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Concept is a collaboration of young homegrown entrepreneurs in the art, fashion and food industries. A group of powerful women who saw a niche in the market for a community of support and collaborations for the homegrown businesses in Dubai, especially those run by women. Concept supports brands that stand out and make it to what we call the second phase in such competitive markets. A good product or service, strong branding, efficient operations, and product marketing are what we believe allow businesses to grow towards the second phase. Our Founders are consistently engaged in creating support structures that allow the members of Concept as well as other homegrown businesses to take advantage of group marketing, product or service collaborations, and event productions such as Pop Up events. We are hoping that with this support structure, we can help each other and other brands to grow locally and to have the opportunity to reach a global market.

C 0 N C E P TW ELCOME TO

F O U N D I N G B R A N D S

Concept, is about a community of entrepreneurs that have grown up in Dubai and have successfully built their own brands and concepts here. Dubai has always had a special place in our hearts and hence we have chosen to build our own homegrown businesses to develop what Dubai has to offer in the fashion, art, and food industries. Our team not only comprises of entrepreneurs, we are also lucky to have professionals within our group that keep the community’s interests at mind and heart. This allows us to take the essential legal steps before tapping into new markets, alongside agencies that provide us with guidance and advice which enable us to become a more efficient community and make a difference in the city that we love.

C 0 N C E P TM E E T T H E T E A M B E H I N D

As the Founder and Managing Director of fishfayce, a photography and video event solution company, and co-founder of UAE based party supplies company Moushii, Zeina Abdalla has incorporated her passions into two successful UAE based businesses. Using skills she cultivated in a two-year tenure at Hill & Knowlton, one of the world’s largest public relations and public affairs networks, Abdalla launched fishfayce, the first service of its kind in the United Arab Emirates in 2010. Within the first few years in business, the U.S. born, Sudan and Canada-raised entrepreneur has been nominated for the Emirates Woman’s ADCB Ambition Award 2010, Arabian Business SME of the year Award 2014, Bespoke Magazine’s Living Award, Ahlan! Hot 100 award, SME

Zeina Abdalla

Advisor ‘Ones to Watch’ Award, Emirates Woman Achievers Award 2012, the SME Advisor Award – Arab Entrepreneur of the Year and was the winner of the Olay Arabia’s Power Seven in 2011. fishfayce has already become a major attraction at corporate events held by international companies including Hermes, Blackberry, Chanel, Benefit, Sephora, Level Shoe District, Jaeger-LeCoultre, Cartier, Bloomingdales, Missoni and Adidas among many others. Not one to rest on her laurels, 2015 has seen Zeina focus on expanding the service offering (to a total of nine photography and videography concepts and counting) and geographical reach of fishfayce, as well as launching UAE based party supplies company Moushii. Moushii was created to help people celebrate life’s occasions. Zeina identified a gap in the UAE market for good quality and unique party supplies.

Moushii was launched to offer individuals and party planners, ready to go, customised and personalised party packs, which include all of the supplies and decorations needed to put together that special event. Abdalla holds a Bachelor of Arts in Human Relations with a specialization in Organizational Development from Montreal’s Concordia University. She lives in Dubai with her husband. For more information about fishfayce, please visit www.fishfayce.com or www.facebook.com/fishfayce and for Moushii please visit www.moushii.com

Dina Abdulhadi Daryani is born on July 14th 1979 and grew up predominantly in Amman, Jordan.Dina has been living in Dubai for over 10 years, where she lives with her husband and 3 children. She attended the American University of Beirut, where she graduated with a degree in Bachelor of Business Administration (BBA) in 2001. She went on to the University of Birmingham and achieved a Masters of Science in Marketing in 2003.

Dina then worked in the marketing and advertising industry during which she handled Strategic Account Planning, Market Research and Social Corporate Responsibility Managerial positions.

Dina Abdulhadi Daryani

After 8 years, she decided to leave the corporate world to create a concept of her own that combined her love for Fashion and Spirituality. In September 2008, her site Aura-b.com was born. Dina is also a Managing Partner & Co-founder of theDRESSroom.com , an ecommerce boutique catering for special occasion dresses.

Dana Abdelhadi, born in Amman, Jordan (1983) moved to the United Arab Emirates in 1988 and finished her schooling from the International School of Choueifat in 2001. By 2005, Dana had obtained a Bachelor of Business degree from the esteemed John Molson School of Business, Condordia University with a specialization in Management Information System. Dana returned to the United Arab Emirates that year and joined one of the region’s most reputable publishing houses, MediaQuest in the capacity of Public Relations Manager. Dana then furthered her career with positions in abco Engineering and Contracting Company based in Sharjah and later at Microsoft Corp in Dubai Internet City.

Dana Abdelhadi

In 2009, Dana had set up expose-communications in Dubai and is now one of the leading fashion and lifestyle boutique PR agencies in the region servicing clients based in the GCC, Europe and America.

Sara Al-Pachachi is an Iraqi/British National, and has traveled the world since the tender age of two. Having lived in Vienna, London, Bahrain and Montreal, she can happily now call Dubai her home since graduating in 2002. She majored in Journalism at Concordia University of Montreal, Canada and her professional experience spans over 10 years in the field of Public Relations, Corporate Communications, Marketing & Social Media. She’s worked across a wide spectrum of industries, including luxury & beauty, mobile telecommunications, Motorsports and currently serves as the Communications Manager at the Dubai Culture & Arts Authority, the emirate’s dedicated entity for culture, arts and heritage.

Sara Al-Pachachi

Sara’s brand ‘we.raq’ ‘we.raq’, a homeware brand founded by Sara and her Auntie, Shuhub Al-Radi, promotes Iraqi & Middle-Eastern heritage and history through an array of vintage photography and stamps owned by the pair or donated to them by friends and extended family. They originally started printing old Iraqi stamps onto cushions hoping to remind people of the rich history of the birthplace of civilization.

With time, the brand grew to promote other Arab countries and the collection grew from cushions to other homeware accessories, including trays, coasters, jewellery & gift boxes and, most recently, to ottomans. 15% of each sale of a cushion goes to an Iraqi Orphanage in Baghdad. Biggmouth www.biggmouth.comSara and her partner Enjy Kiwan felt the need to share their best secret finds with the rest of the world, and that’s how it all started. Biggmouth.com is an online social platform where people can discover & share things worth talking about!

Honey Asgari is an Iranian American who spent her early childhood in Dubai attending the International School of Choueifat. She then moved to California where she attended high school, college and graduated with an honours from University of California Los Angeles (UCLA) minoring in French and majoring in Political Science Degree, International Relations as a pre Law Program.

She started her career in the corporate world with WELLS FARGO, US BANK and CITI BANK whilst she was studying, and after her graduation she became the operations manager of Faytak Enterprises in the US whilst studying for the LSAT. In 2006, her position at Faytak Enterprises required her to move back to the United Arab Emirates and set up two new divisions to the

Honey Asgari

company. She continues to manage the company Faytak Group, which houses Faytak Furniture, Faytak Designs and Faytak General Trading for a year. After the full set up of two of the companies and a full year of their operation, Honey decided to take on one plus three Masters of science program at London School of Economics (LSE).

In 2009 She returned to the United Arab Emirates, and Co founded Bubbles and Boba LLC with her husband Alex Mir. Today Bubbles and Boba, has grown to four unis with One store in Dubai Mall, In 2014 Bubbles and Boba signed their first franchise agreement with Qatar and two units are being built in Qatar. Later that year, a sister company to Bubbles and Boba, specialising in Import Export was established called Faytak Foods and Beverages supplying companies in the GCC.

Honey continues to manage Faytak Group which houses Bubbles and Boba LLC, Faytak Foods and Beverages, Faytak Imports and Exports, Faytak General Trading, Faytak Arts and Antiques as well as Faytak Designs. Honey is also one of the founding members of Concept.

Concept’s first event, Concept 01 will be hosted by the Beautiful Alanoud Badr also known as LADY FOZAZA on February 7th 2015 at The Mine Art in Dubai. Alanoud Badr, founder and designer of Lady Fozaza, is an internationally-acclaimed fashion designer, consultant and stylist. She is one of the most sought after fashion figures in the Middle East. Born to a Saudi father and a Lebanese Mother, Alanoud began her fashion journey when she first studied Fashion Photography at university. This led to her blog that gave her a platform to voice her thoughts on style and new products. Alanoud’s interest in fashion was driven by her late aunt’s passion and the want to keep her aunt’s dream alive through her work.

Alanoud Badr

Her online fashion boutique www.fozaza.com was named after her aunt where she sold exclusive pieces from local, emerging talent in the Middle East region. The multi brand e-tailer grew to her own fashion label which continues growing, with Alanoud hoping to develop the brand into her own fashion house. The brand donates a percentage of all earnings to breast cancer awareness programs each year.

Lady Fozaza which launched in 2011 is a fashion brand that is heavily inspired by Alanoud’s upbringing, lifestyle and surroundings. The Lady Fozaza fashion line is an exclusive collection of statement blazers that have been worn by celebrities such as Kim and Kourtney Kardashian, Vampire Diaries actress Evan Rachel Woods, Victoria Secret model Karolina Kurkova and singer Nancy Ajram to name a few. Alanoud is based in Dubai, UAE but spends the year travelling throughout the region, working on different fashion design projects and collaborations as well as her own fashion line.

Dalia is a Syrian-German food author, presenter and entrepreneur. A culinary nomad born in London, raised in Paris and having lived many years in NYC, Dalia moved to Beirut when she founded Kitsch Concept. Dalia has been living in Dubai since 2007. She is a prominent culinary personality appearing on prime TV channels, contributing to leading food magazines, and acting as Harper’s Bazaar Arabia’s food editor. Dalia’s debut cookbook “Food, Love and Life from Dalia’s Kitchen”, topped charts at bookstores across the Middle East, such as Virgin Megastore and Kinokuniya Bookworld.

Dalia Dogmoch

Born March 26th 1983 in Lebanon, Dalia El Ali moved to Al Ain, United Arab Emirates, where she grew up.She continued her education in the United Arab Emirates until she moved to Lebanon to receive her Bachelors of Art in Finance from American University of Beirut. Dalia Always had a passion for fashion and in 2011 she followed her dream and moved to London, where She studied Fashion Design in London College of Fashion. Upon her return to Dubai, United Arab Emirates, she created her own line of women’s ready to wear clothing called Dee by Dalia. Her fashion line has become very popular in the Fashion Industry, a home grown clothing Brand that is growing in the region. She is soon launching her Haute Couture line, and introducing the Brand

Dalia El Ali

throughout the Gulf and she is planning to take the Brand International in the coming years.

In Her Own Words

Dee by Dalia is a new concept clothing line that I have created for all the fun ladies out there!! I always wanted to be part of the fashion world.. I just love clothes, I have always been passionate about fashion..I studied finance at American University of Beirut, worked in investment banking for 6 years, left my job to spend time with my two lovely boys.

I began dabbling as a stylist for shoots for local magazines and websites but despite all that, I still felt that I did not reach where I want to be, so I took things to the next level. I studied fashion design at London college of fashion and I finally did it!! I started my own line of clothes “Dee by Dalia” .

My line is all about fun, playful pieces with a twist of my own personality and style. My inspiration is from all the things I love, vintage items, butterflies and ballerinas. Each of my designs, whether it’s a 60’s skirt, girly tutu skirts, brocade shorts or ballerina top, represents me as a person … you will find that my designs are full of colours, tulle, organza, bows and lots of vintage buttons!!! My Dee by Dalia journey began in February 2013 – and ladies, lets prepare to live, love and laugh together – in style!

Marie-Therese is an Attorney at law. Born and bred in the UAE, Marie-Therese traveled to England to pursue a degree in Law and Business; she came back home in 2004 after having graduated with Honours. She is a seasoned corporate and regulatory lawyer licensed in the State of New York. Apart from assisting individuals and corporates, Marie-Therese also advises semi-government and government entities in the GCC, Levant and East African regions. She sits on the Board of several companies and non-for profit organisations. Marie-Therese also runs an SME pro-bono clinic aimed at regional start-ups. Marie-Therese is a staunch supporter of home grown creative talent. Her involvement with Concept is testament to this. Feel free to approach “MT” at any one of our events to share your ideas and pick her brains for any legal answers.

Marie Therese El Mondalek

Shikkha Gupta, has over six years of experience in management and business consulting. Her forte has been in the field of innovation consulting and she has helped organizations in the region strategize and ideate on a number of projects. She has a M.S. in Engineering Management from Northeastern University and is currently pursuing her Doctor in Business Administration degree at Herriot Watt University, Dubai. Her diverse background and strong passion for entrepreneurship led her to develop the concept of TheFashSet www.thefashset.com Through this website and events – TheFashSet is a community dedicated to empowering the next wave of “Fashion Stars” in the region.

Shikkha Gupta

It offers a variety of services designed to empower members including collaboration, training, mentorship, consulting services, events, courses and so much more! The end goal and vision is to contribute to job creation, successful start-ups and a solid community of fashion professionals in the region.

Born and raised in the UAE Natasha lived in Dubai with her family until she moved to London in 2000, to study at The London College of Fashion and AIU. After obtaining her BAs, she moved back to Dubai where she worked as a TV anchor and fashion stylist at INTV (the region’s first English, fashion and lifestyle channel). Natasha hosted and produced her own shows covering fashion and beauty in the region.

After Natasha left the TV industry, she married Vikram Jethwani, a GIA certified gemologist from New York. Vikram, a 3rd generation jeweller, moved back to Dubai from NYC to take over his mother’s Pearl business. With a passion for diamonds, Vikram introduced a new element to his business by setting up a wholesale diamond and fine jewellery division. Today, 10 years

Natasha Jethwani

later, he is renowned for his impeccable quality, service and stunning engagement rings, which can be seen on the hands of many influential women around Dubai.

Natasha accompanied Vikram on many business trips to the Basel and Hong Kong Jewellery Fairs and started to develop her own interest in Fine Jewellery. She soon obtained her Certification in Jewellery Design and launched her first label called Kokeishi, a semi precious stone line that retailed at Harvey Nichols and other Dubai boutiques.

Vik Jethwani Fine Jewellery.Noticing a big gap in the market for edgier, more wearable fashion jewellery, in 2012, Natasha and Vikram launched their own contemporary jewellery label called Vik Jethwani Fine Jewellery. With Vikram’s knowledge and expertise and Natasha’s passion for design and her detail orientated nature, together they set out to change the type of fine jewellery coming out of the Middle East. Focused on a more contemporary style, Natasha wanted to give the women in the region stunning pieces which followed trends, yet maintained impeccable quality and which could be worn all day and night.

Vik Jethwani Fine Jewellery has seen a lot of success since its launch 3 years ago. The label is retailed through the brand’s own private events, Sauce Rocks and also can be found every season at The Garden at Fashion Forward. The couple have big plans for the label and soon you will be able to find the label in boutiques across the region.

Other interests.Natasha simultaneously represented luxury handbag designer Corto Moltedo (son of the founders of Bottega Veneta) with a partner for four years. Together with her partner, the pair hosted exclusive biannual trunk shows between Dubai and Abu Dhabi, while building the brand in the UAE.

Most recently, Natasha & her husband have ventured into the F & B industry by bringing in the famed New York Dessert Bar – Chikalicious.

Samantha Kayruz Chami born on the 27th June 1981. Born to a British mother and Lebanese father, she has lived in England, Lebanon and Dubai. Most recently living in Switzerland and Cape Town, then returning to Dubai.Samantha’s family moved to Dubai 20 years ago, and she has lived mostly here on and off for that time frame. She attended the American University of Beirut, where she graduated with a Bachelor’s of Business Administration in 2003 with an emphasis in Marketing.She went on to work in Advertising and Marketing where she handled Strategic planning, brand & marketing management in various multinational companies across a variety of industries (fashion & beauty, consumer packaged goods and

Samantha Kayruz

automotive). With close to 10 years in the corporate world, Samantha started exploring other opportunities and ventures. Samantha completed her Executive Masters in Marketing & Sales from both ESADE (Barcelona, Spain) as well as SDA Bocconi (Milan, Italy).Proud Mother of 2 young children, aged 3 & 2 years old. Managing Partner & Co-founder of theDRESSroom.com and freelance Marketing Communication consultant on a project basis. theDRESSroom.com was recently selected from over 70 companies to win the Afkar.me by Intigral Digital Startup competition, where they have been incubated and mentored to scale up the operations.

Enjy Kiwan is of Egyptian origin, born and raised in the UAE.

She majored in Finance at the American University of Dubai and worked as an Investment banker and Financial editor at National Bank of Abu Dhabi and Thomson Reuters. She founded Rubabikia in 2013 and is now also the VP of research and business development at Menacorp brokerage. Enjy Kiwan is a mother of 2 boys Karim and Yousuf. Enjy’s Brand Rubabikia

Her love of home décor was very imminent and it was put into work when she was on maternity leave during her pregnancy with her first child.

Enjy Kiwan

Her father has always been an antique collector and her mother was obsessed with interior design .Growing up in this environment Enjy was always aware of home decor and designing.As she was furnishing her home, she started making her own pieces. Doing that made her realize that there is a niche for such a theme.. new pieces that look distressed painted with vibrant colors.

She decided to launch Rubabikia hoping that people with different tastes can embrace the colorful aspect of home décor and fit it into their homes.

Biggmouth

Enjy and her partner Sara Al Pachachi felt the need to share their best secret finds with the rest of the world, and that’s how it all started. Biggmouth is an online portal where ppl can discover & share things worth talking about.

Nadine is a Fashion and retail expert who lived between Beirut, Saudi Arabia, Italy, France and now found home in Dubai with her husband and two kids.

After obtaining her Bachelor in Business Administration and Marketing from the American University of Beirut, Nadine studied fashion design and pattern making in Florence and Paris where she ultimately began her career in the fashion world after graduating from Esmod Paris.

In 2006, and after several years of experience between Europe and the Middle East, in renowned houses of fashion from Diesel to Elie Saab, she opened her own fashion house in down town Beirut. Since, she has been an honorary member in fashion events around the region, interviewed and

Nadine Mezher

featured in many TV stations and magazines, and selected as a permanent jury member in “ mission Fashion” a TV reality program next to Mr. Elie Saab.

In 2008, she moved to Dubai where in addition to her work, she was teaching at Esmod Dubai and consulting for various fashion companies. In 2011, she launched a social enterprise, nawá, that channeled all proceeds from the sales back into helping communities, becoming a partner of the UN World Food Program.

Today, Nadine works for Dubai Tourism and Commerce Marketing, Government of Dubai, as a senior manager for Fashion and Retail sector development. She launched different initiatives, under the umbrella of the Dubai Festival and Retail Establishment supporting emerging homegrown brands. Market OTB and Abbati, a platform for ‘Modest’ wear, are some of the initiatives that focused on local and regional designers promoting Dubai as an emerging fashion capital.

Clare Pardoe was born and raised amidst the inspirational backdrop of Dubai, although the initial journey of Phioro began in England. Clare received her Bachelor’s Degree in ‘Jewellery and Silversmithing’ from the highly acclaimed ‘School of Jewellery’ (Est. 1890) at Birmingham Institute of Art & Design in 2006. Rooted in her British-Emirati background, Clare returned to Dubai to further advance her endeavors with Phioro. Clare remains inspired by the fascinating surroundings of her home city; showcasing an ornate and harmonious confluence of old vs. new, traditional vs. modern and Eastern vs. Western design elements. From a young age Clare presented an extraordinary flair in the arts, receiving

Clare Pardoe

both the Design Technology and Art Prizes for her displayed talents while attending the prestigious Dubai College. In 2010, Clare was a finalist in the Jewellery Design Awards competition for Dubai International Jewellery Week. Extending from an extensive bloodline of creative artists and designers, both present and past; Clare has always felt most comfortable in identifying with her inherited artistic instincts. Her great grandfather, Thomas Pardoe, was a painter for Nantgarw Pottery in Wales. Considered to be among the most valuable artifacts ever produced in Wales, Nantgarw porcelain was collected by The Royals and today remains on display at London’s Victoria and Albert Museum.Much like her great grandfather, Clare has the ability to see the beauty of a piece from all angles, considering every aspect when designing. Depending on her inspirations, Clare is equally confident designing both minimalist and statement jewellery, and everything in between; a truly versatile designer.

DesignerClare is admired for her captivating designs, intended to represent a transcendental existence. Each intricately sculpted piece reflects a rich heritage in fine jewellery artistry marked by Clare’s modern and distinctive edge. Drawn toward bold, striking, organic forms, accentuated by a select anthology of priceless materials and precious stones; Clare’s designs embody true works of art. Working with clients from around the world, her unique expertise enables her to personally connect with each client and deliver a piece that encapsulates their story.

Clare’s exquisite creations have been featured in editorials worldwide. Phioro designs have been embraced and worn by international starlets, including Katy Perry, Michelle Rodriguez, Yousra, Bushra, Lily Cole and Sarah Bolger.

Palestinian American sisters Dalia and Lama Sadiq are the owners of Socialista Boutique in Sunset Mall in Dubai. Founders and trendsetting sisters have influenced the UAE fash-pack with their impeccable style and eye for detail. Both sisters were raised in Southern California where their love of fashion started. Dalia got her BA in Political Science with a minor in Management from the University of California at Irvine (UCI) in 2004. She then went on to pursue her MA in Communications and Arab Studies at Georgetown University. She moved to Dubai in 2006 and began working in Fashion. After that she moved to NYC when she first got married in 2009 for a year and settled back in Dubai in 2010. Her partner Lama Sadiq studied Fashion in

Dalia and Lama Sadiq

London. She got her BA in Fashion Marketing from the American International University in London in 2011. Her love of fashion began at a young age and London being one of the most envied fashion capitals of the world asserted that love. With their experiences in major fashion led cities such as New York and London, the sisters decided to open their own boutique in Dubai to bring back ‘it’ pieces to stock in their trend led store.

Socialista Boutique

Socialista Boutique opened its doors in March of 2012. Named as one of Dubai’s Best boutiques by Ahlan Magazine, Time Out and What’s On magazine, Socialista is known for introducing the region to sought after designers that are taking the fashion industry by storm.

After the on-going success of their boutique, the girls went live online with the launch of their e commerce site. The website, www.socialista.net makes it easy to shop the latest collections, view look-books and keep up to date on their fashion musings through the blog section.

JEWELS’ line features glitzy necklaces, earrings, bracelets and rings. Each collection has a different theme catering for different occasions. From sophisticated to casual, funky to chic, every piece is simply Unique. About JEWELS: After being launched by Sogol Zabihi in 2006, JEWELS became known as one of the leading accessory jewellery brands. Each collection consists of statement earrings, rings, bracelets and necklaces worked with finely-faceted Swarovski crystals, gold-plated and hand painted in Italy. The hallmark of each collection is a unique fusion of contemporary designs and traditional Middle Eastern artistic influences.

Sogol Zabihi

Much like the designer herself, JEWELS’ aesthetics display a sense of sassiness and vivacity, full of bright iridescent hues that exude a young, fresh character. Sogol describes her brand as “retro, trendy and rich, relying on a heightened sense of bright colours.” “I pull inspiration from everything I see around me and ideas seep in and result in fun, wonderful designs.” – Sogol Zabihi, Creator of JEWELS