The UAE is famed for its shopping malls. You can hardly take a step in this city without stumbling into one and dropping a large chunk of your rent money on a designer clutch or a must-have pair of heels. This might seem like a fashion-lover’s dream, but what if you’re after an experience that’s a little more personal? Well, you could pay a visit to Grafika boutique, which has recently relocated from Al Wahda Mall to its very own space in Al Mamoura. One of Abu Dhabi’s most stylish ladies, Sumayyah Al Suwaidi, is the owner and managing director of Grafika and also the creative director of her own range of abayas, Seen. These are stocked in store, alongside collections from Amal Murad, Amber Feroz, Malaak, Miss Elegant, Moza Al Suwaidi and Surbhi Jaggi. We asked Sumayyah about the new store.
Tell us about Grafika, how did it all begin?
Grafika began as a gift store in 2005. I always loved wrapping gifts and stationary, greeting cards and teddy bears, so I made my hobby of gift wrapping into a reality. But then I realised that there was something missing, so my husband suggested I get into fashion. Finally, in 2009 I established Grafika as a multi- brand boutique and, because of all the fans and clients that I have outside Abu Dhabi, I have since launched Grafika’s online store with international deliveries.
What can you tell us about the concept behind the new Grafika store?
Many of Grafika’s clients are Emirati women. Most of them like to go to private stores when they can feel relaxed and comfortable enough to take their time and try on as many clothes as possible. So this was the main reason for opening the new store and our interior designer Maryam Al Suwaidi, who designed Grafika, made that come true with her concept of French design and Victorian era coming together as one. Grey, white and beige are the perfect colour combination for a cozy space and the unique chair Maryam made for the middle of the store is the cherry on top.
Tell us about your designs and why they are unique
My label is called Seen, which is the pronunciation of the Arabic letter S, the first letter of my name. It is unique because I never make the same outfit twice, so no two women will have the same piece of clothing. I design abayas, dresses and kaftans, and now I am working on a collection of tops to go over jeans and leggings. What also makes my pieces special is the price range, although they are one of a kind they are priced from Dhs800 up to Dhs3,000.
What are you hoping to achieve with your brand new space?
Like any other business I hope for more clients. Also, I now offer private viewings of the available collections at the store. Hopefully by this time next year I will be able to open Grafika’s second branch.
What inspires you when you’re designing?
How I feel and what I need to wear, to be honest. I always test my abayas on myself first. After I’ve seen the reactions of the people around me, then I make one for sale.
How would you describe a Grafika shopper?
Someone who is bold and not afraid of taking risks, who is at the same time chic and elegant.
Have you introduced any new brands into the store?
Yes, such as the UK brand Borders & Frontiers, the American brand Papaya, crocodile and snake skin clutches by Rida Zafar and a whole new line of casual wear under the label of Grafika.
What are the main fashion trends for autumn/winter?
Lace and a lot of velvet. Also cardigans and blazers will be at the top of every fashionable woman’s wish list this autumn/winter.
Why do you love fashion?
Fashion is the outer me, it’s what people see before they talk to me. It’s the first impression of me, and as an artist and a fashion designer my image is very important, it should reflect who I am.
Grafika, Delma Street, same building as La Coquette Beauty Center behind Trans AD. www.grafikauae.com (02 441 0511).
