December’s – ‘The Party Issue’ – Download Now
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Co-Founders of Dubai-based Glitterbox UAE Lara and Nadine Elias created a business from a love for all things shiny. With party season approaching, we asked what it takes to create an empire of fun.
What do the first 30 mins of your day look like?
Each day can be completely different depending on how busy we are, but usually replying to emails and checking the Glitterbox Instagram is a priority as we get a lot of enquires through our social platforms.
What made you take the leap to start the brand and what were your most important considerations?
We were on a night out putting glitter on each other when a group of girls crowded around, waiting for their turn, that was it – Glitterbox was born a couple of months later and back then it was just us and a suitcase full of glitter. We had no idea our small idea would put glitter on the map here in the Middle East. It never felt like work because we were able to spend time with one another yet also make people smile and feel good. That was the most important thing to us – that we enjoyed what we were doing.
What advice would you give to your younger selves starting out?
Don’t take everything to heart. When we started out not everyone understood what our service was however we were consistent and continued – we didn’t let anyone dull our sparkle.
What have been your biggest hurdles this year and how have you overcome them both independently and together?
Just like any company that thrives during event season here in Dubai we have really missed doing what we love best – spreading our sparkle. With lockdown and new restrictions for events, we’ve not been able to shine as much as we’d like to but this gave us time to work on other exciting Glitterbox projects. We reached out to friends in our creative circle for help with our products and making them come to life on the website, most importantly remaining a team and supporting one another during a difficult time.
What inspired you to create the biodegradable glitter range?
With the world shifting to find ways to live more sustainably, we were also conscious about the impact we may be having on local ecosystems. We offer the biodegradable glitter at all our glitter stations so guests have the option to choose. We are also the first company here in the UAE to source a completely plastic-free glitter, which “shimmers” rather than sparkles due to the absence of aluminium and plastic in the glitter. The glitter is proudly made from plants, not plastic.
How has social media helped scale the business and which platform do you prefer to use?
We love Instagram for sharing our favourite images – icons, sequins, disco and of course our events. Instagram has become more of an outlet for us to share our thoughts and inspiration as well as for our products.
Which Instagram accounts do you follow for inspiration?
Rowi Singh @rowisingh
Prod Antzoulis @prodantzoulis Isamaya Ffrench @isamayaffrench
What events are the core of your business both pre COVID-19 and now and has it changed?
Event season is sadly still non-existent although we are looking forward to next year and we have exciting events planned for NYE. This time last year you would be able to find us all over Dubai from festivals to disco themed events. 2020 finally gave us the push we needed to develop our other ideas and push the brand further with an accessories range. Our sequin facemasks have been extremely popular. We also put together our range of glitter party packs so you can shine safely at home.
Having worked with a portfolio of luxury clients, how do you create a bespoke service for each?
We work closely with each brand to bring the element that best fits their event, location and clientele – we offer a range of services as well as the glitter. For example, guests can choose from a selection of face jewels or boho-themed face paint and UV colours. For the Hermès Twilly d’Hermès Eau Poivrée launch we sourced face jewels that matched the perfume bottle and pink disco theme of the event or at Blue Marlin’s annual Burning Beach event guests could add tribal designs to compliment their glitter. Our glitter gang is a group of friendly artists who are selected for your event depending on your requirements.
What is the most extravagant theme you’ve ever been asked to create?
We put a lot of thought in making sure the glitter station is a talking point at each event. Working with Nike last year where we helped the “Nike Salon” come to life with the creative team was definitely one to remember. Guests could choose Nike glitter “swooshes”, glitter hair tattoos and a custom braid bar with a selection of charms to add to their braids which we sourced. Have you ever heard of an “Intergalactic Bedouin”? We joined this themed post-wedding party where the bride flew us to Jordan to complete her incredible costume with our glitter and then all the guests. We made everyone shine in a valley between two mountains in Wadi Rum. It was like something from a film! There are so many incredible parties we have had the pleasure of joining however at this time of the year working with Swarovski is one of our favourites where we literally ‘frost’ the guest with glitter and crystals to match the jewellery!
This issue is ‘The Party Issue’ – how will you be celebrating this year?
As you can imagine Christmas is our favourite time of the year, all the sequins come out and most nights are an excuse to get dressed up. Even if we aren’t glittering faces as much we will be shining on our sofas! You can usually find us at The Maine – one of our favourites with our family in the run-up to the big day.
