I still remember my first encounter with Myriam Benaroya back in 2010, when she was at the helm of Hermès Middle East as Head of Communications and Marketing. There was an instant chemistry a quiet understanding and a mutual respect for the world of true luxury, where storytelling and substance coexist. Even then, Myriam carried that rare presence: calm yet powerful, elegant yet curious, with an energy that could effortlessly bridge tradition and modernity.

Today, that same energy continues to define her only it has evolved into something even more expansive. As founder of Meems, head of brand affairs and marketing partner at Cloudset, and now an emerging force in the world of art, Myriam Benaroya stands at the crossroads of creativity, consciousness, and cultural dialogue.

In a world where the rhythm of fashion is accelerating, attention is turning to a new concept of well-being one that moves beyond ownership to embrace access, participation, and constant renewal. Through Cloudset, the platform she helped shape alongside founder and CEO Amina Musaeva, Myriam is helping redefine the very architecture of fashion. It’s a space that invites women not merely to consume, but to participate to co-create, express, and evolve.

“Luxury today is not about possession, it’s about emotion how something makes you feel, how it connects to your story.”

With Cloudset, Myriam has become a quiet revolutionary in the Gulf’s creative landscape championing a shared, circular, and personalised experience that mirrors the rhythm of modern womanhood. It’s no longer about owning endless wardrobes but about curating timeless experiences, connecting through taste, and expressing identity through conscious choice.

Her journey from the refined ateliers of Hermès to the innovative digital realm of Cloudset reflects her ability to adapt, reinvent, and inspire. Yet her latest venture her move into the world of art feels almost inevitable. Art, for Myriam, is not a departure from fashion but a continuation of her dialogue with beauty and meaning. It is, in her own words, “a way to slow down the noise and listen to the essence of what we are trying to express.”

Her work delves into the space between emotion and structure, exploring rhythm, reflection, and the feminine form as sources of quiet power. Just as she has done with brands, she now seeks to build emotional bridges through colour, texture, and form her medium simply changed, her message more profound.

“Art asks you to pause, It doesn’t demand attention; it invites it. It’s not about perfection, it’s about presence.”

As she steps further into this artistic chapter, Myriam continues to embody a new kind of modern luxury one that thrives on connection, consciousness, and creative courage. Whether in the boardroom, the atelier, or the studio, her work whispers the same truth: real luxury is an inner language, one that speaks through grace, thought, and timeless intention.

Your Journey & Philosophy

Hermès years, how did they shape your view of luxury?
Hermès taught me that luxury is discipline before it is desire. It’s the patience to do one thing exquisitely, reveal it thoughtfully, and stand by it when the trend moves on. That lens still guides me: fewer things, deeper meaning, and respect for the hands, time, and stories behind each piece. In the Gulf, I saw those codes meet hospitality, craft elevated by generosity. That fusion still inspires my work.

Fashion, branding, art: what connects these worlds for you?
Story, stewardship, and systems. Fashion gave me the language of form, branding gave me clarity of promise, and art gives me permanence. All three ask the same question: how do we hold culture with care and make it legible to others?

Define “conscious luxury” today.
Conscious luxury is intention with accountability. Buy less, choose better, circulate longer. Measure the impact, not the hype. If an object can live multiple lives; owned, rented, repaired, resold then it belongs to the future.

On Cloudset & Redefining Fashion

“Participation not possession” what inspired Cloudset?
Two truths: most wardrobes are under-worn, and most women want more freedom than ownership gives. Cloudset turns fashion into a service, access over accumulation. So personal style can evolve without the environmental and financial drag of excess.

How are Gulf women shaping the next chapter?
With decisiveness. Gulf women are digital natives with intergenerational roots; they move fast, but they honor craft. They’re writing a new brief: luxurious yet responsible, statement yet sustainable, local pride with global standards.

How has digital access changed a woman’s bond with her wardrobe?
Access makes style more fluid and less final. The wardrobe becomes a living library curated for moments, not fixed identities. Emotion shifts from owning forever to choosing well, again and again.

Your New Journey

Entering the world of art how did this begin, and how are you navigating it?
It began with curation standing between artists and audiences and grew into making. I navigate it like I do business: with structure, collaboration, and respect for materials and meaning. I’m learning publicly and deliberately; that’s part of the work.

Does your art carry the Cloudset philosophy of renewal and mindfulness?
Yes. Renewal shows up as modularity, repairability, and pieces meant to be re-staged in new contexts. Mindfulness is in material choices and in slowing the viewer down inviting attention, not noise.

What emotions do you hope to evoke?
Quiet recognition. A sense of being held by texture, rhythm, and memory. If someone walks away breathing a little deeper, I’ve done enough.

The Legacy & Vision Ahead

Who or what continues to inspire you?
Makers with long horizons artisans, mothers, gardeners, architects. People who build legacies stitch by stitch, season by season.

What is your vision for Meems?
Meems is a bridge where culture, commerce, and creativity move both ways. Practically: represent artists and collectible design in the region, curate meaningful commissions with hospitality and developers, and advise brands to scale with integrity. If it doesn’t add cultural value and real outcomes, we don’t do it.

Your message to creatives redefining luxury in the region.
Hold your standard. Be generous with process and strict with quality. Price for longevity, design for circularity, and document your impact. The region is listening bring your best work, not just your newest.