Today's Edition
MAYS IBRAHIM (ABU DHABI)
Emirati women entrepreneurs at Abu Dhabi’s Al Thuraya Exhibition and Platform are translating personal stories, cultural heritage, and individual craftsmanship into thriving homegrown brands.
Visitors can see and experience that creativity at Marina Hall, ADNEC Centre Abu Dhabi, until January 29.
The exhibition is held under the patronage of Her Highness Sheikha Dr Shamma bint Mohammed bin Khalid Al Nahyan, Chairperson of the Board of Trustees of the Sheikh Mohammed Bin Khalid Al Nahyan Cultural and Educational Institutions and Chairperson of Al Thuraya Platform.
From Poetry to Perfume
Among the Emirati women showcasing their passion projects and brands at the event is Alash, a luxury oud and perfume trader who has been building her brand for more than a decade. She sources rare oils from around the world, including France, Switzerland and New York, carefully selecting each ingredient before blending them into original fragrances.
Her journey into perfumery began at home, she told Aletihad. “My grandmother taught me the craft of traditional scent-making. Many of my fragrances are inspired by Emirati heritage in their composition.”
Each perfume also has a matching dukhoun and oud version, and for this year’s Al Thuraya exhibition, she created a special exclusive blend for the platform — a custom perfume, dukhoun and oud set inspired by purely Arabic notes.
For Alash, the craft is deeply personal.
“Perfume-making is my passion. No matter how tired or busy I am, I feel happy when I work on my scents. This work has become part of who I am,” she said.
Her creative inspiration often comes from poetry. “I love poetry, and many of my perfumes are inspired by Emirati poems. I’d read a verse which inspires an idea or emotion, and I translate it into a unique scent.”
A Family Affair
One of the youngest exhibitors is Maryam Al Shehhi, a 14-year-old from Al Ain. She co-founded Stitch Studio with her mother and three sisters.
“We source fabrics from all over the world. My mother designs everything, and we work with a tailor to execute the designs,” she told Aletihad.
This is the brand’s first participation in Al Thuraya.
Their collections feature traditional garments that draw inspiration from different cultures across the world in their design, while maintaining a distinctly Emirati character.
“I feel inspired by my mother for starting this business,” Maryam said. “She has always wanted to do this, and we all joined together to make the brand a reality. We contribute together to the designs, fabric choices and everything.”
Supporting New Entrepreneurs
For Aisha Al Hammadi, Al Thuraya is the first public exhibition for the clothing business she she launched just two months ago.
Her idea took shape during a trip to London with her mother, inspired by printed cotton fabrics traditionally sourced to create an Emirati mukhawar.
“I decided to use those same fabrics to create shirts and blouses,” she told Aletihad. “It’s a new concept that blends something traditional with modern designs for different occasions.”
She designs the pieces herself and sees platforms like Al Thuraya as vital for emerging entrepreneurs.
“These exhibitions are important for designers like me who are still new and need opportunities to promote and showcase their businesses,” she said.
Timeless Designer Pieces
The platform also features brands with an established presence in Abu Dhabi’s fashion scene.
Searina Abdel Kader, founder and creative director of Serena Brand Abu Dhabi, launched her brand in 2016.
Based in Abu Dhabi, the brand specialises in conservative ready-to-wear fashion designed for both Emirati and international audiences.
“I create timeless pieces that balance cosmopolitan style with enduring elegance,” she told Aletihad. “Designs that transcend seasonal trends and become permanent pieces in a woman’s wardrobe.”
The self-taught designer has dressed international celebrities visiting Abu Dhabi, including Jennifer Lopez, Christina Aguilera, Gwen Stefani and Liu Yifei.
“I’ve always had a passion for design. I learned on my own, exploring fabrics, working with tailors, and building experience step by step,” she said.
Originally Jordanian and raised in Abu Dhabi, Abdel Kader noted that her designs are deeply inspired by Emirati culture and heritage.
Al Thuraya Exhibition and Platform is supported by Abu Dhabi Convention and Exhibition Bureau, part of the Department of Culture and Tourism – Abu Dhabi, ADNEC Centre Abu Dhabi, and the Abu Dhabi Department of Education and Knowledge’s National Art Expressions Programme.
