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Zubair SEC launches renovated shop and new brand identity for Dar Al Khyout in Sohar
Sohar, 26 February 2018

With an intention to strengthen the establishment’s status, Zubair Small Enterprises Centre (Zubair SEC) has created a new brand identity for its members’ renovated shop Dar Al Khyout Fashion in Sohar. Nadia Ali Said Al Ajmi, who is the founder of Dar Al Khyout Fashion, is a winner of the fourth edition of the Direct Support Programme 2017 organised by Zubair SEC.

The inauguration event of the newly renovated fashion store was held under the patronage of Hussam Muhammad Al Zubair, Board Member of The Zubair Corporation. The event was attended by executive management representatives of The Zubair Corporation, Zubair SEC, officials from the private and public sector and distinguished members from the local community in Sohar.

Dar Al Khyout Fashion offers a wide range of traditional yet chic apparels for Omani women. Advisors at Zubair SEC advised Nadia to opt for a new brand identity to re-introduce Dar Al Khyout Fashion and shop to the market in a fresh and contemporary way.

The newly created brand identity and logo reflects key elements of her fashion store including style, excellence and tradition. The new branding is reflected in carrier bags, signage and interiors of the shop.

As part of the new branding exercise, Dar Al Khyout Fashion shop has also been renovated and expanded to accommodate a workshop. The outlet has been fitted with new machines and high-end embroidery equipment.

Congratulating Nadia, Hussam Al Zubair said, “We are proud of Nadia's passion to accomplish and get ahead. She is a great example that women can embrace change and drive a business forward in an innovative manner. She is also a proof that Oman offers women an ideal environment to set up a business. There are many opportunities available to women with entrepreneurial vision and we encourage them to seize it.  We hope that the new branding identity adds value to her fashion store, provides her with greater motivation to work even more hard.”

Speaking of Nadia’s journey, Ali Shaker, business advisor at Zubair SEC said, "Dar Al Khyout Fashion has been mixing traditional craft with modern technique to tailor custom designed garments like abayas for women since 2014. Nadia's team has been creating mainly Omani women’s traditional wear and the shop has been a promising success from the start. While Nadia has always had a good customer base, we felt there was need to revitalise her brand. With the rebranding of Dar Al Khyout Fashion, we have raised the profile of the shop. We are certain that it will help her compete in the market reflecting the high standard of her products. The financial grant she received for being the winner of the DSP programme was utilised and invested in the expansion and interior decoration of the shop and to buy equipment. The grant was also used for sending her on an exposure trip to Saudi Arabia and to import raw material for the store.”

Commending Nadia on her success, Ali said, “On the business development front we are delighted that she has got into an agreement with wedding halls around Sohar to provide the supplies for theme weddings. She will design and provide readymade supplies such as tablecloth and stage decoration material for these halls based on the theme of the wedding. She also has plans to sell her line of clothing in shops in other parts of Oman. She wants her design to have a presence in Muscat and other areas too. To encourage her we plan to send her on trips outside the Sultanate for workshops in fashion designing.”

Thanking the Zubair SEC, Nadia Al Ajmi said, “The centre has helped me fulfil my dream of running a business successfully. Though I work in the government sector and started my career in the field of social development, I always wanted to do something in the area of fashion design. I am excited to widen the reach of my store to a larger audience through this rebranding.  I feel I am taking a new step forward with a new logo and identity for the store. This marks a new chapter in my ongoing mission to be a successful fashion designer and businesswomen. I thank Zubair SEC for inspiring and encouraging this significant beginning.”

Zubair SEC has helped its members with rebranding efforts in the past too. One of Oman’s significant social responsibility initiatives Zubair SEC has always been in the forefront in assisting ambitious start-ups and entrepreneurs to grow assertively. Through Zubair SEC, its members have been having better access to knowledge, innovation and understanding of the market.

Zubair SEC’s Direct Support Programme rewards members who prove throughout their work with the Centre their commitment towards success and dedication in applying the consultancy and advice provided to them by the Zubair SEC team. Selected members for the Direct Support Programme receive additional direct advisory and consultancy services as well as a financial grant to support their businesses.

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