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We catch up with the designer behind the Cairo-based label known for its disruptive eyewear and jewellery designs
Where does the name come from? After some back and forth over whether I should come up with a conceptual brand name, or stick with my own, we decided to stick with my name, to keep it authentic and true to my outlook.
How would you describe your brand’s aesthetic? It’s a style that aims to promote the individual’s identity, through jewellery that has an element of self-expression to it.
What inspires the brand? Humans. The complicated and ever-evolving story of the human race is what the brand is inspired by.
What goes into creating the perfect product? Long hours spent researching and identifying concepts that play out well in the human imagination and then onto the body: when you have something that combines research data with an artistic flair for the abstract, your designs are going to be well received.
What informs your choice of cut, material, print, colour, etc.? That’s all part and parcel of the long and extensive research we conduct into what our clients want to wear and how they want to stand out from the crowd.
Do you have a flagship product, and what makes it stand out? The urban infused 590 sunglasses are a stand out product for us.
What do you think will be the next big revolution in your segment? Recycling.
What about the Middle East market appeals to you? It’s a dynamic market that is always moving at 100 miles per hour.
How has the rise of ecommerce influenced your company and strategy? It offers a prime business platform that allows us to compete in new ways with the leading fashion trend platforms across each country.
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