Plated in Dubai

As Silsal Design House expands to new markets, CEO Samar Habayeb tells us that the secret to the company's success is... being based in Dubai

It's the little design details that bring a smile to your face and make that morning coffee mug or dinner plate really special. And this is something that Silsal Design House knows well.
The "Made in Dubai" brand is about to take part at a pop-up store in Bloomingdale's Dubai - only three brands have been selected to be a part of this exclusive programme, with Silsal being one of them. But that isn't its only accomplishment of late; the brand, currently available at O'de Rose and Galeries Lafayette, has previously been exhibited at the British Museum and sold at the Louvre in Paris. Moreover, Silsal will be participating at the NOW exhibition in New York come August - the first Middle-Eastern brand to do so. In September, it will be a part of Maison&Objet, the world's best-known design trade fair.
All this from a company that started its journey in 1989, in a basement in Amman. Sibling duo Rula and Reem Atalla opened the small design business at that time with the aim to draw attention to Jordan's rich craftsmanship in ceramics. They combined utility with style, with many of the motifs used to decorate the ceramics having a Middle Eastern touch. Playing with calligraphy and mosaic patterns, their products became known as the perfect gifting item with the city's style set. When the Atalla sisters decided they had taken the business as far as they could, Reem Atalla's daughter Samar Habayeb decided to step in. For the last couple of years she has been CEO of Silsal Design House with Maya Salameh as creative director. And as a trained architect, Samar has had the vision to scale up the business.
Today, Silsal is a Dubai-based company, with
offices at the Dubai Design District and its own
e-commerce presence. And with their online business receiving 50 per cent of its orders from the US, it seems they are already on the path to making Silsal truly international.
"Silsal launched in Dubai in early 2014 because of the demand for Middle Eastern tableware that offered good quality at affordable prices," says Samar. "I believe that the Arab world, especially Dubai, recognises Silsal as a unique mesh of Middle-Eastern heritage and Western simplicity. And I think the reason it is so well-received here is because of the population, which is so very diverse."
Silsal is no longer about being a niche business. "We produce large quantities to cater to our global customer base," says Samar. "But that is the very thing that excites me about Silsal."
From ceramics, Silsal has moved onto furniture, and the aim is that this design house will one day become a one-stop solution for all homeware.
"Today we are focusing on diversifying our fastest turnover categories in tableware and homeware. Moving on, I can definitely see the company
expanding to become the go-to store for everything your home may require."
Currently, there are 10 people who work in Samar's team, and she believes that her brand has been able to grow because of this small but effective team. In the future, she hopes to slowly modify the business, so that Silsal no longer needs to outsource services.
"Silsal aims to be a global brand - but we also want to make sure we are wallet-friendly!" says Samar, who admits that pricing is key to the brand. With coffee cups priced at Dh41, its collections are premium and come within the accessible luxury bracket.
Samar looks forward to participating in all the design-based initiatives that Dubai has become known for, be it Dubai Design week or Downtown Design. Silsal took part in Dubai Design Districts opening event, 'Meet D3' last year.
"'Made in Dubai' is a reflection of the opportunities the city gives you to establish and grow your brand," says Samar. "There are many hurdles you face while building a brand, and having had Dubai's support has allowed us to focus on growing the brand rather than tackle red-tape barriers that you often see arising in other countries/cities."
With many other design companies from the region looking to relocate to Dubai, Silsal is becoming an example of how Dubai-based design companies are able to expand from a niche business to a full blown design company within a short period of time.
sujata@khaleejtimes.com
(Silsal Design House: www.silsal.com/)
 

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