CREAM – Meet the Style Specialists
As irresistible and luscious as its name, CREAM is a pleasure that is hard to resist. This exclusive outlet has well-established itself among fashionistas as a concept store – a very selective, high-end lifestyle boutique that focuses on modernity and femininity. CREAM specializes in style and is constantly in touch with the very latest catwalk designs. They are trendsetters, rather than followers of fashion. Jeddah Blog was lucky enough to score an exclusive interview with Dana Malhas, the driving force behind CREAM and we were able to delve a little into the idea behind setting up her own boutique, and what it is that inspires her.
What was the inspiration behind CREAM? Can you describe your journey towards setting up your own boutique?
When I graduated from the American University in Beirut and moved back to Jeddah, I noticed that there was a huge gap in the market for “up and coming designers”, the market was saturated with either high end brands like Gucci, Burberry, Armani..etc or low-end Brands like Zara, Bershka, Top Shop & so on. There was nothing in-between. I was 22 years old at that time, and like most girls, I was obsessed with fashion and everything related to it, especially styling & buying! So I decided to turn my passion into a business. I wanted to open a boutique where I can buy everything I like as I travel the world, style it the way I want, and fill in this gap in the market. I wanted to bring to Jeddah a lifestyle store where up and coming designers from all around the world meet, a boutique that has everything a girl needs, a place that has talented designers regardless of their age or nationality.. and CREAM Boutique in Beirut was the best candidate for that as it was my personal favourite boutique to shop in when I travel. So I brought it to Jeddah, expanded it majorly, started discovering new designers, and turned it into my fashion heaven. The best part is that I buy for my store, like I buy for my closet!
When did you finally launch CREAM?
We opened CREAM in August 2010. So Two years and 4 months ago.
Do you have plans to expand? If so, where? Do you take orders online?
Thankfully, CREAM is now known to be a trendsetter in Jeddah. My plan is to hopefully establish CREAM as a trendsetter in the Middle East. Unfortunately we do not take online orders, but maybe soon.
In many cases customer service here leaves a lot to be desired. In your view, how important is customer service, and what type of service do you offer to your customers?
Our clients are our partners, if they are unsatisfied, then we are unsuccessful. We have a very personal relationship with our regular clients; they have become our friends. When they come to CREAM, we know exactly what they like, what they don’t, and what they are looking for.
Describe your typical customer.
Crazy about fashion, very daring, likes to stand out and be different, buys everything she loves, and super confident!
How frequently do you introduce new collections? What is the latest collection you have received in store?
We have new arrivals every 2 weeks. So almost every 14 days, there is something new at the store. The latest collections that we have just received were the Lyalya bags and the Lady Fozaza Blazers!