About Atelier 22C

Designing growth with clarity, precision, and purpose.

Atelier 22C is a strategic space for digital-first brands, founders, and early-stage ventures to unlock intelligent growth in complex markets — without losing their essence.We operate at the intersection of luxury, innovation, and regional expertise — blending brand building, digital expansion, and operational focus to unlock growth without compromising identity.

Whether you’re rethinking go-to-market strategy, navigating omnichannel transformation, or aligning commercial goals with creative integrity, we bring both the strategic sensitivity and operational clarity to help you move forward.

Much like a couture atelier, our work is refined, curated, and rooted in craftsmanship — except our medium is business transformation. Every project is tailored, every outcome designed to be future-fit.

Our work sits at the intersection of

•⁠  ⁠Digital commerce & luxury experience
• Growth acceleration without brand dilution
• Global playbooks, locally adapted for GCC & emerging markets

We speak both the language of vision and execution — blending strategic insight with practical implementation to help businesses scale with confidence.

The Office
Atelier 22C was founded by Carla Paulino, a senior executive with 15+ years in corporate strategy and luxury fashion-tech. A former e-commerce leader at Farfetch and Ounass, Carla brings hands-on experience building teams, scaling operations, and leading digital transformation across the luxury industry.

Words From Our Partners

A reflection on our Founder’s leadership, strategic clarity and impact.
Moirignot Julien
GM Middle East – Luxury Industry
"Carla’s platform expertise and commercial insights helped shift our business model and accelerate success in a competitive landscape. Her partnership consistently added value"
Johann Dahan
Managing Director – Montblanc
"Carla combines strategic vision with a deep understanding of luxury retail and e-commerce. Her collaborative and solution-oriented approach made working with her both effective and enjoyable. A leader who inspires confidence and delivers results."
Déborah Savignon
Digital & Sustainability Director – CHANEL
"Carla brings rare clarity to the digital expression of brand DNA. Her professionalism and insight into the luxury industry made her a standout collaborator."
Davina Marra
Lead Category Manager – E-Commerce
"Carla’s guidance empowered us to take ownership, grow as a team, and remain resilientthrough change. Her trust and calm leadership created a space where strategy, care, and accountability coexisted."
Kirby Vail
Head of Business Development – E-Concessions
"Carla built one of the most motivating, high-performing teams I’ve worked in. She leads with empathy, clarity, and a strategic edge that drives results."
Aashima Joshi
Creative Team Lead – Ounass Mentee
"Carla’s mentorship changed how I approached both challenges and growth. Her ability to balance strategic thinking with deep empathy left a lasting impact on my development."
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