Made in Oman: Elegant abayas made with precious stones

NAME : Saida Al Sumri

HOMETOWN : Muscat

COMPANY NAME: Sweety Elegance

BUSINESS TYPE : Fashion designing — abayas and other accessories

YEAR STARTED : 2011

CLAIM TO FAME :Elegant abaya made with precious stones

NUMBER OF EMPLOYEES : Myself

INSPIRATION : I get inspiration from different cultures

What inspired you to start your business?
Since I was a kid I used to sketch my own designs. Then I started as home business and because people reacted well this gave me the necessary boost to open my first shop.

How would you describe your business to your hairdresser?
I would tell her I am a designer who can create unique abayas.

What’s your favourite design you have done so far?
A lot of them but I especially like the ones in which I add Swarovski crystals and pearls by hand, and also the ones inspired by Omani traditional dresses.

What was your greatest challenge when you first got started?
I was scared the customers would not accepted my designs because they have a lot of inputs from other countries: India, China, Italy, Korea...but they liked it and accept it since the beginning.

What’s your biggest challenge now that you are up and running?
Not to become repetitive. I only create unique pieces with a few variations of each set. Women are selfish and they want to feel unique. That’s why I need to keep impressing my customers.

What do you personally see is your greatest success so far?
To open my shop and move from home-based business to having a small business.

What is your dream for your company?
To grow bigger and diversify my offer, create handbags, shoes and of course to see my designs worn by all ladies.

What do you hope to see as far as the development of the local fashion industry as a whole in Oman?
It is growing very fast and women have become more fashionable nowadays. That means more buyers which is good but also more competitors. Every day five new designers are born in Oman.

If you could give one piece of advice to someone thinking about starting a business here in Oman, what would it be?
Don’t rush, take it easy, do things step by step, and make sure you have a good loyal base of customers.

If you could get anyone in the world to wear one of your designs, who would you choose?
Definitely Ahlam, the singer.

—[email protected]

LOCATION :Bareeq Al Shatti
CONTACT : +968 9666 0296, [email protected]
SOCIAL MEDIA : Instagram: @sweetyelegance