WAFA'S ON THE SCENE !

Bahraini Wafa Alobaidat has created a storm on the London fashion and publishing scene with the successful launch of a magazine which is introducing a whole new generation into the artistic world of illustrations.

Originally set up as an online operation demand for her brainchild Sketchbook which highlights the English capital's flourishing fashion scene has led to a sell-out 10,000 print run.

Launched in October last year Sketchbook has published two issues and four editions to date and is the fastest growing digital illustration magazine in Europe.

Wafa, 23, founder and editor-in-chief, said: "Everyone told me it wasn't possible to start a magazine in London during the recession, that I had to study magazine design, that it was so expensive, that printed magazines were on their way to their grave but Sketchbook is here, born at the peak of a recession and doing well.

"Nothing should stand in the way of making things happen and chasing your passions. You must go into 'problem-solving' mode and make it work no matter what the climate is!

"What makes Sketchbook so different from any other magazine is its ability to embrace anything and everything.

"The Sketchbook team is on top of the social media game and we always make room for people with ideas and projects and I believe that it is only with this attitude that we will be able to stay at the top of our game."

Wafa studied the fashion business as a student at Chelsea College of Art and Design, University of the Arts in London. She was mentored by the renowned fashion designer Liza Bruce and her husband, interior designer and artist, Nicholas Bruce who offered her a thorough insight into running a business. After graduating, Wafa went on to create her own blog, Fashion Ambitions, where she documented her life assisting various editors and working as a fashion journalist.

As a graduate, compulsive blogger and writer living in London, Wafa felt there was a gap in the market for a more diverse publication that tapped into the potential of young and innovative artists. "I found that reading through magazines I was left wanting more," she explained

"I wanted a publication rich with illustrations, drawings and images that celebrated the talents of young individuals. So when I couldn't find what I was looking for, I created Sketchbook: part portfolio/part character sketch and filled with lots of fashion, art and culture tidbits in between.

"A prominent facet of Sketchbook is that it is also trying to revive the dying art of illustrations. With photography I find that sometimes you feel like you have seen it all before, whereas illustrations bring a different spin and I believe this is exciting and very fresh."

Sketchbook has grown considerably in size and reputation since its inception. Doors open for the Sketchbook team to some of fashion's most celebrated venues and events and the magazine has been endorsed by some of the bigwigs in the fashion industry.

Wafa says her inspiration throughout her life has been her mother Faiza Saeed who she says 'taught her how to think big'.

Mrs Alobaidat, who works in human resource at Ahli United Bank, lives with her husband Khalil Alobaidat, a director at Ernst & Young, in A'ali. They also have two sons, Mohammed, 23, a finance graduate from Tampa University in the US, and Abdullah, 18, who recently finished his International Baccalaureate at Ibn Khuldoon National School which Wafa also attended.

She said: "We launched with The Fashion Blogger Issue which was ordered by London College of Fashion, New York University and Copenhagen University. It has been previewed more than 75,000 times online.

"In March this year we launched Issue 2, The London Designers' Edition, and now we are working on 'The Editors' Issue'.

"The highs of this year include selling our 10,000th copy, becoming the most successful case study for pop up shops in Carnaby Street, having Sketchbook cover the behind the scenes of the Net A Porter talk with owner Natalie Messenet, going to New York Fashion Week and launching Obai and Hill, my new design agency."

Wafa is continuing to push the business boundaries and apart from managing the quarterly issues of Sketchbook magazine and ensuring the Sketchbook Blog is continuingly updated, alive and kicking with daily blog posts from all corners of the world, she is also working on other related projects such as the launch of Sketchbook TV and a Sketchbook Shop.

"I have never felt a sense of judgment regarding my Arabic background," she said. "People want to work with you if you can get the job done and are passionate and committed.

"The most thing I am in awe of as an editor is how willing people are to open their doors and let you into their lives."