Born and raised in Sydney, Australia and of Middle Eastern/Mediterranean heritage, Simone moved to New York City in January 2007 and quickly become a familiar face in both the music and fashion industries, in particular her achievement of being chosen as one of five women from around the world to design a signature sneaker for Reebok Classics’ “Classic Beat” campaign in October 2012.
“The inspiration behind my shoe with Reebok Classics is my favorite cartoon heroine—Princess Jasmine. I see a lot of myself in the character: a strong, passionate woman of Middle Eastern descent striving to maintain a balance between the fast-paced, crazy world of entertainment and pop culture I exist in while holding on to cultural tradition and being a role model for young women.” A published journalist from the age of 17 in her home country of Australia and abroad, she’s interviewed stars (and developed relationships with) such artists as Jennifer Lopez, Beyoncé, Afeni Shakur, Diddy, Rick Ross, 50 Cent and countless others throughout her rewarding career.
“I’m a well-versed journalist (the first person in my family to graduate from college) with a strong sense for social issues and current affairs, but I’ve always been most passionate and gravitated toward the reportage of hip-hop culture.” In late 2003, Boss Lady became the Founder/Editor of Urban Hitz, Australia and New Zealand’s first and highest selling on-sale urban music and culture magazine (where she first got her moniker).
“It took relentless passion for my work and an unwavering belief in myself to get that publication off the ground and reach where I am today. With little to no support I started the highest-selling and most successful hip-hop/R&B magazine in Australia (arguably the toughest market for the music in the world) and I fought many stereotypes and prejudices along the way to make it happen. Once I achieved that dream, I moved to New York City with just two suitcases to make my next vision a reality: becoming a popular media personality here in the US.”
Boss Lady has previously appeared on MTV Australia reporting urban music news and also hosted a syndicated radio show, “Ladies Night,” in her home city. She’s also appeared on FUSE TV, MTV.com, VH1.com and more as a featured music and fashion pundit.
In addition to her media ventures, Boss Lady’s passion is working with young women via her growing “Team Boss Lady” empowerment movement plus the Women In Entertainment Empowerment Network [WEEN] (www.weenonline.org) and mentoring duties with New York-based grassroots organization, Youth At Risk (www.nyyouthatrisk.org), the latter where she was awarded Mentor Of The Year in 2011.
“I’m striving for a balance in my career where I can combine my love for entertaining hip-hop reportage with my passion for the empowerment of young women. An example of that is Reebok Classics believing in me as a media personality and committing to not only producing a ‘Boss Lady’ shoe, but also donating $10,000 on my behalf to Youth At Risk. Things like that make my heart smile.”