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Emirates Woman
2 days ago
- Business
- Emirates Woman
How we got our job as… co-founders of this UAE-based timeless fashion label
This week, we speak to Gulnoza, Shahnoza, Shahzoda and Dilnoza, Co-Founders of UAE-based luxury fashion brand NÓRA, known for their quality silhouettes. 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. View this post on Instagram A post shared by N Ó R A (@ 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 @
Emirates Woman
16-05-2025
- Business
- Emirates Woman
14 homegrown fashion brands in the UAE to champion
In a world where quiet luxury reigns supreme, these UAE-based fashion homegrown labels have nailed the art of minimal elegance. Overall, these brands have even made a mark for themselves on a global map. Having achieved viral status both in the UAE and internationally, these capsule pieces can be worn on any occasion. When it comes to innovation and creativity, the UAE is always ahead of the curve as it champions homegrown labels. From eyewear brands to clean sartorial labels focusing on capsule pieces, there are several homegrown labels – emerging and established – to get you there. These homegrown brands transport us on a journey through time and space, weaving together threads of traditions, culture and innovation, our definite favourites. To see our favourite brands, scroll through our guide of editor-approved labels below. Nine Frames This Dubai-based eyewear brand creates timeless, high-quality sunglasses with a modern twist. Every pair is crafted using premium materials and designed to elevate everyday style. Nine Frames combines durability, style and eco-conscious design, offering sunglasses that are both a fashion statement and a collectible piece. To make shopping easier than ever with its seamless online experience, which includes a virtual 'try-on' tool, allowing customers to see how each style looks on them before purchasing. For more information visit NÓRA This homegrown UAE-based label focuses on timeless pieces . From sophisticated co-ord sets to limited-edition off-shoulder dresses, these capsule pieces can be worn for any occasion. NÓRA aims to be the go-to destination for women's clothing and lifestyle inspiration in the MENA region and globally. Since its inception, the brand has experienced exponential growth, expanding tenfold and dressing thousands of young women across the MENA region and beyond. For more information visit Aora Athletics Aora is more than just sportswear; it's a philosophy. Born in the UAE, we create premium, sustainable activewear that harmonises body, mind, and spirit. . That's why they use eco-friendly materials, ethical production practices, and cutting-edge technology to craft sportswear that fuels confidence, resilience, and well-being. The brand was born to empower individuals through movement. For more information visit By ALL'E View this post on Instagram A post shared by By ALL'E (@byalleofficial) Founded in 2023 by Australian born, Ella Stapleton, By ALL'E is fashion brand designed by woman for woman. Handcrafted in Dubai, United Arab Emirates, By ALL'E is dedicated to empowering women through the inside out in each piece. Each piece has been carefully designed around the female form, accentuating, and crafting the perfect fit. The creative journey of each and every piece has undergone months of research, sketches, fabric sourcing and sampling to refine and perfect, just for you. For more information visit Marbl View this post on Instagram A post shared by MARBL. (@ The brand releases seasonless pieces that exist outside of trends as opposed to collections. The tailors along with the quality team make sure that every piece is worthy of investment. marbl. clothing has been designed to combine effortless style with pieces such as silk dresses, linen co-ords and more. Making this a capsule homegrown brand in the region. For more information visit Sculp View this post on Instagram A post shared by SCULP (@sculpwear) Co-Founded in 2024 in Dubai by Aisha Abdulaziz, the brand's mission is to empower individuals to reach their full potential through the slight compression mechanism. Whether you are hitting the gym, going for a run, or practicing yoga, SCULP activewear is designed to support your active lifestyle. Each piece is durable, breathable, and is created from moisture-wicking materials. Their commitment to innovation and functionality sets them apart, allowing you to move with confidence and style. For more information visit Godalia The idea was to create a practical wardrobe for a woman. From morning to evening, she will feel comfortable. The mission of GODALIA brand was to create high-quality and stylish linen garments that are suitable for any occasion. They design versatile and fashionable suits and dresses in which each client can look elegant and confident in any setting. The brand aims to bring together the comfort of the fabric, high-quality tailoring, and stylish design so that everyone can feel stylish and confident, regardless of the occasion or event. For more information visit Be Atheltica Designed and manufactured in the UAE, the pieces are crafted for the modern woman. Each set blends functionality with fashion. It's standout quality is its ethical production transparency, as all styles use pre-loved fabrics that support an everyday active lifestyle in a mindful way. The brand was founded by Gauri Sarma. It's known for its subtle not to the '90s, there's something for everyone. For more information visit Scorpio Rizing Scorpio Rizing is a Dubai-based fashion brand that offers a variety of clothing and accessories, including dresses, bottoms, and tote bags. They provide worldwide shipping and offer free next-day delivery within the UAE. Their capsule pieces include semi-sheer maxi dress, in a range of vibrant colours, but the collections also include skirts, co-ords and accessories HALA Founded by Hala Al Shammari, this fashion label breaks stereotypes and classic cuts.'A trademark of HALA's design philosophy is the juxtaposition of clean, elegant front designs with unexpected, captivating twists at the back, such as my personal favourite, the backless cut,' Al Shammari shares in an interview with Emirates Woman. Launched with the intention to uplift Arab women in the region, this label is growing year after year with its sophisticated pieces that can be worn all year round. For more information visit Mawkini View this post on Instagram A post shared by MAWKINI SWIM (@mawkini) For resort wear pieces, Mawkini is your go-to label. Inspired by the vibrant beaches of Dubai, Mawkini was brought to life by our beach-loving founder, Maww. Understanding the struggle of finding the perfect bikini, Maww set out to create swimwear that makes every woman feel confident and beautiful. So, whether you're lounging by the pool or hitting the waves, the brand's swimwear is made to empower and celebrate you, all year round. For more information visit By Karen Wazen Several A-listers ranging from Kourtney Kardashian to Camila Coelho have been spotted wearing a pair of this brand's luxe sunglasses. The Dubai-based maven Karen Wazen has created a cult following with her namesake eyewear brand that launched in 2018. From trend-focused lenses with UV protection to styles varying from retro cat-eye to futuristic micro shades, we just can't get enough of all the diverse pieces this luxury brand produces. For more information or to make a purchase visit LAYER ONE Layer One is working only with high-quality knitted fabrics and producing essential garments designed for your aesthetic and tactile pleasure, with a focus on gentle touch that caresses your body, enhancing your everyday life experience. With limited releases and capsule collections, the brand's philosophy of slow fashion and a sustainable approach is valued. For more information visit Emouvante This brand focuses on comfortable, stylish, and made for every part of your day pieces. For more information visit – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram Images: Supplied & Instagram
Emirates Woman
09-04-2025
- Business
- Emirates Woman
14 aesthetic homegrown UAE fashion brands to support this year
In a world where quiet luxury reigns supreme, these UAE-based fashion homegrown labels have nailed the art of minimal elegance. Overall, these brands have even made a mark for themselves on a global map. Having achieved viral status both in the UAE and internationally, these capsule pieces can be worn on any occasion. When it comes to innovation and creativity, the UAE is always ahead of the curve as it champions homegrown labels. From eyewear brands to clean sartorial labels focusing on capsule pieces, there are several homegrown labels – emerging and established – to get you there. These homegrown brands transport us on a journey through time and space, weaving together threads of traditions, culture and innovation, our definite favourites. To see our favourite brands, scroll through our guide of editor-approved labels below. Nine Frames This Dubai-based eyewear brand creates timeless, high-quality sunglasses with a modern twist. Every pair is crafted using premium materials and designed to elevate everyday style. Nine Frames combines durability, style and eco-conscious design, offering sunglasses that are both a fashion statement and a collectible piece. To make shopping easier than ever with its seamless online experience, which includes a virtual 'try-on' tool, allowing customers to see how each style looks on them before purchasing. For more information visit NÓRA This homegrown UAE-based label focuses on timeless pieces . From sophisticated co-ord sets to limited-edition off-shoulder dresses, these capsule pieces can be worn for any occasion. NÓRA aims to be the go-to destination for women's clothing and lifestyle inspiration in the MENA region and globally. Since its inception, the brand has experienced exponential growth, expanding tenfold and dressing thousands of young women across the MENA region and beyond. For more information visit Aora Athletics Aora is more than just sportswear; it's a philosophy. Born in the UAE, we create premium, sustainable activewear that harmonises body, mind, and spirit. . That's why they use eco-friendly materials, ethical production practices, and cutting-edge technology to craft sportswear that fuels confidence, resilience, and well-being. The brand was born to empower individuals through movement. For more information visit By ALL'E View this post on Instagram A post shared by By ALL'E (@byalleofficial) Founded in 2023 by Australian born, Ella Stapleton, By ALL'E is fashion brand designed by woman for woman. Handcrafted in Dubai, United Arab Emirates, By ALL'E is dedicated to empowering women through the inside out in each piece. Each piece has been carefully designed around the female form, accentuating, and crafting the perfect fit. The creative journey of each and every piece has undergone months of research, sketches, fabric sourcing and sampling to refine and perfect, just for you. For more information visit Marbl View this post on Instagram A post shared by MARBL. (@ The brand releases seasonless pieces that exist outside of trends as opposed to collections. The tailors along with the quality team make sure that every piece is worthy of investment. marbl. clothing has been designed to combine effortless style with pieces such as silk dresses, linen co-ords and more. Making this a capsule homegrown brand in the region. For more information visit Sculp View this post on Instagram A post shared by SCULP (@sculpwear) Co-Founded in 2024 in Dubai by Aisha Abdulaziz, the brand's mission is to empower individuals to reach their full potential through the slight compression mechanism. Whether you are hitting the gym, going for a run, or practicing yoga, SCULP activewear is designed to support your active lifestyle. Each piece is durable, breathable, and is created from moisture-wicking materials. Their commitment to innovation and functionality sets them apart, allowing you to move with confidence and style. For more information visit Godalia The idea was to create a practical wardrobe for a woman. From morning to evening, she will feel comfortable. The mission of GODALIA brand was to create high-quality and stylish linen garments that are suitable for any occasion. They design versatile and fashionable suits and dresses in which each client can look elegant and confident in any setting. The brand aims to bring together the comfort of the fabric, high-quality tailoring, and stylish design so that everyone can feel stylish and confident, regardless of the occasion or event. For more information visit Be Atheltica Designed and manufactured in the UAE, the pieces are crafted for the modern woman. Each set blends functionality with fashion. It's standout quality is its ethical production transparency, as all styles use pre-loved fabrics that support an everyday active lifestyle in a mindful way. The brand was founded by Gauri Sarma. It's known for its subtle not to the '90s, there's something for everyone. For more information visit Scorpio Rizing Scorpio Rizing is a Dubai-based fashion brand that offers a variety of clothing and accessories, including dresses, bottoms, and tote bags. They provide worldwide shipping and offer free next-day delivery within the UAE. Their capsule pieces include semi-sheer maxi dress, in a range of vibrant colours, but the collections also include skirts, co-ords and accessories HALA Founded by Hala Al Shammari, this fashion label breaks stereotypes and classic cuts.'A trademark of HALA's design philosophy is the juxtaposition of clean, elegant front designs with unexpected, captivating twists at the back, such as my personal favourite, the backless cut,' Al Shammari shares in an interview with Emirates Woman. Launched with the intention to uplift Arab women in the region, this label is growing year after year with its sophisticated pieces that can be worn all year round. For more information visit Mawkini View this post on Instagram A post shared by MAWKINI SWIM (@mawkini) For resort wear pieces, Mawkini is your go-to label. Inspired by the vibrant beaches of Dubai, Mawkini was brought to life by our beach-loving founder, Maww. Understanding the struggle of finding the perfect bikini, Maww set out to create swimwear that makes every woman feel confident and beautiful. So, whether you're lounging by the pool or hitting the waves, the brand's swimwear is made to empower and celebrate you, all year round. For more information visit By Karen Wazen Several A-listers ranging from Kourtney Kardashian to Camila Coelho have been spotted wearing a pair of this brand's luxe sunglasses. The Dubai-based maven Karen Wazen has created a cult following with her namesake eyewear brand that launched in 2018. From trend-focused lenses with UV protection to styles varying from retro cat-eye to futuristic micro shades, we just can't get enough of all the diverse pieces this luxury brand produces. For more information or to make a purchase visit LAYER ONE Layer One is working only with high-quality knitted fabrics and producing essential garments designed for your aesthetic and tactile pleasure, with a focus on gentle touch that caresses your body, enhancing your everyday life experience. With limited releases and capsule collections, the brand's philosophy of slow fashion and a sustainable approach is valued. For more information visit Emouvante This brand focuses on comfortable, stylish, and made for every part of your day pieces. For more information visit – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram Images: Supplied & Instagram
