Deena Ali bin Talal Aljuhani and Manal AbdulAziz Al Rashed are scientists of fashion, who have concocted a unique mix of Saudi class and Western fashion toproduce the ideal concept store: DNA Boutique in Riyadh.
“Everything I pick is a combination of what I think is fabulous and amazing and what I Childhood friends, the duo said it was a very natural instinct to team up and start thisendeavor together. Businesswise, Deena states, “Manal is the Robert Duffy to my MarcJacobs.” While Manal is the more business-oriented one and Deena takes the creative lead,both share a common vision for fashion. “We compliment each other,” confesses Manal,“since we were young, we’ve always been very similar stylistically.” “I would buy an outfitand she [Manal] would’ve had already bought the same exact ensemble,” reveals Deena, ontheir uncannily parallel tastes.
The brands sold at DNA reflect the eclectic genes that both women undoubtedly possess. From universally known designers, such as ChristianLouboutin and Miuccia Prada, to emerging newbie lines, like The Rowand ThreeAsFour, the girls are introducing Saudi to a new and improvedstrain of glamour and luxury. “I could easily get what everyone wants,but I want to introduce novel styles here,” which is overtly evident in theunfamiliar, yet aesthetically creative brands sold at DNA.
DNA isn’t just a member-exclusive boutique that sells clothes to its highprofile clientele. It aims to bring women together who share the samepassion for everything related to fashion, from old Hitchcock films, to rare,unreleased photos of Um Kalthom. It’s an institute of fashion that not onlyshowcases the latest trends from the Western world, but also acts as aforum for fashionistas to meet and gossip over Crocodile Birkins and itsdiamond-encrusted counterpart.
The Saudi market is the oddest, luxury market in the world,” explains Deena when discussing the unpredictability of her Saudi consumers.Therefore, when attending buying conferences, Deena reveals, “EverythingI pick is a combination of what I think is fabulous and amazingand what I think they’ll [the Saudi consumer] understand and appreciate.”
With this cross-cultural aesthetic being their main muse, it is no surprise that you’ll find custom-made Abayas, made in collaborationwith renowned designers, such as Cher Michel Klein, or floor-lengthversions of Diane Von Furstenberg’s signature wrap-dresses, on thedisplay floor.
Collette, located in Saint-Honore in Paris is not just one such boutique; it’s the concept boutique—an archetype for those to follow. And Sarah Lerfel ofCollette is “the ultimate” concept lady, as well as Deena’s main role model.
“These women do there own buying just like me,” reveals Deena, “And so when I saw Ms. Collette [Sarah Lerfel] buying without an assistant, I feltvalidated.” Both share a passion to go beyond just clothes and visuallystimulate all senses, including taste and sound. Thanks to DNA, Saudi nowhas its own “Collette” to brag about.