The Chalhoub Group was first established by Michel and Widad Chalhoub as a Christofle boutique in Syria. Today, it’s a partner, curator, and creator of luxury products and services in the Middle East. It has six of its own brands, including Faces, Level Shoes, and Tryano, and over 300 global brands. The group has over 680 stores and employs 14,000 people across seven countries. In April 2022, Christofle, a French company owned by the group, entered the metaverse with its first NFT collection, “925 Genesis MOOD.” The group has been a member of the UN’s Global Compact Community since 2014.