Strategic Retail Visionary & 4x Author bridging the gap between academic research and luxury experience to humanize the future of retail
The Architecture of Experience
Dr. Ghalia Boustani’s fascination with retail was never about the simple act of buying; it was about the pulse of the environment and the stories told within four walls. Growing up in Lebanon during a period marked by civil war, she learned early on that stability is often ephemeral, but resilience is foundational. This early exposure to tension and reinvention forged a unique professional philosophy centered on agility and the courage to reinvent oneself whenever a situation demands it. For Dr. Boustani, retail is a living, breathing ecosystem where functionality must meet emotion to survive.
A Passion Born of Observation
Her journey began with a persistent childhood request to be taken to the mall—not for the toys, but to observe, compare, and analyze the shifting tides of the high street. With parents who supported her unconventional curiosity, she pursued a double major in Advertising and Marketing alongside Fashion Design and Pattern Making, intentionally paving her own path into a field that lacked a formal academic curriculum at the time. This blend of creative design and strategic marketing became the bedrock of her 20-year career, eventually leading to a Doctorate in Business Administration focused on ephemeral retailing.
Mastering the Ephemeral and the Eternal
Dr. Boustani’s professional trajectory has been characterized by a deep-seated belief that retail is most powerful when it is temporary yet impactful. As a four-time book author and a leading global voice on pop-up stores, she has deconstructed the mechanics of brand engagement for everyone from emerging startups to heritage luxury houses. She argues that “luxury did not lose its desirability; instead, it began to be judged through experience coherence, emotional intelligence, and attentiveness to detail.” Her career gained significant momentum in 2005 within the fashion industry, where she moved from managing retail stores to shaping global brand strategies. Today, as an Expert Manager at Univers Retail and founder of the Luxe by Univers Retail Knowledge Center, she curates the insights that help brands navigate complex “phygital” transformations.
Humanizing the Digital Age
A vocal critic of “technology theater,” Dr. Boustani warns against innovation for the sake of spectacle that lacks a human soul. Her work emphasizes that the smartest retail strategy is not found in smart stores, but in “smart humans.” Through over 130 podcast interviews and 30 global conferences, she has championed the idea that brands win when they arm their people with intelligence rather than replacing them with sensors. This human-centric approach is reflected in her reputation as a “thinking partner”—a collaborator who possesses a rare gift for seeing the full potential in an idea and positioning it with clarity and heart.
The Legacy of Awareness
As she looks toward the future, Dr. Boustani remains committed to bridging the gap between academic research and operational reality. Her leadership philosophy is anchored in a quote by Rick Warren that resonates deeply with her: “Humility isn’t denying your strengths; it’s being honest about your weaknesses.” She believes that true leadership—and truly refined luxury—requires the awareness to know where one falls short, as that awareness is what creates growth, trust, and credibility.
Editorial Note
Dr. Ghalia Boustani’s journey serves as a powerful reminder that retail is fundamentally about human connection, powered by intelligent operations. In an era often distracted by the allure of automation, her story inspires leaders to focus on the details others overlook and to remember that the ultimate luxury is an experience of authentic, human-led service. Whether you are navigating your own professional transformation or curious about the future of consumer engagement, her journey offers a masterclass in staying agile while remaining true to one’s core essence.
