DUBAI: Sadaf M. Khan, the managing director and founder of Boulevard One, has successfully turned her vision of promoting Pakistani fashion into a flourishing enterprise in Dubai.
What began as a small venture with just 10 exhibitors has now evolved into a significant platform featuring over 80 vendors. Now, after 13 years of growing her business, she is poised to take her brand international.
Sadaf’s journey in Dubai started with a simple idea born out of necessity. After moving to Dubai 19 years ago, she noticed the struggles expatriates faced in finding quality and relevant clothes for different festivals. She recalls attending a random exhibition where she saw the potential of Pakistani fashion, which inspired her to start her own venture.
“I started with just 10 exhibitors in a very small room,” Sadaf shared during an interview on Aaj News’ In the Arena aired on Friday.
The initial response to her exhibition exceeded expectations. “Our closing time was 7 pm, but we sold out by 4 pm. That gave us the encouragement we needed.”
The success of her first event laid the foundation for what would become a thriving business. Over the years, her exhibitions have grown in size and reputation, attracting not only expatriates but also locals and international shoppers.
Establishing a niche in Dubai’s competitive market
Dubai, known as a global hub, provided the perfect backdrop for Sadaf’s exhibitions. The city’s diverse population, coupled with its status as a shopping destination, played a crucial role in the success of Boulevard One.
Sadaf noted that her company disrupted the trend of Pakistanis returning home solely to shop for festive occasions. By offering a convenient option in Dubai, Boulevard One has tapped into a growing market of expatriates and locals who prefer to shop closer to home.
“Dubai, workwise, is the most amazing and convenient place,” Sadaf said.
She attributes her success to the city’s supportive business environment. “If you go by the book, nothing can stop you,” she emphasised, recounting her experiences dealing with Dubai’s regulatory offices. The ease of doing business and the encouragement she received from locals played a significant role in her company’s growth.
Expanding horizons
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