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Dubai has served as grounds for major fashion moments, luxurious brands and trendsetters in recent years and has shown no signs of stopping as it continues to catapult itself to the highest levels of the fashion realm.
While there ceases to be any scope of unoriginality in the region, a new Emirati brand ONORI, has entered the market and decided to take centre stage with designs that are “crafted not for the faint-hearted but for the audacious”. Sharifa Al Sharif Al Hashemi, who is the brains behind the homegrown brand, describes ONORI as a label that transcends mere fashion and celebrates the golden ages of fashion by adding a modern twist to it.
While the brand still might be relatively new Sharifa leads the label with an ambitious and experienced approach headfirst and hopes for ONORI to gain the recognition it deserves.
With that being said, Sharifa shares her career journey as well as her vision for the future of ONORI for GRAZIA’s Career Edit.
My current role is…
Founder of ONORI.
When I was younger, I wanted to be…
A successful entrepreneur
My favourite subject at school was…
I was such a nerd, and liked maths and chemistry – nothing to do with fashion. I’m very business orientated and like everything organised and systematic so physics and anything that had numbers always struck an interest to me.
My first job was…
A consultant in the World Bank Group organization run by the United Nations. I worked on projects for the developing countries within the Middle East and North Africa. It felt great to be helping in making a change.
My career path so far has been…
Starting off with being a support to our family business which has been in perfumes, fashion and more for a very long time. Then after that, I shifted my direction into financial consulting even though I had thoughts of starting my very own business/ fashion label.
The role the UAE has played in my career is…
In the UAE, fashion transcends clothing; it is intricately woven into the fabric of the culture itself. Even with a traditional Abaya, women exhibit meticulous attention to every detail. Being immersed in this dynamic setting, I wanted my collection and pieces to speak to every woman in the region, whether you are a local resident or just a visitor.
The story of ONORI is…
One that was simmering since childhood. Growing up in a family deeply rooted in the fashion world, I inherited a creative flair and a profound interest in the industry. These elements served as the catalyst for launching Onori. Throughout my life, I’ve infused my personal touch into everything I wear and own, steering clear of norms and trends. Onori, as a brand, is an embodiment of my essence marked by uniqueness, fun, and romance. The dream was to create something that resonated with my love for vintage ’60s looks, encompassing clothing, music, and cars, but with a contemporary twist.
I was inspired to enter into the fashion space because…
Of two very important people in my life… My father being one as I’m super close with him and as he was in the industry, growing up I always used to go to his offices and was inspired by the way he talked, his work ethic and drive which I hoped to be like one day. My sister was another significant inspiration for launching Onori — a source of strength and compassion, my inspiration, and role model. Her guidance led me to create something meaningful, and with each of my designs, I pay tribute to her, honouring her memory.
My daily routine consists of….
An essential cup of green tea! When I arrive at the office, my team and I convene for meetings and run through our weekly agenda, focusing on timelines and collaborative efforts. The atelier is a hive of activity, where we navigate through collection development, plan engaging photoshoots, and conduct research for upcoming designs which runs throughout the day.
My role as Founder entails…
My role as a founder is all about creating pieces that are wearable art. I put so much love into every single piece in my collections. Designing pieces that empower women and allows them to wear statement bold pieces unapologetically. Allowing individuals to express themselves. I focus a lot on classic contemporary designs adding my own modern flair to them. Emphasizing craftsmanship, quality, and attention to detail. I put love into every piece I create and hope all the women around the world that wear my pieces to feel all the love that I put into creating them.
The biggest hurdle I have experienced in my career…
Starting one’s own business is never easy but sometimes it’s not people or challenges standing in your way it’s your own self-belief about your potential. There will be bumps in the road, but I’ll always be consistent, committed, and hard working. With everything else that I am juggling, I will continue to put in the effort for ONORI.
The biggest milestone I have achieved is…
Having a career in a very good international firm and the day ONORI was born.
A quote I live by is…
There are actually two…
“If you love what you have, you have everything you need” and regarding the Hadith: “Allah loves that whenever any of you do something, you should perfect it.”
What I hope for 2024 is…
For me to walk in the street and see people around me sparkling in my pieces.
Read More: The GRAZIA Career Edit: Meet Alia Al Khafajy, CEO & Founder of OKTA
