Lati is a new entry in the Kingdom's fashion scene. Primarily known as a womens' wear lifestyle boutique, Lati offers a range of carefully selected quality evening wear that will be unique and at affordable prices. Lati held its grand opening on December 12 in a private event, under the patronage of Princess Moudi Bint Khalid Al-Saud, in Riyadh. It will donate 20 percent of its proceeds to Al Nahda Society during the grand opening and two days after. The proud owner, 32-year-old Latifa Al Sudairy after whom Lati got its name, told Saudi Gazette: “This launch is to highlight Lati as a boutique as well as Al Nahda and its works.” Al Nahda, a philanthropic association for women, is one of the oldest organizations in Saudi Arabia. “Al Nahda is an entity that is serving the public interest with its mandate and achievements that benefit not only women but also society as a whole,” she said. “That is why, starting on 12.12.12 until 14.12.12, Lati would contribute 20 percent of its sales to Al Nahda philanthropic society for women in support of its services and achievements.” Lati is not just another multi-brand boutique, she said. Its aim is to make every woman feel beautiful on special occasions and help her discover her own style or encourage her to try something new. “Whether her taste is high fashion or a more timeless piece, whether she is a local or expat, aged 20 or 40, size 4 or 18, Lati is for her. Anyone can be Lati's customer.” The affordable luxury of carefully selected evening dresses is priced at between $500 and $600. During the launch, Latifa discussed the prospects of the growing fashion industry in the Kingdom. “The Saudi market is maturing with its needs, wants and expectations,” she said. “What Lati is trying to do is broaden the scope of styles, brands and sizes to suit what they are looking for.” Her favorite local designers are LUM by Lama Taher, Razan Alazzouni and Qabila apparel. Her international favorites are Sretsis, Sandro, Givenchy and Stella McCartney. Lati plans to house local professional designers. Latifa said: “We exclusively hold LUM by Lama Taher in Riyadh and plan to add to our local brands that fit our portfolio for carefully selected, quality evening wear.” Lati was a brainchild of Latifa's love for fashion and aptitude for entrepreneurship. “I wanted a place where you can find a wide range of options, styles and sizes in one destination.” Latifa studied in the United States, England and Saudi Arabia. She had worked at Saudi British Bank in 1999 and then continued her studies at the Institute of Public Administration in Riyadh while working at Eyat and Waher in 2001. “And now, I am the operations manager of the companies,” she beamed. She took a sabbatical in 2009 and went to Paris to enroll at the Speos institute of photography. That was where she did still life, fashion and portrait photography. “I came back in 2012 and continued with Eyat and Waher while doing a few shots for company and personal portraits.” Latifa said the development of Lati concept was not without challenges. “Yet due to my 11 years of experience managing Givenchy and Braccialini in Saudi Arabia, I was able to apply what I learned in developing the concept,” she reminisced. Latifa said the country still lacks awareness and facilities for a complete “brand experience” and that she plans to fill the void. She said she wants to bring “the experience” and “the feel” of a boutique that would make fashion elegant, inviting, inspirational and comfortable. “Lati is a place we aim for ladies to enjoy their time and shopping experience,” she said. Asked how important it is for business to be socially responsible, she said: “We have a social responsibility both as a corporation and as individual to promote the good causes we believe in. “That is why we are always looking for the right opportunities to partner with credible entities to help bring to light their work and achievements.” She said contributions to organizations is not only measured by financial donations but also by volunteering one's time or coming up with creative ways to bring to light an organization's work, mandate and services. She hopes the concept of Lati fulfills its aim at making the boutique a destination for women who are either shopping for special occasion or just looking around. She envisions Lati to “expand nationally and hopefully internationally.”
