Consciously building the presence of exhale


January 15, 2020 | By Rupkatha B

Home-grown conscious fashion brand exhale seeks to raise dialogue and awareness about mental health through the integration of art, fashion, creativity, storytelling and mindfulness. The brand was brought to life by founder and creator Nawal El Masri following her tryst with loss leading to anxiety. Now, exhale produces 500 high-quality pieces of garments every year, clubbed under themes including Express, Inspire and Reflect.

exhale’s journey began as a concept on Instagram where El Masri merged fashion, art and mindfulness through photos and messages. The photos on Instagram were vague through subliminal messages, which drove engagement, proving that the exhale model could generate interest. In 2016, El Masri created the brand logo and embarked on her entrepreneurial journey. The first year was full of challenges, making mistakes and a lot of lessons learnt. Importantly, exhale and El Masri worked tirelessly to build a strong connection with those people who showed trust in the brand.

“A friend who is an angel investor, believed in exhale. He asked for my financial and business plan, which back then in 2016, I didn’t even have. So, I developed everything from scratch. We didn’t even have a licence back then. After receiving funding from the angel investor, everything started steamrolling – licencing the brand, launching the e-commerce website,” said El Masri.

An event to mark the official launch of exhale took place at Alserkal Avenue in September 2017. “We were expecting 50-80 people to turn up, but there were 200. We made our first e-commerce sale on the spot. It was a great accomplishment,” she recollected. “While 2016-17 was a true learning curve for us, exhale started seeing traction between 2017 and 2018, and 2018-19 has been great. Year-on-year, the business is getting better in terms of numbers as well as quality collaborations.”

Today, exhale sells through its e-commerce site, alongside building brick-and-mortar presence through collaborations with a home-grown concept called KAVE Dubai and global brand Virgin Megastore. The goal ahead is to strengthen presence in the UAE and expand further. Having seen exhale’s resonance in Toronto, Canada through a pop-up, El Masri believes that this ‘made in the UAE’ brand will eventually expand its wings further.

exhale is also big on giving back to the community, especially through its Express collection. “We donate a part of our sales from the Express collection to Al Jalila Foundation and Palestine Children’s Relief Fund (PCRF),” El Masri shared.

To read the full article, subscribe to RetailME January edition

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /



UAE-based Al Maya Group announced that it will be boosting import of 

Continue Reading

June 24, 2021 | By RetailME Bureau

UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu 

Continue Reading

June 2, 2021 | By RetailME Bureau

UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand 

Continue Reading

March 31, 2021 | By RetailME Bureau

Locally owned supermarket Spinneys celebrates 60 years of doing business in the 

Continue Reading

March 9, 2021 | By RetailME Bureau
Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau

The Organic Farmers’ Market is back in Bay Avenue for its 12th 

Continue Reading

February 17, 2021 | By RetailME Bureau

UAE-based  Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah, 

Continue Reading

February 15, 2021 | By RetailME Bureau
Jones the grocer

Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones 

Continue Reading

February 1, 2021 | By RetailME Bureau

UAE-based Al Maya Supermarkets is hosting a two-week food festival at select 

Continue Reading

January 17, 2021 | By Lawrence Pinto

Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the 

Continue Reading

January 17, 2021 | By RetailME Bureau
Cookit

Carrefour UAE has launched “Cookit Yourself” — a curated recipe box created 

Continue Reading

January 5, 2021 | By RetailME Bureau
Al Islami Plant-Based Burger

UAE-based Al Islami Foods, one of the largest frozen food companies in 

Continue Reading

January 3, 2021 | By RetailME Bureau




Download Images RetailME Magazine