Diamonds Glow, the mobile boutique with mannequins, heading out of Abu Dhabi on a customer call Image Credit: Ahmed Kuty/XPRESS

Abu Dhabi: The UAE’s life on the go is getting easier by the day with a mobile boutique now wheeling around the emirates.

Called Diamonds Glow, the upscale fashion boutique on wheels, believed to be the first of its kind in the UAE, operates in a white air-conditioned van, complete with a plush store, mannequins, clothes racks, a sitting area and even a changing room.

Ladies clothes

“We deal with ladies clothes, everything from abayas and jalabiyas to wedding gowns and dresses. We not only sell readymade stuff but also take tailoring orders,” said Azza Al Marar, the Emirati entrepreneur and fashion designer who launched the boutique.

She said all a customer had to do is book an appointment via email or phone, and the boutique would be at their doorstep. It also travels to community events and markets like RIPE. She said, “Very often, people see the vehicle on the street and request us to to follow them to their homes. Our clients come from different nationalities.”

Azza said when a request from a faraway place is received, no extra charge is levied if the customer makes a minium purchase of Dh500. Otherwise, there is a charge of Dh250.

The prices of the clothes range from Dh200 to Dh3,000, she said, adding that the tailoring charges depend on the design and the fabric.

A unique concept in the West, mobile boutiques, usually housed in climate controlled vintage campers, are a popular means of shopping for women’s and kids’ clothes, accessories and gifts.

They also host fashion shows, complete with models and make-up artists, and are used for baby and bridal showers, girlie parties and craft fairs.

“I just love the idea of a mobile boutique as it saves me the trouble of visiting a tailor in Deira which is at the other end of the city. This is so cool,” said Carolina, a Jebel Ali resident who does not drive.

“The concept is very innovative and convenient,” said Abu Dhabi resident Nidhi, who plans to make a booking when his mother and sister visit from India.