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Meet the Emirati founders of the UAE marketplace for secondhand luxury goods
From a single Louis Vuitton bag to a thriving resale dynasty, Emirati couple Hadir Soliman and Jamal AlObeidli, founders of The Closet, have spent 15 years influencing how consumers in the region perceive luxury. Their business started not from a boardroom, but from a place of frustration.
Hadir, the company's visionary founder, was attempting to sell her own Louis Vuitton bag in an online marketplace. 'I quickly became overwhelmed by the number of inquiries I received: questions about the item's measurements, authenticity, purchase details, and more,' she told KT LUXE.
The hassle of answering repetitive questions made her realise there was a significant gap in the market for a professional, hassle-free consignment service. And so, The Closet was born to buy and sell authentic luxury products.
While she didn't have a traditional fashion background, Hadir was armed with something equally powerful: an entrepreneurial spirit inherited from her family of business owners.
Her professional experience in heavy industry and large-scale organisations provided a strong foundation in operations and management, skills that have proved invaluable.
Her husband and co-founder, Jamal AlObeidli, has a similar background, having gained critical insights into logistics and international export from the world's leading aluminium manufacturers.
This combined with his early exposure to retail in his father's hotel-based stores created a formidable partnership.
Shifting mindsets
When The Closet launched in 2010, the cultural landscape was vastly different. 'In the early days, the concept of consignment was not widely accepted,' Hadir explains. 'Many people were hesitant to sell their pre-owned luxury items because they felt it might reflect financial need.' Similarly, buying secondhand goods carried a stigma in a culture where newness was highly valued.
Today, that perception has changed. 'There has been a remarkable shift, especially with the rise of younger, more conscious consumers who are deeply aware of sustainability,' Hadir notes.
Social media has also played a key role, making consumers more informed and open to preloved luxury as a smart and stylish choice. The question has evolved from, 'Will anyone really buy my used bag?' to a celebration of circular fashion.
Sustainability is the very heart of The Closet's business model. By extending the lifecycle of meticulously crafted luxury goods, the company actively reduces the demand for new production and preserves valuable resources. 'Unlike fast fashion, luxury fashion is built to last,' Hadir says. 'By giving these products a second (or even third) life, we're helping to reduce fashion waste and promote more conscious consumption.'
Built on trust
What sets The Closet apart in an increasingly crowded market? 'The business was born out of personal experience,' Hadir says. 'Every decision is guided by the question: 'What would we expect as customers?'' As a family-run business free from external investors, it remains agile and deeply connected to its clientele. Transparency is a core value, with clear and fair policies.
This customer-centric approach is evident in the company's services: flexible 'Buy Now, Pay Later' options, VAT refunds for tourists, free delivery and returns, and the 'White Glove Service', which offers complimentary home pickups for consignors.
However, the most significant differentiator is the brand's lifetime authenticity warranty. 'The fear of buying a counterfeit product is one of the biggest barriers [that keeps] customers [away],' says Hadir.
To eliminate this concern, The Closet has established a robust, multi-layered authentication process. Every item is first checked by two independent in-house authenticators.
This is followed by a final check using advanced artificial intelligence authentication technology, a system approved and recognised by Dubai's Department of Economy and Tourism. 'If even the slightest doubt exists, we immediately reject the item,' she says. To deter counterfeit submissions, a penalty of up to Dh5,000 is slapped on sellers if the product is a confirmed fake.
This expertise is cultivated in-house. The team has built an extensive internal library of counterfeit case studies, and potential authenticators undergo a rigorous three-year training journey before taking on the role.
The future is posh
Looking ahead, The Closet continues to innovate. At the start of 2025, it introduced 'The Luxe Society', a curated platform dedicated exclusively to brand-new, hard-to-find luxury pieces.
This new venture caters to discerning clients seeking unworn investment items, while still benefiting from The Closet's trusted reputation. The strategy is clear: expand both The Closet and The Luxe Society locally and regionally, while continuously elevating the customer experience.
For aspiring entrepreneurs, Hadir's advice is direct: 'Build your business on a real need, not just a trend. Trust is everything. Be honest. Be transparent.' She adds, 'Also, know that this industry is much more than just fashion. You need to understand logistics, operations, tech, and customer psychology. It's not all glamorous, but it's deeply rewarding.'
