This week, we speak to James Ellis, the founder of Maisonel, a London-based womenswear label creating timeless versatile pieces.
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.
After launching in 2024, the brand focused on the modern interpretation of timeless elegance. As a fourth-generation designer, Ellis had previously led Ellis Bridals which was launch in 1912 by his great-grandmother.
Known as a leading designer, he has worked with various luxury houses such as Alexander McQueen and more. He honours heritage while evolving with women who inspire it.
To delve into his journey as a designer, Emirates Woman sat down with him to see how it all began.
What was your favourite subject at school?
Art , without question. I’ve always been drawn to creating things – shaping ideas, experimenting, bringing concepts to life. English Literature was a close second; I’ve always loved storytelling. And in many ways, fashion became exactly that for me: storytelling expressed through fabric, shape and emotion.
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What was your first job?
My first job was technically in my mother’s atelier, sitting at her button machine and making buttons by hand. She was a designer, so I grew up surrounded by fabrics, trims and fittings – it was impossible not to fall in love with the process. Coming from a British and French-Moroccan heritage, design, craft and emotional expression were always part of the
world around me. Later I worked in a fashion agency representing brands like Kenzo, Valentino Red and Lanvin. That’s where I really learned how creativity meets commerce, and how essential that balance is to building a long-term brand.
What brought you to Dubai?
Dubai feels like the heartbeat of modern luxury right now – confident, international and forward-thinking. I’ve always admired how the city brings cultures together while still celebrating individuality. For Maisonel, which is built on modern elegance with emotional depth, it felt like a natural home.
What inspired you to enter the space and launch your brand?
I launched Maisonel with a desire to create clothing that balances structure with ease – pieces that reflect how we live today. I wanted designs that could be dressed up or dressed down, that move with you, and that carry you from one moment to the next effortlessly.
Talk us through the concept.
Maisonel sits between evening wear and ready-to-wear. The pieces are designed for real life – for celebrations, moments of confidence and everything in between. It’s about creating clothes that move beautifully and feel instinctive. Elevated design that still feels effortless and alive.
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What are the key elements of your role?
I lead the creative direction across all our brands at Studio Ellis, which began with Ellis Bridals in London – the company my great grandmother founded over a century ago. My days are spent moving between collections, sketching, refining fabrics and fitting samples. It’s the part of the job I love most. For me it’s about keeping each brand true to its identity
while evolving with how women actually live and dress today.
Talk us through your daily routine.
No two days are ever the same, but a morning gym class is non-negotiable – it clears my head and sets the tone for the day. From there, it’s fittings, design meetings and creative reviews with the team. I love that constant movement between the creative and the practical; it keeps me energised.
What advice do you have for anyone looking to follow in the same footsteps?
Stay curious and stay consistent. Building something meaningful doesn’t happen overnight. It takes clarity, time and a genuine love for what you do.
Tell us more about the pieces.
Maisonel is designed around movement, emotion and ease. The silhouettes are sculptural but softened; the fabrics are luxurious without shouting. Every piece is made to transition effortlessly through life’s special moments – modern luxury that feels natural, not forced.
James Ellis
Best advice ever received.
Trust your instincts, even when the path isn’t clear. The creative process isn’t meant to be predictable – it’s meant to challenge you, push you and ultimately shape you.
Worst advice
“Play it safe.
” I don’t think anything meaningful ever comes from that mindset.
What’s your biggest challenge?
Running multiple brands while protecting their individuality. Each has its own character and world. The challenge – and the joy – is allowing them to grow in their own direction while
keeping the creative thread that connects them all.
What lies ahead for the brand?
Maisonel is growing beautifully, especially across the Middle East and Europe, and I’m incredibly thankful for how well it’s doing. But I want to grow the brand thoughtfully. Fast expansion can create noise. I want to keep loving what I do, building something that lasts – something grounded and true.
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