How we got our job as… co-founders of this UAE-based timeless fashion label
Welcome to the Emirates Woman weekly series 'How I got my job as…' where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they'd give to those starting out; and the hurdles they've had to overcome.
The label is the ultimate destination for timeless designs that transcend trends. Their commitment to sustainability is woven into every luxurious, limited-edition piece offered through their e-commerce platform.
To delve into their world, Emirates Woman spoke to the four co-founders to see how their journey in the fashion industry began. What was your favourite subject at school?
For Gulnoza it was Chemistry, for Shahnoza it was art, Shahzoda it was Maths and Dilnoza it was Geography.
What was your first job?
Gulnoza was a Strategy consultant, Shahnoza was an Industrial engineer, Shahzoda a lawyer and Dilnoza a Rhythmic gymnastics coach. What brought you to Dubai?
Gulnoza first landed in Dubai in 2017 for a new role at PwC and never let go of the city. One by one, the rest of us followed, drawn by study programs or work assignments. Whenever life took us elsewhere, Dubai's energy, business-friendly pace, and family-oriented rhythm pulled us back. It's one of the few cities where you can build a global brand and still feel a genuine sense of belonging. There's no other place that we call home. What inspired you to enter the space and launch NÓRA?
When we launched in 2020, we felt there was a gap in the GCC market: a luxury experience from the fabric to the fit but at an attainable price. We believed women deserved both.
We set out to offer timeless silhouettes cut from premium fabrics, produced ethically, and priced so women could build a truly elevated wardrobe without compromise. Five years on, that vision has resonated: the business has grown ten-fold, and our collections now dress thousands of women across the MENA region and beyond. At heart, though, we're still a family business, so every detail feels personal. We treat the women who wear our pieces as part of that sisterhood, obsessing over fit, fabric, and finish until we're sure we're giving them best. Talk us through the concept?
We design for women who embrace modesty with a modern twist. Our signature cuts such as subtle asymmetry, sculpted drapes and cinched waists keep each look polished while resonating with women across the region. Each season, we hand-pick every roll of fabric and check every stitch, because we want you to feel the quality the moment you slip a piece on. We're equally serious about impact. In our selection of the fabric for garments we always opt for natural and sustainable fibres. Our garments are made of Naia™️fabric that has an optimised, low-impact manufacturing process with a low tree-to-fiber carbon and water footprint. Made from sustainably sourced wood pulp, it is certified biodegradable and compostable. And we believe true luxury should welcome, not exclude. By keeping prices honest, we let you invest in pieces you'll re-wear, restyle and rely on season after season. Above all, we're building community around sisterhood. Through pop-ups, stories and shared inspiration, we're creating a space where women across the MENA region and beyond dress with ease, live with intent and lift one another up.
What are the key elements of your role?
NÓRA is the four of us, sisters first, co-founders second. As co-founders, we divide our strengths, one leads creative direction, one oversees production and sourcing, another manages brand and partnerships, and one runs operations. We own our lanes but make the big calls together. That collective sign-off is the secret to keeping the brand coherent and the family bond intact. Talk us through your daily routine.
No day looks the same, from fabric approvals with our factories, to creative shoots, to one-on-one meetings with business partners. But we always start with a morning check-in as sisters and co-founders, keeping us aligned. What advice do you have for anyone looking to follow in the same footsteps?
Our dad was building businesses long before entrepreneurship was in trend. We grew up watching him treat risk as fuel, not a barrier, and turning uncertainty into opportunity through sheer tenacity. That mindset shaped NÓRA. We try to move forward even when conditions aren't perfect, and it's powered our rapid growth across the region. It's also the advice we'd share with any founder – grit will take you further than any perfect plan. Tell us more about the pieces?
Our collections are designed to last across seasons, featuring neutral tones, and fabrics that move fluidly. In our latest Resort collection, we introduced pieces in soft shades: mocha mousse, olive green, and ivory. Crafted from lightweight, crease-resistant knits and fluid satin, each style is perfect for your next getaway and designed to be worn again and again. You'll now find NÓRA on Ounass, the GCC's premier luxury platform, and you can also shop pieces in person at Galaries Lafayette. What is the best piece of advice you have ever received?
The best advice we've held onto is this, 'Start with a clear purpose, then build systems around it.' A strong mission fuels long-term success, but it's easy to lose sight of that 'why' when you're buried in daily admin. Every business is really a set of systems. The more you document and systemize each task, the sooner you can plug in talented people to run them. If you stay trapped inside those processes yourself, you haven't built a company, you've given yourself a job. And what is the worst?
The worst advice we've received was to follow trends. We've learned to steer clear of that mindset. Instead, we focus on seasonless silhouettes that stay relevant long after the hype fades. Our customers invest in enduring quality; thoughtful craftsmanship and ethical production mean more to them that the buzz of a passing trend.
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A post shared by N Ó R A (@nora.label) What's the biggest challenge you have had to overcome?
Our steepest learning curve has been predicting demand and managing an increasingly complex supply chain to serve large peaks of sales on key products. Last Ramadan we had opened pre-orders on one of our bestsellers, the Amira set. Thousands of girls planned to wear it as their Eid outfits. However, the production got delayed and regional couriers hit a backlog the week leading up to Ramadan. Customers began writing personal notes: one bride-to-be needed the piece to meet her in-laws, another had planned it for a first family gathering. The prospect of the packages arriving late suddenly felt like breaking a promise. So, we flew a team member to Istanbul, released the cargo ourselves, and booked a same-day Emirates freight despite city-wide unrest and a record-high shipping bill. Every parcel landed before Eid, and the thank-you messages that followed reminded us why we go to such lengths: quality and trust are non-negotiable, whatever the logistics. What lies ahead for the brand?
We're expanding into new markets and deepening our community offerings, from private styling in our new showroom in D3, to organizing more community events. We want NÓRA to be a lifestyle brand, so we're always looking for fresh ways to engage with our customers. In the long run, we aspire to be a key mission-driven brand in the MENA region, giving back to the community. Our late father was a successful entrepreneur and always gave back to the community. To honour his legacy, we plan to launch a foundation that offers women mentorship, education grants, and seed funding for their ventures. According to the WEF, even in a female dominated sector such as fashion where women account for 85% of the customer base, less than 15% of the major fashion brands are run by women. Unfortunately, we're yet to see a significant rise of regional female-owned enterprises and we're determined to help change that. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
Feature Image: Instagram @nora.label
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