THE Dubai-based fashion house Rimalya, founded in 2003 by sisters Rima and Sara Ashemimry from Saudi ARabia, has in a mere four years established itself as a globally recognized brand. It is a favorite among an international clientele of women of all social classes and personalities who eagerly anticipate each season’s new collection. The two Ashemimry sisters began Rimalya to fulfill a market need for a range of clothing based on the concept of a perfect fit for all body types, adding their own flair for design to an expert eye for pattern and color.
“We set out to create a line of women’s clothes that went beyond the usual range of sizes in order to capture the market demand for wearable, comfortable clothes that are nonetheless in the height of fashion and give women confidence in how they feel and look,” said Rima.
“Clever cutting is an integral part of our success,” added her sister Sara. “That and a well thought out use of pattern with a minimum of trimming.” The Rimalaya ‘look’ is noted for its striking color combinations, crisp patterns and clean outlines. “We strictly avoid anything fussy and fancy, continued Sara. “Our look is definitely modern and stylish but is based on the classic cutting and draping that was the secret of the great French couturiers of the 1950s.”
Quality of materials and workmanship are other ingredients in the Rimalya success story, to which a new chapter is added twice a year with the introduction of the Spring-Summer and Fall/Winter collections. “Marketing has also played a vital role in putting us on the map,” said Rima. “Our forte is fashion and marketing is something we learned as we went along, but now we show our seasonal collections at the most important international trade shows, where we are welcomed each year by our many friends among the fashion world’s aficionados, trade buyers, writers and photographers. In concluding, it is these people that Sara and I wish to thank wholeheartedly for their support and the part they have played in establishing Rimalya as a leading fashion brand with a loyal following from all over the world.”
