Etoile La Boutique Opens In a New Location at Mall of The Emirates
“This is a rebirth of Etoile”
For over two decades Etoile La Boutique has been a labour of love for founder Ingie Chalhoub. Her mission; to bring international brands to Dubai and the region so that local clientele can shop top tentpole and up-and-coming designers through the comfort of a curated multi-brand store.
“This is a rebirth of Etoile,” says Ingie at the grand opening of the store, located in the heart of the luxury corridor inside the iconic mall. “It was important to be in the right area of the mall and to express the strong DNA of Etolie, which is feminine, elevated and still playful,” she goes on.
Decked out with a modern minimalistic yet inviting decore that features brushed gilded brass open shelving, travertine marble walls and display tables as well as expansive VIP changing rooms, the 2,345 square foot store is all about creating a luxury offering that can’t be found anywhere else. This means lots of exclusives including collaborations like Roksanda x FILA, Herve Leger x Law Roach and Hudson Jeans x Zoe Costello as well as a selection of exclusive styles from Taller Marmo, Huishan Zhang, Dice Kayek and Jenny Packham not to mention a selection from labels like Mary Katrantzou, Valentino, Jason Wu and Victoria Beckham. In total over 60 brands fill the store, 40 of which are exclusive to the region.
“For me, it’s all about understanding the market, understanding what our customer is looking for, and what Gen Z is looking for as well. Not only our original customers but their daughters. It’s about evolving with the new customer, catering to how she likes to shop today,” explains Ingie about her strategy for this next chapter in the history of her Etoile store.
This also means pushing brands to create pieces that reflect the needs of the region. Asking designers to rework their offering to cater to a more modest consumer, but also those that find their evening filled with events, galas and dinner parties. With a selection of labels that come from European, American and Australian, Etoile is positioning its stores, both in Dubai and across the Gulf to be a place of discovery for customers who, thanks to Ingie’s attention to detail, feel sartorially heard by global brands. “Our offering in Saudi is different than what it is in the Emirates or Qatar. I want to cater to every client in every region and be there for our customers at every moment of their life,” says Ingie with a smile.
If this new store is an indication of things to come, Etoile isn’t a shooting star but rather a fashion North Star for the Middle East.
For more information, visit etoile.com
Lead image courtesy of Instagram/@EtoileLaboutique