I first met Chantal Khoueiry, Chief Culture Officer of The Bicester Collection, when I was invited to join the jury for the Unlock Her Future Prize 2025, which focused on South Asia. From that very first encounter, it was evident that Chantal is a leader who views culture not as a corporate formality but as a living force that shapes behaviour, inspires people and defines how a brand shows up in the world.
Her work sits at the intersection of luxury and social impact, two spheres often seen as distant from one another. Under her guidance, The Bicester Collection’s Do Good platform has evolved into a global commitment to championing women and strengthening communities. Chantal speaks with a clarity that comes from purpose and a conviction grounded in experience. In this conversation, she reflects on defining culture, turning values into action and using business as a force for meaningful change.
QAs Chief Culture Officer of The Bicester Collection, how do you define “culture” within a luxury retail brand?
Culture is the heartbeat of an organisation, the way we do things, the choices we make, the behaviours we celebrate, and the feeling people take away after spending time with a brand. At The Bicester Collection, you can sense our culture the moment you arrive in any of our Villages. It lives in the experience of unreasonable hospitality that we want every colleague, guest and brand partner to feel. It is entrepreneurial, solution driven and shaped by the diverse voices across our teams. Our five values, authenticity, critical thinking, innovation, passion and vision, guide how we show up each day. Ultimately, culture only matters if it helps us deliver growth in a way that remains true to our mission of making the lives of others better. Culture is not written. It is lived.
QWhat inspired you to bridge the worlds of luxury and social impact, two spheres that traditionally seem far apart?
Luxury and social impact share far more than people often assume. Both can be forces for good when led with intention, care and humanity. At The Bicester Collection, we believe that doing good is good business, and that experiential luxury and purpose can sit naturally together. That belief is at the heart of our philanthropic programme, DO GOOD. With twelve Villages, millions of guests and hundreds of brand partners, we have both the responsibility and the ability to make a meaningful difference. We use that platform to champion women, protect children and support communities in tangible ways. This is where luxury moves beyond experience and becomes a driver of positive change.
QHow does your role help ensure that The Bicester Collection’s values are reflected not just in the guest experience but also in its global purpose?
My role is to ensure that our mission and values are not things we simply talk about, but things we live each day in every Village. Whether it is how we welcome guests, collaborate with our brands, grow our teams or support our communities, our five values guide how we show up. I work closely with leaders across all twelve Villages to keep this alignment strong and lived. Through our DO GOOD programme, we translate values into action by unlocking futures through our commitments to Charity Partnerships, Advocacy and Innovation. My responsibility is to hold the compass steady so that everything we do, commercially and culturally, stays true to our mission to make the lives of others better.
QCan you share a moment in your career that shaped your belief in business as a force for good?
My belief did not come from one moment. It was shaped by my upbringing. Growing up between cultures, in a family where community, generosity and resilience were woven into everyday life, I learned early that you always show up for others and use what you have to help where you can. When I entered the business world, that perspective came with me. Throughout my career, I have seen how a company’s platform, its people, voice and relationships, can open doors that individuals cannot open alone. When purpose sits at the centre, business becomes a connector. It brings communities together, shapes culture and creates possibilities that change lives. These experiences strengthened my conviction that leadership and responsibility belong together, and that business has a duty to leave the world better than it found it. QHow do you translate corporate purpose into tangible action across twelve Villages and diverse global markets? It begins with one clear mission that guides everything we do, which is to make the lives of others better. Each Village then brings that mission to life in a way that feels authentic to its own community. All twelve Villages share the same purpose, but the actions differ across Europe, China and North America. Local teams partner with charities and organisations who understand the real needs on the ground. That is how purpose becomes tangible, through authenticity and genuine connection rather than a single approach applied everywhere. At the same time, DO GOOD unites the Collection through its commitments to Charity Partnerships, Advocacy and Innovation. Initiatives such as the Unlock Her Future Prize bring all Villages together behind one shared ambition, extending our impact far beyond our physical footprint. This blend of global purpose and local heart makes the work meaningful and sustainable.
QWhat does “doing good” mean in the context of luxury retail?
For The Bicester Collection, doing good means using our platform to elevate people rather than products. Through DO GOOD, we support women and children
through Charity Partnerships, Advocacy and Innovation. It reflects our belief that hospitality can spark opportunity, that commerce can drive progress, and that success must have purpose behind it.
QHow do today’s conscious consumers influence how you design experiences at The Bicester Collection?
Conscious consumers expect authenticity and responsibility. They want to understand the values behind the brands they choose. This influences how we design every experience, from championing emerging designers to showcasing social enterprises, circular fashion and cultural collaboration. People today seek meaning as well as beauty. Purpose enhances the luxury experience.
QWhat role does storytelling play in connecting guests, brands and the communities you support?
Storytelling gives emotion and context to our purpose. When guests hear the stories of the women we support, their challenges, ambitions and achievements, it creates connection and empathy. Storytelling turns impact into something personal, and personal connection inspires participation.
QCan you share an example of a programme under DO GOOD that has made measurable impact?
We see impact daily across our Villages, but two examples reflect the breadth of DO GOOD, supporting women locally and protecting children globally. Our partnership with Smart Works in the UK has transformed thousands of women’s lives. Each year, we host a dedicated pop up at Bicester Village to raise vital funds and share their mission. Through styling, coaching and interview preparation, they help women step back into employment with confidence. The results are clear, jobs secured, financial independence and renewed selfbelief. At a global level, our Unlock Futures partnership with the United Nations focuses on safeguarding children in travel and tourism. Together, we are strengthening frameworks, building industry standards and working with governments and businesses to prevent exploitation. It is long term, systemic work that is already influencing how the private sector approaches child protection. These examples show the heart of DO GOOD, community level impact and global responsibility.
QHow do you balance commercial success with social responsibility?
By recognising that the two reinforce each other. Purpose strengthens trust, loyalty and emotional connection. When guests feel that their experience contributes to something meaningful, their relationship with the brand deepens. Responsible business is not a trade-off. It is a foundation for sustainable growth.
QWhat common thread connects the women who apply to the Unlock Her Future Prize?
Resilience and purpose. Every woman who applies is driven by the desire to address a real challenge in her community, aligned with the UN Sustainable Development Goals. Their ventures are grounded in lived experience and built with empathy, determination and clarity. Across all regions, the shared thread is their commitment to creating solutions that uplift others.
QHow does the Prize reflect The Bicester Collection’s commitment to female empowerment globally?
The Prize is one of the clearest expressions of who we are. Through DO GOOD, we have made a longterm commitment to supporting the futures of women and children. The Prize brings that commitment to life on a global stage. It reflects our belief that talent is universal, but opportunity is not. By providing funding, mentorship, networks and visibility, we help women turn powerful ideas into ventures that create real social, cultural and environmental change. It is more than a prize. It is an investment in women’s leadership, inclusive innovation and communities that deserve equal access to opportunity.
QWhat qualities do you look for in an applicant?
The Prize is open to women of any age from the region with idea stage or early-stage ventures in any sector, as long as their work supports the UN SDGs. All applications are first validated by our impact partner Ashoka. Our Selection Committee, made up of CEOs, investors and global experts, then identifies the semifinalists. They take part in virtual pitches with judges from previous editions, leading to finalists who present live. We look for women who understand the realities of their communities, who bring strong and scalable solutions and whose leadership reflects integrity, empathy and purpose. Above all, we seek women who see entrepreneurship as a path to meaningful, systemic change.
QHow do you measure the impact of the Prize beyond the winners?
Impact is measured through the journey we take with each winner across a full year of development. Together with the judges, we set clear milestones required for the release of their grant, and we hold monthly check ins to support their progress. Each winner receives bespoke mentorship, dedicated time with our judges and academic support, this year through Oxford University’s Saïd Business School, to strengthen their leadership and prepare them for scale. After the first year, they join our Alumnae community and continue to receive visibility, networks and collaboration opportunities. This long-term model ensures impact far beyond the initial funding.
QWhat has inspired you most from past recipients?
Their why. Every woman we support is fuelled by a deeply personal purpose. Many have faced cultural barriers, financial struggles or moments of real uncertainty, yet they remain focused on the change they want to create. What inspires me most is how they turn that purpose into action. With limited resources, they build innovative, high impact solutions that transform lives. Their courage and commitment stay with you.
QWhat are the biggest barriers women face in scaling social enterprises in emerging economies?
Access to funding, financial inclusion and strong networks remain limited, especially for women outside formal support systems. Many are excluded from decision making spaces or held back by cultural expectations that restrict their mobility or leadership opportunities. Yet when these barriers fall, and women gain access to capital, connections and a supportive community, they scale quickly and sustainably. The challenge is not their talent. It is the systems around them.
QHow can the luxury industry support gender equality and inclusive innovation?
Businesses across the private sector have the influence to accelerate gender equality, and the luxury industry has a unique visibility. Luxury shapes aspiration, culture and creative expression. Brands can use that influence to elevate women’s stories, support female led enterprises, champion inclusive representation and partner with organisations working for systemic change. When creativity aligns with purpose, luxury becomes a powerful contributor to a more equitable future.
QWhat advice would you give to women seeking to combine purpose with profit?
Stay anchored to your why. It is the compass that keeps you grounded when challenges arise. Purpose and profit are not in conflict, they strengthen each other when led with clarity and integrity. Surround yourself with people who believe in your mission, trust your instincts, stay close to your community and remember that meaningful change takes time. You do not need to do everything at once. Stay true to the impact you want to create.
QHow do you see the Unlock Her Future alumnae community evolving?
It is already becoming a global community. Each edition adds new women who support one another across borders, share opportunities and learn together. You can feel the beginnings of a movement built on purpose and shared ambition. As the Prize expands to new regions, the ecosystem will only deepen. I see it becoming a worldwide network of women who collaborate, innovate and lift each other up, creating impact far beyond their own communities.
QWhat legacy do you hope the Prize, and your work at The Bicester Collection, will leave in ten years?
I hope we will have opened doors for women who were never expected to walk through them and watched them not only enter but lead. I hope we will see a generation of women who turned ideas into impact, shaped their communities with confidence and became role models for those who follow. I also hope we will have proved that business guided by humanity, creativity and responsibility can change lives, and that purpose and profit reinforce one another. When you invest in women, you invest in the future. If ten years from now thousands of women can say that this opened the path for them, then we will have created a legacy worth having, one that truly made the lives of others better.
