Abu Dhabi’s style scene’s best-kept secret, Mirabelle Boutique imports top Los Angeles trends for the city’s fashionistas. TOAD catches up with founder and owner Salma Saad.
Mirabelle Boutique is an exclusive stand-alone shop, well hidden in Bloom Gardens villas. The boutique offers not only the latest trends straight from the international fashion scene, which owner and founder Salma Saad imports from overseas, but also personal styling services. Salma explains why Mirabelle has been such a hit in the UAE capital.
Mirabelle is a unique concept in Abu Dhabi. Can you tell us how it began?
I was six months pregnant with my first child, Mira, when I went to a fashion expo with my husband. I was amazed at the vast number of brands there that are not normally available in the UAE. My husband encouraged me to buy a few pieces my friends might like, and I ended up buying enough clothes for a boutique!
What started out as a bit of an experiment turned into a fully-fledged passion, especially after the overwhelmingly positive reaction I received from friends and acquaintances. Initially, I was only going to stock the items at home as a hobby, and then realised what I could offer to the women of Abu Dhabi (and the UAE) was a personal shopping experience that didn’t really exist here. And so the Mirabelle boutique was born.
Do you personally source the products from overseas?
Yes – I make regular buying trips to the US to ensure I’m up to date with the latest trends, although I still tend to buy more timeless pieces, which don’t ever really go out of fashion. The labels I stock also regularly send me the look books of their latest collections, so I know in advance what pieces I’m interested in buying for Mirabelle.
Do you have one product that is a bestseller or in high demand?
My Level 99 jeans have to be one of my bestsellers – worn by celebrities such as Sarah Jessica Parker, Charlize Theron, Jessica Biel, Jessica Alba and many others. They are affordable, really comfortable jeans that look great on all body shapes. They come in all sorts of styles, colours and fabric finishes, so there’s bound to be a pair that will suit you!
Your location is well hidden. Is this an advantage or disadvantage?
The biggest challenge I have with being located in a villa compound is that it’s difficult to convince people that there is a serious boutique here, not just a home-based business selling a few pieces. It’s not until someone walks through the door and sees the set-up and my extensive range that they realise this is a serious boutique. I guess I don’t get the regular footfall and general exposure that I’d get from being located in a mall, but the upside to that is that when people visit the boutique, they’ve come just to visit Mirabelle, and so they spend longer browsing my range and trying on clothes with personal assistance at hand.
What’s your typical clientele?
All sorts! I have local Emirati customers, as well as Western and Arab expats, both younger and older. The labels and pieces I stock are stylish and fashionable, but classic and timeless as well. I stock a huge range of products that covers clothing, shoes and accessories from over 20 different labels, so there is something for everyone.
You offer a styling service too. What does this involve?
Basically, most women walking into the boutique assume they are a size bigger than they really are or that they cannot wear certain colours and even certain styles – like skinny jeans. That’s my opportunity to step in and make sure they try the item before completely giving up on the idea.
Do any of your products have a special story behind how you source them?
Most brands I source are all about LA style and what celebrities wear daily. It’s that comfortable, relaxed, simple yet elegant day-to-day wear.
What makes the experience of shopping at Mirabelle so special?
It’s incredible how women change in an intimate environment. When shopping at a mall, they quickly scan the racks and move on to the next shop until they find something they like. When customers visit Mirabelle they take their time – they browse, have a cup of tea or coffee, chat and spend longer trying on clothes. Mirabelle is not just a boutique, it’s a shopping experience with a personal touch, which women can enjoy on their own or with friends. Mirabelle can cater for soirées of up to 10 women, which is a fun alternative to a coffee morning or evening catch-up.
Khalifa Park, Bloom Gardens villas, www.mirabellebelles.com (050 811 2033).
