I was recently in Qatar for a secret launch of a new global brand as the first media to preview the brand. I can finally share… the brand was QELA, which was launched by Qatar Luxury Group. QELA had their cocktail launch at their flagship store on the Pearl in Doha, Qatar which was attended by media and VIPs. The first home grown global brand to come out of Qatar, QELA is all about craftsmanship. It’s not a brand you’ll be shopping at for trendy seasonal pieces… it’s for those investment timeless pieces. Personally, I was impressed with the concept – 4 words to put it in… Luxury at its best. The concept is all about made to order, you come in, see your favourite piece on the in house model, ask for it in your favourite colors/fabrics, get fitted and have that couture piece tailored to you. Couture aside, the handbags and shoes are just magnificent.
The brand was great to keep Middle Eastern influences yet still keeping it all to international level. They have brought down the best from Paris, as well as training talented designers from the region – especially within Qatar. I was flown in by Qatar luxury group to be personally introduced to the brand & concept – visit the workshop as well as the store pre opening however I was not allowed to share any details till after launch. I was shocked to see that their workshop in Qatar was a full fledged workshop to make prototypes as well as their jewellery in house. The concept of having most of the pieces they create as one off made this brand define craftsmanship and luxury to me.
The boutique in Qatar (with plans of more to come in the near future…) is situated at the Pearl, right next to Impression Boutique. Above is a diary of my QELA experience. Enjoy and click here for more information.