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Hala Al Gergawi has turned the luxury space on its head and is a trailblazer in her own right. With an innate sense for storytelling and impeccable entrepreneurial skills, she is the founder of the region’s first luxury consultancy firm Tea Before Noon (TBN). With a firm and disruptive approach to brand building, she is making waves for luxury labels the globe over. What made you want to become an entrepreneur? I have always been an entrepreneur at heart and by practice even throughout my corporate journey. My approach to building a brand or a product has been always a startup approach, innovative and disruptive. Creating something new whether it be a product or a marketing campaign or a service etc. was always driven by passion and by persistence in succeeding. How did your childhood/growing up shape your outlook on life and approach to business? I believe different factors contributed to shaping my career goals and my approach to business. Firstly, growing up surrounded by a family driven by the passion to contribute to the community and to achieve, made it a mission of mine to build a career and a brand that gives back to my community and empowers its talents. Secondly, leadership is not something you are born with, it is a skill that you can grow from early childhood. I was blessed to be given great opportunities to handle responsibilities, to be independent and to lead throughout my childhood by being part of school scouts, theatre and more. That shaped my personality to become the independent person I am today, taking risks to start my own company, building and leading a team. Finally, travelling around the world from a young age. It became a tradition for me and my siblings to tour with my parents around the biggest university campuses such as Harvard, Oxford etc. which pushed us to dream big and shape our goals since we were kids. It became a major source of inspiration throughout the years while growing up and I learned with time even during my business travels how to capitalize on those experiences and how to grasp the best out of them to add to my learning journey. What inspired you to launch Tea Before Noon and ELEVENiSH.com? Can you talk us through both of the concepts? The name goes way back to 2007 when I decided to publish a directory magazine that would include all the local businesses founded by Emirati women using different mediums such as home delivery, home service and online. I always had this passion for supporting women in my community and local talents, and it was always at the core of everything I do in my career journey. The story of the name goes back to an old tradition when in every neighbourhood in the Gulf, women used to gather around 11am while their husbands are at work and their lunch was being cooked, to network and update each other on all trends at that time, beauty, fashion and food over tea! Now that women have become more outgoing and started their entrepreneurial journeys, the Tea Before Noon tradition has become stories that we hear about from our grandmothers and simply this is where the name came from. In 2018, I relaunched TBN as a platform to bring women of the same likes together to enjoy localized branded experiences. The need for human interaction and engaging the consumer in a more curated and personalized experience became a must, especially for luxury brands in this region. This is where Tea Before Noon fills the gap by bridging those two words in various formats. This is TBN’s mission, to continue to bridge Emirati talents with international brands to maintain a dialogue between creative industries through such initiatives driven by the same cultural values. Being exposed to all these talents, I believe we are ready to become exporters and creators of luxury on an international scale and this is why, in the effort of being the first mover towards this step, I launched ELEVENiSH.com in May 2021. It is an online community and e-commerce platform for niche emerging designers seeking global exposure. Proudly we have today more than 80 designers and brands on board and we continue to thrive with the support of our community. Would you say you’re more creative or business minded (or both)? I definitely have both the creative and the business mind – it takes this combo to create something innovative and disruptive and to become a successful entrepreneur. I have always enjoyed interfering in all aspects of the business – this what builds the sense of ownership and leadership that is required to build a successful product or a brand. What is a philosophy that you live by both in your professional life? “My network is my net worth” is my philosophy and it applies to all aspects of my life, hence family, friends, colleagues, partners and more are the most important assets that I always invest in maintaining and strengthening. People are your support system and source of inspiration. What are some of the key lessons you would like people to take from your career? Problem-solving is one of the main skills that every entrepreneur should master. Walk your own path, innovate, lead, don’t follow. Don’t hesitate when you should act. Experience what you have learned and follow your guts. View this post on Instagram A post shared by Teabeforenoon (@teabeforenoon) In your opinion, how does the luxury and fashion industry differ in this region to the rest of the world and why is it so important? How will we continue to see the luxury space thrive in the UAE and GCC? The Middle East is a complicated region for brands to navigate as local customers have a very personalized approach to luxury. Brands know how financially powerful the Arab market is and how much purchasing power people here have, so they’re targeting them in a better and smarter way through localized content. Localization has been a major strategy of the luxury brands’ direction for the past three years and we are proud at TBN to be the first to disrupt the market this way; we can notice the awareness that is growing on both regional and international offices on the need of localizing their communication and marketing strategies to resonate with their target audience. The difference between brands though varies between how much support and trust they have from their headquarters, what localization means to them i.e. launching a Ramadan capsule collection, creating one-off campaign with an Emirati influencer etc. There are main key factors that affect the success of this strategy, one continuity and consistency, two understanding the target audience in the various markets in the GCC region and profiling them correctly, three associations with the right influential profiles. This understanding and definition of localization is what differentiates the brands we decide to work with because simply we either do it right all the way or we don’t. Luxury brands will keep thriving in the UAE and GCC, especially those who are following the golden rules: Localize right! There is a very thin line from doing it right or going very cliche and offending the target audience. Continuity and consistency with your localization strategy. A one-off editorial campaign or event will not guarantee conversions and building loyalty with the target audience Capitalize on storytelling – we are a community where storytelling is part of our culture and traditions. Consumers will definitely engage with stories that are real and authentic and they create connection and loyalty on the long term. Segment your target audience in the region and curate your launches for the regional calendar and events. Who are the mentors that have helped you throughout your career? I always had my mother, siblings and friends as my support system and my mini focus group throughout my career journey. by OLIVIA MORRIS Read the original content on: EmiratesWoman

Discover our Summer Collection Abu Dhabi Location: Avenue, Etihad Towers Dubai Location: Jumeirah, Majlis Ghorfat Um Al Sheif

Dubai Culture and Arts Authority (Dubai Culture), has announced its plans for the celebration of Mid-Sha’ban – ‘Hag Al Leila’, with a programme of exciting and heritage-rooted activities that will be hosted by the Al Shindagha Historic Neighbourhood from 26 February to 7 March. This reflects the authority’s keenness to preserve and pass on elements of our local heritage to generations to come. Over 10 days, Al Shindagha Historic Neighbourhood will host a variety of heritage-rooted activities, including ‘Freej Feast’ activities that will start on February 26, and will be held in collaberation between Dubai Culture and ‘Dubai Municipality’ and ‘Tea Before Noon’, with the participation of restaurant owners, local projects and brands. In conjunction with ‘Freej Feast’, several activities will also be held in the Community Hall from the 26th to the 5th of March; including the Elevenish Pop Up that displays a variety of products and creations of local talents from 2nd to 5th March, and the ‘Bait Sephora’ activation which presents a number of masterclasses and workshops. On 4 and 5 March, children will be able to enjoy a variety of activities, including the ‘Hag Al Leila’ track, in which they will roam between the houses of the Al Shindagha Historic Neighbourhood, wearing traditional costumes and carrying bags that are specially made for this occasion, collecting sweets and nuts from the houses. The children will also enjoy various workshops such as lantern making, henna designs and patterns, jewellery design, and bag decoration, which are hosted in separate places in Al Shindagha Historic Neighbourhood. Dubai Culture has also prepared a special programme for school students, which will be held from 6 to 7 March, and includes numerous tours in the Al Shindagha Historic Neighbourhood and special visits to the Beauty and Adornment House, which sheds light on local adornment traditions and traditional costumes, and the People and Faith house that offers insights on human and social meanings that abound in Emirati heritage. They will also be offered workshops hosted by the Turath Centre for Traditional Handicrafts, which is an innovative cultural platform, to celebrate traditional crafts, such as Burqa sewing, Al Talli and others. Abdalla Al Obeidli, Acting Manager of Al Shindagha Museum at Dubai Culture, affirmed the importance of spreading and enhancing awareness of local customs and traditions that consolidate the bonds of the local community, saying: “Celebrating Hag Al Leila reflects our keenness to bring local heritage to the hearts of children, document their relationship with Emirati history, and introduce them to our customs and traditions. These activities are an opportunity to joyfully enrich children’s knowledge of its importance and place in society. All the activities that were prepared to celebrate this occasion are characterised by originality, in which the focus was on various elements of local heritage, tradition and arts, which contributes to introducing the public to our history and heritage.” This celebration comes as part of Al Shindagha Museum’s annual programme that includes many entertainment and heritage events and activities that will be held throughout the year, including the launch of The UAE Tour; summer and winter camps; the celebrations of World Heritage Day and International Museum Day; and the Heritage Festival, in addition to workshops and guided tours aimed at enriching knowledge and strengthening the public’s relationship with local heritage. In celebration of Hag Al Leila, Al Fahidi Historical Neighbourhood and Hatta Heritage Village will also host the activities of the ‘Mid-Sha’ban competition’ for school students on 7 March, inviting them to roam the assets to obtain the answers to the competition’s questions that are distributed within special paths that enable them to learn about the details of the sites. In addition, Dubai Culture is organising a virtual talk titled ‘Emirati Values,’ highlighting the importance of Hag Al Leila in Emirati heritage. Read the original content on: Al Bawaba

Hala Al Gergawi is a genuine example of all aspirational Emirati women. The upscale market in the GCC has seen a radical transformation thanks to Al Gergawi. She emphasizes the importance of problem-solving skills for entrepreneurs as one of the most significant career lessons. Her motto “Lead, don’t follow,” is said to be essential to carve out your own path and to be creative. She made it her purpose to develop a profession and a brand that supports the community and nurtures its abilities. She was prompted to have big dreams and to set ambitious goals by her early travels throughout the world. She was fortunate to have many opportunities throughout her life to manage obligations, be autonomous, and lead, which helped her grow into the independent person she is today; taking chances to launch her own business and create and manage a team. In 2007, Al Gergawi launched a magazine ‘Tea Before Noon’ (TBN) with the goal of highlighting the accomplishments of women in business by defying the norm and repurposing web information for print. TBN was the first bilingual exclusive directory for businesses by Women in the United Arab Emirates. It was reintroduced in 2018 as one of the first luxury lifestyle consultancies in the area. The goal of TBN is to keep building bridges between Emirati and Khaleeji talent and global companies in order to keep the conversation going across the creative professions. Being exposed to all these talents, Al Gergawi believes that they are now prepared to export and produce luxury goods on a global scale. For this reason, she founded ELEVENiSH.com in May 2021 in an effort to be the first to take this step. It is an online community and e-commerce platform for niche emerging designers seeking global exposure. Due to the highly individualized luxury preferences of local clients, the Middle East is a challenging region for companies to operate in. Brands are targeting the Arab market more effectively and strategically through localized content since they are aware of how financially robust it is and how much purchasing power the people here have. In the UAE and GCC, luxury brands will continue to prosper, especially those who adhere to the above mentioned rules and follow through with organized launches for the regional calendar and events. Al Gergawi has more than 27 thousand followers on her instagram account, and she is a distinguished Emirati influencer who earned her place in leading and managerial positions including being the UAE country office manager of the Young Arab Leaders, and Managing Editor of Zahrat Al Khaleej. She was the youngest candidate to be elected as a Board Member in the Emirates Business Women Council back in 2010. ‘Tea Before Noon’ has earned her path to being one of the three inspirational mentors of Vacheron Constantin’s “One of Not Many” Mentorship Program thanks to her obvious entrepreneurial talents. She also places a high priority on volunteering and humanitarian work and takes part in projects run by the Dubai Cares Foundation. For the past three years, localization, i.e. launching a Ramadan capsule collection, creating one-off campaign with an Emirati influencer etc., has been a key strategy for the development of luxury brands, and TBN are happy to have been the first to disrupt the industry in this way. The success of this strategy is largely dependent on three basic factors: affiliation with the proper influential profiles, knowing and correctly profiling the target audience in the various GCC markets, and continuity with consistency. BY NATALIE KEBBE Reshared from https://www.abouther.com/node/52696/people/leading-ladies/hala-al-gergawi-counsels-lead-dont-follow-aspiring-emirati-women

From April 17-22, here’s what to expect to see at the pop-up this week… For its final week, 9 by Lift Gallery and Harper’s Bazaar Saudi are dedicating the space entirely to Emirati artisans, as the immersive art-filled pop-up joins forces with Elevenish, a shopping platform founded in the UAE. View this post on Instagram A post shared by ELEVENiSH (@elevenish) From an In Conversation talk with Elevenish co-founders Hala Al Gergawi and Soha A. Mikati to shopping the brands in person at 9 by Lift, the space will be entirely dedicated to celebrating GCC craftsmanship and fashion throughout the next few days. Preparing a chic look for your next suhoor or, perhaps, Eid Al-Fitr? 9 by Lift will have a selection of beautiful abayas, stunning kaftans, and even haute Emirati makhawir, for fashionistas looking to switch it up, along with accessories and jewellery. The best of regional fashion has been calling 9 by Lift Gallery home throughout the past few weeks as the gallery hosted more than 70 Saudi and Arab brands, bringing a curated selection of ready-to-wear piecees, luxury jewellery and fragrances to Riyadh. The sixth week of Lift Gallery x Harper’s Bazaar Saudi will last from Sunday, April 17 until Friday, April 22, 2022. Read the original content on: Harper’s Bazaar Arabia

الشارقة في 23 يناير / وام / أثمرت جهود مجلس إرثي للحرف المعاصرة على مدار السنة الماضية عن تعزيز مكانة التراث الحرفي على الصعيدين المحلي والدولي وتوفير فرص واعدة أمام الحرفيات الإماراتيات لتطوير مهاراتهنّ وتمكينهنّ اقتصادياً والمساهمة في الحفاظ على الحرف التقليدية وضمان استدامتها وتمثلت تلك الجهود في إبرام 11 اتفاقية شراكة في مجال الحرف والتصميم مع مؤسسات ثقافية مختلفة إلى جانب إطلاق 14 مجموعة إبداعية جديدة وتنظيم أكثر من 10 ورش عمل وبرنامج حرفي. وأسهمت تلك الجهود في التعريف بالأعمال الفنية التي أبدعتها أيدي الحرفيات الإماراتيات في مختلف الفعاليات المحلية والدولية التي نظمها المجلس وشارك فيها ما يقارب 15 ألف من المهتمين بمجال الحرف اليدوية وإلى جانب إحياء صناعة الحرف اليدوية ونقل هذا التراث إلى مختلف أنحاء منطقة الشرق الأوسط وأفريقيا وآسيا الوسطى عمل مجلس إرثي بصورة متواصلة على بناء منظومة حرفية داعمة للابتكار وتعتمد على الدمج المتناغم بين الحداثة وعراقة التصميم لإثراء صناعة الحرف التقليدية إلى جانب تمكين الحرفيات وتطوير مهاراتهن ودعمهنّ للوصول بمنتجاتهنّ إلى الأسواق العالمية وذلك من خلال توفير برامج التنمية الاجتماعية والدورات التدريبية وإقامة شراكات مع مصممين ومؤسسات إبداعيّة من دول مختلفة حول العالم. وقالت سعادة ريم بن كرم مدير مؤسسة نماء للارتقاء بالمرأة إنه بتوجيهات ورؤية قرينة صاحب السمو حاكم الشارقة سمو الشيخة جواهر بنت محمد القاسمي رئيس مجلس إدارة /نماء/ كثف مجلس إرثي جهوده للتعريف بالحرف الإماراتيّة التقليديّة على مستوى العالم والحفاظ على الحرف التراثيّة وحمايتها ونقلها للأجيال القادمة وقد أثمرت الشراكات والمشاريع الفنيّة التي نفذّها إرثي عن ابتكار مواد وتقنيات جديدة شكلت إضافة قيّمة لمفردات التراث الحرفي في إمارة الشارقة ودولة الإمارات وكان لها أثر كبير في إثراء تجارب الحرفيات ودعم مسيرتهنّ المهنيّة. وأضافت أنه انطلاقاً من إيماننا بأهمية تعزيز مرونة صناعة الحرف اليدوية وقدرتها على تلبية احتياجات ثقافة العصر فقد حرص إرثي خلال العام الماضي على مواكبة متطلبات السوق العالميّة وتبني تقنيات رقميّة تسهم في جذب الأجيال الشابة إلى جانب تقديم طرق مبتكرة لتعزيز الاستدامة والحفاظ على التراث الحرفي والثقافي وتوفير فرص عمل جديدة وقد أسهمت الشراكات بين المصممين والحرفيات في توسيع قاعدة المهتمين بالممارسات الحرفيّة التقليديّة فيما ساعدت مشاريع التوثيق الحرفي على تنمية معارف الحرفيات وضمان نقل هذا الإرث الأصيل إلى جيل الحاضر والمستقبل. واستهل المجلس مسيرة العام الجديد 2022 بإعلانه مجلساً مستقلاً يتمتع بشخصية اعتبارية ويملك الأهلية الكاملة لإجراء التصرفات القانونية اللازمة لتحقيق أهدافه وممارسة اختصاصاته ويكون له الاستقلال المالي والإداري والفني. مسيرة الإنجازات في عام 2021.. وفي إطار حرص إرثي على تعريف مجتمع التصميم العالمي بالتراث الحرفي عمل المجلس على بناء شراكات ومشاريع مشتركة مع المؤسسات الإبداعية في مختلف أنحاء العالم ومن أبرزها مشروع ” إبداعي ” الذي أطلقه في منصة ديزاين ميامي العالمية في شنغهاي بالتعاون مع المصممة اللبنانية ندى دبس ويتضمن مجموعتين جديدتين هما مجموعة “زنوبيا” التي تدمج بين حرفتي التلي الإماراتية وحرفة تطعيم الخشب الشهيرة في بلاد الشام وكانت موضوع جلسة حوارية عقدها المجلس في نادي الفنون بدبي سلط خلالها الضوء على هذه التصاميم الفريدة التي تجسد الحوار الثقافي والإبداعي بين الحرف الإماراتية وحرف أخرى من المنطقة. وجسدت مجموعة “الثاية” تناغماً ثقافياً وحرفياً فريداً باستخدام جدائل سعف النخيل /الخوص/ لتقديم مجموعة مبتكرة ومعاصرة من الأدوات المنزليّة التقليدية التي تعاون على تنفيذها مجموعة من المصممين من البحرين والإمارات وباكستان. وعرض مجلس إرثي مجموعات فنية جديدة من الأزياء والمجوهرات المستوحاة من التراث الإماراتي لعشر مصممات إماراتيات من خريجات برنامج “أزيامي” لدعم رائدات الأزياء وذلك على منصة “Elevenish” الإلكترونية العالمية المخصصة للمصممين والمواهب الناشئة كما تعاون المجلس مع دار الأزياء “قاسمي” علامة الألبسة الرجالية في لندن لإطلاق مجموعة ربيع وصيف 2022 وتتضمن تصاميم مبتكرة مصنوعة يدوياً ومستوحاة من حرفتي السفافة والفروخة الإماراتية التقليدية. وأثمرت الشراكة مع “استوديو تي ساخي” المتخصص في هندسة العمارة والتصميم عن تنفيذ مشروع عمل تركيبي تفاعلي يقوم على استخدام التقنيات والعناصر الحرفية الإماراتية ويتضمن 2000 حقيبة معطّرة صنعتها 37 حرفية إماراتية بإستخدام تقنية “ساير ياي” المستوحاة من حرفة السفافة الإماراتية والتي تعتمد على جدل سعف النخيل حيث تم الكشف عن هذا العمل خلال الدورة الخامسة من معرض المركز الثقافي الأوروبي والذي أقيم بالتزامن مع فعاليات بينالي البندقية للعِمارة. مسيرة الإنجازات في عام 2021.. وإنطلاقاً من رؤية تتمثل في تعزيز الحوار الثقافي الحرفي وتبادل المهارات واستكشاف التقنيات الحرفية الجديدة عمل إرثي على بناء جسور التعاون مع مؤسسات في قطاعات مختلفة بهدف توسيع شبكة علاقاته واكتساب الخبرات والمعارف حيث نظم بالتعاون مع علامة “بولغاري” الإيطالية للمجوهرات جلسة حوارية حول أهمية توثيق التراث الحرفي والحفاظ عليه كما أطلق مجموعة “كارتييه” الحصرية لشهر رمضان 2021 وتتضمن مجموعة من السلال المنسوجة يدوياً وقطع “المسباح” باستخدام حرفتي التلي والسفافة. وضم “بيت الحرفيين” التابع لدائرة الثقافة والسياحة بأبوظبي 4 مجموعات إبداعية فريدة من إنتاج حرفيات إماراتيات من برنامج “بدوة” للتنمية الإجتماعية التابع لمجلس إرثي إلى مقتنيات “قصر الحصن” التاريخي. جلسات حوارية في إكسبو 2020 دبي.. وشهد جناح المرأة في إكسبو 2020 دبي 4 جلسات نقاشية استضافها مجلس إرثي في إطار جهوده الرامية إلى دعم قطاعات التصميم والمنسوجات والحرف اليدويّة وتعزيز استدامتها في دولة الإمارات وكشف خلالها عن العديد من المشاريع والأبحاث. ونظم مجلس إرثي جلسة حوارية بعنوان “فن نسج العلاقات” شاركت فيها سعادة ريم بن كرم مدير مؤسسة نماء للارتقاء بالمرأة ممثلةً لدولة الإمارات وميواند جبرخيل الرئيس التنفيذي وعضو مجلس إدارة مشروع فاطمة بنت محمد بن زايد والشيخة بيبي دعيج جابر الصباح من الكويت وروزي جرينليس من المملكة المتحدة تناولوا خلالها أهمية الشراكات الدولية في الحفاظ على الحرف التقليديّة وحمايتها وتقديمها بقالب معاصر وسلطوا فيها الضوء على ضرورة إنشاء شبكة عالمية تضمن للمجتمعات الحرفية أجوراً عادلة وفرصاً متكافئة. وتمحورت جلسة بعنوان “دور الثقافة في تحقيق الاستدامة” حول الأبحاث المتقدمة التي أجراها مجلس إرثي حول ألياف سعف النخيل ومراحل تطوير النموذج الأولي لمنسوجات سعف النخيل الصديقة للبيئة وشهدت الجلسة إطلاق كتيّب دراسة بحثية حول شجرة النخيل إلى جانب كتيب يوثق الوصفات الطبيعية والمستدامة لصباغة سعف النخيل، والذي تم إعداده بالتعاون مع منصة /Alchemy of Dyeing/. وأطلق المجلس خلال جلسة نقاشية بعنوان “التواصل بين الثقافات” بحثاً باللغتين العربية والإنجليزية بعنوان “عبق المستقبل” يهدف إلى توثيق حرفة وتجارة العطور والوصفات القديمة وتقنيات المزج والمكونات الفريدة وسبل تعزيز استدامة هذه الصناعة في السوق الإماراتيّة كما يسلط الضوء على مشاريع التصميم والوسائط المتعددة التي ينفذها المجلس بالتعاون مع الجامعة الأميركية بالشارقة. وفي جلسة “صناعة المستقبل” أطلق إرثي لعبة إلكترونية تفاعلية تحمل اسم “حرف” لتعليم جيل الشباب تقنيات الجدل في حرفتي التلي والسفافة الإماراتيتين التقليديتين بطريقة ممتعة وعصرية على أجهزة الكمبيوتر اللوحي /الآيباد/ وتم تطوير اللعبة بالتعاون مع كل من “أوبرا أمستردام” و”استوديو لاوتر” و”استوديو شوشو”. برامج تبادل حرفي لتمكين الحرفيات.. ونظم مجلس إرثي برنامجاً تدريبياً على مدى 12 شهراً بالتعاون مع العلامة التجارية “سرو فاشن” للأزياء ومقرها الأردن وذلك بهدف تعزيز المهارات الإبداعية والمهنية لـ 13 متدربة إماراتية وتعليهمنّ 12 غرزة من الغزر المعروفة في فن التطريز الأردني والفلسطيني. وخلال مشاركته في “أسبوع دبي للتصميم” الذي يقام في حي دبي للتصميم نظم مجلس إرثي ضمن برنامجه “حرفتي” سلسلة من ورش العمل الفنيّة الإبداعية لتعريف الأطفال والشباب بالتراث الحرفي الإماراتي والحرف المعاصرة المستدامة حيث قدم لهم مجموعة من النشاطات المستوحاة من مشاريع المجلس التي تم تنفيذها في إطار مبادرتيه “مختبرات التصميم” و”حوار الحرف” الراميتين لإحياء التراث والثقافة. تجربة افتراضية تفاعلية.. أطلق مجلس إرثي منصة إلكترونية تفاعلية على موقعه الإلكتروني تتضمن مجموعة مختارة من أحدث الأعمال الفنيّة الحرفيّة من إنتاج المجلس حيث يمكن للزوار الاطّلاع عليها بتجربة استثنائيّة تستخدم تقنيّة 360 درجة وتم عرض القطع الفنية على خلفية تجسد صحراء إمارة الشارقة. وام/بتول كشواني/رضا عبدالنور لقراءة النسخة الأصلية من المقال، إضغط هنا: WAM

The third cohort of ten Emirati designers trained under ‘Azyame’, the flagship fashion entrepreneurship programme by Irthi Contemporary Craft Council (Irthi), recently unveiled their fashion and jewellery collections. They are presented on a new global digital portal ‘ELEVENiSH’, and set off on fruitful entrepreneurial journeys, empowered by the exposure and visibility provided by an international e-commerce site. All the collections are inspired by Emirati crafts. Launched by Irthi, an affiliate of NAMA Women Advancement Establishment (NAMA), in partnership with London College of Fashion, the Azyame programme seeks to support the next generation of creative talent in the country. From crisp and elegant day-wear pieces to feminine silhouettes with sharp design details and delicate textures, the new collections pay tribute to or incorporate the Emirati crafts of Talli (embroidery) produced by artisans of Irthi’s Bidwa Social Development Programme. The collections were launched on ELEVENiSH, a newly established online community and e-commerce platform, targeting emerging designers, talents and artists around the world to feature their brand stories and creations, while providing a seamless shopping experience for those interested in purchasing the products. ELEVENiSH strives to bring Azyame’s designers and their collections a step closer to a discerning clientele, both within the UAE and around the world. It is a one-stop digital shopping experience for buyers and viewers of Emirati crafts. The collections have also been unveiled at the ELEVENiSH showroom in Majlis Ghorfat Umm Al Sheif, Dubai, to indulge those who prefer an in-person shopping experience. Reem BinKaram, Director of NAMA Women Advancement Establishment, said: “The UAE is at the forefront of the fashion revolution in the Middle East, and the country’s home-grown talent are now being recognised for the dynamism and innovation they bring into the constantly evolving fashion scene. “As skilled fashion professionals, these up-and-coming designers are connecting with their audiences through niche platforms designed to expand their reach in the regional and global markets.” She added: “E-portals such as ELEVINiSH which set a new standard and raise the bar for designers are vital to driving the UAE’s pioneering efforts in the fashion and design industries. “For Azyame graduates — who are mentored and trained in integrating fashion with craft-inspired design while also focusing on ethical and sustainable practices — the opportunity to showcase their work on this platform could serve as a launchpad for exciting new opportunities and partnerships.” Hala Al Gergawi, Founder and CEO of ELEVENiSH, said that “we are proud to announce that we have more than 80 brands on board showcasing exclusive pieces on ELEVENiSH.com, and it is an honour to have Irthi Contemporary Crafts Council, which shares our vision, to partner with us on the launch, as ten designers from the Azyame programme’s third cohort feature their beautiful creations on our platform.” Hala Al Gergawi, Founder and CEO of ELEVENiSH, said that “we are proud to announce that we have more than 80 brands on board showcasing exclusive pieces on ELEVENiSH.com, and it is an honour to have Irthi Contemporary Crafts Council, which shares our vision, to partner with us on the launch, as ten designers from the Azyame programme’s third cohort feature their beautiful creations on our platform.” Al Gergawi was the youngest candidate to be elected as a Board Member in the Emirates Business Women Council. She became a member of the Emirates Publishers Association chaired by Sheikha Bodour Bint Sultan Al Qasimi and was appointed by Abu Dhabi Media Company as Managing Editor of women’s magazine, Zahrat Al Khaleej. She also founded one of the first luxury lifestyle consultancies in the region — Tea Before Noon — to create and maintain a dialogue between regional and international creative industries. The ten designers whose labels can be accessed on https://elevenish.com/ include Maitha Hamdan, founder of ‘Decencia’ which features contemporary wear for Arab women; Aysha Salem, founder of AS Fashion House, whose debut line includes dresses for work, special occasions and red-carpet events; Shoug Fardan, founder of eponymous art-inspired brand ‘SHOUG’; and Fatma Alawi, founder of ‘Mzyan’. The Azyame cohort of designers also includes Ayesha Al Mheiri, founder of ‘OSH Collection’; Moza Al Mazrou, founder of ‘Moza Al Mazrou’ who intertwines culture and crafts in her collection; Sara Al Bedwawi, founder of ‘The Bedwa’, whose passion for art is the driving force behind her modern contemporary wear and Wafa Balaswad, founder of the eponymous label ‘Wafa Balaswad’, whose modern designs come to life with the use of vibrant colours. Badria Salim, founder of ‘Abdar Jewelry’ honours Talli patterns with her geometric designs, while Sara Al Mulla, founder and CEO of ‘Piece of Heart Jewellery’, pays homage to the intricate details of Talli in her collection. At an exclusive event to mark the launch of ELEVENiSH brand and platform in Dubai, a panel discussion was held to introduce attendees to Irthi and the Azyame programme. The session featured Al Gergawi, BinKaram and Azyame designers Balaswad, Salem and Fardan, who shared their experiences during the programme. Irthi Contemporary Crafts Council is committed to the socioeconomic empowerment of women in crafts through the development of sustainable, woman-valued crafts communities across the Middle East, North Africa, South East and Central Asia. Based in Sharjah, it offers a pioneering platform for creative and commercial partnerships between women artisans, designers, artists and contemporary labels from around the world. The Council’s efforts have paved the way for unique cross-cultural design collaborations and projects, stimulating innovation and creating new market opportunities for women. Irthi also seeks to preserve and promote Emirati craft heritage through engaging young generations and practitioners with their crafts legacy. It operates under the patronage of Sheikha Jawaher bint Mohammed Al Qasimi, wife of His Highness the Ruler of Sharjah and Chairperson of NAMA. By Muhammad Yusuf, Features Writer Read the original content on: Gulf Today

10 women reveal fashion and jewellery labels on digital platform ‘Elevenish’ Sharjah: Ten Emirati designers recently revealed their fashion and jewellery collections, incorporating Emirati crafts, on a new global digital portal called ‘Elevenish’. From day wear pieces to feminine silhouettes, the new collections pay tribute to or incorporate the Emirati crafts of Talli produced by the artisans of the Bidwa Social Development Programme. The collections were launched on Elevenish, a newly-established online community and e-commerce platform for emerging designers, talents and artists around the world to feature their brand story and creations whilst providing a shopping experience. New cohort The development marked the third cohort of 10 Emirati designers trained under ‘Azyame’, the flagship fashion entrepreneurship programme by Irthi Contemporary Craft Council (Irthi), an affiliate of NAMA Women Advancement Establishment (NAMA), in partnership with London College of Fashion. Azyame programme seeks to support the next generation of creative talent within the country. Bidwa is a part of Irthi. Local launch, global reach Elevenish is an avenue for Azyame’s designers to bring their collections one step closer clientele both within the UAE and around the world. The collections have also been unveiled at the Elevenish showroom in Majlis Ghorfat Umm Al Sheif in Dubai. Reem BinKaram, director of NAMA, said: “The UAE is at the forefront of the fashion revolution in the Middle East, and the country’s home-grown talent are now being recognised for the dynamism and innovation they bring into the constantly evolving fashion scene. As skilled fashion professionals, these up-and-coming designers are connecting with their audiences through niche platforms designed to expand their reach in the regional and global markets.” BinKaram added: “E-portals such as Elevenish which set a new standard and raise the bar for designers are vital to driving the UAE’s pioneering efforts in the fashion and design industries. For Azyame graduates – who are mentored and trained in integrating fashion with craft-inspired design while also focusing on ethical and sustainable practices – the opportunity to showcase their work on this platform could serve as a launchpad for exciting new opportunities and partnerships.” Hala Al Gergawi, founder and CEO of Elevenish, said: “We are proud to announce that we have more than 80 brands on board showcasing exclusive pieces. It is an honour to have , which shares our vision, to partner with us on the launch, as 10 designers from the Azyame programme’s third cohort will be featuring their beautiful creations on our platform.” Who are the designers? The 10 designers include Maitha Hamdan, founder of ‘Decencia’, which features contemporary wear for Arab women; Aysha Salem, founder of AS Fashion House, whose debut line includes dresses for work, special occasions, and red-carpet events; Shoug Fardan, founder of eponymous art-inspired brand ‘SHOUG’; and Fatma Alawi, founder of ‘Mzyan’. The ‘Azyame’ cohort of designers also includes Ayesha Al Mheiri, founder of ‘OSH Collection’; Moza Al Mazrou, founder of ‘Moza Al Mazrou’, who intertwines culture and crafts in her collection; Sara Al Bedwawi, founder of ‘The Bedwa’; and Wafa Balaswad, founder of the label ‘Wafa Balaswad’. Badria Salim, founder of ‘Abdar Jewelry’, honours the Talli patterns with her geometric designs; while Sara Al Mulla, founder and CEO of ‘Piece of Heart Jewellery’, pays homage to the intricate details of Talli in her collection. Panel discussion At an event to mark the launch of Elevenish brand and platform in Dubai, a panel discussion was held to introduce attendees to Irthi and the Azyame programme. The session featured Hala Al Gergawi, Reem BinKaram, and Azyame designers Wafa Balaswad, Badria Salem, and Shoug Fardan who all shared their experiences during the Azyame programme. Read the original content on: Gulfnews

تجسد نتاج تجارب إبداعية مستوحاة من «التلي» ريم بن كرم: المواهب الإماراتية حققت حضوراً عالمياً أعلن مجلس «إرثي» للحرف المعاصرة، إطلاق مجموعات فنية جديدة من الأزياء والمجوهرات لعشر مصممات إماراتيات من خريجات برنامج «أزيامي» على منصة «Elevenish»، الإلكترونيّة المخصصة للمصممين والمواهب الناشئة من جميع أنحاء العالم الراغبين، بتوسيع أعمالهم والترويج لها على المستوى العالمي من خلال تجربة تسوّق سلسة. أعلن مجلس «إرثي» للحرف المعاصرة، إطلاق مجموعات فنية جديدة من الأزياء والمجوهرات لعشر مصممات إماراتيات من خريجات برنامج «أزيامي» على منصة «Elevenish»، الإلكترونيّة المخصصة للمصممين والمواهب الناشئة من جميع أنحاء العالم الراغبين، بتوسيع أعمالهم والترويج لها على المستوى العالمي من خلال تجربة تسوّق سلسة. وتجسد المجموعات نتاج تجارب فنية وإبداعية مستوحاة من التراث الإماراتي لحرفة التلّي، تنقل من خلالها المصممات رؤيتهن الفنيّة إلى الجمهور المحلي والعربي والعالمي، إذ بات يمكن للجمهور شراء قطع المجموعات والاطلاع عليها من خلال المنصة عبر الموقع «https://elevenish.com/»، ومن صالة العرض الخاصة بمنصة «Elevenish»، في مجلس غرفة أم الشيف بدبي. وتعبّر المجموعات الفنية والتصاميم الجديدة عن رؤية برنامج «أزيامي» الذي أطلقه مجلس إرثي للحرف المعاصرة، التابع لمؤسسة نماء للارتقاء بالمرأة بالشراكة مع «كلية لندن للأزياء»، إذ جاءت نتيجة توفير الدعم اللازم للمصممات الإماراتيات الشابات ورعاية مواهبهنّ وتنمية مهاراتهن في مجال الأزياء. مساحة مثالية أكدت ريم بن كرم، مدير مؤسسة «نماء» أن المواهب الإماراتية نجحت في تحقيق حضور على المستوى العالمي بفضل تصاميمها الحيويّة والمبتكرة التي تشكل مساراً جديداً لمشهد صناعة الأزياء والموضة. وأشارت إلى أن منصة «Elevenish» التي عرضت فيها المصممات أعمالهنّ الإبداعية، تعد مساحة مثالية لاستعراض مهاراتهنّ، وإيجاد فرص واعدة للتوسع في أعمالهنّ في الأسواق الإقليمية والدولية. وقالت بن كرم: تقوم المنصات الإلكترونية للأزياء بدور حيوي في تعزيز جهود الإمارات للارتقاء بصناعة الأزياء والتصميم، وذلك لما تتطلبه من معايير متطورة لعرض منتجات المصممات، لهذا يمثل عرض منتجات خريجات أزيامي على المنصة تأكيد أثر وأهمية جلسات التوجيه والتدريب للمصممات، فجميعهن خضن عبر «إرثي» تجربة دمج الحرف اليدوية في التصاميم، وتعرفن إلى الممارسات الأخلاقية والمهنية المستدامة، وفَتح المجلس أمامهن فرصة لأعمال جديدة وبناء شراكات واعدة. وقالت هلا القرقاوي، المؤسس والرئيس التنفيذي لمنصة «Elevenish»: «يسعدنا أن نعلن عن انضمام أكثر من 80 علامة تجارية لعرض أعمالها على الموقع الرسمي للمنصة (ELEVENiSH.com)، ويسرنا الترحيب بمجلس إرثي للحرف المعاصرة، الذي تجمعنا معه رؤية مشتركة، شريكاً استراتيجياً لنا في إطلاق المنصة، حيث شاركت عشر مصممات من خريجات الدفعة الثالثة من برنامج أزيامي لعرض أعمالهن على منصتنا. عشر مصممات تتضمن قائمة المشاركات في المجموعة، عشر مصممات هنّ: ميثاء حمدان، صاحبة علامة«Decencia» للأزياء العصرية التي تلائم ثقافة المرأة العربية، وعائشة سالم، صاحبة العلامة التجارية«AS Fashion House» المتخصصة بملابس العمل والمناسبات الخاصة والحفلات، وشوق فردان، صاحبة العلامة التجارية«SHOUG»؛ وفاطمة علوي، صاحبة العلامة التجارية«Mzyan». وتشمل قائمة المشاركات عائشة المهيري، صاحبة علامة«OSH Collection»؛ وموزة المزروع، صاحبة علامة«Moza Al Mazrou» التي تتميز بدمج الثقافات في تصاميمها واستخدام مهارات حرفية متعددة؛ وسارة البدواوي، مؤسس العلامة التجارية«The Bedwa» والتي يقودها شغفها بالفن لتصاميم عصرية، إلى جانب وفاء بالأسود، صاحبة العلامة التجارية«Wafa Balaswad»، والتي تتميز تصاميمها العصرية بألوان نابضة بالحياة. ومن بين المشاركات، بدرية سالم، مؤسس علامة «مجوهرات أبدار» التي تعتمد مجموعتها الجديدة على الأنماط الهندسية المستوحاة من حرفة التلي؛ وسارة الملا، صاحبة العلامة التجارية«Piece of Heart»للمجوهرات، التي قدمت قطعاً مميزة من المجوهرات باستخدام أنماط التلي الفريدة. وعقد مجلس إرثي خلال حفل خاص أقيم بمناسبة إطلاق العلامة التجارية لمنصة«Elevenish» في دبي، حلقة نقاشية لتعريف الحاضرين على مجلس إرثي للحرف المعاصرة وبرنامج أزيامي، بمشاركة ريم بن كرم، وهلا القرقاوي، إلى جانب مشاركة المصممات وفاء بالأسود، وبدرية سالم، وشوق فردان، حيث استعرضن تجاربهن في البرنامج. لقراءة النسخة الأصلية من المقال، إضغط هنا: Al Khaleej