Qatar Luxury Group’s QELA brand, the Gulf state’s first fashion brand, will open its debut boutique in The Pearl, Qatar on September 25.
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.
The company is linked to Sheikha Mozah bint Nasser, the wife of the former Emir of Qatar.
QELA will offer a measured collection made by highly skilled craftsmen, designed and prototyped in the QELA workshops in Qatar, a statement said.
QELA’s line will include leather goods, shoes, jewellery and women’s made-to-measure couture.
“The QELA woman exudes discreet yet confident elegance and shuns any form of ostentatious luxury. QELA’s collection is clean and the lines are clear, almost minimal, but each product is enhanced with precious and refined details. The desert-inspired smooth shapes and generous volumes provide a feeling of comfort and general well-being,” said the statement.
Gregory Couillard, CEO of Qatar Luxury Group, said: “We wanted to create a relaxing, timeless space; somewhere our guests can go to escape and get away from it all, somewhere they can relax and take time to explore and discover the QELA collection in an artistic context.”
Qatar Luxury Group is owned by Qatar Foundation and was created as a commercial venture to build and foster luxury brands for an international audience, in the fashion, hospitality and lifestyle sectors.
The Group’s vision is to offer “refined exclusive experiences and timeless products, by bringing together creativity and excellence”.
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