Leading the fashion pack
Sarah Belhasa speaks quickly, like she has to constantly keep up with the million things on her mind.
There's the opening of her brainchild store tomorrow, a restaurant and chocolate bar almost ready for business and as Vice-President of the Saif Belhasa Group of Companies, there's a diversified portfolio of businesses, about 30 of them, that occasionally needs her attention.
But whatever you do, don't discuss the economic climate – especially with reference to fashion – you'll only bore her.
"I am still buying, my customers are still buying… everyone is still buying. As far as fashion is concerned, I don't see a downturn happening in Dubai," she says.
"There are still marriages to attend and parties and events to go to. People might not buy the ultra high-end stuff, but they are still spending nevertheless."
Studio 8, a multi-brand boutique bringing together some of the most respected names in design from Asia and the Middle East [see box], will open tomorrow on Dubai's Jumeirah Beach Road. Conceptualised by Belhasa, the store previously stocked exclusive designs by Manish Malhotra, one of the biggest names in Indian fashion.
While Malhotra will continue to prominently feature in the new store and at his own stand-alone store at the new Soul Al Bahar also run by her, the "rebranding", says Belhasa, was a marketing and business necessity.
"Because I have been in the industry for so long, I've had so many requests to bring all these designers here. That's basically how the idea for Studio 8 came about," she explains.
"I wanted a mix. The city is so diverse, with so many different nationalities and tastes. And people living in Dubai are very well-travelled so they are attuned to the latest trends."
From Emirati, Indian, Lebanese and Saudi Arabian labels, Studio 8's hallowed list of designers have been carefully selected for their "international" appeal, says Belhasa. "They all have that edge and would all do well in any market. And having them all under one roof will be an amazing experience for everyone."
Besides the eight labels, there will be an entire room dedicated to Emirati designers and another for accessories, she adds. "There are so many talented Emirati designers and we want the store to be a platform for them. We will keep adding new names and new labels as we go along. We want to nurture them and give them the opportunity to reach out to people."
The Dh1.8 million plus rebranding is just the beginning, says Belhasa, who also serves as a Board Member of the biannual Dubai Fashion Week. "We want to expand in the region and beyond. But we will take it slow for now because we want to turn Studio 8 into a recognisable brand," she says.
Despite being weary of discussing the rumblings of the world economy, Belhasa says she is aware of where her and her business are placed.
"What we've done is to get all the items we stock on a consignment basis. This basically means we stock the designs for the designer, instead of buying them and then we get a cut from each sale. That way there is a healthy competition between the designers and it works out well for both the designers and us."
An economics graduate, Belhasa says that it was her husband, Saif Ahmed Belhasa, the Chairman of the holding company, who encouraged her to get into the business of fashion.
"I have always loved fashion for as long as I can remember. And he wanted me to be busy, he wanted me to utilise my passion and turn it into something useful. And that's how we got started.
"It's not just being a rich person's wife. You've got to know what you are doing.
"I think Saif and I complement each other perfectly in that he is the expert with all the numbers and I handle the creative side of the business. We both need each other."
The busy mum-of-two is also currently supervising the opening of a new fast food restaurant called MBCo and a chocolate bar both at The Dubai Mall. Then there's the newly opened Mexican restaurant Cantina Mariachi to manage.
But fashion remains Belhasa's passion. "If I had no idea about fashion, I don't think we'd be where we are today. You've got to know what you're doing, just being interested in something will not ensure success.
"Then you have to enjoy what you are doing to get you through all the crazy days," she adds.
"That's what keeps me going. Whatever you do, just absolutely love it."
The 8 designers
Manish Malhotra: As one of India's most well-known names, this designer needs no introduction.
Pria Kataaria Puri: Based between Kuwait and Mumbai, Puri is also a household name in Indian fashion.
HSY: Designer Hassan Sheheryar Yasin's acclaimed label also retails in the US, UK, Pakistan and Saudi Arabia.
Aiisha: Lebanon-born Aiisha Ramadan has often been hailed as Dubai's hottest up-and coming designer.
Hatem: Saudi designer Hatem Al Akeel already has a number of labels under his belt and retails at high-end boutiques.
DAS Collection: Emirati sisters Reem and Hind Beljafla are known for their modern abayas with an unique twist.
Sohad Acouri: Lebanese designer Acouri has been creating dresses for Sheikhas and VVIPs for many years.
Sweety Exclusive: Chitra Amarnani's label is known for its opulent and heavily embellished abayas.
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