We’re excited to introduce you to the always interesting and insightful Magda Khalifa. We hope you’ll enjoy our conversation with Magda below.

Appreciate you joining us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

Entering an industry in which one has no knowledge of or experience in is a risk because you do not have any institutional knowledge or familiarity to lean on and there can be a steep learning curve which consumes resources. So while this is what I did, I also see it as an advantage.  It can be an advantage because you approach problems with an objective solution-oriented mindset instead of doing things the way things have always been done. You likely think differently and identify opportunity because you are not bound by groupthink that permeates industry.  Everything in business is a risk, though there are ways to mitigate risk such as having business mentors who guide your growth, knowing your numbers – your graphs and key performance indicators – and focusing on building deep before building wide.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

I am the founder of Triangle Fragrance, the world’s first modern luxury fragrance for men and women. The inspiration for this brand stemmed from a self-help framework, Freedom Triangle®, that I introduced to the world in my memoir, American DREAM. The book chronicles my journey from seeing the 9/11 attacks in New York City to joining the Army and serving in combat in Iraq, to facing health and transition challenges post-war. Shortly after publishing I realized the need for a product that would introduce the spirit of Freedom Triangle to more people, and that is how Triangle Fragrance was born. Each of the unique scents feature its own Collector’s Card. The scents are the vessels to help move people from where they are today to where they want to be in life.

Any advice for growing your clientele? What’s been most effective for you?

The most effective way I have been able to increase customer base for my company has been through live events, where people can experience the scent journey directly with all of their senses. They can touch, feel, and see the luxurious bottles and packaging, smell the entire collection of masterpiece scents, and hear the powerful story behind the brand. People value a person to person connection, and the ability to ask questions from a credible source.  With any business there is limited capacity to how many people you can imprint upon in-person, even if you did events daily.  The next best thing would be to communicate with potential new clientele regularly through social media, interviews, and videos.

We’d love to hear a story of resilience from your journey.

With the exception of its first two months in business, Triangle Fragrance has existed solely under conditions that included a pandemic, forced lockdowns, retail shutdowns, civil unrest, a downturn economy, inflation, and economic uncertainty. Despite all of this, the business has continued to grow and expand its footprint. In two and a half years, it has emerged as a clean beauty leader in the industry, and as a clear choice to customers who value Made in USA luxury.  The point is if you can focus on incremental growth by keeping your foot on the gas pedal, and not let external factors disrupt your operational rhythm, you will weather the hard times and will build momentum. If you truly believe in your products or services your “why” will supersede any pain of the “how”.

Contact Information:

• Contact – Magda Khalifa, Founder
• Website – TriangleFragrance.com
• Social Media – @trianglefragrance
  

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