Concept Choice: Hermione Boutique, Dubai

June 11

There are just moments where I come across something that I fall deeply in love, that I have so much to share that requires it’s own blog post. I recently went to check out brand new boutique, Hermione – they have a brand list including Barbara Bui, Clover Canyon to Bionda Castana with perfect natural lighting, a buy as well as the space. The boutique which is situated in Magrudy’s Mall launched in November and also have an adorable beauty lounge, Tigerlily that I wanted to share with all of you.


I thought I’d ask the owner, Victoria Devin – who is the sweetest girl – about the concept and share my highlights on this amazing start up.



-customer service (greeted to drinks – coffee, red bull to perriere!)

-the buy (brands)

handpicked buy

Bionda Castana, Barbara Bui, Jay Ahr


-The salon within the Boutique – Tigerlily



They offer Manis and pedis in their private cosy yet spacious room with a TV – the only thing is the fact that one therapist does both hands and feet so it might take longer but that is due to the fact that it’s not a salon, but just a cool concept within the boutique. They have brands from Essie, OPI colour & gel, CND acrylic, shellac and Vinylux. Their therapist, Mary Ann is fab with cleaning and application!



Blowdry and treatments

Joico, Organic Seavite (Irish beauty brand), Nano Keratin System



What made you start Hermione?

Fashion has always been a passion for me so I wanted to apply this interest on a commercial level. The Hermione concept was driven by the realization when shopping in Dubai, that there was an underserved area or space in the market for the mix of edgy French style that is embodied in Parisian chic… creations that could mix chic with fashion. I wanted to try something different than a conventional store in a big mall – Hermione has abandoned the accepted fashion boutique experience and promotes shoppers to take the time and enjoy the space to find those treasures.


Why did you add a beauty lounge to the concept?

The beauty lounge ‘Tigerlily’ is part of the Hermione concept. I wanted to create a fun experience for ladies combining fashion at Hermione and beauty at Tigerlily. I like the idea of getting ready for a dinner party – perhaps you will spot a nice dress to wear at Hermione and at Tigerlily your hair and nails will be taken care to suit the dress. The environment is sophisticated but all the same very relaxed and friendly. It is a place you can come alone if you don’t have much time and want everything done swiftly and perfectly or it is also a place to come with friends to relax and have afternoon tea, whilst enjoying the space.


Who is the Hermione girl?

An elegant, sophisticated woman but with a relaxed attitude to fashion. Someone ‘au fait’ with the trends with distinguished tastes but that doesn’t take it all to seriously.


How do you choose your fashion and beauty brands?

At Hermione I select brands that can mix fashion with elegance. I also like to select brands that are exclusive to Hermione in Dubai such as Jay Ahr; the creator Jonathan Riss based in Paris designs graphic, innovative, glamorous and terribly desirable silhouettes. At Tigerlily, I pay the utmost importance to products that are safe, preferably organic and that really have long lasting effects after the treatment rather then just a ‘quick fix’. I am really proud to carry the ‘Seavite’ face, body and hair care- Seavite is also exclusive to Tigerlily. Seavite is made from organic seaweed. The shampoo is really great for people that are suffering from the harsh water in Dubai as it lacks nutrients- it really brings back body and shine to your hair. At Tigerlily we use ‘Joico’ for hair colouring and highlights because it has the lowest ammonia levels compared to all other brands and the pigments from the colours are really stunning. I am always doing research on brands for fashion and beauty as I really believe that Hermione should always aim to propose a different experience with a different offering.