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Thursday, May 24, 2012

FASHION

Shopping With... Dia Boutique

The consumptive power of high-end fashion and luxury goods by the Middle Eastern market is the stuff that legends in retail are made off. And no one knows the strength of the region better than Rasha Khouri, a former luxury goods analyst who is behind the just launched Dia Boutique, the first Arabic e-commerce outfit to sell luxury / fashion online.

“If you examine the front rows at Paris Haute Couture week you will find many Middle Eastern women, a handful of them even have private viewings with the designers. Middle Eastern women are very aware of fashion and value being nicely dressed,” says the London- and Beirut-based Khouri.

But apart from the region’s famously discerning tastes, the Gulf’s appetite for luxury is undeniable and it’s comes as no surprise that its $8.53 billion luxury market is a target for many luxury brands. Most mega luxury labels are already in the Gulf: Armani just opened a hotel in Dubai this year, countless brands like Van Cleef and Arpels are planning to expand in Qatar and Abu Dhabi, and The Souks in Beirut is slated to add more high end shops to its illustrious list of tenants like Dior, Chloe and Yves Saint Laurent.

“A lot of Middle Eastern cities have very high-income enclaves, and you see why customers from the region comprise an important part of sales at other more established e-commerce sites,” adds Khouri. “We are trying to give Western designer access to Arabic speaking customers who feel more comfortable accessing (and who have yet to be able able to access) content in their local language.”

Although the Gulf region is an important market right now for a lot of Western brands and for Dia Boutique, Khouri’s sees her company’s position in the region beyond its commerce opportunities. “At the heart of Dia is a passion to unite international designers, trends and must-haves,” says Khouri. “I really want to give the new generation of designers from all corners of the world a platform to reach the fingertips of consumers and for the consumers to get inspiration from all over the world in return. After all, we do all live under the same sun!”

** Images provided by Dia Boutique. **

As an expert in Middle Eastern tastes, Khouri personally tells what kind of products that make her discerning, Arab customers tick.

Roll over items for details
Chanel’s Lambskin Shoulder Bag
“This is a perfect staple for every outfit, fits all my everyday necessities (mobile phone, lipstick, umbrella, wallet.”
(buy it now price, $900.00)
NEW Prada Beige Sunglasses
“Sunglasses always add an extra touch to my look, i love these for the everyday summer glare.”
(buy it now price, $129.95)
NEW Christian Louboutin Decollete Nude Pate Pump
“Every woman shouldn't be without her Louboutins.”
(buy it now price, $768.88)
NEW Alexander McQueen Black Skull Scarf
“This adds that special look to every outfit—mine is kept in a special place in my closet.”
(buy it now price, $44.99)
NEW Narciso Rodriguez Fuchsia Pink Bolero
“I always love a bit of color in my outfit—this bolero covers me in style.”
(buy it now price, $149.99)
Shopping With... Dia Boutique

 

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