If Reem Ali Beljafla had it her way, you would be wearing her abayas, buying gifts from her heritage collection, flicking through high-end yacht brochures designed by her, attending charity events she has organised and driving through tunnels that have her designs plastered all over them.
To call this 24-year-old an overachiever is something of an understatement, because she has actually achieved all of this.
She's also the owner-operator of Ree International, a communication and design agency, and the managing director of creative house Elev8.
And if that wasn't enough, she has already bagged awards for Best Business Woman of the Year and Best Design Business from the Mohammad Bin Rashid Awards for Young Business Leaders.
Yep, this is one woman who not only has a plan but is well on her way to executing it.
Feeling fashionable
Her latest venture to go public was her abaya collection, DAS, which debuted at Dubai Fashion Week earlier this month. But how did this young designer get into fashion when she trained as an interior designer?
And more importantly, where does her drive come from?
“I'm the eldest of five girls. So my mum used to push me to try everything and do my best, so that I could be a role model for my siblings,'' she explains.
“As for fashion, I've always loved it,'' she enthuses. “Growing up, me and my sisters used to love watching our mother get ready for a wedding or a ladies gathering. We would try on her outfits and shoes before she did.''
By her teens, Beljafla was customising her clothes, attending fashion shows across the globe and turning up for museum exhibitions with sartorial themes.
However, her fashion obsession didn't immediately translate into her choice of degree, as she headed off to the American University of London to study Fine Art and Interior Design instead.
And, while most students were busy partying in their spare time, Beljafla would keep herself busy learning new skills.
“I used to take different classes at Central St Martins College,'' she explains.
“I did a course with the famous florist Jane Packer. I did photography classes and used to go to classes for shoe design and bag making too.''
Returning to Dubai, Beljafla spent a year training in marketing with Dubai Holdings, where she completed several month-long placements with numerous companies.
Once she had finished, she set up her own company and her first venture, the heritage gift line, Burqa, (which is the face covering that local tribes wear).
Making her mark
Talking of her heritage collection, Beljafla fills with pride. And it's no wonder — not only is her office decorated with images of the ruling family but she also closed her show at the Dubai Fashion Week with a UAE-flag adorned abaya.
“I did that because I wanted people to know I am Emirati,'' she says.
“And to remind people that abayas are as much a part of our heritage as the flag.''
The roots of this focused entrepreneur are, of course, Bedouin.
“My family used to live in tents and my grandfather was a sailor who traded in pearls,'' she reveals.
“I've seen how Shaikh Mohammad has turned our tiny city into an internationally recognised magnet. I too want to make a mark in my country.''
Beljafla also discredits the myth that being an Arab female has held her back from achieving her true potential. “I've never felt being a woman is negative,'' she says.
“In fact, it's the opposite. In our local news, we are told women are the candle of a place — if she is present, it is brighter.''
With so much going for her professionally, you would think Beljafla might like to take it easy in her spare time.
But she manages to impress here too.
“When I'm not thinking about how to make money out of nothing — which isn't often — I like to read books and listen to jazz,'' she says.
“I also like to watch American, Indian and French movies.''
Beljafla reveals that not only is she business-savvy but also a bit of a linguist. “I've studied Italian, I can understand French and am fluent in Urdu,'' she says.
Forward-planning
And while she appears to have her fingers in ten pies at the same time, this young Emirati is determined to do more.
“I don't see an end to my projects. For me, it feels infinite,'' she reveals.
“But I would love to launch a shoe line. My dream would be to work with Louboutin and maybe create a shoe with him that's just for abayas.''
And just as we finish off the interview, she throws in casually: “Oh, and I've been selected to represent the UAE at the Venice Biennale this year.''
Is there nothing Reem Ali Beljafla can't do? Apparently not.
— Farzana Ali is a UAE-based freelance writer
