QELA aims high with Pearl-Qatar boutique

The flagship boutique of QELA, Qatar’s first homegrown luxury fashion brand, has caught the imagination of fashion enthusiasts in Doha.QELA was launched by Qatar Luxury Group (QLG) last week. “With the launch of QELA, QLG has announced its arrival on the world stage,” said Haya al-Nassr, managing director and vice-chairperson of the QLG board of directors. “For the first time, Qatar has a homegrown, high-end fashion brand that will stand at the forefront of the most prestigious luxury brands and alongside the designs of the elite fashion houses of Paris, Milan, New York and London.”The QELA boutique, located on The Pearl-Qatar and enclosed behind a Mashrabiya façade, exemplifies the brand’s philosophy of discretion and modesty. The Mashrabiya, a type of projecting oriel window, is an element of traditional Arabian architecture. It allows a person to look out without being seen, symbolic of the refined modesty of the understated woman at the heart of QELA. “The QELA boutique is a homely and intimate place where guests can feel relaxed, allowing for the discovery and appreciation of exquisite craftsmanship and art,” said Gregory Couillard, chief executive officer of QLG. “Elements such as the Ali Hassan (Qatari artist) art exhibit and the mapping showcase will remain significant aspects of not only this boutique but future ones too, as they enrich the entire brand experience.”The opening of the boutique was preceded by a 3D mapping video showcase. “For a new luxury brand coming from a country that has never had a luxury industry, QELA is truly amazing,” said Evelyne de Croutte, a Doha resident present at the opening.”“The boutique is beautiful, well finished and tasteful,” said Laurence Udo, another Doha resident. The next QELA boutique is due to open in Paris, France.Stressing QELA’s local roots, QLG board director Sheikh Ahmed bin Khalid said: “QELA’s refined collection is designed by globally renowned craftsmen based here in Qatar. In time, locally-based aspiring fashion designers will have the opportunity to develop their talents in the company of world-leading practitioners in the art of clothes design. This ambition is integral to the ethos of Qatar Luxury Group.”Through QELA, home-grown designers are now able to hone their craft at their doorstep. Fashion students from Virginia Commonwealth University in Qatar, part of Qatar Foundation for Education, Science and Community Development, are currently interning at QELA’s leather goods and couture departments, where they learn to cut and stitch leather and other precious materials.