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Unveil City Treasures with THE FAVE’s Diverse Fashion Choices

Imagine sliding your closet doors, standing back and admiring a collection that has amassed through time from some of the most far-flung corners of the world.

This is exactly what Narineh Istanboulli, the creative force behind the online fashion concept store THE FAVE has achieved.

When she embarked on a fashionable journey in 2018 the brand was originally known as  PEAR Concept UAE. A Lebanese oriented brand which specialized in matching outfits for both kids and adults. However, as the world changed during the pandemic, so did the brand’s identity.

THE FAVE has since evolved into a multi-brand clothing concept store, carefully curating fashion treasures from various cosmopolitan cities. Beyond matching ensembles, it now embraces a wide range of styles, including gymwear and women’s fashion. The essence of THE FAVE lies in its dedication to showcasing unique products from emerging global brands. Narineh’s passion is to introduce these undiscovered gems to the UAE market, supporting small businesses and nurturing their potential.

With Armenian roots and a Lebanese upbringing, Narineh Istanboulli brings a rich tapestry of influences to her brand, infusing it with a global flair that resonates with fashion-forward individuals. Elevating wardrobes, one carefully curated piece at a time, THE FAVE continues to make a mark in the world of fashion.

A fashion destination filled with latest trends inspired by the designer’s persona travel experience

Narineh’s keen eye for fashion extends beyond mere aesthetics; it’s deeply rooted in her personal experiences and passions, with a special focus on regions close to her heart. These cherished places, including Lebanon, Armenia, and Italy, have not only been her homes but also the sources of profound inspiration, shaping her love for the distinct fashion offerings.

Within her meticulously curated collections, women can explore a diverse array of attire, ranging from elegant skirts, stylish tops, versatile jumpsuits, trendy co-ord sets, cozy sweaters, chic A-line dresses, alluring wrap dresses, patchwork sherwells, breezy linen shorts and tops, comfy oversized hoodies, to laid-back sweat pants, and more.

For the little ones, a delightful selection awaits, featuring T-shirts, adorable tracksuits, vibrant tie-dye sets, charming floral print dresses, dapper linen shirts paired with shorts, cozy sleepwear, and occasion-ready ensembles.

Men, too, can luxuriate in trendy linen wear, performance-focused gymwear, and a range of cozy sweaters.

THE FAVE, with Narineh’s careful curation, offers a fashion journey that flawlessly merges personal passion with stylish brilliance.

Making steady strides of growth and exploring new avenues

Narineh, the founder of THE FAVE, initially began her entrepreneurial journey by distributing her products in stores like House of Fraser in Yas Mall, Abu Dhabi,  Boom & Mellow in Dubai, Be You Boutique in Dar Wasel Mall, Jumeirah and BeYou land in Bluewaters, Dubai .

During the early years, Narineh’s main focus was these stores to drive the sales. However, obstacles during the COVID-19 pandemic pushed Narineh  to reevaluate her business strategy. She decided to sell her products directly and began participating in pop-up events. Joining women driven networking groups like female fusion and small retailer network, provided her with significant opportunities to promote THE FAVE apparel business.

Over time, Narineh’s efforts in participating in pop-up events and actively promoting her brand on social media, particularly through instagram, paid off by driving sales. Today, THE FAVE has gained recognition, especially within Narineh’s circle, and boasts a growing base of loyal customers across the UAE.

In her future business plans, Narineh envisions maintaining physical stores but shifting her primary focus to her website. She has ambitious aspirations to expand her product offerings, possibly incorporating other brands in the coming years. Narineh plans to carefully assess market dynamics and gradually introduce new brands to her portfolio.

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