Interview: Hind Baker of 3abaya.com
Sartorially savvy, and culturally proud women of the UAE will probably already recognise the name Hind Baker, for she’s the woman who seemingly did the impossible in a region still lagging behind in the world of social and online media.
The mastermind behind the region’s most exclusive premium shopping portal, 3abaya.com, she has brought together rising-star designers, the stylish and the modern woman, and in the process transformed not only the local dress but how it’s bought.
The members only site – membership is granted on an invitation only basis, interested customers can apply to join via the website – allows its customers to shop for exclusive independent labels and fab flamboyant designs.
Hind says modestly, “My aim was to make a statement in today’s fashion world, one has to carry the essence of our culture. 3abaya.com is for women who want to look elegant and sophisticated, yet carry their own personality and culture through their fashion. This portal is a platform for those women who have the urge to indulge in retail therapy but may not be able to act on it due to their busy lives.”
3abaya.com’s growing success is down to Hind’s passion for fashion and her tenacity, working hard to follow her dream.
After studying in the USA, going to university in Boston, Hind returned to Dubai and with an ardent fervor and set about exploring various retailers across the UAE to learn more about the market. Understanding the growing importance of online she started researching various portals before stumbling upon the idea for her business venture.
She explains, “Internationally, there were a growing number of online fashion portals, Net-A-Porter being one of my favourites. Then I thought to myself why not fill a clearly empty gap and create an online portal offering a wide range of cultural fashion wear from select up-and-coming designers, which caters to the stylish and culturally proud modern woman. That’s how it all began; I put together my business plan, started 3abaya.com and never looked back.”
It’s been a year since 3abaya.com launched and it’s fast become one of the top portals that the UAE’s fashionable crowds rely on. “I’m very proud of the brand,” admits Hind, revealing that while setting up business was a risk it’s something she has no regrets about.
Adding, “I’ve gained more experience in the past 14 months with 3abaya.com than if I had worked for someone else. Although a challenge, it’s been an incredible learning curve being responsible for every aspect of the business. I’ve met so many talented individuals and feel happy to be in a position to offer a platform to reach both a regional and international market.”
Proving her determined ambition she reveals while her portal is a huge success she’s more planned in the pipeline, spilling, “3abaya.com is my first venture, but I eventually want to expand my portfolio, and 3abaya.com has and continues to be the ideal platform to learn something new each day.”
With 3abaya.com being such a huge hit we can’t wait to see what’s next up Hind’s very fashionable sleeves.
Hind Baker Top 5 Places in Dubai
As an avid reader nothing gives me more pleasure than being surrounded by a vast selection of books.
I love the architecture, it gives you the feeling that you’ve been transported to a time when life was far simpler. There are so many cute art galleries and authentic restaurants. For me its one place in Dubai where you can still sense culture of the city.
Either an hour of yoga or kick-boxing, these are both perfect de-stressing remedies.
I love this area, it reminds me of districts in New York and London. There’s a great choice of restaurants like Zuma and La Petite Maison. In addition there are some great art galleries and boutiques.
It’s the perfect place to escape to. As soon as I enter I get that feeling of family and happiness.