[4][5][6] Siegel worked as a fashion model for brands including Prada, Gucci, BMW, K-Swiss and Calvin Klein.

[7] In 2017, Siegel joined the Merrill Lynch Investment Banking Group as a Senior Analyst in London and New York, specialising in the Consumer & Retail sector and advising publicly listed fashion powerhouses.

Siegel appeared on the BBC, Arte Euromaxx and Bloomberg TV,[1][9][10] and is a guest lecturer at universities such as Parsons, London College of Fashion and Central Saint Martins.

The two came up with the idea for a global web platform to display emerging fashion designers at Siegel's home in East London.

NJAL opened temporary stores in Dubai, New York City, Berlin and London, and hosted a fair over four years in Venice, Italy called Origin Passion & Beliefs.