After almost two decades in the luxury industry, Evgeniya Leshkova, Senior Vice President of Fashion and Jewellery at Chalhoub Group, is helping shape a more personal, locally relevant, and human vision of luxury in the Middle East.

Evgeniya Leshkova’s career has taken her across Russia, the United Kingdom, Eastern Europe, and the Middle East. From early leadership positions at Swarovski and the LEGO Group to almost two decades at Louis Vuitton, where her roles included General Manager for Eastern Europe and Retail Director for the Middle East, she has built her reputation through international experience and an instinctive understanding of people. Today, as the Vice President of Fashion and Jewellery at Chalhoub Group, she leads joint venture operations and helps guide the growth of luxury fashion brands across the region.

When Leshkova joined Chalhoub Group after Louis Vuitton, the move marked a defining shift in her career and life. “It was probably the most significant professional leap of my career,” she shares. “When you build your journey within one organisation, it becomes part of who you are. You still find yourself saying ‘we’ even after they’ve become ‘them’.”

That leap brought Leshkova into one of the companies most closely associated with the development of luxury in the Middle East. Founded in 1955 with the opening of a Christofle boutique in Damascus, Chalhoub Group has spent seven decades helping international Maisons establish and grow their regional presence. The company’s portfolio now spans more than 450 international brands and over 960 stores. In 2025, women held 46 per cent of its leadership positions.

“Joining Chalhoub Group meant stepping into an entirely new environment – letting go of familiarity, building new relationships, and embracing a fresh learning curve,” Leshkova says. “What made this transition especially meaningful was discovering a culture that truly prioritises people. The idea that leadership is about serving others, rather than being served, deeply resonates with me.”

Leshkova’s understanding of regional clients is something that sets her apart. “The biggest misconception is that luxury here is primarily about status,” she reveals. “Of course, prestige matters everywhere, but what truly surprised me was the depth of relationships behind purchasing decisions.”

In this market, she explains, knowledge and emotion coexist. “In the Middle East, luxury is deeply personal. Clients are incredibly knowledgeable, and they value trust, discretion, and genuine human connection above all else,” Leshkova notes. “A purchase is rarely just about owning something beautiful – it is about celebrating milestones, honouring family traditions, and creating memories that last for generations.”

Leshkova also acknowledges the importance of younger consumers today, especially how they are redefining the way in which they discover luxury. “The new generation doesn’t separate digital from physical. They travel extensively, follow global trends in real time, and engage with brands seamlessly across multiple channels,” she elaborates. “Their first discovery often happens online, but they expect a truly meaningful and highly personalised experience once they enter a boutique. I often tell my teams that clients may forget a product, but they rarely forget how someone made them feel.”

That same evolution is changing the balance of influence between the GCC and the established capitals of luxury. Chalhoub Group has long acted as a bridge between international houses and regional consumers, but the next phase is increasingly collaborative, shaped by local designers, entrepreneurs, artists, and cultural institutions.

“What excites me most is that the region is no longer simply consuming luxury – it is helping shape it,” the Fashion and Jewellery Vice President says. “I believe this region will play an increasingly influential role in defining the future of luxury, not only commercially, but culturally.”

Leading in such a varied market has also challenged her to rethink communication. “It taught me that leadership begins with listening, and I wasn’t particularly good at it at the beginning of my career!” Leshkova reveals, adding that she now sees flexibility and versatility as essential. “Respect, transparency, and trust are universal, but the way you communicate them should always adapt to the people you’re leading.”

“In the Middle East, luxury is deeply personal. Clients are incredibly knowledgeable, and they value trust, discretion, and genuine human connection above all else.”

As a woman, a senior executive, and a mother, Leshkova has spoken candidly about finding the right balance. Earlier in her career, longer hours and constant availability appeared synonymous with commitment. Experience changed that view. “Over time, I discovered mindfulness and realised that sustainable high performance requires energy, perspective and balance,” she says.

“Today, I consciously protect time for my family and time for myself because both make me a better leader.” “I also believe strongly in supporting other women,” Leshkova adds. “Throughout my career, I was fortunate to have mentors who believed in me, and whenever I can, I try to do the same for others.”

This, to her, represents a practical form of leadership, measured in the people developed around her. What Leshkova still wants to achieve is therefore less about a particular title than the influence she can leave behind.

“It’s about creating impact, developing people, being present for my family, and remaining true to my values,” she says. “I’ve learned that success isn’t about doing everything – it’s about being intentional with your time and fully present wherever you are.”

“The idea that leadership is about serving others, rather than being served, deeply resonates with me.”