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I loved to dress up as a child - the clothes, the hat, the bag, the shoes... all the accessories. As I grew older, I also enjoyed buying and selling. I guess the business part was always in me, but I never thought that one day I would own a shop.
- By Layla Haroon, Abu Dhabi-based freelance writer
- Published: 00:30 September 12, 2008
- Sima Barazi Haroun, fashion accessories boutique owner and Emirates Woman of the Year nominee
- Image Credit: Supplied Picture
Sima Barazi Haroun, fashion accessories boutique owner and Emirates Woman of the Year nominee
I loved to dress up as a child – the clothes, the hat, the bag, the shoes... all the accessories. As I grew older, I also enjoyed buying and selling. I guess the business part was always in me, but I never thought that one day I would own a shop.
I was born in Damascus, Syria in 1974. As a child I was easygoing and quiet; but very close to my family. I am the youngest of four kids, which of course means that I was spoilt and got away with a lot more than my siblings
ever did!
I have twin sisters, Reem and Racha who are 10 years older than me, and a brother Najib who is eight years older. My father Samir Barazi is Syrian and my mother is Iranian.
My mother Feresheteh Radserecht would say I was really "coquettish" because I was into my clothes and accessories.
An educated experience
I didn't undertake any formal education in fashion or business. After living in the US for nine years to get more exposure and a better education, I moved to Lebanon to complete my last year of high school at the International College in the English language. Lebanon was close to Syria with excellent schools and I also had many relatives and friends there. Still, I had to stay in the dorms because I went alone.
I chose to major in history because I wanted to acquire knowledge about the Middle East. Growing up in the US meant that I didn't know much about our history.I graduated with a Bachelor of Arts from the American University of Beirut in Middle Eastern history in 1996 and did a postgraduate Teaching Diploma in Elementary Education.
I thought it may come in handy if I one day decided to become a teacher of history. Also, it gave me an excuse to stay longer in Beirut.
Dreaming in the UAE
I moved to Dubai in 2000 to be with my husband, Talal. He has been here since 1995. When I moved to Dubai, the thing that shocked me the most was the humidity and heat. As much as you hear about it, it's different when you actually move here.
But I must say all my dreams were realised here in Dubai.
Two years after landing here, I joined hands with two partners and opened Tigerlily in Wafi City. It was the first trendy and modern multi-brand boutique in Dubai. Two years later, I sold my share and opened Boom & Mellow in September 2005.
The cherry on top
I believe you're never fully dressed without that extra something special. Accessories are the perfect way to personalise an outfit and to give people an insight into your personality. You can be wearing the most generic outfit but with the accessories you choose you can transform the whole feel.
Boom & Mellow
In Dubai's Mall of the Emirates was initiated for that kind
of "cherry on the top" completion. As it deals only in accessories, it does not compete with the store of my
ex-partners.
Bring "a boom"
Boom & Mellow is for grown-up girls.
It is the right stop for those who know that an outfit is far from complete without the right accessories – whether they be jewellery, bags, clutches, belts or shawls.
My sister Racha, who now lives in the US, helped me brainstorm the name of my new fashion accessories boutique. Every time I came up with something she would say "It's not you!" I asked her, "What am I to you?" She told me that I am hyper, outgoing, sort of like a party in motion... so she said "La boom!" which means the party in French. I disagreed with her and said I am not like that any more...
I am mellow. That's how we finally got Boom & Mellow. I have to say I love the name! It really is me.
Mix and match
The atmosphere at Boom & Mellow is warm, cosy, and it invites you in to tinker around and try things on. Personally, I wanted it to feel comfortable, to put people at ease when they are picking out things to adorn themselves with.
Three-city chic
Typically, the designs in my boutique are hand-picked and reflective of my own taste.
I buy designer brands from New York, London, Paris, Japan, Brazil, Beirut and Greece. A touch of Parisian flair, a dash of London chic and a lot of downtown New York style come together to make for a uniquely Dubai feeling that is, if anything, the perfect embodiment of my style.
A sound investment
Accessories will always be in fashion.
If it's not the bangles, it's the earrings; if not the earrings, it's the clutch...When I arrived in Dubai, there
was a lot of room for new fashion concepts and the city was still buzzing with opportunity. Today, there is a lot more healthy competition. It does scare you, but it also makes you work harder, so it is exciting.
The biggest challenge is always researching to find a new designer who has not yet made it in the market. You have to be ahead of the game and always innovate because the bigger players in the market can always take brands away from you.
Also, fashion retail has changed in the last couple of years. I think people are more conscious of up-and-coming designers. They are ready to shop at boutiques that carry such brands, rather than sticking to the well-known big names or the high street names.
Designing woman
I plan to expand my business. Hopefully, I will keep hitting my
own milestones. I am not planning on opening any more boutiques in Dubai right now, but I am thinking of opening in other cities around the world.
I also intend to design my own accessories brand in future. I am already preparing designs, but have not taken it further. If I do make my own brand, it will be added to the designer brands in my shop. There is no way that I can produce and design all kinds of accessories to replace the designers that I already have.
Family first
My family is my foremost passion.
If I had to choose between my business and family... my kids Karam, 6, and Ramzi, 2, and my husband come first. I try to have a schedule to balance my business and motherhood.
I begin my morning with an exercise routine. I like yoga and I try to practice it once or twice a week. I would like to get more into it because it really helps one to destress.
When the kids return home from school, I am usually with them until it's their bedtime. At night if we are not out, I work from home.
I love spending time with my husband – my biggest supporter – and my children. We love to go to the beach or just laze around at home. I also look forward to having another child – kids are the best thing that can happen in anyone's life.
My philosophy
The most important rule in my life is to be good, happy and positive. By being committed to these rules, I have been successful. It is so rewarding when people walk into
my store and enjoy the feel of the boutique and love the selection.
It makes me excited that they are happy, and confident that I am doing the right thing at Boom & Mellow.
- Layla Haroon is an Abu Dhabi-based freelance writer
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