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Beenas to open boutiques in Mumbai & GCC markets
27
Feb '12
Beenas, one of the Arab world's popular brands for Jalabiyas for the past 15 years, is embarking on a phased expansion programme with the opening of a spacious boutique in Mumbai, India's commercial capital, before the advent of summer followed by a strong presence this year in Doha, Qatar's capital which will be hosting the 2022 FIFA World Cup.

Beenas presently operates boutiques in Sharjah, Al Ain and Abu Dhabi and is strongly looking at the prospects of opening a stand-alone store in Dubai soon.

“We are pleased with our expansion programme which will start with Mumbai in March/April this year. This will be followed by our stores in Doha and Dubai as part of the GCC expansion programme,” said Beena Soni, the first non-Arab designer of Jalabiyas who successfully gave modern cuts, luxurious looks and fantastic finishing to the top traditional Arab women attire in her adopted home in the United Arab Emirates (UAE).

Nearly 35 per cent of our customers come from Qatar and other GCC markets like Bahrain and Saudi Arabia, she added. She said a lot of GCC nationals frequently travels to Mumbai for business and family holidays and goes for shopping.

“Over the years, we have been getting queries from our clients and others whether we have a boutique in Mumbai. It is the right time to enter the Indian market as there is tremendous awareness and likeness for Jalabiya among the foreign visitors who come to India,” she said.

During the 15 years of her firm emergence on the region's fashion firmament, she ensured that creativity, innovation and quality remain the hallmark of her highly-demanding business.

She entered the world of design quite by chance. She started as a make-up artist in 1993, but her fascination with fabrics and colours meant her clients frequently asked her for outfitting tips, and it wasn't long before she was asked to design a clothing collection.

Impressed with her work, her first client proved to be a loyal customer and, through word-of-mouth, the orders started rolling in. Giving up her job as a make-up artist, she threw her heart and soul into creating jalabiyas and now designs them for some of the UAE's – and also GCC's - most prominent women.

Her Jalabiyas combines Arabic tradition and modern fashion. Each jalabiya is an individual work of art in terms of technique, design, material and cuts. Her passion for elegance and her love of colour combined to make each design stand out as a masterpiece. Playing with colours has been a choice hobby for her since childhood. She has furthered this pastime by experimenting with materials and blending them with creative embroidery, accessories and crystals.

She started the concept of bejeweled jalabiyas three years ago and made this concept take off successfully.

Beenas


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