This week, Emirates Woman speaks to Kaitlyn Berry, the founder of ALL SET, a luxury linen brand that focuses on creating these wardrobe staples.
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.
Known for their premium co-ord sets, this homegrown UAE-born fashion label was born out of a need to create quality sets in neutral hues, while maintaining a modern silhouette.
While noticing a gap in the market, Berry started to design her own pieces, evolving the brand into a mainstay for many women in the UAE and beyond.
To delve into her entrepreneurial story, Emirates Woman sat down with her to see how her journey began.
What was your favourite subject at school?
English literature was always my favorite subject. I’ve loved reading for as long as I can remember and can spend hours in a bookstore.
What was your first job?
At 16, I worked at a small ice cream shop in a town near where I grew up. Working at a young age taught me the importance of good customer service, arriving on time, having people skills, the power of kindness, value of money and most importantly, how to work hard.
What brought you to Dubai?
The pandemic profoundly reshaped how I viewed life and therefore accelerated my desire for a global move once the world re-opened. When I first visited Dubai, I fell in love with the city’s incredible energy. People from all around the world are making their dreams become a reality here and I find it very inspiring. There really is not another place like it in the world.
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What inspired you to enter the space and launch your brand?
When I moved here in the summer of 2024, I had never experienced heat like that before in my life. I remember looking at my closet days after arriving and saying, “What am I going to wear in this weather?”. As time went on, I realised that linen was the answer. However, I felt the industry was needing a brand that offered high quality linen sets in neutral colors, tailored to a woman’s body, while maintaining a modest silhouette. That gap inspired me to design my own pieces. What started as my personal creations have now evolved into this brand.
Talk us through the concept?
Dubai is such a dynamic city, but my favorite part of living here is the quieter side of life – the everyday parts of Dubai that not everyone sees on social media. I set out to create a brand of clothing for women in all aspects and elements of their daily life. Clothing that is elegant, comfortable & appropriate – no matter the destination. Whether that’s dropping the kids to school, running to the grocery store, grabbing coffee, picking up flowers, work meetings, travel or lunch with friends & family. I wanted a name that incorporated the heart of our businesses, which is of course, linen sets. The name “ALL SET” came to me shortly after a prayer to God for guidance. The name captures the essence of what our brand stands for, being confident and comfortable wherever life takes you. You’re ALL SET.
What are the key elements of your role?
Key elements of my role are scaling the brand, running creatives, generating organic content, collaborating with content creators, expanding social media, sourcing new colors and materials and designing new products.
Talk us through your daily routine.
I used to be very methodical and would put immense pressure on myself to adhere to a multi-step morning routine. As time went on, I found the routines to be draining and stressful. Good habits & structure are essential in my life, but it is equally important for me to enjoy the things that I do everyday. Now, I embrace each day with flexibility and no longer have a set routine, outside of enjoying my morning tea. I listen to my body & do what makes me feel balanced and fulfilled.
What advice do you have for anyone looking to follow in the same footsteps?
Advice number one is to trust your gut as your intuition never lies. Also, you can do it. Have faith in yourself. Thirdly, surround yourself by people who love you and have your best interest at heart. Avoid living in an echo chamber. Be sure to seek advice from people you trust and admire. Lastly, have a growth mindset always.
Kaitlyn Berry – Founder of ALL SET
Tell us more about the pieces?
Each garment is crafted from 100percent premium linen sourced from India and finished with natural shell buttons from Japan. Additionally, each garment is hand sewn here in Dubai with the utmost care and attention to detail. High quality materials and craftsmanship are at the heart of my brand. The silhouettes of the pieces were meticulously designed to be flattering on a woman’s body, but also to offer modesty, comfort, versatility and elegance.
What is the best piece of advice you have ever received?
I have three pieces I live by, one from each of my parents & my brother. “Your gut instinct is never wrong. Always listen to your inner voice.” – My Mom.”Everything in life is earned. If you want something, there is no substitution for hard work.” – My Dad “Never take advice from someone who lives a life you don’t want,” says my Brother.
And what is the worst?
Bad advice can be prevalent anywhere. Always consider the source. If it doesn’t resonate, just ignore it.
What’s the biggest challenge you have had to overcome?
I’ve heard time and time again, that ideas are common, action is rare. Taking the first step is critical, but staying consistent, creative, and true to yourself through the ups and downs is what really makes the difference. The journey of being an entrepreneur tests your faith and resilience, but that’s also where the most growth happens. You’ll be amazed by what you will accomplish when you keep going.
What’s lies ahead for the brand?
There’s so much to look forward to. We’re introducing new colors and silhouettes and growing across the GCC and internationally. The goal remains the same, to design elegant, high-quality pieces that make women feel confident, comfortable, and ALL SET for wherever life takes you.
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Images: Supplied & Feature Image: Pinterest
