinter.
Yeah, flat white, really, yes,I love.
That's why I always emphasizethe best coffee is the one you
enjoy the most interesting.
I enjoy a flat white, okay,even though I have all these
like titles which wouldemphasize that I should enjoy a
filter coffee.
Yeah, I do enjoy an espressoevery now and then, but I enjoy
a filter coffee.
Yeah, I do enjoy an espressoevery now and then, but I enjoy
a flat white.
I like my milk frothed well,and I like the balance between
(26:17):
an espresso and a milk.
Speaker 1 (26:19):
I love that, okay cool.
Yeah, that's actuallyinteresting.
I would have thought you saidlike a I don't know espresso
americano or something like that.
So what's the biggest challengeyou faced in Cairo, coming from
Dubai because this is reallylike an interesting turn of
events dream um and also really,really um again a very, very
entrepreneurial move in buildingthe matter container that's now
(26:43):
at Golf Central, because rightnow it's sort of like more part
of the trucks area, which isactually a very cool area.
Um, what's the biggestchallenge you faced?
Speaker 2 (26:52):
honestly, I faced uh, the biggest challenge was
managing staff.
That was one of the the biggestchallenges.
Of course, I come from abackground where I've managed
stuff for quite a few years,yeah, but, let's say, the
caliber or the type of staffthat you're dealing with in
Egypt is completely different,because Dubai you have a lot of
expats, yes, so they're there toon a target, to to achieve
(27:15):
something, versus here you'remore or less dealing with
Egyptians who are born andraised in Egypt.
So managing staff was one of thedifficult things.
Not necessarily, as in,managing staff here is extremely
difficult or we have a problemin Egypt.
It's not that.
It's about being able to adjustmyself right to the the staff
(27:35):
that I'm dealing with andlearning how the best way, best,
let's say, approach, is withthem, from, from many.
So I have marketing who are,let's say, fresh grads, yes, who
might not have been exposed ormight not have studied abroad
for an example.
So they're very into the cultureof Egypt.
(27:58):
So you have to more or lessknow how to approach them in the
right way.
Or to even other staff whichare, let's say, currently in uni
dealing with you on a freelancebasis, how to approach them in
the appropriate way so that yougive them flexibility and, at
the same time, encourage them todeliver.
This is the challenge.
Two, also dealing with baristasand staff here, for an example,
(28:21):
how to approach them, how tocontinuously motivate them, how
to make a program for them sothat they can always feel like
they're growing.
Yes, I think it's interesting.
Speaker 1 (28:30):
You actually made a really good point where, like in
dubai, it's differentforeigners versus dealing with
people here in egypt.
Exactly, and come in what hasbeen the biggest challenge
moving from dubai and working indubai to working in cairo,
because it's two differentcities, like guys, let's be real
completely different landscapesdefinitely completely different
cities, like, let's say, in dub, in the roastery we had like 10
(28:53):
employees on tops versus here Ineed 10 employees for like a
five into 2.5 meter, you knowwhat I mean.
Speaker 2 (29:01):
So the effectiveness or the speed, more or less,
let's say, the ability toachieve the KPIs in Dubai is
much easier than Egypt, right?
What I suffered the most islanguage barrier.
Yes, I'm not that good with myArabic.
(29:22):
Let's say, I need to improve myArabic.
So this language barrier causeda gap between me and the staff
Right In terms of understanding,so we had a lot of
miscommunications at thebeginning.
I'm pretty good with my arabicnow.
I've learned a lot and they'repretty good with their english
in six months, yeah it's been aswap.
They've taught me and I'vetaught them.
Speaker 1 (29:42):
I love that.
I think this is a really goodpoint and it's something I want
to talk about because, sinceyou're a gulfie kid, just like
me, we grew up not in cairo, uh,but you also grew up in you
know, you lived a bit inSwitzerland, you lived in Dubai,
I lived in Jeddah.
Um, so what is, for you, likethe biggest pro and con of
having kind of like grew up,grown up outside your country
(30:04):
and then bringing somethingdifferent to it?
I think language taban languageis the biggest one like
language for me to this day,arabic is good 100% it's also
the exposure in Dubai.
Speaker 2 (30:21):
We've seen Dubai grow at such a fast pace, where
innovation was the forefront.
You got to see a lot of changes.
You got to see a lot ofinnovations.
You got to see a lot oftechnology which you learn or
you're exposed to.
However, bringing that backinto egypt, where you don't have
a lot of exposure or noteveryone is exposed if they
(30:44):
don't travel abroad is the mostdifficult part.
It's applying exactly executingand applying it yeah, is is is
the hardest part, because you'retrying to bring in something
that's futuristic or somethingthat's innovative, but you also
need to educate not only thestaff.
You need to educate theconsumer most importantly.
So I'm bringing matcha forward,but you have a lot of consumers
(31:04):
that don't enjoy matcha.
But a lot of customers havecome to me and they say you know
, I've heard've heard about thisplace, but I don't like matcha.
And I'm just like I'm takingthis challenge, I'm converting
you, but tell me and I caneasily do it in the sense where
I start to ask them what do youenjoy?
Do you enjoy pistachio?
Do you enjoy strawberry?
How do you usually like todrink your beverage, for example
(31:28):
?
Speaker 1 (31:36):
And I start to direct them into what is a good choice
for them, and then they startto they enjoy the matcha.
So it's a challenge indeed,like, let me tell you, like, for
example, with you, with matcha,it's, it's definitely a
challenge.
Like, and, and I think thatthere are certain consumer where
, for them, this is like thedream to find that perfect
matcha place.
That's aesthetic and like youknow it really.
Um, it hits all the ticks, allthe boxes, like I can take an
instagram photo.
I can have a good matcha.
No, no, no, no.
Um, okay, so what's your dreamlike customer, at matter, like
(32:03):
your ideal one?
Speaker 2 (32:05):
my ideal customer, honestly, are the gen z's?
Yeah, that uhs that like excess.
How do I explain it?
Are the Gen Zs that wantconvenience?
Yes, those are my targetaudience.
I want to be able to havequality and speed at matter so I
(32:26):
can deliver a good qualityproduct at a fast rate and grow
quickly.
Yeah, so I'm looking for thenew generation Gen Zs that like
technology, that wantaccessibility and want
convenience.
When I do find that targetaudience, for an example that
allows me to grow at a higherrate, I can open a lot of
(32:49):
branches faster because I haveinnovation at the forefront and
I can easily take this businessmodel and and multiply it and I
have the consumer for it thatwant this, this, this what I
mean by.
By convenience.
I mean let's use technology.
Why do we have to?
We can have this interactionbetween consumer to staff, but
(33:11):
let's keep the interactionbetween consumer to staff on an
educational level, where Ieducate you on what you're
drinking rather than take yourorder.
Do you want oat milk?
Do you want it with coconutmilk, et cetera.
You can have that aside in amore innovative approach where
you can customize as you wantand pick if you want coconut
milk and you know what you, whatyour order is, and we save you
(33:33):
that 10 minutes of you trying tomake an order and we educate
you instead.
Speaker 1 (33:38):
You know what I mean, so I love that and I think
you're doing a great job withthat like.
And last, when I went to amatter without you come in, okay
, so like, the staff was likesuggesting new things,
everything like that, and Ithink it's a really cool.
Uh, it's a really cool thing,okay.
So what's been the reception sofar?
Speaker 2 (33:54):
exciting yeah, honestly, yeah.
So I feel like tiktok is the isthe is the winner here because
a lot of people came uh based ontiktok uh.
Speaker 1 (34:05):
We posted a few videos and we found out and
pilates, let's be, yeah, thepilates community and the TikTok
community exactly the wholePilates community is our matter
and new geezers all our matter.
Speaker 2 (34:15):
For an example.
Speaker 1 (34:16):
Exactly that's amazing.
So what sucks for you Now thatyou're the founder of Matter?
Speaker 2 (34:23):
What's next for me?
I'm in between whether openinga branch in Dubai or in Egypt.
I have to take this decision.
Okay, because obviously there'san investment or financial
commitments.
So I need to actually pin itdown and make a decision.
Does Reem want to open a branchin Egypt or Dubai?
That's a big one Most likelyit's going to be Egypt.
Speaker 1 (34:44):
Most likely.
Speaker 2 (34:45):
Egypt.
Yeah, yeah, nice.
I see a lot of potential inthis market.
It's a good, growing market.
People are very flexible tolearn and discover new, new, new
items and drinks, which is avery positive experience.
So far.
I've been open only for a monthand I'm getting a lot of good
feedback from consumers and alsoconstructive feedback.
Yeah, so people are coming tolearn.
(35:05):
Even though it's to, to try,even though it's it's in golf
central and it's not yet like afull-on branch, people are
coming all the way to walk andand and give this match a try.
So I like this, this how do Iexplain it?
Like the ability that peoplewant to actually come and
explore something.
Speaker 1 (35:22):
There's a lot of curiosity for sure.
Okay, so now I want to get into.
You are a founder of a brand.
Now You're very busy.
You moved to a new city.
What is your evening routineLike?
How do you stay grounded at theend of the day after all the
things you have to do?
Speaker 2 (35:40):
Honestly, the best way for me to stay grounded in
an evening is to see friendsReally.
Speaker 1 (35:44):
Yes.
Speaker 2 (35:45):
No way I end up Socializing, socializing,
because I end up I don't knowanymore what the difference
between the weekend and theweekday is.
Fair Weekends come and Come andgo.
Exactly Previously, let's sayfive years ago, weekends were
like yes, it's Thursday.
I'm looking forward to this.
So whenever I I never have thechance to sit with friends I
(36:08):
never have the time usually to,to, to commit, to be zen.
So I feel like I want toprioritize that with friends
most of the time.
When you're, I like tosocialize, I like to, to, to be
or connect, connect with, with,with, with friends.
So I do enjoy in the evening tosit with friends, have that
nice deep conversation.
Speaker 1 (36:28):
Amazing.
Speaker 2 (36:29):
And that's it.
Speaker 1 (36:30):
I love that.
Okay, so we have a tradition onthis podcast.
My last question is since it'scalled Curated by Nour, I want a
Curated by Reem.
So I want you to share with us,like life hacks, food.
Speaker 2 (36:46):
Okay, life hacks Definitely take the risk.
If you ever are at a situationwhere you feel like you want to
do something or create something, whether it's a hobby, a new
hobby, whether it's a new,definitely I always encourage
take the jump.
A lot of people have differentadvices, comparison to me, but I
like, encourage, take the jump.
A lot of people have differentadvices, comparison to me, but I
I like to take the jump and Ibelieve in taking the jump, like
(37:08):
jump and things will, will getinto place and and and inshallah
, it will be a very successfulhobby, or or, or business, or,
or whichever.
So that's one definitely.
Traveling and traveling tounique places, like I traveled
to Peru once, which was a verydifferent experience.
(37:28):
It was like a really long flight, but I really discovered a lot
of stuff.
You discover a lot from cuisine.
It was cuisine which I hadnever tasted before, even though
I lived in Dubai and you'reexposed, but I had tasted this
cuisine before, I didn't know itwas Peruvian.
So I get to understand thisPeruvian cuisine.
You get to see differentcultures and it's a nice, uh how
(37:52):
to say break.
Yeah, because you start toappreciate life.
You start to discover differentways, how people are living,
which is completely differentthan what, than what we've been
surrounded by or what, whateverwe are used to.
Uh, traveling, uh, keep intouch with friends.
Speaker 1 (38:02):
Super important, that's a good one.
Like that's, I feel, somethingthat people forget a lot.
Speaker 2 (38:07):
Like you have to put in the effort exactly yeah,
friendships can really lose outor it can really die out in the
middle keep in touch exactly anyproduct, anything specific
other than matcha coz, we know,and coffee.
That are life hacks, obviouslyso life hacks is lip gloss or
lipstick okay, so which gloss doyou use?
(38:29):
Actually I love your lipsticktoday what is it?
I don't even know the outsideof like a, and I'm the type
which match.
I have no idea.
Speaker 1 (38:40):
It's in my purse, okay so gloss and lipstick, what
do you always have in yourpurse?
Where's your purse, guys?
Can you get it for me?
What do you have in your purse?
Speaker 2 (38:48):
I have sales of the shop.
I have a headband.
Speaker 1 (38:53):
It's crunchy change.
Speaker 2 (38:54):
Love it literally and lipstick okay, that's all I
like, very simple.
And medication, so health, okay, that's perfect, amazing.
Speaker 1 (39:05):
We got.
That's a wrap for the matchaqueen.
You're good.
Thank you so much.
Yeah, thank you, I loved it.
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