Qatar’s first home-grown global fashion brand, QELA, has been launched at a VIP reception in Doha where its debut boutique has opened.
The brand, the latest project for Qatar Luxury Group (QLG), offers a superior level of services with one-off pieces and unique creations made to client order. the company said in a statement.
Characterised by classic lines and understated Arab influences, QELA is designed for women with a sense of modesty who value the quality of fine craftsmanship and precious materials, it added.
Qatar Luxury Group said QELA’s business aim was to develop as an international fashion brand.
It said it has hired a team of talented designers and skilled craftsmen from all over the world to conceive and create QELA’s ranges of leather goods, shoes, jewellery and made-to-measure women’s couture.
“QELA is the beginning of an exciting journey,” said Haya bint Khalifa Al Nassr, QLG’s managing director and vice chairperson of the board of directors. “It is Qatar’s first home-grown global fashion brand, international in style with understated Arab influences. We have brought together talented young designers and the world’s finest craftsmen to create modern elegance with a sense of modesty and intimacy.”
QLG said in July that another boutique is planned to open in Paris in the coming months and all shops will feature in-store exhibitions by local artists to create a space dedicated to culture that reflects the brand’s values of openness, creativity and spirituality.
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