WE EXISIT TO CLOSE THE GAP BETWEEN CREATIVE VISION AND THE FINISHED PRODUCT.
PURPOSE
WE EXIST TO MAKE FASHION PRODUCTION ACCESSIBLE, TRANSPARENT, AND BUILT FOR THE BRANDS SHAPING THE GCC.
MISSION
TO BE THE MOST TRUSTED PRODUCTION PARTNER FOR EMERGING AND GROWING FASHION BRANDS IN THE GCC, GUIDING EVERY STAGE FROM BRIEF TO FINISHED PRODUCT.
VISION
TO BUILD THE LEADING FASHION PRODUCTION INFRASTRUCTURE IN THE GCC, WHERE GREAT BRANDS ARE MADE.
VALUES
(01)
WE EMBRACE A GROWTH MINDSETWe treat every brand like our own. Your growth is our growth. We bring the same commitment to your project whether it's your first sample or your tenth collection.
(02)
WE CULTIVATE GENUINE CONNECTIONSWe are dedicated to creating authentic connections and a sense of belonging within our community. Through a welcoming and supportive environment, we work with clients from diverse backgrounds, ensuring our services are accessible to all.
(03)
WE NURTURE TRUST THROUGH OPEN DIALOGUEWe value transparency and open communication as a cornerstone of our business. Through honest and transparent dialogue, we establish trust with our clients, partners and community.
(04)
WE KEEP YOU IN THE PROCESSWe foster an inspiring environment that unifies industry professionals, designers, and regional talents. Our passion for nurturing connections, sharing knowledge, and promoting a culture of collaboration and creativity drives our mission forward.
(05)
WE EMBODY EFFICIENCY WITH QUALITYFashion production shouldn't be a black box. We keep you involved at every milestone so you always know where your product is and what comes next.
FOUNDERS
RUBY KREIDIEH
With 8 years in luxury fashion, PR, and events, she holds a Master's Degree in Fashion Communications from Istituto Marangoni. She kickstarted her career with Fashion Forward Dubai, a platform designed to serve as a launchpad for the regions emerging designers through runways shows, showrooms, retail collaborations and executing PR services for prestigious fashion and beauty brands. Ruby later carved her path, orchestrating events for brands like W Hotels, Fendi, and The Saudi Fashion Commission in Dubai & KSA. Passionate about fostering regional design talent, she collaborates with concept stores, curates pop-up showcases, and nurtures creative partnerships.
LAMA JOUNI
A Parsons Paris graduate with a well-built foundation in fashion production and tailoring, honed her skills at renowned Parisian houses like Balmain and Rad Hourani. Recognizing a gap between luxury and fast fashion, she now serves as the creative director of Lama Jouni ready-to-wear label. With a focus on redefining contemporary women's fashion at a cost-effective price, her work has been acknowledged by Vogue Arabia, Harpers Bazaar Arabia, Forbes Middle East, and more. Lama Jouni's brand is available in nearly 35 international retailers and featured on platforms like Revolve, Farfetch, Intermix, and Browns. Awards include Second Runner Up for The Vogue Prize, Fashion Trust Arabia Shortlist, Forbes 50 Women Behind Middle East Brands, and a committee seat at Dubai Fashion Week.
