With relatively little fanfare, Saudi designer Nora Al-Shaikh has managed to build a following for her brand of modern chic dressing since launching her label in 2012. Although her line is now stocked at retailers across the Middle East such as S*UCE Boutique in Dubai, Doha’s Dress Me Fashion Store, Cugini Boutique in Jeddah and NASS boutique in Kuwait, the young Saudi designer continues to explore new ways to engage with her customers.
Shirt dresses on display
A week before boarding a plane for L.A., where she’s planning a trunk show this summer, the designer hosted three dozen of her loyal customers at her new atelier/showroom in Jeddah. “In addition to growing our retail partners, we’ve built our business over the last five years through loyal clients who’ve contacted us directly to place orders. Nurturing those personal relationships is a huge part of what we do today,” says the designer, noting that a Qatari client recently ordered eight looks from the designer’s S/S 2017 collection.
Inside the designer's showroom
Walking through the showroom’s warm modern space accented with concrete walls and angular display cases, the designer stops in front of a clear glass wall offering a glimpse into her atelier, where her team of seamstresses and patternmakers are busy filling in orders for her latest collection. “I wanted to create a welcoming intimate space where clients can shop and try looks on in the privacy of a relaxed atmosphere. Having the atelier on hand also allows us to make adjustments or create custom pieces for a particular client,” says Nora, whose collections will soon be available through Threads Styling, the London-based personal shopping service.
Contact firstname.lastname@example.org to visit Nora Al Shaikh’s new showroom