Designer Gianvito Rossi celebrates his brand's 10th anniversary and the opening of a new boutique in Dubai.

DUBAI — Designer Gianvito Rossi raised a glass toasting two major milestones for his company at a chic dinner celebration last week in Dubai — the opening of his first boutique in the Middle East as well as the brand’s 10th anniversary.

The new space, opened in partnership with the Chalhoub Group, is located inside Level Shoes, the world’s largest shoe store, at the Dubai Mall. The boutique is Rossi’s seventh location worldwide, following Milan, New York, Paris, London, Hong Kong and Miami.

“We have had a great collaboration with Level, they are the perfect partner for us to grow together, getting connected to the market, especially the local community,” said Rossi, who celebrated with his top clients and editors from the region.

The designer’s new Dubai locale echoes Rossi’s aesthetic. “We have made a very modern warm, feminine space that is welcoming and relaxing.” The nude color scheme across the displays and furniture reflects what Rossi describes as “my color, the color of the base of my shoes.”

The stand-alone boutique will carry the designer’s full range, which is in high demand in the region. “We have a client base here that really understands the product and we saw a need to showcase a wider range of product,” said Rossi. He has created exclusive pieces for his Dubai clients including a red and black patent plexi pump, one of his best selling styles. His strappy Portofino stilettos as well as the pointed-toe pumps have also been selling well in the region.

“Gianvito Rossi shoes have been a staple in every chic woman’s closet since Level opened its doors to the community,” said Rania Masri, general manager of Level Shoes. “Through the years, we’ve been proud to see the collection grow, always with a strong focus on quality and craftsmanship.”

When it comes to brand development, Rossi said the priority is on maintaining quality and he’s not willing to compromise by opening too many new locations. “We might do one more in the region, but not so many. I’m really focused on the quality of my product. You can’t do every number if you want to really keep top quality. We have closed new accounts, and growth in terms of quantity is not my objective.”

Reflecting on his 10th anniversary, Rossi, who spent years studying shoemaking under his father, designer Sergio Rossi, said the market has evolved to appreciate true craftsmanship, a key factor that has fueled the growth of his company. “In the Nineties, the shoe business was dominated by ready-to-wear or fashion brands making shoes. But in the 2000s, clients started to realize the quality wasn’t the same and things shifted back to shoemakers. People want that quality. They want to know the designer knows what they are doing when it comes to shoes.”

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