SERVING AS A LAUNCHPAD FOR DESIGNERS, WE NURTURE THEIR VISIONS WITH AN UNMATCHED EXPERIENCE.
PURPOSE
WE EXIST TO SUPPORT DESIGNERS, ENABLING THEM TO DEVELOP AND PRODUCE EXCEPTIONAL COLLECTIONS, WHILST NURTURING THE GROWTH OF THE CREATIVE ECOSYSTEM.
MISSION
TO EMERGE AS THE DRIVING FORCE BEHIND A REDEFINED INDUSTRY APPROACH, DRIVING GROWTH AND EXPANSION FOR DESIGNERS THROUGH IMPACTFUL SOLUTIONS.
VISION
TO PIONEER A REIMAGINED FASHION INDUSTRY UNLOCKING THE FULL POTENTIAL OF DESIGNERS, ALLOWING THEM TO SCALE BEYOND LIMITS.
VALUES
(01)
WE EMBRACE A GROWTH MINDSETWe partner with clients who embrace challenges, cultivate a growth mindset and believe in the power of continuous learning. Together, we evolve and thrive, fueling personal and professional development.
(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 THOUGH 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 INSPIRE CREATIVE COLLABORATIONWe 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 QUALITYWe focus on delivering high-quality results to our valued clients and partners through a seamless client experience. This is achieved by continuously optimizing our resources and processes, ensuring impactful outcomes without compromising on quality.
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.
