Joy Ajlouny is the co-founder of Fetchr, a Silicon-Valley backed technology company based in Dubai which aims at solving the "no-address" problem hindering growth in emerging markets, especially in the Middle East. The company uses patented technology that allow people to use their mobile phone's GPS location as their address. At Fetchr, she has been hands on around the clock to get the job done: "everything from washing the dishes to wearing a baseball cap in the warehouse training the drivers on customer service". The way the outside world sees, the company is entirely managed by her. She had previously founded the off-price clothing store Joy's and the e-commerce discovery platform for luxury footwear and accessories, Bonfaire. Bonfaire was latter acquired by Moda Operandi. A role model for young women, she wants people to remember her for accomplishing "something better than outlining her lips properly". Her advice to emerging entrepreneurs, especially female ones, is to be relentless, as according to her, they will always hear from others how bad their ideas are, and need to learn not to take no for an answer.