The art of success

Reem Beljafla, founder of Reem International

I have always been passionate about art, fashion
and business. Even when I was growing up I knew
I wanted to be an artist, an interior designer, a fashion designer and a businesswoman – all rolled into one!

My earliest memories as a child are of sitting in my grandmother's lap and her telling me stories that shaped her life.

Perhaps the fascination for those stories and the message they conveyed are what inspired me to be who I am today.

At first, I didn't know which path to pursue to achieve my dreams. With the help and support of my family,
I opened my own creative design house called Elev8 Communications, which specialises in all things related to design. Our scope of work varies from logo branding to interior design.

Majoring in fine arts at the American University in London was yet another building brick for my future in design.

I was equipped with the knowledge to pursue my passion. Studying abroad allowed me to experience life in a different way. I learnt a lot of lessons which I never would have living in the comfort of my home in the UAE.
I learnt how to tackle any obstacle that came my way with determination and enthusiasm.

I believe art is reflected in everything and embedded everywhere.

Art has a universal appeal and reflects the tradition, experience and imagination of its creator. Interiors always fascinated me as they are our immediate surroundings. In many ways, people are reflections of their environment. I pay a lot of attention to detail, and perhaps that is what motivated me to study interior design.

The Burqa line of our Heritage collection was inspired by my grandmother's stories. She used to tell me stories about the people of the UAE, and how life was very different then compared to how it is now. My grandmother is a descendent of the Al Mutairi tribe and during her childhood she lived with her family in the mountains. The burqa can be traced as far back as the 1800s, to the Al Mutairi tribe in particular.

When she passed away, I made it
a point to put together all the stories she used to tell me so that they can be passed on to the next generation. I have produced three other products after the Burqa – Al Kaf, Athmad and Gutra, and Sifra Shmagh, which are also part of the Heritage line. All my products include a postcard, a frame, and a booklet which explain in detail how the pieces originated, and how they were worn traditionally.

I always felt that foreigners in general didn't have a clear understanding of our heritage and culture.
As a UAE citizen, I felt it was my duty to represent some of our unique heritage items that are an integral part of our culture with modern packaging which will appeal to the global buyers. The Heritage line is one of the closest to my heart, as it represents who I am, and where I come from.

I have been overwhelmed by the response I've received from people when I present it to them. I think it is the perfect idea for a souvenir from my country. The response so far has been great.

In January, Elev8 joined forces with the Dubai Ladies Club in organising an exhibition to display and sell premium designer bags that were donated by women in support of the "Donate Your Bag" charity campaign. It was an innovative charity drive to raise funds for the Dubai Autism Centre. The response was phenomenal. We received around 400 bags from a variety of luxury brands, including Louis Vuitton, Gucci, Fendi, Bottega Veneta and Chanel to be sold at reasonable prices.

That day, women in Dubai proved beyond doubt that they are extremely dedicated to charity work and to strengthening social solidarity to help anyone in need.

My sister Hind shares my passion for design. Together, we started the DAS fashion range mainly because
we wanted to design our own abayas. We try to follow the latest trends on the international markets while keeping the local flavour intact.
We want to encourage self-expression in connection with the region's culture, heritage and being aware
and mindful of our roots – the origin of our people.

Being awarded the Best Businesswoman of the Year Award in 2007 by the Mohammad Bin Rashid Establishment for Young Business Leaders has been the highlight of my life.

I was awed, astounded and humbled by the recognition. My joy was doubled when Reem International also shared the Best Business in Design Award with Lina Al Aidroos' project Decorati Interior Design. The support provided by the establishment to young Emiratis who want to go out there and fight for a chance to contribute something to the nation has been a blessing. I will forever be grateful to the authorities for this.

Winning an award is only the beginning.

Along with it comes a big responsibility to prove yourself and show that your success is not a mere flash in the pan. I am all the more inspired to work harder and continue my journey forward. With God's blessings, my communications company, my heritage collection and my fashion line DAS are all successes which speak for themselves.

I love to travel.

It is my other passion in life, and it keeps me going. The thrill of adventure, visiting different countries and meeting new people from different nationalities is refreshing.

Besides travelling, my hobby and my love is my work. Like the saying goes 'You will never have to work for a day in your life if you find a job that you love.' I always try to look ahead and envisage a future filled with pleasant surprises and success.

For more info visit www.reeintl.com