Want something a little different from your online shopping experience? Step into Maya’s Closet, a new website in the Middle East. Angela Beitz finds out what makes it stand out in an already saturated market
Maya’s Closet is an online boutique born in the UAE carrying an inspired collection from up-and-coming Middle Eastern designers. We chat to Sawsan Ghanem, founder and managing director of Maya’s Closet to gain a unique insight into how the website was born and its philosophy.
Tell us about Maya’s Closet and how it all started?
I used to live in London and I always admired how Londoners were adventurous with their fashion sense and didn’t hold back in expressing themselves and their individuality in what they wore. No one batted an eyelid and after stumbling on the umpteenth independent, quirky boutique market stall I kept saying to myself, ‘Why aren’t any of the equally edgy, original fashions from a growing number of amazingly talented Middle Eastern designers anywhere to be seen in London or other European fashion capital?’
So, in January 2012, I decided to do something about it. I wrote my business plan, how I saw Maya’sCloset in my mind’s eye, the look and feel, target audience, the designers I admired, who inspired me every day and who I believed would be received well around the world.
How did it grow from there?
I then outlined my business venture, concept, USPs and vision and shared it with a selection of designers I felt had a synergy with Maya’s Closet. Much to my delight out of the first eight or so designers I reached out to, six came back almost instantly with positive and supportive feedback, saying how they were thrilled with the concept, how no one had thought of it before and how they’d love to be part of Maya’s Closet. Nine months in and after a great deal of hard work, long hours, late nights, lots of love, I had a clear picture in my head of how the site was going to look and feel, the experience it needed to offer to the visitor and connection it needed to make with them – Maya’s Closet was born. The site was launched in London, Covent Garden, through
a pop-up store concept for the day.
Why did you want to feature Middle Eastern designers?
The website is primarily designed to be a platform for talented and creative Middle Eastern designers to showcase their designs to the West. Middle Eastern designers offer fresh and exciting fashion that inspires those looking for statement pieces that are not on the high street: individuals who don’t want to blend in and want to express themselves through their outfits. Our regional customers come to Maya’s Closet to support the Middle Eastern designers and because they know that they are going to find striking pieces that are varied in style and beautifully crafted. It’s important to support regional talent and see them grow and establish themselves both locally and internationally.
What is Maya’s Closet’s vision?
Maya’s Closet is a home for a carefully selected range of cutting-edge designers from across the Middle East region – an innovative, stylish and original fashion with a cultural flavour. It’s a mélange of the Western ideas and concepts of fashion and the exotic mysticism of the Middle East. It’s a closet full of unique fashion pieces and designed to be an online fashion destination for those of us who like the edgy look, for the trendy who truly want to be different. It’s a portal to the wonderful world of fashion for young women who dare to be different. All these women are reflected in the fashion, the diversity of designs and creativity seen here in Maya’s Closet.
What brands do you stock and what is special about them?
Palestyle, Sugar Vintage, Dash & Cash, Hilda Maha, Lulwa Al Amin, MarMar, H.N.A Jewels, Fyunka and J Walking. Basically, designers who are all unique in their own way, all about individuality. Fashion that is hand-made, with great attention to detail and not easily found anywhere.
Why do you think online shopping is becoming so popular?
It’s a window to a huge world, with so many choices at the touch of a button, wherever you are, on the move, in the comfort of your home or while enjoying a cup of coffee at your favourite café. It’s easily accessible, with vast improvements in terms of visual design, informative content on items you are interested in buying, online security features, payment options and delivery. With online shopping you are not restricted to what is available in your local shops or what country you live in.
What motivates and inspires you?
Motivation, for me, comes from within. Every day brings with it some experience that is unique and re-charges the energy inside. Achieving success, conquering challenges, discovering new interests, coming up with new business ideas and researching them are a source of huge volumes of motivation for me. I simply always try and do my best in everything I pursue and not live in ‘what ifs’. What’s the next challenge? I also have a really weak spot for fashion. I just can’t help myself.
www.mayas-closet.com.
