It’s been seven years since Reema decided to make Dubai her home, giving up her reporting job at Time magazine in London to join the more creative realms of journalism as a lifestyle editor with Grazia Middle East. A similar role at Harper’s Bazaar ensued, but the birth of her first daughter then prompted her to reassess her career path. After spending a number of years surrounded by high fashion and gaining a thorough understanding of the local market, Reema decided to start research into launching her own fashion line. With a lifelong affinity for her Indian heritage, the British-born mother set the wheels in motion to fill a gap in the market for ethnically inspired separates, which culminated in the launch of her label, Reema Ameer, in October 2013.
Astonishingly, her official foray into fashion transpired just four months after the birth of her second daughter, making her something of a superwoman, although she explains that she has had to adopt some unusual working hours to make it all work. “My day revolves around my two daughters. School, play dates, park walks – it’s a whole different world! But when they go down at night, that’s when I hit the studio and my work begins,” she laughs. “I have zero downtime. Put it this way, pizza and a movie are nothing but a dream for me these days!”