interview with amina itchir

For Issue 005, we spoke with Amina Itchir, entrepreneur and matchmaker extraordinaire for the elite. From a total career change to unique challenges within her industry, we learn about what drives Amina and her secrets to success.

‍

Where does your ambition come from?

Probably from a previous lifetime! Joke aside, I have been ambitious for as long as I can remember. I have always dreamed big and I enjoy challenging myself by setting bigger goals as I grow and evolve.

‍

After a background in oil trading and finance, you decided to launch your own exclusive matchmaking agency, Hera-Elite. What made you decide to make a career change?

I think I just needed to do my own thing, create something and grow it! I loved my career in the City. But something was missing and I felt that I needed a much bigger challenge. I was just waiting for the right idea to leave the industry. I had plenty of ideas that did not convince me enough to make the jump, until I realised how the dating industry needs more exclusive and bespoke services. I knew straight away that this would be it and went for it.

‍

What's a challenge you face in the matchmaking industry that others might not come across in other industries?

Having the responsibility of someone’s private life is very sensitive. With that goes hiring and training matchmakers to deal with member’s emotions and experiences. Not everyone can do that, particularly in the high-end sphere.

‍

Throughout your career, what challenges have you faced as a female entrepreneur, and what advice would you give to other females facing the same?

The challenges were not because I am a woman but rather because I was a first time entrepreneur. I think the biggest challenge is reorganising one’s life. I had to drastically change my lifestyle and priorities; frankly I wasn’t prepared for that change at all. However I had to adapt very quickly. What I found particularly frustrating is that people do not understand the journey we go through. Most people think that because you have your own business, you can do whatever you want, or take as much time off as you wish.. which doesn’t really happen before a while.. if ever. 
Now, if I have to advise female entrepreneurs who feel the pressure of being a woman, I would encourage them to surround themselves with like-minded friends and associates to have a healthy lifestyle, encourage them to be themselves and to focus on their goals.

‍

Hera-elite has grown to be an award winning agency. In a world full of online dating apps and websites, what does it take to be successful in a matchmaking agency?

I believe 3 factors are key to succeeding in this business: Understanding our members and their diverse criteria. Being flexible when needed and open minded to new ideas. Caring far more about quality than quantity, and I think this makes us rather unique in this industry.

‍

How has your dating agency navigated through the pandemic, and what services have you been offering for your members?


It has been challenging, I won’t lie, but we gave our members extensive flexibility.  We offer an annual membership, so some people were happy to still date virtually or to still have phone conversations. Members were also given the option to pause their membership and resume it again when restrictions were lifted. We spent a lot of time supporting our members emotionally and reassuring them that their dating lives would go back to normal as soon as they could.

‍

Who is your hero and why?

Oprah would certainly be one of my heroes. I admire her resilience, the way she is able to communicate her message to the world and impact so many people positively through her work. Her life was certainly not easy, yet she was able to go through massive obstacles and succeed. I truly admire that and find her very inspiring.

‍

What's the single best piece of advice you have ever received?

‘’Listen to the opinion that makes you cry and question yourself, rather than the opinion that makes you smile and keeps you in your comfort zone.’’

‍

If you were handed a microphone and the whole world was listening, what would you say?

I would want to transmit a message of love and courage to start with. Love yourself, love your neighbour, live your life, don’t be afraid to take risks. Make mistakes, mind your own business and do what makes you vibrate. Set goals, follow your dreams, create new dreams. I would encourage the younger generations to be brave and independent. And I would remind the older crowd that it is never too late to live your life at its full potential, by recreating yourself, by taking care of yourself and always looking for ways to improve your life no matter your age.

‍

Where will Amina Itchir’s ambition take her next?

After running Hera-elite for 3 years, I have decided to evolve the agency and transition it into a more digital service. This idea was born during the pandemic and several lockdowns. We also had a strong demand from our members. We decided to restructure the agency and provide singletons with a very unique digital high-end service the dating industry has been missing.