LONDON — A well-established industry figure in the Gulf region, Deena Aljuhani Abdulaziz is swapping bricks for clicks with the launch this week of an international digital platform, DNACHIC.com.
Ten years ago, Abdulaziz launched the members-only boutique D’NA in Riyadh, Saudi Arabia, followed by a second one in Doha, Qatar. She helped to introduce designers such as Prabal Gurung and Jason Wu to a Middle Eastern audience and nurtured British labels including Erdem, Roksanda and Mary Katrantzou.
She said she’s launching the digital platform to mark a decade in business, cater to the shifting shopping habits of her clientele, and respond to increasing international demand for exclusive pieces with a cultural slant.
“D’NA has always been a store with a unique point of view that attracts a community of like-minded individuals,” she said in an interview. “Today that community has grown into a diverse and international clientele, and DNACHIC.com reflects that reality and is there to meet their needs.”
The site will sell ready-to-wear and accessories from a roster of international designers. In some cases pieces have been lengthened or styled, she said, to offer fresh perspectives and ensure the items remain culturally appropriate.
The site will offer categories that include weather, destination, event, mood and color.
There will also be a series of exclusive looks from designers including Katrantzou, Nicopanda, Sophie Theallet, Gurung, Alexander Lewis, Gianvito Rossi, Aquazzura, Eddie Borgo and Lisa Marie Fernandez.
A “new-vintage” section called The Vault affords access to custom pieces, created exclusively for D’NA over the last 10 years by labels ranging from Sophie Theallet to Rodarte.
The platform will also host a magazine section called The Chic, featuring editorials by a mix of international grande dames ranging from the Moroccan socialite Aicha Benhima to the Japanese Countess Setsuko Klossowska de Rola and Ugandan Princess Elizabeth of Toro.
Following the digital launch, Abdulaziz plans to start rolling out DNACHIC pop-up stores in locations worldwide where her clients both live and vacation.