Establishing a brand's niche.
Sima Barazi Haroun is an ultra-passionate entrepreneur and a trailblazer for small-business owners in Dubai. Sima’s unique multicultural background, being half Syrian and Iranian and having lived in the Middle East and the U.S., has shaped her bold approach in fashion. With over a 20-year presence in the retail industry, Sima’s success connected women in Dubai in jewelry and fashion globally.
Below, Contributing Editor, Reefaya speaks to Haroun to uncover her past discovery of a market gap in affordable, high quality and relevantly designed jewelry and accessories for MENA consumers. Explore what it takes to become a successful female entrepreneur in the world of retail.
Boom & Mellow was established in 2005 and due to Sima’s retail expertise and sound business judgement, the brand has endured an unwavering 16 years of success in the UAE. The brands aesthetic captured Dubai’s shopping scene and has been nominated for notable accolades over the years. With two brick and mortar stores in Dubai and a growing and healthy online presence, she has positioned herself as an expert in omni-channel approaches that maximize sales.
Sima is bridging the gap between affordable accessories and jewelry versus high-end luxury jewelry through Boom & Mellow in the MENA regions, pushing a significant shift in the market. “At Boom & Mellow we have both, although, trendy accessories are mainly in our basket. Not everyone wants the priciest ticket of luxury adornment, we understand that consumers want something that is trendy on the scene and equally affordable because it is not something they will cherish forever, it is a trend. Therefore, I make sure that I find global brands that are trendy and affordable but of good quality. There is definitely a gap in the market for this particular segment and our customers are satisfied that we are filling it!” says Sima.
Sima’s vision was to present women with something new: a multi-brand one-stop-shop accessory and jewelry brand for the laid-back and chic woman living in a diverse cosmopolitan city like Dubai. The brand’s price blueprint is designed to fit every style and budget giving the boutique the unparalleled ability to meet the needs of the Dubaian woman. The celebratory meaning behind ‘Boom & Mellow’ reflects Sima, denoting that “it is that one quality that is a part of every urban woman: The perfect yet imperfect balance between the ‘boom’ and the ‘mellow’ sides of her personality.” says Sima. She preaches passionate living, enjoying every moment to its fullest, appreciating nature, bonding with family, staying active, socializing, and of course, dreaming! All of these aspects of Sima are portrayed through Boom & Mellow, driving ways to bring out the personality of every girl or woman. Boom & Mellow is fresh and trendy amongst all of the heavyweight fashion brands that surround the cosmopolitan woman in Dubai, as Sima quotes Boom & Mellow offers “a touch of subtle luxury and a way for [the customer] to be different; to be unpretentiously herself.”
The Boom & Mellow customer radiates confidence, personality and a genuine, authentic admiration for herself and others. Ranging from the delicate everyday pieces that compliment a suit effortlessly or a gaudy clutch to enliven a minimalist dress, the store’s judiciously curated collection will make every woman feel and look beautiful. Sima’s impeccable brand and business acumen have been featured on some of Dubai’s most prominent fashion magazines, such as GRAZIA, AHLAN, shopping destination list on VOGUE Arabia, and Marie Claire Arabia. She strives hard to make sure the store’s original motto never dies: giving women a diverse selection of gorgeous jewelry, accessories and gifts to serve every desire and occasion. A piece to spoil herself with or to spoil other significant women in her life. A pleasurable shopping experience at Boom & Mellow encourages the authentic woman to constantly empower herself.
"A touch of subtle luxury and a way for [the customer] to be different; to be unpretentiously herself."
About The Editor
Born in Bangladesh and raised in the Middle East, UAE and Bahrain, Reefaya is a postgraduate from The London School of Economics in U.K. and an undergraduate from Sussex University. Reefaya has an immense love for sustainable fashion, social development and art.