Emirati owned multi-brand concept store, Symphony Style opened its doors recently in Dubai Mall with a top fashionable turnout. A haven to numerous international and local fashion brands, Symphony was unveiled this October 7th in a grand opening at Dubai Mall’s Fashion Avenue. The event included a fashion packed guest list such as designers Rupert Sanderson, Camilla Skovgaard, Erin Fetherston and Whitney Port as well as ANTM Cycle 14 runner-up model Reina Ahern and winner of Project Runway season 4, Christian Siriano.
Salama Al Abbar, owner of Symphony Style LLC, said “In our family we love the word “Symphony” and we have used it to name many of our business ventures. This is the first time the name has been used for a retail business.” The Symphony concept is based on the idea of the harmony that occurs between different elements of luxury, fashion, knowledge, beauty, philanthropy, arts and culture. “We really try to present this inspiration to our clients in a way that will hopefully inspire them as well to see the beauty in their lives and pass it on to others”. Symphony doesn’t necessarily mean expensive. “Our focus is on luxury brands, and by luxury, we don’t necessarily mean expensive”.
Symphony’s brand mix includes established designers such as J. Mendel, Vera Wang and Luisa Beccaria and also lower price point (but just as luxurious) collections like Ports 1961, Willow, Mara Hoffman, and Erin Fetherston. Symphony also focus on up-and-coming brands like Jason Wu, Kaviar Gauche, Prabal Gurung, Whitney Eve, and Christian Siriano. Salama said “It’s really important to us to represent regional designers in this mix and we are proud to be working with the Beljafla
sisters on the DAS collection”. She hopes to be able to take on more high caliber Emirati and Khaleeji brands in the near future.
What makes Symphony more unique that any other store, is the fact that Symphony is managed by a young team of inspired people and that really makes a difference to the concept. Salama said she is very enthusiastic about what they do and are always on the lookout for what's new and inspiring. “We focus on finding the latest and most unique collections from all around the world and bring these items directly to our clients here in Dubai” Al Abbar added.
Symphony is not only taking the Dubai fashion scene by storm, but also armed with a top model attitude. Raina Hein, the runner up in America’s Next Top Model Cycle 14 is the face of their first Autumn/Winter Collection 2010. On Raina, Al Abbar said “We really love her positive attitude and it is representative of the type of image we want to present and promote, she has really strong features which are really appealing to the market we are targeting”. She also adds as a person, Raina is someone who truly embraces differences in cultures and opinions which is representative of Symphony, their clients and Dubai!
In addition to their products, Salama believes that it’s important to present the items in a way that is inspiring; whether it’s through continuous communication with their clients through Twitter, Facebook and the Blog, The Symphony Style File or through other items that clients can take home with them (The Symphony Edit or the unique, collectable receipt covers). “To us, shopping should be more of an experience, and less of an item that's checked off the list!” Al Abbar.
Symphony also offers a wide array of books, accessories, cosmetics, and home fragrances. In addition, Symphony offers its clients in-store complimentary services such as WI-FI and refreshments as well as all a selection of the latest international fashion magazines to be enjoyed on Symphony’s expansive balcony which overlooks the Burj Khalifa and dancing fountains.
– Images and text: F. Al Ghaith