Alex Assoune is the founder of Panaprium. Created to provide quality products and influences around the attitude of healthy living, this brand spreads awareness about how smart exercise rejuvenate our body, mind and soul. Based in Berlin, Germany, Panaprium offers comfortable, smooth and elegant yoga clothing, and answers any questions you might have about yoga.
How did you get into the industry?
I have always been an advocate of personal growth. Constantly learning and improving is very important to me. I love bettering myself, as much as sharing what I learned and solving problems in our community. I started practicing yoga in 2015 and it has made me a better person overall. I now want to spread the word about the wonderful benefits of regular yoga practice. Designing ethical yoga clothing was the natural next step for me to make it even more enjoyable.
Any emerging industry trends?
Yoga is becoming very popular, more than ever before. With new desires for health and wellness come new styles to fit various needs and personalities. There is a new movement toward unique, very bright and colorful designs. People are looking to live an authentic life, wearing clothing aligned with who they are. Yoga is a passion, a lifestyle, and having new possibilities to express yourself through fitting apparel is one of the best thing.
Any industry opportunities or challenges?
There is a noticeable increase for meaning and purpose. So many people become more passionate about what they do and want to share with others, for good reasons. There is now an increasing number of yoga teachers and demand for teacher training. Our challenge is to continuously offer solutions that contribute to social good. We want to make an impact in the world helping people reach their dream. That is why we have to focus on delivering dedicated products that are accessible, affordable, while keeping very high quality standards.
Inspiration for the business idea, and your vision for the Business?
Our brand wants to shape the future of healthy living. We have a clear vision, distinct style, specific and very strong set of values. Our goal is to grow our community as much as possible through passion, friendship and fun experiences. We always try to engage with our customers as much as we can. We hope to provide a never ending stream of quality products that people want to share with their friends. As well as many more learning and growth opportunities.
What's next for the Business in the near future?
I am very excited for the next 2 years. We plan multiple new collections with the feedback we are getting from our community. We are very lucky to have requests coming in. We are working towards assembling enough resources to make as many wishes as possible come true. We constantly try to bring something new and unique to the table. We also have plans for many more collaborations with athletes, artists and entrepreneurs in 2018.
Your key initiatives for the success of the Business?
We are proud to offer unique and very different products that appeal to our customers. Working with really talented artists capable of bringing out the best fashion designs has been a key factor to our success. Growing our social media has been as important as it is so powerful to make the community come together.
Your most difficult moment at the Business? (and what did you learn?)
Business should not only be about selling. Focusing on marketing and advertising without cultivating relationships is a big mistake. Authenticity and accessibility are really important to build trust and friendships with our customers. It has to come from a genuine effort of providing value, creating and inspiring. Our dream of a better life is what drives us every morning, and it should always stay about the community.
Ideal experience for a customer/client?
Our customers love to style our products and get their moment of fame. We post their pictures on our website and social media which make them very proud. Not just pictures from professional photo shoots with models. I like to see how they show off their individuality. I am always amazed at how many different personalities are wearing our clothes. We create very versatile products as yoga is for everybody. For people of all ages, body shapes, weight and sizes.
How do you motivate others?
I always try to remember what a company is. A team of great people working together to make the best product possible to satisfy the customers. Creativity and innovation are great tools to motivate and help others reach their full potential. I focus on leading by example. Having something unique and building a community around what you believe in is key.
Career advice to those in your industry?
Having an amazing website is very important. So many orders go through the internet nowadays. The online store is the new storefront. It is equally important to have the best product as to present it in the best light possible. Also try to come up with something unique. Something you can relate to and be passionate about. There are so many difficulties and challenges. If you love what you do, you will always find a way to overcome them.