EOTYA 2024 Winner: Pamela Jabbour

Pamela Jabbour was never afraid to roll up her sleeves and climb the ranks, even if she didn’t actually have to.

"When I founded Total Image Group (TIG) in 2005, immediately after obtaining my Bachelor of Communications in Marketing, I didn’t reveal I was the owner because I feared my youth might undermine clients’ trust," she tells The CEO Magazine. 

"I began as a sales coordinator, moving up to account manager, sales manager, sales director and, eventually, CEO. Starting young, I felt I needed to earn my stripes."

Jabbour ultimately believes it was a hugely beneficial tactic, given that she was able to grow and learn alongside the business.

The idea for starting her company came from a desire to fill a gap in the uniform and workwear design and manufacturing industry. While these items of clothing were available to purchase, more often than not they were generic and unflattering.

"My passion for fashion, brand storytelling and the importance of dressing the part inspired me to start TIG," she explains. "The venture allowed me to bring all these worlds together through innovative solutions that merge style and functionality and make uniforms an integral part of any brand."

Fashionable uniforms

Over the course of the next two decades, Jabbour carefully developed and expanded TIG to become the business it is today: a formidable, family-owned, female-led company.

Every single day, more than 350,000 Australians wear TIG uniforms, a tangible display of Jabbour’s talent and dedication. TIG has cemented its status as the trusted partner of so many respected Australian brands, redefining what business uniforms can look like and represent: "a source of pride, morale and cohesive brand identity".

But it doesn’t stop there. Jabbour enthuses the sky is the limit when it comes to how TIG will continue its evolution going forward.

"One of our greatest achievements is our reputation for design, quality and trust, which we’ve earned by working with some of the biggest brands in the country," she says. "Our vision for TIG is to establish ourselves as the leading provider of uniforms nationally, with aspirations to expand into international markets.

"We want to be recognized as the go-to source for fashionable, fit-for-purpose, custom uniforms that empower employees through thoughtful design."

In fact, ‘thoughtful’ is a word that Jabbour uses often – a mentality that shines through in every aspect of her business and the way she runs it. From company culture and philanthropy to sustainability, conducting business in a responsible manner above all else, is something that TIG prides itself on.

A sustainable label

By constantly striving to not only meet but surpass sustainability requirements, and thus transform the entire industry, TIG is truly setting the benchmark for how businesses can prioritize the environment. As well as aiming to become the first Australian uniform provider to date to achieve a B corp certification, TIG is utilizing innovative practices to further exemplify the brand’s commitment to corporate social responsibility and sustainability.

"We align our commercial success with a positive social impact through initiatives like eco-friendly packaging, no uniforms to landfill, soft plastics recycling and a large range of recycled or environmentally-friendly fabrics," Jabbour explains.

"These efforts ensure that our sustainability goals are integrated into our business operations, helping us meet the demands of an evolving industry, while making a meaningful contribution to society."

TIG actively encourages staff to engage in volunteer work and lead by example through their support of a variety of programs. In particular, the company focuses attention on those that promote recycling and reduce waste, partnering with not-for-profit organizations such as The Social Outfit, which repurposes fabric and create new garments to be sold, funding the training and employment of women from refugee and new migrant backgrounds in the fashion industry.

This set of core values, which prioritize equality, inclusivity and empowerment manifest in myriad ways at TIG and have resulted in significant achievements, such as a completely equal gender split.

"We’ve fostered a diverse, family-oriented environment where everyone, regardless of their position, is treated with respect and has their voice heard," she says.

Reflecting on her 20-year journey with the business, Jabbour recalls a piece of advice that has proved invaluable to her as both a leader and business owner.

"It never gets easier – you just get better at navigating the challenges," she says with a smile. "Instead of viewing obstacles as setbacks, I began to see them as opportunities for growth.

"Each challenge brings new lessons, and with time, I’ve become more resilient and better equipped to face them head-on. It’s a reminder that progress isn’t about avoiding difficulties but learning and growing through them."