Online Designer Store, TheDressRoom.com opens the doors of its JLT showroom to Dubai residents for two consecutive days
The Dress Room designer boutique is one of Dubai’s hidden gems. Since the concept of online shopping is new to most people from the UAE, the Jumeirah Lakes Towers-based designer boutique was launched a year ago to support the online store; TheDressRoom.com.
The web site started two years ago, and an event is being held at the JLT showroom to celebrate the online store’s second anniversary.
The event takes place on Saturday, February 28 and Sunday, March 1st at the Jumeirah Business Center two building in Jumeirah Lakes Towers, Dubai.
Visitors can have a look at the various dresses on display, get their nails done, or participate in spiritual and wellness activities at the designer boutique’s showroom.
Dina Daryani, Owner and Managing Partner of TheDressRoom.com explains the inspiration behind creating the online designer store: “We saw that there’s a need for occasional dresses. It’s very difficult to find something that’s nice and suitable, that’s not very expensive.”
She continues to explain the online store’s concept: “It’s a hassle free thing; you can find a beautiful dress for a reasonable price, and you can find a huge variety to choose something that’s suitable for you.”
The online store specialises in affordable occasional dresses and caters mainly to the Arab and Indian clients. Dina explains: “You don’t usually wear these dresses often, so you don’t want to spend so much. That’s why we offer dresses that are great value for money.”
The Dress Room’s web site hosts a total of 3,000 dresses for various formal occasions, ranging from wedding, engagement, prom or graduation parties. At the JLT showroom, a selection of 300 pieces from different designer brands is displayed.
The concept of an evening wear online boutique is still new to the Gulf and Arab region. Dina observes that most women prefer to visit an actual store to try out the outfits and find their perfect fit. She says: “Our friends and people around us are more comfortable buying these fitted dresses from the showroom.”
Dina is optimistic about the future of online shopping in the region, and thinks it’s only a matter of time before people get used to it. “There is a huge potential for the online business, and I think it is growing. It just needs time.” Dina says. “The showroom is helping people in being more comfortable to buy online.”
Priyanka Nihalani, Operations and Marketing Manager for TheDressRoom.com further explains the site’s concept: “There are about eight to ten different designers on the web site right now. One of our main designers is Jovani.”
The Dress Room currently showcases the dresses of two Dubai-based designers; Hema Kaul and Duchess by Jelena.
The online concept supports talented designers from all across the globe. “Wani, an Australian-based designer develops her creations in Australia, produces the garments in India and sells them in Dubai.” Priyanka explains.
While the concept of an online evening wear store is still new to this region, Priyanka has faith that clients will eventually begin to shop online. She says: “E-commerce is the future. So we’re trying to make it easier for people who don’t have time to actually shop online and find whatever dress they’re looking for at any given time.”
The Dress Room’s web site supports local designers by connecting them with interested buyers and facilitating the selling process for them. In addition, the web site provides local designers with a portal to reach International clients.
While the concept of online shopping is still in its inception in the UAE, The team behind The Dress Room have managed to introduce it to the residents of the JLT neighbourhood and the rest of the UAE in a highly creative and appealing way.