Nadine Merabi On Building Her Global Fashion Brand And Designing Affordable Luxury

Nadine Merabi’s dazzling dresses, co-ords and jumpsuits have become both Instagram sensations and red-carpet regulars… Harper’s Bazaar Arabia spoke exclusively to the Lebanese designer to discuss her label’s supersonic ascent

A galaxy of celebrities including Jasmine Tookes, Megan Fox and Rochelle Humes and 800K Instagram followers all agree: Nadine Merabi’s effervescent eveningwear is exactly what the world needs right now.

It’s impossible not to imagine good times ahead in one of the Manchester-based label’s delicate lace jumpsuits or feather-trimmed co-ords. But how Merabi built her global fashion brand is all the more impressive when you discover that just a decade ago, she didn’t even know how to sew.

Nadine joins our Zoom while cradling her 12 week old daughter, Etti in her arms. “I feel like I’ve learnt to just do things whilst breastfeeding, otherwise I wouldn’t get a life,” she smiles. Describing Nadine as having a can-do attitude is putting it mildly. In her world, everything happens for a reason…

After a decade representing England at hockey at an international level, “I started organising events,” Nadine explains. “Although it probably wasn’t the best idea, because I’d have an event on Friday night and then a hockey game on a Saturday morning.” But while working in the field, Nadine spotted a gap in the market. “I’d go to Harvey Nicks for something to wear, but everything was £3,000 [Dhs14,750]. Or I’d see four girls wearing the same dress from Zara in one bar… I wanted something different that wasn’t ridiculously expensive so I thought, ‘It can’t be that hard to make a dress…’” Nadine Merabi’s signature sweet spot of ‘affordable luxury’ was born.

“ I wanted something different that wasn’t ridiculously expensive so I thought, ‘it can’t be that hard to make a dress…’”

Nadine Merabi

The nascent designer bought a sewing machine, some fabric and got stuck into YouTube tutorials. “I think my lack of knowledge helped me because if I knew what I know now, I’d be scared to death!” Her creations caused a stir and Selfridges asked for a meeting. Nadine signed on the dotted line – before swiftly securing a bank loan and finding a manufacturer to help her fulfil her three month delivery deadline.

Now Nadine sells direct to her loyal fanbase. “If I started in fashion earlier, I wouldn’t have been ready. Hockey made me the person I am. It taught me resilience and teamwork.” Those learnings echo through the business. “Even when you lose a match, it helps your next match because you learn from your mistakes. I tell all my staff, ‘I don’t care if you make a mistake’ – just don’t ever make it twice.’”

So far, so savvy. But without the right aesthetic, a fashion brand will flop. Scrolling through @NadineMerabi on Instagram feels like peeping into a party where everyone’s invited. Inclusivity is essential for Nadine. “I’m most proud of our Bella jumpsuit because women feel comfortable in it, no matter their shape or size.” Inclusivity is heavy in the brand’s future plans, too. “I want to do new linings in different colour nudes. We’re looking at (introducing) smaller and bigger sizes. We’re going to try a subscription model or rental, because not everyone can afford (to buy) one of our designs. We want to have a bigger base in the US and I also want to expand the collections, starting with Resort… And I would love to dress Kate Middleton!”

To make that wish-list a reality, Nadine works alongside director Blue Wilson. But what advice can Nadine share with solo entrepreneurs? “Know your strengths and weaknesses, then surround yourself with like minded people who can help you with parts of the business that may not be your strengths.”

Reiterating her goal to offer mentorship, each month the website spotlights a different Power Woman. “I had the mental strength (to start my business) but not everyone has that. There must be so many potential entrepreneurs out there who would try things, if they had some support or could read other people’s stories.” So, what type of boss is Nadine to her 50-strong team? “I’m very hands-on. I don’t have my own office – I don’t want to sit on my own. Getting other people’s thoughts, throwing ideas around, having mood boards everywhere. It goes hand in hand with being creative.”

Before the pandemic, business was good… and after? Sales are supersonic. But along with the highs, Nadine is keen to point out the lows. “I’ve had some wobbles as well,” she admits. When COVID hit, sales slowed, but after lockdown, Nadine’s glossy aesthetic is exactly what a world desperate to go ‘Out Out’ craves. “(After lock-down ended) everyone started to appreciate things more and it made people think, ‘I’m going to put more effort in.’ As well as the brand’s growth I’m getting more creative, more experimental and more confident in the designs.”

This confidence has a direct correlation to Nadine’s ancestry. “Looking back, I see how my late dad’s Lebanese heritage plays into my designs. I was really embarrassed by him… he would wear the most flamboyant outfits and everyone would stare. But he had a lot of fun and confidence with his outfits and when I look back at pictures, I see that’s where I get it from.”

“I see how my late dad’s Lebanese heritage plays into my designs… he would wear the most flamboyant outfits and everyone would stare.”

Nadine Merabi

Carving out family time is vital for Nadine, “My husband Frank and I are real foodies and I love my weekends. The girls (Vivi, 20 months, and Etti) have my full attention and we go for lovely walks and lunches… that’s when I get my happy moments.” Burn-out in the fashion industry remains real but Nadine advocates working smart. “For the first time, only about a year ago, I felt like my head was above the water. Life is getting easier and it’s not as much of a struggle,” she reveals. “If you’re in a creative industry, you need time off to make decisions. If people want to work until 10 o’clock at night, that doesn’t impress me. The way I make decisions is going for a run or meditating. We hold meditation classes for the staff here and if anyones says they’re too busy, I say ‘That’s why you need the meditation.’”

“When I design (I have) a certain woman in mind or an occasion. Rather than me designing for me, I want to make (everyone) feel fabulous!” Nadine declares. And anyone that has ever draped themselves in – or dreamed of donning – Nadine Merabi’s sequin-sprinkled, high-octane glamour, is more than grateful.

Images Supplied, Instagram @Nadinemerabi. For more informatiom, visit nadinemerabi.com

From Harper’s Bazaar Arabia March 2022 Issue.