This week, Emirates Woman speaks to Natalia Vuokila, co-founder of LN Family – a newly opened boutique in Dubai Mall offering a beautifully curated selection of going-out dresses, suits, and separates in standout styles.
Here, Natalia shares insights to how it all began and to understand more about her entrepreneurial journey plus, her career path and how she’s converted her passion in fashion into a full-time business.
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.
What was your favourite subject at school?
Fine Art! That was definitely my my favourite subject. I’ve always had a love for drawing since I was young, and even completed courses at an Art school, which fostered my creativity and love for design.
What was your first job?
My first ever job was as an assistant at the Institute of Psychology. At first, my parents didn’t want me to study fashion design at first, especially as the program was in another city…so I enrolled in a Psychology institute. Working there, I was encouraged by a friend of my boss to enter a young designer competition. I created and showcased my first collection, winning the audience’s appreciation (a sympathy prize!)— this was a turning point that convinced my parents to support my passion. Studying psychology ultimately proved invaluable; the principles I learnt have been instrumental in growing my business.
What eventually brought you to Dubai?
I’ve always admired Dubai’s rapid growth and vibrant energy. With three young children, my husband and I saw the UAE as an ideal place to raise our family—it’s safe, with excellent schools and endless opportunities. When we decided to open a boutique here, I knew I needed to be on the ground to oversee every detail personally and to establish LN Family’s presence in the Middle East.
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What inspired you to enter the fashion and set up a boutique?
Growing up in the Soviet Union, buying clothes was challenging, so my mother often made clothes for me. I took up sewing myself in school, reworking my grandmother’s dresses and turning my grandfather’s old jeans into stylish skirts and bags. In Siberia, where I grew up, there weren’t any fashion programs, but I pursued my dreams step by step. Winning design competitions eventually led me to the Fashion Institute in Moscow, where I gained the skills and knowledge to bring my designs to life.
I started off as a stylist at magazines… it was there I realised there was a serious gap in the market for affordable, high quality luxury clothing. That’s when my business partner Lara and I decided to start LN Family – and the rest is history!
What are the key elements of your role?
As LN Family’s co-founder, I handle a bit of everything. I coordinate the design process, approve materials, and oversee our online stores, both Russian and international. We’re constantly creating new campaigns and social media content to keep our followers inspired. I was deeply involved in opening our first boutique in Dubai, from finalizing the lease to collaborating with architects on design. It’s a lot of work, but I feel incredibly grateful to do what I love every day.
Lara and I are extremely involved in the design process too, despite having over a huge team. Nothing goes into production without our final say – to date, we still evaluate and try samples on ourselves, making sure every single item produced is something we have personally signed off.
Talk us through your daily routine.
I split my time between Russia and the UAE and have three young children (7, 6, and 2 years old!) along with two (very cute) bulldogs. My mornings usually revolve around them, and then its time to work.
I practice yoga three times a week and stay active; it’s important to me to embody the lifestyle we promote to our clients. I love fashion, and I’m always reading and learning, balancing both personal and professional growth. Once a month, I travel back to Moscow to be with my team – there, from the morning till the evening, we’re focused on work. During any given evening, you’ll usually find me with family, on a date with my husband, or catching up with friends.
What advice do you have for anyone looking to follow in the same footsteps?
When I was studying in school in Russia, I had a teacher who once told me: “you will never learn to sew properly”. Many years have passed since this moment, and I still smile every time I remember her words. After all, they gave me the impetus to develop and make my dream come true.
My advice would be: Believe in yourself. Learn as much as you can, stay observant, and don’t give up. Even if others doubt you, find that strength within—it will carry you through.
Tell us more about the brand concept. What are the key signatures of LN Family?
At LN Family, our concept is to blend timeless elegance with a modern edge, making femininity both powerful and effortlessly chic. We’ve spent over a decade honing our style, which reimagines classic sophistication with bold, contemporary touches.
We focus on quality and comfort with luxurious fabrics, from soft cotton and ethereal tulle to crystal mesh and silk. We’re recognized internationally for having the perfect going-out dresses, but we also have incredible suiting options, corsets and clothing suited to every occasion. To us, LN Family is more than a label; it’s a statement of sophisticated self-expression.
What are the milestones you’re most proud of?
My family and children are, of course, my greatest achievements. I’m also incredibly proud of LN Family—our stores, our presence in Dubai and Moscow, and, of course, our loyal clients who always look stunning in our pieces. My team is truly like a family, while also being a group of talented individuals who believe in our vision. Together, we have accomplished so much, and I’m so excited for the future!
What has been the biggest challenge you had to overcome?
LN Family started with just Dhs7,346 ($2,000), borrowed for our first collection. We had no investors, and it was a significant risk. We showcased our collection in a private showroom and sold almost everything within three days, giving us the funds to rent a showroom and buy equipment. Those early days taught me resilience, and now we’ve built a thriving brand – all starting from that first collection.
What are your goals for the future?
My personal goal is to stay happy, healthy, and successful, setting a positive example for my children.
For LN Family, I dream of continued growth, expanding into more boutiques across the Middle East and globally. We’re already making great strides, and I’m excited to see where we go next. Stay tuned!
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Images: Supplied
