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Monsoon Accessorize to continue trust support in Afghanistan

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On this episode of Talking Shop I’m joined by Alain Bejjani—former Group CEO of Middle East retail giant Majid Al Futtaim, and author of the definitive new book, NEXT: Leading Through the New Realities. Drawing on his childhood in war-torn Beirut, and his experience steering a $9.5bn dollar retail and lifestyle empire through a global pandemic, Alain brings an unmatched perspective on leadership under pressure. Today, we break down his crisis survival playbook for retailers operating in distress. We discuss why resilience must always outpace efficiency, the four assets a brand must protect at all costs, and how to turn macro-turmoil into a long-term direction that scales.

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Monsoon Accessorize has confirmed that the Monsoon Accessorize Trust will continue to support education projects and communities in Afghanistan following the Taliban’s takeover of the country this past week. 

The trust has been supporting women and children’s education projects in Kabul for over 20 years, most recently committing to fund a school for children in Bamiyan where there is a large carpet weaver community.

Both the company and the trust reportedly have a history of working with handicrafts from Afghanistan since 1976.

Since then, the trust has partnered with Turquoise Mountain in Kabul and Bamiyan, a charity founded by HRH the Prince of Wales, most recently to support two schools. 

Previously, the trust funded Christian Aid to help rebuild silk cultivation by working with women’s groups in Herat, providing them with silkworms and training on silk production. This reportedly enabled local women to earn an income and “have a stronger voice in their communities”. 

In a statement, the group said: “Recent events have made our commitment to our current project, supporting the education for over one hundred children and young people, even greater. 

“Our project involves children of both genders up to the age of 12. At this time, more than any, they need our full support and we are investigating how to continue to provide the financial support and so continue their education and a respite from the current turmoil.”

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