Beena Soni   “I feel like I was born to do this. I can’t see myself in another business or any other field.’

One of the highlights of my visit to the 12th Heya Arabian Fashion Exhibition was meeting Beena Soni.

The creative and talented Beena, who began her career as a make-up artist in 1993, evolved into one of the most celebrated jalabiya designers in the Middle East.

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Her creative flair was always a source of inspiration to all her clients, she was often asked for advice on how best to put an ensemble together, which led to requests from her clients to design her own clothing line.

In an interview, Beena said: ‘I believe I took around 10-15 days to create 15 designs for my first client,’ Beena chuckles. ‘I think that was the fastest collection I’ve ever designed. My first client still remembers how fast I was”,

Impressed with her work, her first client remains loyal to her to-date . Word of mouth was the “magic wand” for Beena.

Her creativity combined with her fascination and love for fabrics and textures, propelled her to become one of the most sought after jalabiya designers in the Gulf region.

Giving up her job as a make-up artist, she threw her heart and soul into creating jalabiyas and now designs them for some of the Gulf’s most prominent women…from working on special projects for her elite clientele, ensuring they look their best throughout their social calendar, to creating entire ensembles for their business trips.

With over 35% of her clients coming from the Middle East, Beena decided to open her flagship store in one of the Gulf countries,

Passionate about her creations, she is not only involve in the creative process but also monitors their production all the way until final delivery.  It is this personal touch that has earned her a special place in the hearts of her clients.

After her success in other Gulf countries, Beena Soni now has her eyes set on Doha.

For more information on Beena’s Collection:





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Umm suhail

A South African currently living and working in Qatar always striving to contribute towards the “change” where emails will be short, love letters brave and every “thank you” note be hand written! As I move through life, I want to share my experiences - the interesting places I am so fortunate to visit, the amazing people I meet and the profound moments I am blessed with. When I am not working, you can find me watching Pretty Woman or Devdas for the 101th time, I watch obscene amounts of television without a trace of shame, surf the net, visit main stream or boutique hotels, restaurants and street food vendors, specialized coffee shops or the local karak drive through stores, High end stores to 5Riyal stores, Home Interior Stores or drive aimlessly looking for inspiration for my next post, the ultimate photo opportunity or simply write about what captures my imagination.

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