Shop Talk: Séraphine Opens In Dubai

BY Harper's Bazaar Arabia / May 12 2016 / 18:30 PM

The internationally renowned maternity boutique opens its doors in Dubai for the very first time

Shop Talk: Séraphine Opens In Dubai
Her Royal Highness Catherine, Duchess of Cambridge is one of Séraphine's most loyal customers

Mums of Dubai rejoice - the opening of the first Séraphine store in the Middle East (in Festival City Mall) is set to answer all of your maternity and childrenswear dilemmas. Founded by Cecile Reinaud, a mother-of-two, the label is the go-to for chic celebrity mums like Jessica Alba, Doutzen Kroes and Halle Berry, as well as Catherine, Her Royal Highness, the Duchess of Cambridge who wore a Séraphine dress for Prince George's first official family portrait.

It's been a whirlwind 14 years for Cecile, since starting the label in 2002. She has opened stores in London, Paris, New York and Hong Kong, and just last year received the Queen's Award for Entreprise in International Trade, and was presented with the accolade by the reigning monarch herself at Buckingham Palace. 

Cecile with Queen Elizabeth in 2015

Here, Bazaar catches up with Cecile to chat about how this journey finally led her to our shores here in the Middle East.

Harper's Bazaar Arabia: How did the opening of the store in Festival City come about?

Cecile Reinaud: Séraphine has stores in London, Paris, New York and Honk Kong, and as Dubai is a new major fashion capital, we really wanted to have a store there. For our first flagship store we selected Festival City Mall because it hosts great brands that complement our offering. For example, Petit Bateau childrenswear and British lingerie specialist Rigby & Peller are right by our store. When a woman is pregnant she needs maternity wear, childrenswear and new lingerie, so we like to open stores in clusters where all she needs is on offer. We fell in love with the massive shop windows of this large corner unit which really enables us to showcase our collection and make an impactful shop front. With 2,500 square feet, this store really enables us to showcase our entire collection and we have fitted it to a very high standard so that it really is shopping heaven for pregnant women.

The interior of the Séraphine store in Dubai Festival City Mall

HBA: What differentiates Seraphine from other childrenswear/maternity stores in the region? What does it offer that others here don’t?

CR: Séraphine is unrivalled in its wide offering of maternity wear, from casual to super elegant. We are the brand that dresses everyone from royalty to rock stars and big screen celebrities. We have a long list of A-list fans that make Seraphine totally unique. We found that in the UAE, there are very limited offerings. Our designs are signature to the brand and our quality is unparalleled , we have been a maternity wear specialist for over a decade and our fit is exceptional. My own experience of pregnancy helped me to understand exactly what a woman needs for her wardrobe during those nine months and I always design with my own experience being pregnant in mind.

Séraphine prices are also very reasonable because we know that a pregnant woman needs a whole new wardrobe during pregnancy and so our exceptional quality combined with mid-market prices really gives us a unique positioning in the market.

L-R: Coco Rocha, Doutzen Kroes and Kourtney Kardashian are among Séraphine's clients

HBA: What is your design/buying philosophy?

CR: At Séraphine our collections span from loungewear to casual wear, office wear, special event dressing and even red carpet gowns, so we cover absolutely every occasion. Our signature styles are dresses with subtle prints that we design in-house in our London creative studio. We are also famous for our maternity jeans that Hollywood celebrities adore for their super flattering and comfortable fit . Our collection also offers a lot of options for nursing after the baby has arrived because our aim is to make breastfeeding fashionable and easy. Our brand motto is to offer maternity clothes that you would want to wear even if you were not pregnant!

Séraphine is now open at Festival City Mall.