Marking the brand's 45th anniversary in 2024, Sheike interim general manager Marie Ektoras recalls her growth within the fashion brand in this Q&A with Ragtrader.
You entered Sheike nearly 25 years ago. Was it always the plan to be part of it?
My father [George Lazaridis] built the business from the ground up, so I was always surrounded by the brand from a very young age. From the early days, my deep interest in fashion and business aligned with the vision my father had for the brand. Over the years I’ve grown with the company, taking on various roles. It became clear that this was where I wanted to make an impact. I’m so grateful to contribute to a family-run business that holds such personal significance to me.
Can you share some of your key early milestones and how you grew with the brand?
One of my key milestones was stepping into a role within product development. I worked closely with our team to introduce new collections that resonated with our customers. Seeing those collections succeed was a defining moment for me, as it showed the potential of what Sheike could achieve. Looking back, this moment laid the groundwork for the strong dynamic company we are today.
Can you share any key learnings or insights during your growth?
My father laid a strong foundation for the brand, and understanding and respecting that legacy has been crucial in guiding my decisions. At the same time, I’ve learnt that growth requires innovation, and there’s a balance between preserving tradition and embracing change. You need to be open to new ideas while still honouring the principles that made the business successful in the first place.
What led you onto the path towards head buyer, a role you've held for many years?
I was always drawn to the product side of the business, and the role of a buyer allowed me to blend my passion for fashion with strategic decision making. From early on, I loved the process of curating collections, staying ahead of trends and understanding what our customers want. Whilst other areas of the business were also important to me, being a buyer gave me the opportunity to influence the very core of our brand’s offering. It felt like a natural fit and I could see the immediate impact my decisions had on both the business and our customers.
I have recently stepped into the role as interim general manager, which has allowed me to guide the company’s overall direction and ensure we continue evolving while staying true to our core values.
After 45 years in business, what are the next key steps ahead Sheike?
Enhancing our connection with customers both instore and online will remain a key focus. It’s about creating a community around the brand and fostering long term loyalty. Staying true to our brand’s DNA while continuously innovating is also essential. We will continue to focus on creating collections that resonate with our customers and reflect our modern sophisticated aesthetic.
We’re proud of our new generation of stores and look forward to continuing to roll out our new concept. Epping and Werribee in Melbourne will also open shortly, with the addition to Burnside in South Australia. We have also been working on evolving our brand image to stay relevant with our audience, working closely with design and marketing to modernise the brand while keeping its essence intact. Stay tuned!