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FASHION HAS SPRING IN ITS STEPS THIS SUMMER

their new Spring/Summer collections this weekend at Jumeirah's Mercato Mall. Shoppers will be rewarded with sneak previews of cutting edge fashion, unique to the UAE.

But, just who is Michie? Dalya Al Muthanna, owner of Michie Boutique and managing director of Haya Enterprises, politely sidesteps this question, focusing instead on her entrepreneurial vision and aspirations for the UAE fashion scene.

"Attending many fashion shows in Paris and Madrid inspired me to open a store that brings together the latest fashion trends, excellent service, and unique styles from different international designers. Dubai is dominated by chain stores, and I want to provide stylish clothes that allow my clientele to stand out, be different, and be unique," said Dalya.

Dalya buys several times a year from Paris, Italy, Spain, Netherlands, Brazil and other countries. The same labels are not purchased every season; new brands are discovered during each buying trip. Some current labels include: G/X-2, Celo, MKL, Biche de Bere, Fuego, and Carling-In Love

Dalya said, "We differentiate our boutique by continuously adapting to customer demands and travelling to different cities in order to discover new designers. This constant research always keeps Michie a step ahead of other fashion boutiques. Ladies fashion is an extremely competitive business, and we always go the extra mile to bring the latest fashion trends, and to carefully choose chic, elegant designer wear that differentiates its customer from the rest."

Michie further differentiates itself by keeping the elements of change and variety very high by weekly introducing new items into the store, turning shopping into an ever-changing experience. A comprehensive choice of accessories, bags and belts are also available at the boutique.

Dalya understands the need for market research and for understanding her customer and their preferences. After every purchase, a record of each customer is made in order to advise about new collections, discounts, promotions, and events. Michie's database includes over one thousand customers and is still growing. Thirty six per cent of the boutique's customers are from GCC Countries, twenty six per cent from Europe, twenty two per cent are from other Arab countries, and sixteen from other countries.

"The UAE retail environment is growing, however, the market still lacks variety of choice. Dubai is like no other city; the speed of growth and development give people in business great opportunities to provide new concepts in the retail market, but the key for success is for malls to provide new concepts and increase the variety of stores," said Dalya.

Holding company, Haya Enterprises, opened Michie Mercato in October in 2003, and due to healthy sales turnovers, will open two new stores in Dubai in the near future as well as a franchise of the French children's brand IKKS, which plans to open in the Mall of the Emirates in September 2005.

But, as for the question: Who is Michie? We still do not know, perhaps the answer lies somewhere within the delightful and colourful fashion displays that characterise the boutique. Or, maybe the answer will become known to those dedicated shoppers and fashion followers who come to see the new collections during the nightly live fashion shows this weekend at Mercato. Live catwalk shows will take place each evening May 11,12 and 13 at 7, 8 and 9 pm.