Molouk Y. Ba-Isa Saudi Gazette Next Wednesday, TheDRESSroom.com is opening a showroom boutique in Dubai at the Jumeirah Business Center 2. Why does this matter? Because it's an example of a business that successfully launched in cyberspace last year and has now decided to enhance its website operations by opening a real world location. TheDRESSroom.com is an online retailer with an extensive selection of designer evening gowns and long and short dresses for all occasions. Founded by Dina Abdulhadi Daryani and Samantha Kayruz Chami, the website has been a smash hit, selling embellished gowns at prices far below what women are used to paying in the region. Orders from Saudi Arabia have played a major role in TheDRESSroom.com's success. “We receive a good number of orders from small towns in Saudi Arabia where there aren't many retail outlets. Women living in rural areas will still be attending family occasions such as weddings or Eid parties and they want to look good. We can help make that happen,” said Chami. “There's also a strong demand for plus size gowns and modest gowns with long sleeves. We work with our designers to provide both in many styles and colors to suit every taste.” It's easy to understand why the website is so popular. Instead of tiresome searching through shopping malls, women can simply sit at home and buy an evening gown in the perfect size and style. Prices range from just over SR500 to SR6,500 and sizes are available in US 0 - 22. “There was a real need for our website in this market. We live in a very social region. Women here love to host parties and go to events. Our parties are very elaborate and women take pride in their appearance. They want to look very glamorous,” said Chami. “It's always difficult though to find the right dress at a good price point. Women would get invited to a party and instead of looking forward to the happy occasion, they immediately would become stressed about finding a dress.” With free shipping, easy returns and payment options such as cash on delivery and bank transfer in addition to credit card payment, it's not surprising that TheDRESSroom.com has become a success. So why are they opening up a dress boutique? “This is the evolution of our business. We are setting up the Dubai showroom to complement the online business that we are already doing,” Chami explained. As the concept of online purchase is new, some customers want to see the quality of the dresses before they place orders. Others want to try on different sizes before they order, although there are fitting instructions at the website. In some cases, with an event about to take place, women can't wait five to seven business days for a dress to arrive. “There are three to four thousand styles in different sizes and colors available through the website. A few hundred dresses will be available for purchase immediately at our boutique,” said Chami. “We will also be able to show customers style samples and then order the dress in the color and size required. Alterations will be possible. Many customers have asked to meet us and now we can welcome them at our boutique.” Chami commented that because the businesses was launched online, they hadn't been burdened with huge start up costs, such as the rent of a retail space. Now, with the business a doing well, there are funds available for the investment in a boutique. “We do want all our customers to know that Dina and I are both very involved in the business,” Chami said. “If a customer asks for style advice online it will most likely be one of us answering the query. We look forward to meeting customers at the boutique, but we will always be available online through TheDRESSroom.com.”
