This week, Emirates Woman spoke to Alina Lundin, founder of Miharo, a capsule swimwear brand.

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.

Each piece is a testament to sustainable elegance, crafted from the finest Italian fabrics known for their exceptional quality and durability. The pieces are a tribute to natural luxury, crafted from the finest organic linen, a fabric celebrated for its breathability and softness. They evoke a sense of softness for those balmy evenings.

To see how Lundin began her journey as a swimwear entrepreneur, we delved into how it all began.

What was your favourite subject at school?

Art class was always my favorite subject. I loved being able to express my creativity and dive into different forms of artistic expression—it felt like the one place I could truly let my imagination run wild.

What was your first job?

My first job was as an accounting intern. It gave me a solid foundation in organization and managing finances—skills that have been invaluable in running my own business.

Miharo Founder

What brought you to Dubai?

I always dreamed of living in another country, and Dubai felt like the right place at the right time. In Switzerland, I felt like I had reached a plateau both personally and professionally. Switzerland is a tough market for swimwear since the summers are short and winters are incredibly long. On top of that, I felt that entrepreneurship was somewhat missing there, and being in a more creative field, I didn’t feel supported or understood. Dubai, on the other hand, has so much more to offer. It’s filled with entrepreneurs chasing their dreams, and the energy is incredibly inspiring. I feel supported by everyone I meet, and I’ve had so many opportunities to connect with like-minded people. Even though I’ve only been here for five months, I can already see how much it has helped my brand. There’s just so much opportunity to grow in Dubai, and I’m excited to see where it takes me and Miharo.

What inspired you to enter the space and your brand?

I’ve loved fashion since I was a child. I used to sketch dresses, watch fashion shows, and eagerly wait for each month’s issue of various fashion magazines. Later, when I attended business school, I discovered my passion for entrepreneurship. Starting my own fashion label felt like the perfect combination of these two loves—fashion and business.

Talk us through the concept?

Miharo was created to offer affordable luxury swimwear with a focus on sustainability. During my time in fashion school, I became aware of the devastating environmental impact of fast fashion. I wanted Miharo to embody strong values—beyond just using recycled fabrics. True sustainability is about slow fashion, understanding how fabrics are made, and reducing overconsumption. All of our garments are handmade by talented women in Portugal, and we deeply care about who our suppliers are. We prioritize working with local suppliers to ensure ethical practices and support local economies. Our mission isn’t just to create beautiful swimwear pieces but also to educate our community about sustainability and ethical fashion. At Miharo, we believe in making a difference through every step of our production process, from design to delivery.

What are the key elements of your role?

As the CEO and founder, I oversee almost every aspect of the brand—from designing collections to managing operations and solving problems. While many assume a fashion brand is all about the creative side, the reality is far more operational. I’m involved in logistics, strategy, and day-to-day problem-solving. Designing, as much as I love it, is just a small part of what I do.

 

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Talk us through your daily routine.

I usually wake up around 7 or 8AM and start my day with Pilates or a gym session to set the tone. Then I go through my to-do list, which I prepare the night before. Much of my day involves working on the computer—answering emails, fulfilling orders, and planning future designs and campaigns. While I do have in-person meetings with my marketing team or manufacturers, these aren’t daily occurrences. Running a fashion swimwear brand requires constant forward-thinking, from planning restocks to organizing campaigns. It’s not as glamorous as it might seem on social media, but it’s incredibly fulfilling. I love creating things, and the feedback from my customers is by far the best part of my job.

What advice do you have for anyone looking to follow in the same footsteps?

Starting your own business is an incredibly rewarding journey, but it’s important to go into it with your eyes wide open. Make sure you’ve saved enough money, as things often cost more than expected, and always plan for delays when working with suppliers or manufacturers. Entrepreneurship requires a lot of sacrifice—you’ll likely be working seven days a week, especially in the early stages. It’s not easy, but if you’re truly passionate about what you’re building, the hard work will feel worth it. Surround yourself with a strong support system of like-minded people who understand the challenges of entrepreneurship. They’ll not only motivate you but also provide valuable advice when you need it most. At the end of the day, remember why you started and stay focused on your goals. The journey may be tough, but the satisfaction of building something meaningful makes it all worthwhile.

Tell us more about the products/services?

Miharo produces sustainable luxury swimwear, handmade in Portugal. Sustainability is at the heart of everything we do. Our pieces are timeless, designed to last for years, and stay in style season after season. We also prioritize customer service—I personally respond to every message we receive because I believe in building a strong connection with our customers.

What is the best piece of advice you have ever received?

You can achieve anything you want if you work hard enough

And what is the worst?

Be realistic.

What’s the biggest challenge you have had to overcome?

I’ve made my fair share of mistakes that impacted my business. The biggest lesson has been to trust my gut and not believe everything I see. People often focus on success stories, but they rarely see the hard work and missteps behind them.

Swimwear

What’s lies ahead for the brand?

We’re entering an incredibly exciting new phase at Miharo with the launch of our resort wear collection. This collection is being created in collaboration with a local manufacturer here in the UAE, and it’s set to redefine resort and beachwear. Our focus is on high-end quality and timeless designs, but what truly sets us apart is our commitment to creating non-see-through pieces—solving a common issue in resort wear. With Miharo, our customers can feel confident, chic, and elegant, whether lounging by the beach or heading to dinner. Another groundbreaking development is the introduction of our very own, uniquely crafted Miharo fabric. This fabric has been designed specifically for our brand, ensuring exceptional quality, durability, and a luxurious feel that’s unlike anything else on the market. In addition to our product development, we are fully focused on expanding our presence in the Middle East. We’re building a strong, supportive community here and connecting with incredible individuals who share our passion for sustainability and timeless fashion. The Middle East has so much potential, and the enthusiasm and support we’ve already received are beyond inspiring. As always, sustainability remains at the core of what we do. Each piece is thoughtfully crafted with care and attention to detail, aligning with our mission to create ethical, sustainable fashion. We can’t wait to share this collection and our journey with our growing Middle Eastern community—it’s truly a game-changer for resort and beachwear. Stay tuned for more updates as we bring this vision to life.

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