By Fazeena Saleem
DOHA: Women fashion entrepreneurs from the region claim that Qatar’s leading fashion exhibition Heya is a premier platform for established and up-and-coming Khaliji designers.
Heya Arabian Fashion Exhibition is Qatar’s biggest showcase of contemporary Arabian fashion creations launched in 2007 and has been attracting exhibitors from across the GCC and beyond to showcase an array of Gulf-designed clothes and accessories.
Its ninth edition is being held under the theme ‘Elegance Re-imagined’ until Monday at Doha Exhibition and Convention Centre. The Peninsula spoke to a cross section of exhibitors among the 200 customised boutiques.
“Heya is helping women fashion entrepreneurs in the region a lot to promote their talents and creations,” said Nabila Al Aissaoui of Dar Naseem Al Andalos, a premier designer brand in Bahrain.
Dar Naseem Al Andalos is participating in Heya for the third time and showcasing around 100 new designs between a price range from QR2,900 to QR7,500. “Heys gives a nice opportunity to get new customers. We have considerable number of customers from Qatar. Once they buy from us at the exhibition and like the product will continue make orders,” said Al Aissaoui.
“This time we are having a new Eid and Ramadan collection of abayas and jalabia. Some are with Morocan hand work and embroidery. The fabric is mostly chiffon, silk and French brocade,” she added.
Jo La Mode, a multi brand abaya boutique in Qatar is participating in Heya since 2010. It also introduces new Qatari brands at Heya.
“Heya gives that opportunity to meet customers. It’s not visitors just buy during the exhibition, but they continue to buy from us and become regular customers. So it helps to expand our customer base,” said Farah Nasser Al Bakri, spokesperson for Jo La Mode.
“We take Heya as an opportunity to introduce new brands which are sold at our boutique.” This year we have such four new Qatari bands as Doore, Atiyabi, Ta’Marbuta and Aaliya.”
Jo La Mode is exhibiting a collection of more than 100 abayas and Al Bakri claims that their products are sold at an affordable price.
Heya intended to support and promote established and up-and-coming local and GCC designers, female entrepreneurs and fashion enthusiasts are offered daily fashion shows, hands-on workshops as well as fashion forums led by industry experts.
Muneera Al Fadala, Le Particulier event management and flowers said, “ Heya is an opportunity for businesses to find a place in the big market. It gives a space for networking.” “Here I met people from bridal shops. We both work for weddings and it’s a an opportunity for us work together in the future,” she added.
Heya is organised by Qatar Tourism Authority (QTA) in partnership with Design Creationz as part of its efforts to empower the private sector to attract and host global events. Heya is also considered as a great potential to growing the country’s MICE sector, especially as the Islamic fashion market is expected to be worth $327bn by 2020, according to the State of the Global Islamic Economy report (2015).
Shaikha Al Sulaiti spokesperson for Heya said, “Heya gives the opportunity for women fashion entrepreneurs to showcase their designs and acts as a platform to promote them.”
The Peninsula
