Joe Massaad’s journey in fashion began during his university years, when he started creating shirts for friends. What began as a personal passion soon developed into a lifelong commitment to quality, craftsmanship, and timeless style.

After gaining experience alongside skilled shirtmakers, Joe established his own atelier and opened his first retail store in 2000. His business later expanded into ABC, one of Lebanon’s leading luxury department stores.

In 2008, Joe secured the exclusive distribution rights for Bruno Magli, the renowned Italian luxury footwear brand. That same year, he opened the first physical store of YAKAMUCHI, his menswear brand, in Dbayeh next to the marina.

In 2014, Joe expanded the business into wholesale, introducing and distributing a carefully curated selection of premium menswear brands from Italy, Spain, Germany, and England across the Middle East and Gulf region.

In 2026, Joe opened a new chapter with the launch of VELIN, ELANJASAL’s own slow-fashion menswear brand. Inspired by Mediterranean elegance, VELIN combines timeless design, refined European craftsmanship, and premium Italian fabrics, with every garment manufactured exclusively in Europe.

Today, as Founder and CEO of ELANJASAL, Joe continues to lead the company according to the principles that have shaped his journey from the beginning: exceptional quality, refined craftsmanship, and meticulous attention to detail.