Meet Rumana Nazim, the founding father of idea retailer The Edit

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a person holding a sign: The Edit Dubai© Inspire Publishing
The Edit Dubai

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In case you are not aware of one among Dubai’s coolest idea shops, then you must preserve studying. The Edit, launched lower than a 12 months in the past by Rumana Nazim, is a collective life-style house bringing collectively trend, equipment, artwork, magnificence, residence décor and a espresso bar, all underneath one roof.

Rumana fused all of those differing parts collectively and the end result was a harmonised edit for the fashionable, trendy girl. The Edit introduces guests to boutique manufacturers, primarily from London and New York which have a cult following. But it surely doesn’t cease there, the idea retailer can be a spot for up-and-coming up to date artists to showcase their artwork and expertise.

We interviewed Rumana for our Highlight On collection, to be taught extra about The Edit and the way it all comes collectively.

When did you launch The Edit? And what was the thought behind beginning it?

The Edit was launched 10 months in the past with the intention of making a brand new expertise which might be actually modern. It’s an idea retailer and life-style house that includes trend, design, artwork and occasions in a villa on Al Wasl Highway to supply girls a novel means of purchasing.

What goes into selecting which manufacturers to show in your retailer?

All of our manufacturers have a good looking story to their collections and have a powerful up to date look. I selected most manufacturers by visiting London and Paris Style Weeks because it’s a good way to scout new designers who aren’t out there within the area.

You even have magnificence merchandise at your retailer, inform us extra about that?

We at the moment have Grown Alchemist and Rahua that are unimaginable natural skincare manufacturers – however we’re quickly going to be bringing in just a few new manufacturers too.

What struggles did you face whereas establishing what you are promoting?

For me, essentially the most tough was turning my imaginative and prescient right into a actuality and making the transition from being a lawyer to an entrepreneur, which was a complete new ballgame for me.

What has been your greatest achievement so far?

Overcoming my struggles and efficiently launching The Edit whereas nonetheless staying very true to my unique imaginative and prescient.

What do you suppose is exclusive in what you are promoting? What makes it completely different to different boutiques?

It’s a totally new concept to Dubai; we don’t have many true idea shops in our metropolis that supply so many various but personalised providers to the shopper and I see even bigger, conventional shops now shifting in direction of a “millennial-friendly” experience-based journey. The Edit is an area the place you’ll be able to store cool, cult trend manufacturers, artisanal homeware items, attend workshops, seminars, artwork exhibitions and trend pop-ups and in addition go to an natural espresso and tea bar, all in a good looking, homely villa in Jumeirah!

What do you hope on your prospects to really feel once they enter your retailer? Who’re your focused prospects?

My buyer is a really empowered, assured and well-travelled girl. She is aware of what she needs and loves feeling and looking stunning; she additionally doesn’t all the time comply with a pattern and units her personal guidelines which is why she involves The Edit as a substitute of shopping for mass manufacturers. I would like our prospects to enter feeling peaceable, completely happy and sorted, in addition to a part of a neighborhood that we try to create right here.

You embody rising designers, ones with a cult following relatively than a mainstream one, why is that this vital to you?

Dubai is residence to so many wonderful manufacturers which might be out there in all the shops; I wished The Edit to faucet into the lesser recognized manufacturers in order that it actually stays distinctive.

Which of the lesser recognized manufacturers in your retailer that you simply really feel deserves extra recognition?

That’s a tough query to reply but when I had to decide on, I’d say The Jetset Diaries; it’s a bohemian model impressed by luxurious resort put on.

You’ll be able to go to the shop in Al Wasl, Dubai.

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Media: Instagram, Provided 

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