The Rise of a Fashion Leader

To ideate, plan, realize, and sustain a small business requires much more than passion. The truly successful entrepreneur knows they must market much more than a set of goods, but a guidance and sensibility. They know their customer, and effectively intuit their choices and preferences as consumers and individuals. Deena Abdulaziz, one of the leading forces in fashion in the Middle East for the majority of a decade, has employed this formula to the delight of her clients.

Determined to offer her clientele the cultural niche they enjoyed in a concentrated environment, Deena Abdulaziz opened D’NA, a Riyadh hub for alternative art, cinema, design, and fashion. She oversaw the 2006 launch and continued to cement her signature mix of old and new, couture and lifestyle. After the Riyadh location proved successful, she launched another location in Doha

At the heart of D’NA lies an extensive collection of pieces by internationally renowned designers as well as the new talent, all selected by Deena Abdulaziz’ careful hand. The wide spectrum of merchandise includes Oscar de la Renta, Misela, Miu Miu, Victoria Beckham, Frederic Malle, Suno, Al-Sabah, and many others. In order to celebrate the emerging names in the fashion world, the store regularly hosts events and trunk shows.

In addition to choosing exceptional apparel, Abdulaziz outfits the shops with enriching art books, which customers may browse while shopping, and exceptional furniture. The space holds rotating exhibitions by modern artists, and classics of alternative cinema frequently flicker upon the walls. Under Deena Abdulaziz’ leadership, the company persists as a treasured institution in the Middle East.