New hairdressing salon parodies pampered expatriates

A cheeky crimper is likely to set tongues wagging in Dubai after naming her new hairdressing salon "Jumeirah Jane". Lisette Hoogerman, who spent four years working as a flight attendant with Emirates before setting up the salon, says the name was deliberately picked to provide some light-hearted controversy.

"We wanted a name that was unique, which people would remember, and decided Jumeirah Jane Hair and Beauty would fit and also be a bit of a talking point," the 24-year-old Briton said. "Our target market is the Emirates crew, but also professionals and those who fit the 'Jumeirah Jane' profile living nearby."

A typical Jumeirah Jane is defined as an affluent Western expatriate who doesn't work and lives a pampered life. Observers of the social scene say she is likely to play tennis at an exclusive beach club, may do volunteer or committee work, meet fellow Jumeirah Janes for daily lunches at expensive restaurants and return home to escape the heat of the summer, leaving her overworked husband behind.

But Sarah Monaghan, editor of "Emirates Woman" magazine, believes the term is outdated. "It is putting people too much into boxes," she said. "These days the UAE is hardly the hardship posting it was considered to be 20 years ago and packages and lifestyles reflect that.

"Many women come to the UAE to enjoy the exciting opportunities of life here and rewarding careers for themselves rather than purely as spouses. "I just hope the new salon is not going to discover it has alienated a lot of potential customers given its rather passé name."

But a self-confessed Jumeirah Jane, who did not want to be identified, said, "Nobody likes to admit that they are a Jumeirah Jane, but we do exist and there are quite a few of us out there."