Mariam Nihal Saudi Gazette DIA-style.com is an e-commerce site for luxury fashion in the Middle East founded by Rasha Khouri, who is originally from the region. In a recent interview with the Saudi Gazette, she said her origins became one of the reasons that prompted her to set up an online business for the region. Before becoming an entrepreneur, Khouri was previously an investment banker and later, a luxury goods analyst. “I've always enjoyed all things digital, as well as fashion therefore setting up an Internet fashion business was a natural progression for me,” she said. Khouri said DIA Style works with key luxury online retailers who actually buy the product. “The stores we work with are the most well-known and reputable e-retailers. They have best buying teams in the world who select the most desirable products,” she said while adding that DIA-style.com puts all key online retailers' products into a single, easily searchable online place. Visitors on the website can easily view the best selection of what products are online for a fast and safe delivery to the Middle East. DIA Style has a collection of more than 50,000 products from over 1,200 luxury brands and Khouri said the quantity of products available from each brand will be expanded going forward. She plans to expand her network of partners to include all the ready-to-wear options and accessories from Harrods.com. “We will have more of everything currently on the site; day dresses, blouses, bags, shoes, jeans, scarves, gowns, lingerie, sunglasses and abayas.” Accessory brands that have been very popular on the site include Christian Louboutin, Giuseppe Zanotti and Bottega Veneta, and for ready-to-wear Gucci, Versace, Lanvin, Valentino and Chanel. Speaking about the evolution of fashion in the region, she said: “I feel very positive about the Middle East's development of fashion talent. There are some great fashion colleges in the Kingdom which will nurture and train design and business talent for the future such as Dar Al-Hekma and Arts & Skills. The London College of Fashion also runs programs in the Middle East.” Khouri added that the Chief Executive of Hermès was quoted as saying that the Middle East was one of the top two of its fastest growing luxury markets, China being its first. She applauded the local Saudi fashion brand Fyunka and is looking to collaborate with more designers from the region in the near future. The recent trend in online shopping websites has seen greater demand for designer goods within the Kingdom. Khouri said her website was the first to sell on-trend and on-season luxury products. “We're targeting the top tier of consumers in the Middle East who are fashion conscious and want the hottest and exclusive items many of which may not be available in stores in the Middle East or have sold out. The e-commerce sites for the region either have old season stock, which is sold at a mark-down or offer high street brands as opposed to the luxury brands that we offer.” In addition to the shopping side of things, DIA Style also offers other features on the site to enhance user experience. In the PLAY section, for example, users can create their own outfits which they can save and share with friends. Users can also take part in fun fashion quizzes which help visitors to find out more about their style and which brands will work best for them. “We also have a TALK section on the site which acts as a forum where anyone interested in fashion can discuss fashion topics important to them.” DIA Style also has experienced virtual stylists who can help users pick make the right choice. “We have a team of Arabic and English speaking stylists who have both fashion knowledge and customer service experience. They are available online and over the phone to give personal assistance at any stage of the purchasing process, from styling advice, gifting advice and shipping enquiries. It's the same as the personal assistance that you might have in a physical store.” Khouri believes Internet shopping is a hassle free form of shopping that allows people to make a discreet purchase in the privacy of their home. “For example, if you are looking for a red dress you might have to spend a few days visiting many shops to find a style you liked. However with DIA-style.com all you need to do is a quick search and in one minute see all red dresses which can be delivered to your door.” Khouri recently attended the panel for Global Entrepreneurship Week (GEW) that inspires people and helps them explore their potential. She also spoke at the Arabnet conference in Riyadh, last week. “Fundamentally, it's about encouragement and support of entrepreneurs through events focused in one week during November each year. GEW is about unleashing their entrepreneurial ideas and doing what it takes to bring them to fruition no matter what stage the ideas may be at.” Khouri hopes her site will offer far more than just online shopping and will encourage style experimentation and the development of a dynamic online fashion community in the Middle East.
