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About Us

Founder Story

Stories fashion found in the heart of the luxury five-star Grand Hyatt hotel's lush lower lobby in 2012, successfully franchised for signature bangles by SYL Sal Y Limon from Swiss and established as a flagship outlet from previous owners. 
Our founder was impressed with this location and store, looking at the potential growth of hotel retail he took over the business along with the SYL brand license in March 2018 and continued with the SYL brand with full ownership. 
Later after moving out of corporate life in 2018, He decided to convert the SYL store to a new concept lifestyle boutique.
It was his dream for decades to establish successful concepts in Dubai, With his passion for creative and strong brand, retail, trade & digital marketing background from emerging markets through global brands Adidas, Chanel, Hidesign, Reebok and Safilo drove him to work on this beautiful concept as a solo entrepreneur.
He got inspiration from emerging designers, brands, and artisans' boutiques from around the world, created channel networking while he travels, and identify to support such creative talents by giving opportunities in the global retail hub platform in Dubai.
Most of the brands in our boutique were got the opportunity to make distribution first time in Middleast by collaborating with storiesfashion.
Such strong networking and pathway created to grow together with other entrepreneurs or SMEs,

Our Inspiring Stories

We take you on a memorable journey to intimate and unique stories of fashion niche and let you discover these fashion adventure stories.
We believe in the differences and distinctions of human beings and we know that fashion originates from different cultures. For this reason, we have sourced trend-setting emerging designers, brands, and prominent artisans from all cultures of the world from Brazil, Egypt, Germany, France, Japan, India, Indonesia, Italy, South Korea, Spain, Switzerland, Sweden, Taiwan, UAE, UK and other countries, and we have showcased this emerging brands at the boutique. One of UAE's most esteemed landmarks is in Dubai, United Arab Emirates.
Although many of the newly established creative emerging brands such as Akemi, Aujournd'Hui, Augenwaide, BioNatura, Corbo, Dorsya, Emandesign, GrainDeBeaute, Rakii, SYL, Recent-toys, The French Parrot, V-Tex, and Wild-wood work exclusively with us in the Middle East. Every day, we are impressed by the talent of these artists and the beautiful taste of our customers, so we develop and update our collection of designers frequently, this way every new emerging designer who is interested in our concept can get a chance and space to sell their collections in the global retail platform.
We want to introduce them to you and give them a space to see their collections. These brands, although they have the most limited editions, are lifestyle, fashionable, trendy, and affordable. Also, most of these brands are based on nature, travel, and environmental protection, choosing the sustainable path as slow fashion.  We provide a fantastic shopping experience to all travelers and residents by offering bespoke fashion lifestyle brands.

Our Values

We all know that today's fashion industry is involved in the mass production of its products, and in most cases, quality and differentiation fall victim to the greater profits of these producers. Unlike them, we believe in our creative designers to produce unique handmade complexes.

Our handmade collection is unique and creative with a passion for art, carefully sourced from around the world. Each item consists of different concepts, colors, and shapes inspired by nature and travel, mainly focused on jewelry. Showcasing unique handmade designs, you will always find something different at our boutique.

Our Mission

Our mission is to find these skilled talented creative emerging brands and bring them to the limelight for niche customers who are always in search of such brands in the market. Currently,  we authorized distributors for  AugenWaide, GrainDeBeaute, Corbo Creations, Rakii, and Dorsya, and with an expansion plan, we soon introduce more emerging brands to our customers.
Our next launch range from cosmetics, fragrance, lifestyle sports, and kids' fashion. Same time we are also a proud authorized monopolized retailer for many of these emerging brands in the UAE & Canada.

Our Digital

COVID19 impact put obstacles for everyone and we were badly affected due to linked with tourism and luxury fashion but not stopped us from working on a new e-commerce platform supported through Shopify launched in Sept 2020.
Now our niche audience can buy online from anywhere in the world with free shipping in selected countries. This gives wider reach and exposure to all emerging brands through our digital emerging marketplace. Also collaborated with on selected brands for reaching local audiences' tastes.



Now we re-writing our business model to drop-shipping, due to the impact of covid19 on retail space, strongly believe this going to be future shopping and slowly move out of off-line physical stores.

Successfully launched our first brand " The French Parrot" and Lifestyle shoes "V-Tex" on this new Drop-shipping business model.