- 11 - Hale İpek TUNA Proje & Satış Müdürü Project & Sales Manager hale@dr-light.com We Improved Ourselves With Every Project When I was an assistant, Dr-Light was a workshop that produced special lighting fixtures for projects. Our address, which is currently our Main Showroom in İstanbul, was our project office and we were working with our project manager, designers and sales team. When I look back at our approach from that period, we were a company trying to exist with the service it provided in the lighting industry. Our own collection was limited, but our production quality and standards were increasing day by day due to the service we provided to the projects. In fact, we have gained the experience, quality and uniqueness with the projects that make us what we are today. Although we have been involved in more prestigious and larger projects since 2008, the effects of the fluctuation of the global economy was reflected to the lighting industry, and whatever the volume of the projects we took part in those days, they began to not fulfill us neither materially nor spiritually. Simultaneously, our professional team disintegrated and we continued our struggle to exist in the lighting industry with our office team (now called the core staff) and our production team. and to become a preferred brand all across the world. With our growing family, we are taking firm steps on this path with our production in accordance with international norms. We offer our lighting products to our customers both in the Turkish market and in the global market, mostly in Europe, with our sales points located here and abroad. The positive feedback we receive motivates us on the path we chose and increases our belief in ourselves. When we look back at the end of 15 years, we realize how right the brave decision we made was. Because in every fied, it is those who set their own path and do unique things that end up being successful and unforgettable. We chose the path we believed in and completed successful works as the Dr-Light brand. We will continue on our own way, developing at the same speed, continuing to change, and most of all, continuing to surprise. According to Csikszentmihályi, happiness requires a flow. In the flow; you get lost in the work that is being done at that moment and all thinking stops. The only time a person is happy is when he is in the flow. Under the roof of Dr-Light, we are in that flow, whether we are aware of it or not. I believe that with the same excitement and passion, our name will be talked of more and more. On behalf of our current team, I would like to thank all the old and new team members who have supported the development of our Dr-Light brand within the past 15 years, and everyone who accompanied us on this journey. From the days I was an assistant until today, I am very happy to be in the Dr-Light family and to be a part of the transformation we are going through. You know what they say; “Business is like love. You can’t give up on it if you've chosen the right one.” We Believed in Our Potential This time, we had to make a decision about how we wanted to exist in the industry. In each new project, we were aware of the needs of the industry and made special productions according to these needs. Actually, there are similar scenarios in every industry. Either you do things similar to the conditions of that day, or you follow your vision that you anticipate will be successful. At such a turning point; we considering whether to make small changes and display more products or to prepare a new catalogue with our general manager Mr. Agop. But frankly neither Mr. Agop nor I could decide what would be the right move. Faith is a feeling that takes us one step further in every moment of life. We, believing in our potential, decided to set our own path. With our own collections, we took the first step into professional retail in our store, which we established by transforming our office. Although the transition period was a surprise to our business community, I believe it was a big step in our branding process. This transition has also led to the development of our customer portfolio and enabled our brand to be preferred by project-oriented professionals such as architects and investors, as well as reaching the end user directly. Dr-Light brand was known by the lighting industry and cooperating fields due to the shopping mall, hotel and restaurant projects we had done so far, but with our transition to professional retail, our brand recognition has expanded domestically beyond the lighting industry. Dr-Light is a Global Brand With the step we have taken towards transformation, we have increased our awareness in the industry and continued our services more comprehensively from those days fueled with amateur spirit and excitement. At the point we have reached today, our goal is to expand our brand awareness beyond the industry
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