Meet Pauline Eveillard

We were lucky to catch up with Pauline Eveillard recently and have shared our conversation below.

Pauline, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?

Finding purpose in my life and work has been an ongoing journey, shaped by trial and error, growth, and evolving priorities—especially as I’ve started a family. But one constant since childhood has been my deep connection to culture, particularly its intersections with art, architecture, and design.

With each experience and job, I used my role as a lens to understand how I was contributing and engaging with the work. I paid close attention to the leaders around me, seeing whether their paths aligned with what I aspired to become.

While I don’t consider myself a creative in the traditional sense, I’m deeply drawn to how culture informs the creative process. That curiosity led me to build Soukra—not just as a shop, but as a platform that elevates Tunisian designers, celebrates artisanal craftsmanship, and bridges contemporary global design with cultural heritage. My goal is to bring these designs to a wider audience, fostering appreciation for diverse perspectives and, ultimately, deeper understanding.

Thanks, so before we move on maybe you can share a bit more about yourself?

I am a mission-driven entrepreneur dedicated to celebrating Tunisia’s craftsmanship and cultural heritage, while aiming to embed designers from Tunisia into the wider design world. As the founder of Soukra, I bring the artistry of Tunisian designers to a wider audience through a thoughtfully curated collection of handcrafted home décor, slow fashion, nourishing skincare, and specialty foods. While our e-commerce platform, SOUKRA.co, is at the heart of the business, we also wholesale select collections, host intimate in-person events, collaborate on custom projects, create educational content highlighting Tunisian success stories, and most recently, launched a Travel Concierge Service—offering curated experiences in Tunisia that travelers will cherish.

My love for art, heritage, and design has been a constant thread throughout my life. Growing up in New York City, I was immersed in art at home, in museums, and through travel—an experience that shaped my deep appreciation for cultural expression. After earning a B.A. in art history from Tufts University, I pursued a Fulbright scholarship in Tunisia in 2005-2006, researching ancient Roman mosaics and forging lifelong connections. My findings later became the foundation for my master’s thesis at the University of Chicago.

Before launching Soukra full-time in 2017, I spent seven years at the World Monuments Fund in New York City, working on global initiatives to preserve irreplaceable heritage in collaboration with local communities. Today, I continue to champion cultural preservation as a board member of the World Monuments Fund and Fort Mason Center for Arts & Culture in San Francisco.

I live in San Francisco with my husband and two daughters, balancing entrepreneurship, advocacy, and a commitment to showcasing the beauty of Tunisian design on a global stage.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Openness – Approach every job and experience with a willingness to learn, embrace challenges, seize opportunities, and build meaningful connections. Stay open to new perspectives, uncertainty, and discomfort, as they often lead to growth. I believe that cultivating openness fosters essential skills in entrepreneurship, adaptability, and collaboration across diverse cultures and communities
.
Don’t Judge a Book by Its Cover – You never truly know someone’s story until you take the time to listen and learn. Before making assumptions, seek to understand them. And if you don’t have the time, it’s best to withhold judgment altogether.

Stay True to Your Core Values – In a world where individuality in style, aesthetics, and mindset is increasingly rare, it’s easy to be swayed by trends or the way others operate. Define what gives purpose to your business and life, and stay anchored in those values. Adapt and evolve when necessary, but don’t lose yourself chasing the fleeting appeal of trends.

Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?

Over the last 12 months, my biggest area of growth has been expanding Soukra beyond retail and wholesale by officially launching our Travel Concierge service – a vision I initially planned for five years out but ultimately introduced at year seven. Before the launch, I worked closely with a few loyal customers to help plan their travels to Tunisia, using this as a testing phase to refine the concept. Once I had proof of concept, I took the leap in 2024, stepping outside my comfort zone to bring this offering to life. This experience has reinforced my ability to adapt, take strategic risks, and embrace new challenges that drive the business forward.

Contact Info:

Image Credits

Pauline Eveillard – Image Credit: Emily Dulla
Anissa Anissa Aida Leather Bags at Soukra Event at Fraenkel Gallery in SF – Image Credit: Bessie Lacap
Customers Looking at the Board Games at Soukra Eventat Fraenkel Gallery in SF – Image Credit: Bessie Lacap
Group Shot of Embroidered Pillow, Placemat and Terracotta Piece – Image Credit: Bessie Lacap
Group Shot of Terracotta Pieces – Image Credit: Bessie Lacap
Pauline Eveillard and designer Anissa Meddeb at Anissa Aida Atelier in Tunis – Image Credit: Hassene Jeljeli
Rugs and Pillows at Soukra Event at Fraenkel Gallery in SF – Image Credit: Bessie Lacap
Visit to Les Moulins Mahjoub_s Organic Farms near Tebourba in Tunisia – Image Credit: Pauline Eveillard

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