Luxury can be everywhere. From cars to amazing villas, boats, bags, or jewelry. In Dubai, we have seen it all. Maybe not all, actually. There is also luxury that is meant to stay away from the sight on most of the mortals. This week we have discovered a local brand called Suqune that does luxury comfy wear or lounge wear.
If you think about it, being comfortable at home, enjoying some quality time is the ultimate luxury. Why not dress for it?
Suqune means “Tranquility” in Arabic and that is the aim of this luxury pajamas and robes brand. The cuts allow for movement and total comfort. Quality is key when it comes to luxury. The textiles are soft and luxurious. Suqune uses satins, lace, jersey, and chiffons of very high quality that seems to flow over the body.
ABOUT THE WOMENPRENEUR BEHIND
This young brand is led by Emirati womenpreneur Amna Al Shawab. We wanted to find out more about her fashion journey.
THE INTERVIEW: AMNA AL SHAWAB
When did you decide to start Suqune?
I had the idea of starting the home wear brand a while back, but time was a major constraint back. I started doing my research and market study in mid-2015 and I finally decided to start the brand in January 2016.
What did you use to do before?
Before starting Suqune I was a banker by profession. I am a Finance and Banker graduate and I worked at one of the international banks post graduating from university.
You were even featured in Forbes. Tell us about that.
Yes! That was a big step and big push for me. I was amongst 6 designers participating in a show in New York City; the show was by invite only for press and buyers, and NYC is where I started the brand. Forbes fashion writer really loved my robe design and wanted to feature the brand on Forbes and that is how it happened!
Why out of all the businesses, you picked fashion and this particular niche of luxury loungewear?
Fashion requires a lot of imagination and creativity and I do have a creative mind by nature… I have an eye for it aside from my interest in art. My imagination helps me in designing, that is why I picked fashion. I can always create and offer a new concept in this niche that I want to introduce to the world.
Dressing up and wearing good clothes really uplifts your mood, spirit, and energy. Somehow when you look good, you also feel good. Recently we have noticed a huge shift towards beauty, makeup, and self-grooming. It became a huge industry and I believe that people really enjoy the feel good factor and the self-confidence that comes with it.
People started to become very fashion conscious. I believe that social media platforms and blogging really helped in growing this movement and have given us all more exposure to what is out there. Having said that, I noticed that there was a gap in the home-wear market. Our homes are the places in which we feel most comfortable in, it is where we go back unwind and relax. I feel that the clothes we wear at home should be comfortable and still fashion forward and stylish, make us happier and be able to maintain the feel good factor.
I love this quote by Yves Saint Laurent “ I have always believed that fashion was not only to make women more beautiful but also to reassure them, give them confidence.” I really feel that this quote reflects what Suqune is all about and what the brand has to offer.
How are you promoting your pieces?
Initially by word of mouth, amongst family, friends, and social media. Also through the online store and soon in selected stores in the region.
How do you find the UAE Market?
The UAE has one of the best markets for commerce and trade because of the diverse number of nationalities that are living in the UAE. Basically, you can tap all markets from here. It is also a very competitive market.
Is helping your brand the trend of using PJ´s as casual wear?
Yes, definitely the PJ trend is a big catalyst to the brand. I also believe that home wear and pajamas are a necessity. That is why big international brands started creating PJ Lines.
Where can we find your pieces?
My e-commerce site is functional and all my pieces can be purchased online, my e-commerce store is www.suqune.com
I also have an Instagram account under the same name @suqune and for email and inquiries reach out to us through firstname.lastname@example.org.
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