A pioneering name in Kuwait’s growing jewellery market, Duha Al Ramadhan is the founder of Aubade Jewellery.
Born out of pure passion and a gap in the market, Aubade was Duha’s brainchild through and through. Her vision was to create a jewellery label that was not just accessible in the region, but also narrated a unique story with each piece of bauble.
In a detailed interview with Emirates Woman, Duha talks about growing her brand with authenticity and catering to markets beyond Kuwait but within the GCC.
What do the first 30 minutes of your day look like?
I always start my day by checking my phone (which is an extremely bad habit, I know!). I then have some water, a few dates, put on my workout gear, and I go exercise or run. If I don’t exercise first in the morning, I never get it done.
What inspired you to start Aubade Jewellery?
My lifelong passion for jewellery! Some people are obsessed with shoes, others collect bags. For me, it was always jewellery. The fact that jewellery stays on you no matter the time or occasion makes it the most intimate piece a person can own. I love how each piece tells a story and can hold such sentimental value, and that’s why it resonates with me so much. However, I really felt the jewellery options in Kuwait were limited, so I was inspired to start my own business to showcase all of my favourite jewellery brands that were not easily accessible in the region.
What strategies have you implemented to cater to the diverse markets in Kuwait and Dubai?
Clients in the region are very well-informed and up to date with the fashion world and new releases. They’re also very
well-travelled, which means they can confidently shop abroad or online. To ensure we cater to such clients, we must constantly diversify our offering and be up-to-date with the newest brands and trends. We are also always looking for ways to create unique experiences for our clients, whether it’s hosting trunk shows so they can meet our designers or inviting them to VIP dinners.
How do you stay ahead of trends in the jewellery market, and what recent trends have you observed, particularly in the Middle East?
Since jewel lery is my passion, I can assure you it’s what I look for and read up on all day! I’m constantly keeping an eye out for new brands and trends because nothing excites me more than stumbling across a jewellery brand I’ve never encountered before. Instagram has honestly been the best channel to stay updated on that front. When it comes to recent trends, bigger is definitely better lately. Clients are going for chunkier chains, colourful enamel, and statement pieces they can stack all year long.
What are the differences between the Kuwait and Dubai markets, and how do these differences influence your business strategy?
The markets in Kuwait and Dubai couldn’t be more different. While Kuwait is a mostly local community, the highly-touristic Dubai means the clientele is so diverse. With Kuwait, I was and mostly still lead with my heart. As I am part of the same society that shops with us, I have an instinct as to what will and won’t work in the store. With Dubai, I have had to lead with my head, focusing more on numbers, marketing events and activations, and analysing client behaviour to get a better understanding of the market and its needs.
With the launch of your new website and the success of your flagship stores, what are your plans for further expansion, both domestically and internationally?
At the moment, the website continues to be my main priority. I hope to grow our reach and expand our presence in the region by having shipping hubs and offices in most of the GCC countries to enable same-day delivery. Beyond that, I hope to do more activations in the region through pop-ups and immersive experiences for our clients to enjoy.
How do you balance your intuition and market research when making business decisions, particularly in regard to product selection and expansion?
I started the business purely on intuition! I didn’t even do a feasibility study; I just went with my gut. Now, as the business has grown, my passion and intuition still continue to play a role in my decisions, but I’ve definitely had to lean on market and data analyses as well. Personally, I believe any business should start off with a passion, but passion can only take you so far. Once you have a steady and stable business that’s ready to grow, numbers and financials definitely need to come into play.
What advice would you give to aspiring female entrepreneurs, especially those looking to enter the jewellery industry or start their own retail business?
Passion and determination. Passion is always the driving force behind any business, and then you need to have determination
and persistence to keep going, especially as you’ll go through plenty of highs and lows.
What does abundance mean to you?
Abundance to me is all about contentment. To be content with what is given to you and to see your life’s blessings as more than you can ever ask for. We all have an abundance in life if only we looked beyond material things and appreciated
all the small joys.
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