We can't get enough DORI

We cant get enough DORI

By Maan Jalal

Published: Tue 13 Jun 2017, 2:00 PM

Last updated: Sun 18 Jun 2017, 11:24 AM

Dubai is unique in the sense that it completely spoils its fashionistas. It's rare, anywhere in the world to walk into a mall and find some of the world's biggest fashion houses set up one next to the other. But here in Dubai it's the norm. This is of course great for us shopaholics. We don't have to walk too far, we can compare collections and prices all in between coffee breaks. So what does that mean for our local home grown brands? How can they compete against the biggest names in the world?

First, foremost and most importantly, you need to have a good product. A beautiful design has the potential to capture you even if it isn't an international brand name that your favourite model or celebrity likes to wear.
That's how we felt when we saw the captivating pieces by local brand DORI. Romantic, artistic, indigenously inspired, unique and charming, each piece feels as though it has a history but is versatile enough to wear no matter what your style is.

Bhavya Airan is the brains and style behind the brand; she initially worked in retail marketing prior to starting DORI. City Times caught up with the designer to ask her about what inspired her, the DNA of her brand and starting a creative business in Dubai.
What is DORI about?
We are a jewellery brand that creates one of a kind handcrafted jewellery. We use semi precious stones, which I believe gives the jewellery its uniqueness. The label's forte lies in its mélange of offerings that is high on workmanship and design but not so heavy on the pocket.

Tell us about the name.
I wanted a name that would symbolise the heritage of the brand which comes from India and something that was easy to remember. We work with artisans in Jaipur, India to handcraft each of these pieces. So, DORI is a sanskrit word which means to "tie together" or "bring together" great design and workmanship.

Was it a difficult decision to leave your full time job to work full time on the brand?
This was something I always wanted to do and having the support of my family made it easier. I also think turning 30 had something to do with it, of taking a risk and seeing where it takes you. One must live a life of no regrets.
Where do you get your inspiration from?
Our designs are very simple and classic and primarily lead from the semi precious stones we source. Inspiration is everywhere and I love travelling to find it in different places and different cultures. We also have an amazing team that comes together wonderfully to make it happen.
How would you describe the world of entrepreneurship here in Dubai?
Dubai is a great platform to start on. There is a lot of opportunity for small bespoke brands as people today want to buy something that is different. There are so many events and pop-ups happening in the city so it gives you a chance to reach out to your audience.

You need to know who your target audience is and have a product that stands out.
While there always will be obstacles and the usual highs and lows that come with starting something of your own, the main thing as a brand is to know your audience, your goal of where you wish to be  and always be visible.
How do you keep yourself motivated?
I am constantly thinking of what to do next and that keeps me motivated. We are currently rebuilding our website to make it more customer friendly for ecommerce so you can purchase our products online with worldwide shipping. We are also in conversation with concept stores in the UAE to stock our jewellery and you will find us at pop -ups around the city. Follow us on www.instagram.com/allthatdori.

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