About Us
sleeper-am was founded from a love of building brands and a belief that potential deserves to be noticed early.
The industry is often drawn to what already has scale, certainty and momentum. But potential can be overlooked at every stage. A new idea may need shaping before others can see it. A brand preparing to launch may struggle to attract the right backing. A growing business may be capable of far more than the market recognises. An established name may be written off when what it really needs is a new direction.
sleeper-am is a luxury brand advisory created for each of those moments. We find what is worth building on, then bring together the strategic, creative and commercial thinking needed to create, launch, scale or transform it.
Because when the potential is real, being overlooked should not be the end of the story.
Our Founder
Nour Abdel Motaal is a brand and business leader whose career spans global beauty groups, luxury houses and founder led ventures.
Through senior roles at Estée Lauder Companies, Shiseido and Thameen London, she has worked across brands including Tom Ford Beauty, Jo Malone London, Le Labo, Narciso Rodriguez and Zadig & Voltaire.
Her experience covers the full life of a brand, from shaping an idea on a blank page and taking it to market, to accelerating growth and helping established businesses find a new direction.
Nour founded sleeper-am to bring that breadth of thinking directly to founders and leadership teams. She combines creative instinct with commercial clarity, helping ambitious brands make the decisions that turn potential into momentum.
WHY SLEEPER?
Sleeper speaks to the brands, ideas and opportunities whose potential has yet to be fully recognised.
That is where sleeper-am begins. We see what others overlook, understand why it matters and build the strategy that brings it forward.
AM stands for Abdel Motaal, the name and point of view behind the advisory.