Over the years Ismail Rafai has been the Project Leader in various luxury and high worth fields, including :

- Store planning and new store openings, for Berluti (Paris), Sartoria Napolitana (New York) and Cifonelli (London), liaising with architects and contractors, organising building site meetings, sourcing best value contractors and insuring the delivery deadlines.

- Defining Brand DNA and establishing Selling Ceremony for De Beers, Lorraine Schwartz and Cifonelli, sourcing copyrighting for the Brand platform, organising brainstorming meetings to define the core strategic values and pillars of the brand, and printing the final document for media, communication and marketing purposes. And applying the Brand Platform to define the Selling Ceremony for the Sales Force. 

- Setting up Business Plan and defining Profit & Loss, collaborating alongside CFOs, Financial controllers and key stakeholders for LVMH, Richemont Group and Kering Group, establishing projection of sales per category of product and controlling expenses to improve EBITDA.

- IT and POS system, auditing, analyzing and defining the best required tools for each specific brand operation. Implementing and setting up the new Information Systems, delivering trainings and coaching the teams.

- Marketing and Communication, liaising with the Marketing Directors and key stakeholders to set up the best format and campaigns for events inside and outside the Brand stores to maximize ROI. Sourcing the best event suppliers and contractors, signing collaboration with other complementary Brands to acquire and curate new prospects.