Life
August 6, 2025
As a key tastemaker in Dubai, Emirates Woman sat down with Rumana Nazim to speak about how she launched The Edit, fashion indulgences and her favourite spots around Dubai.
What inspired you to launch The Edit?
The Edit began as a personal frustration. I was tired of the glossy surface of retail where people and purpose were often sidelined and I wanted a platform that championed contemporary, female-founded brands and puts people first. So, I built it. For me, it’s never been just about sustainability, it’s much bigger than that. It’s about consciousness, because being truly conscious means being ethical, supporting the communities behind the product, and creating something that’s more intentional and human. Every brand at The Edit stands for something, and together they represent a more empowered and thoughtful way to live.
What’s your secret to discovering emerging designers before they go mainstream?
Curiosity and instinct as I’m constantly searching, be it online, in overlooked corners of Parisian showrooms, and through conversations with people in the industry. I’m drawn to designers who bring clarity to their vision and who don’t just follow trends but reframe them with purpose.
What’s one brand you championed early on that you’re especially proud of?
Anine Bing. I remember seeing her pieces when she was still defining her aesthetic. I trusted the direction early and brought her into The Edit when no others in the region were stocking her. She’s now a global mainstay, and it’s been rewarding to watch that journey.
In what ways do you think The Edit has contributed to shaping the region’s fashion identity?
The Edit has helped carve out a space for fashion that feels more personal and self-aware. In a region known for high glamour, we’ve introduced a softer and more intentional way of dressing, which is one that’s less about labels and more about feeling like yourself. We’ve focused on building an experience that goes beyond retail, where curation, community, and conversation all play a role. Whether it’s through the designers we support or the stories we tell, The Edit invites people to slow down, explore, and engage with fashion in a way that feels both elevated and grounded. I think that shift – from consumption to connection – is where our real contribution lies. Launching The Edit has helped make mindful fashion aspirational, both in the region and beyond. From the beginning, our focus has been on storytelling: female-founded brands, thoughtful processes, and pieces made to last. We’ve introduced several brands to the region that have since gained wider recognition and been picked up by other multi-brand spaces, which tells me we’ve been doing something right by staying ahead of the curve. Naturally, when you lead with a clear and authentic point of view, it inspires others. We’ve seen elements of our approach, whether it’s the brands we champion or the way we advocate sustainability and female-founded businesses, reflected more widely acrossthe market. It’s encouraging to see these values gaining momentum and that we are influencing others in the industry. If The Edit has played even a small role in shaping that shift, I see it as something to be proud of.
Are there any key brands in the region to watch out for?
There are a few brands in the region that I’m genuinely excited about. By ALL’E is elevating evening wear with beautiful fits and a soon-to-be launched sustainable capsule produced in small local runs. Bouguessa continues to shine, merging modern elegance with thoughtful, mindful production. Odis is making waves in jewellery, crafting minimalist yet bold pieces in recycled silver and gold that feel modern and purposeful. And then there’s Born Outside Italy, which reinvents luxury sneakers with Italian craftsmanship born out of Dubai. These brands all bring distinct, intentional voices to the region’s fashion scene, and it’s a privilege to watch them grow.
You’ve also entered the wellness sector with LivWell – tell us more about this concept.
LivWell came from a very personal place for both, my co-founder Payal Shah and me. We were craving more honest conversations around wellness, entrepreneurship, and self-care that weren’t just about how things look but how they feel. LivWell reflects how we try to live: intentionally, mindfully, and always with a focus on growth, even when we’re being challenged. Yes, we touch on longevity, biohacking, mindset, and performance, but LivWell isn’t about living forever or looking younger. It’s about living better. Whatever stage of life you’re in, whatever your goals may be, how can you live it as fully, healthily, and meaningfully as possible? For example, our next event focuses on women and the many paths they take, from motherhood to the decision not to have children, and the mental health support that’s often missing in all those conversations. Too often, we only talk about our struggles once we’ve already survived them. So when we created LivWell, we intended it to be about creating a space where those conversations can happen while we’re still in the middle of it.
What are the go-to spots to visit if you’re in Dubai this summer?
Alserkalis always a must because there’s an intimacy in the quiet season that makes it perfect. I always start with a reset at The Edit’s matcha bar (we’re about to launch some incredible new flavours that I’m really excited about). Lunch at Kokoro is a ritual; it’s my favourite handroll bar, possibly in the world. Lately, I’ve also been enjoying Kumo in Jumeirah. It’s a beautiful new Japanese restaurant with interiors that had me photographing everything for design inspiration. Nette is my goto for long, easy breakfasts and if you’re embracing the heat, I love spending time at La Cantine Beach. It’s peaceful, elegant, and has a much more relaxed energy than the usual party beach spots.
As a female founder, what’s been your biggest challenge – and your proudest moment?
The biggest challenge has been building something that stays true to its values, especially in an industry that often rewards speed over substance. The proudest moments are always human: seeing a customer discover her style through our store, mentoring a team member who grows into her own, or being told by a designer that The Edit gave their brand a meaningful platform.
This is The High Summer Issue – where’s your favourite place to escape the heat?
The obvious answer would be the South of France, Mykonos, or Ibiza – and while I do love all of them, there’s something quietly magical about the English countryside in summer. Estelle Manor and Thyme in the Cotswolds are my favourites! Estelle is set on vast, breathtaking grounds with an incredible private art collection and Thyme is family-owned so beautifully intimate and rooted in nature (all the food that they serve is grown on their grounds). They both emulate the kind of quiet luxury that stays with you.
The Hero Buys
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