In any business, the ability to recharge, rethink, and reinvent is a must. In a landscape full of budding entrepreneurs taking advantage of new media resources and community, those at the head of small businesses are constantly pressured to remain on their toes. While many entrepreneurs may begin with a unique concept and a healthy amount of seed money, their long-term success often depends on ongoing adaptability. Deena Abdulaziz, a small-business owner in the quickly shifting fashion industry, has developed a formula that lasts beyond the shimmer of just one season.
At the head of a popular members-only boutique in Riyadh, Saudi Arabia, and a second location in Doha, Deena Abdulaziz offers her clients connections to the world of couture that competitors cannot. As a frequenter of runway shows, showrooms, Fashion Weeks, she maintains close relationships with numerous designers as well as an up-to-the-minute understanding of shifts in design and the trends of tomorrow. Rather than relying on the expertise of a team of buyers, Deena Abdulaziz completes all purchases herself. Thanks to this devoted work ethic and expansive network of contacts, her clients may work one-on-one with designers on desired looks and shop D’NA with confidence that the selection is the best of the best. The final element in Abdulaziz’ success lies in the careful design of the store’s environment, which features exhibitions by emerging visual artists, film screenings, elegant furniture, and lifestyle items.