After studying Art History at the Free University of Brussels, Sonja Noël founded the avant-garde shop Stijl in 1984 in the Dansaertstreet. Ever since, Stijl has been an international reference for innovative creation and many young entrepreneurs joined her in the area transforming the Dansaert into a centre for Belgian fashion. In the following years Sonja Noël opened several leading stores in the same area: Stijl men (1986), Underwear (1987), Martin Margiela (2002), Haleluja (specialised in sustainable fashion, 2010) and continued Kat & Muis (in collaboration with Martine Halet, 1996).
Throughout her career, she always worked in close collaboration with the designers as a buyer, supporting and promoting young talent. With many years of experience, she played an important role in the foundation of the fashion centre Modo Brussels and is now a member of the board of MAD Brussels.