But success at this speed is not just serendipitous: If Ms. Al Buaijan brought her interpersonal skills to the banking industry, she brought her banking disciplines to the fashion world: "Our biggest strength is our back office. We designed our software to integrate ERP, CRM and E-Commerce all at once. This allows us to campaign better, and invest in client relations management . Our relationship with our designers and our dedication to promoting them also allows us to filter products for our markets instead of just buying from fairs like everyone else."