Dubai: Now that the Dubai Shopping Festival (DSF) is under way, we all know there isn’t a better time to hit the malls. But where are the best deals? What are the must buys? And do they actually fit the bill?
As questions such as these confound residents and visitors amid the raft of promotions, a growing tribe of personal shoppers is coming to their rescue, helping them find their way through the maze. They not only know the ‘hot’ spots and ‘not’ spots, but as image consultants, can also give those consulting them a whole new look – along with the new wardrobe.
Shoppers’ guide
“Yes, DSF is a very busy time for us. With overwhelming offers, people don’t know where and how to start. They don’t have the time to comb through malls like Dubai Mall which is so huge or Mall of the Emirates which is so busy. So they turn to us for help,” says Nina Iskander, an Egyptian image consultant and personal shopper.
Croatian image consultant Lucia Csobonyei agrees. “DSF is a demanding period for certified image consultants like us as both tourists and residents wait for DSF for a makeover. This means we need to first assess their existing look and wardrobes and see how best it can change to suit their needs.”
From corporate bigwigs to partying housewives the clientele covers a wide range of people. The purpose, budget and requirements too vary, with some preferring street fashion, others high end labels and yet others a mix of both.
Explains Indian stylist, designer and personal shopper Arshiya Fakih: “People take our services for several reasons – when they want a new wardrobe after gaining or losing weight or they have a special occasion to attend and they just want a makeover. Often, people get stuck with the way they look as they tend to buy the same colours, styles and brands. So we help make a difference. Just last week, I helped a 32-year-old Indian man who had a clean, serious approach to fashion go for a more fun and edgy look.”
The budgets that personal shoppers work with could begin with as little as Dh1,500. Says Iskander: “With the fantastic sales going on, an average corporate wardrobe can be refreshed for under Dh3,000. One of my corporate clients was able to get two pairs of pants, five shirts, a skirt, a bag, two pairs of shoes and some fine accessories within this budget. Similarly, I have just helped a housewife caught in a style warp come to date with what’s trending, again within a manageable budget.”
Style balance
Fakih says there’s a rule of thumb when it comes to maintaining a good wardrobe. “You need to keep a balance with 70 per cent basics and 30 per cent fun and statement pieces. We add value by showing people how much they should accessorise, how to wear their make-up, what hair style to sport and so on.”
With such painstaking details involved, personal shoppers do have to spend a good time on consultation. “In addition to the initial consultation and assessment of the existing wardrobe, we end up spending four to five hours shopping for every client,” says Csobonyei.
Fakih has a word of caution for DSF shoppers. “The tendency is to make a beeline for the cheaper street fashion brands. But you must never overbuy as decluttering can be an issue later. Check out the designer wear too, there are some fantastic deals.”
The specialist services come for a price. As the image consultants let on, it could range anywhere from Dh300 to Dh1,500 an hour, depending on the requirement.
