How I got my job as… founder of this Moroccan-inspired 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.
This fashion brand blends the intricate artistry of Morocco, the glamour of the Middle East, and the timeless elegance of South Asia into a modern luxury statement.
To delve into her journey, Emirates Woman sat down with Jabrane to see how it all began. What was your favourite subject at school?
Psychology. I've always been captivated by the way people think, feel, and express themselves. Fashion, to me, is an unspoken language and that early curiosity about human nature became the foundation for my creative journey.
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A post shared by JABASHI (@shopjabashi) What was your first job?
At 18, I worked in a high-end eyewear boutique. It was my first true immersion into the world of luxury retail, where I learned that refinement is as much about experience and detail as it is about the product itself. What brought you to Dubai?
While I am based in the United States, my designs were naturally drawn to Dubai's cosmopolitan energy and discerning clientele. Dubai is a global stage for elegance, where tradition meets innovation, which mirrors exactly what Jabashi Fashion stands for. What inspired you to enter the fashion space and launch JABASHI FASHION?
My story is one of cultural fusion. I am American-born with Pakistani and Kashmiri heritage, and I married into Moroccan culture. Jabashi Fashion was born from my desire to weave these worlds together blending the intricate artistry of Morocco, the glamour of the Middle East, and the timeless elegance of South Asia into a modern luxury statement.
Talk us through the concept.
Jabashi Fashion is a curated blend of heritage and high fashion. Every piece is handcrafted to embody both tradition and contemporary allure, think Moroccan embroidery, flowing Middle Eastern silhouettes, and sophisticated detailing designed for the modern woman. What are the key elements of your role?
As founder and creative director, I oversee everything from design and fabric sourcing to brand partnerships and visual storytelling. I am deeply committed to ensuring each collection carries our signature: cultural authenticity, impeccable craftsmanship, and a sense of timeless elegance.
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A post shared by JABASHI (@shopjabashi) Talk us through your daily routine.
I start my mornings with gratitude and prayer to set an intentional tone for the day. The early hours are devoted to reviewing design progress, liaising with our artisans, and managing international logistics. Afternoons are for creative directio, photoshoots, campaign planning, and client consultations. Evenings are sacred for family time, reflection, and sketching new ideas. What advice do you have for anyone looking to follow in the same footsteps?
Never dilute your story to fit into trends. In luxury fashion, your narrative is your most powerful asset. Protect your vision fiercely, build meaningful relationships with your artisans, and let quality, not quantity define your success. Tell us more about the products.
We design luxury abayas, gowns, and Moroccan-inspired statement pieces that embody elegance, heritage, and modernity. Each garment is crafted using premium fabrics and fine detailing, made for women who appreciate both artistry and exclusivity. What is the best piece of advice you have ever received?
'Protect your brand like it's your name.' Reputation and trust are irreplaceable in this industry. And what is the worst?
'Play it safe.' True creativity exists beyond comfort zones. What's the biggest challenge you have had to overcome?
Managing international production while preserving uncompromising quality. Working with artisans across different time zones and cultural contexts has been both a challenge and a privilege, it requires vision, patience, and precision. What lies ahead for the brand?
Our vision is to expand into the Gulf region with exclusive capsule collections, high-profile collaborations, and eventually a flagship presence in Dubai. The future of Jabashi Fashion is about becoming a global name synonymous with cultural elegance and modern luxury. We will be adding very unique jewellery pieces as well. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
Images: Supplied & Feature Image: Supplied
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