On opening new doors

A note on our partnership with SÖNRAI — and on what growth looks like at this stage.

Sassy Women Society was always meant to be limitless.

Dreaming big and setting ambitious goals is part of my personal DNA — it shapes everything I touch. And while quality over quantity is one of the principles SWS lives by, I have come to understand that growth does not have to mean scale. It can be softer than that. It can mean broadening one’s horizons. Learning something new. Exploring a new destination. Opening a door that was not there before.

Today I want to share one of those open doors with you.

In the eighteen months since SWS launched, I have been introduced to many founders building in the same world we are. Beautiful clubs, thoughtful concepts. But none of those introductions led anywhere — until one of our members introduced me to Mouna Azirar, who runs SÖNRAI in Marbella.

The alignment was immediate. On values. On the level of attention we both put into the smallest details. On what we say no to. On the kind of feeling we want our members to walk away with after every gathering.

So I am writing today to tell you that Sassy Women Society has entered into our first international partnership, with SÖNRAI — a private club for women in Marbella. From this month, our members and theirs share reciprocal access. Two clubs, two cities, one register of woman.

For SWS, this partnership comes as a natural extension of who we are. SÖNRAI’s focus on wellness beautifully complements our focus on art and culture — and I feel that is reflected in the cities themselves. You go to Marbella for a different kind of experience: relaxed, slower, focused on the self. You come to Lisbon for something else: an enrichment that is cultural and artistic, more outward, more layered. 

What I recognised in Sassy Women Society, before anything else, was the level of care taken. That is not common, and it is not negotiable for me. When two clubs hold the same standard, partnership is the natural next step.

— Mouna Azirar, Founder, SÖNRAI

This is the partnership in one line. Two founders, in two cities, who recognised the same instinct in each other. Growth, sometimes, looks like opening new doors and embracing diversity. Not louder. Not bigger. Just wider — in the direction of women, places, and ideas that make the circle richer.

That is the growth we are welcoming at this stage of our journey.