By Zahra Kadhem
DUBAI — A mixture of contemporary and vintage accessories is what two students from Zayed University sold last week at the ZU Carnival that was held on March 20 and 21 in their booth, Ruma Accessories and Loolas.
Two concepts were fused into one booth, managed by Reem Al Awadhi and Shaikha Al Ali. The name of the two projects was taken from the nickname of the founders. The concept behind Ruma’s was to make unique accessories such as anklets and bracelets from modern materials such as lace and Swarovski crystals, while the idea behind Loolas was to make unique and first-rate jewelry and girls’ pajamas as well.
The ideas behind the two projects were similar, though they did not start at the same time. Ruma’s began a couple of months ago. Al Awadhi mentioned that she wanted to make something exceptional and that it was a good idea to start a business at a young age.
Loolas began a year ago. “We wanted to bring new and special items into the market and it’s always a positive thing to have your business and to work in the field you love,” said Al Ali. “Because this way, you’ll present the best and most beautiful item.”
The two projects didn’t face many problems launching, but they found difficulty finding the best quality material that lasts at the best price; and finding good suppliers as well.
On maintaining a balance between studying and running their business,
Al Ali believes that you can have the skill of allocating your time correctly and effectively so that you would be able to do anything you want.
“Both studying and this project are my priorities, because studying will help me develop my skills in business and creativity,” Al Ali said.
Their main area of promotion is through social media.
“We use social media a lot, because in this age it connects everyone. It connects the maker to the buyer,” Al Ali said.
They use Instagram (@ruma_accessories and @loolasUAE), Twitter (@Rumaaccessories and @LoolasUAE) and Facebook (Ruma; and LoolasUAE). They also use their email for customized orders.
The shop sets its prices according to the material and the time the owners spend on each product. They try to balance it so it is not too low, neither is it too overpriced, they say. They design all the accessories; all are handmade, except for the pajamas, which are produced by a factory.
The project was intended to attract mostly teenagers and adults; and females, since it doesn’t offer male products.
“Tourists do like our products, because we have a vintage Arabic, Middle-Eastern style and they feel it’s cultural,” Al Ali said.
Al Ali also stated that they’re proud of the way the accessories are made because it’s all done by hand.
“Each piece is done by itself, so we remember each piece that was done,” she said.
Expansion is their aim for the future, as they are looking forward to producing new ideas and more items, and creating new trends.
This story was originally published on March 24, 2013. It was re-uploaded on Nov. 1, 2020. The photo that accompanied this story was lost due to the loss of the domain name.
