Emirates Woman speaks to Vanissa Antonious, Founder and Creative Director at NEOUS. This UK-based luxury footwear and accessories label, is known for its modern, minimalist designs that blend craftsmanship with fine attention-to-detail.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
Since it’s launch in 2017, practicality continues to lie at the helm of every design. Influenced by modern minimalism, this cult-brand celebrates every women’s individuality with varied textures and a contrast.
To delve into her journey as an entrepreneur, Emirates Woman sat down with her to see how it all began.
What was your favourite subject at school?
Art and literature captivated me most, not simply for their content, but for the freedom they offered to think laterally, to see connections. Both subjects trained me to interrogate meaning, to experiment with interpretation, and to value ambiguity as much as clarity. That mindset continues to guide the way I approach design and narrative at NEOUS.
What was your first job?
My first professional role was at a publication in Australia, an environment where creativity and discipline intersected every day. It was a formative experience that showed me how ideas could be transformed into narratives powerful enough to influence culture. It also taught me that creativity is not simply about expression, but about shaping perspective, something that continues to define my work at NEOUS.
What brought you to Dubai?
Dubai represents a rare paradox: rooted in heritage yet driven by futurism. What drew me here was precisely that duality, the sense that tradition and innovation are not in opposition, but in conversation. For a creative practice like NEOUS, the city provides both the stage and the audience for exploring new ideas within a cultural framework.
What inspired you to enter the space and launch your brand?
NEOUS was conceived out of a desire to create work that is both culturally attuned and forward-looking. I wanted to build a brand that treated design not merely as decoration but as dialogue. one that could merge connections with meaning, and in doing so, challenge the conventions of what a modern brand can be.
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Talk us through the concept.
At its core, NEOUS is A distinctive blend of signature design elements: versatile practicality and understated, yet recognisable design aesthetic. We see design as a language of connection: every visual element is a story, every project an encounter between craftsmanship and modernity. The concept is not about style alone, but about resonance, work that feels both timely and timeless.
What are the key elements of your role?
My role as Creative Director is part visionary, part translator, but it also extends far beyond design. I set the creative trajectory of NEOUS, ensuring that our work speaks with integrity, while also overseeing the company as a whole — managing every area of the business and navigating challenges. It is a balance of protecting the creative spirit while making strategic decisions that allow the brand to grow sustainably. In many ways, my role is about holding both the artistic and the pragmatic in constant dialogue.
Talk us through your daily routine.
My routine shifts with the seasons and the demands of the business. There are periods where I begin the day in stillness, exercise and meditation before diving into creative work and strategy elements. But admittedly, there are also weeks when routine is completely discarded, when travel, deadlines, or the intensity of a project take over. What remains constant, however, is the intention to create space for inspiration, whether in an exhibition, a book, or simply observing the rhythm of the city. For me, creativity isn’t confined to a schedule; it’s about remaining open to the world, even in the chaos.
What advice do you have for anyone looking to follow in the same footsteps?
Remain insatiably curious. Allow yourself to take risks, but pair them with discipline and patience. Creative industries demand resilience; there will always be noise and competition, but cultivating your own voice, one anchored in substance, is what allows you to endure and evolve.
Tell us more about the pieces.
At NEOUS, we design footwear and accessories that are distinctive in design yet versatile and practical. Each piece is built with precision — from the choice of materials and the sculptural form to the smallest detail of finish. Sustainability underpins our process, with an emphasis on durability, craft, and timelessness. Ultimately, every design is created to move seamlessly between utility and elegance, becoming an enduring extension of the wearer’s identity.
What is the best piece of advice you have ever received?
The best advice I’ve ever received is to embrace tension — between tradition and innovation, restraint and boldness, form and function. Tension is where creativity thrives, and it has become a guiding principle in how I design, lead, and live.
And what is the worst?
The worst advice was to ‘move fast and figure it out later.’ In design and in business, speed without thought leads to noise. I’ve learned that patience and precision can be far more radical than rushing.”
What’s the biggest challenge you have had to overcome?
One of my greatest challenges has been reconciling ambition with patience. Creative vision always outpaces reality, and learning to trust the process, to accept the time it takes to build something meaningful, has been both difficult and necessary.
What lies ahead for the brand?
The future of NEOUS lies in expansion of thought as much as geography. We are exploring new mediums, collaborations, and integrations of technology, all while deepening our cultural engagement. My ambition is for NEOUS to be seen not only as a brand but as a locus of innovation and storytelling that resonates far beyond product.
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Images: Supplied & Feature Image: Instagram @tialineker
