As irresistible and luscious as its name, CREAM is a pleasure that is hard to resist. This exclusive outlet has well-established itself among fashionistas as a concept store – a very selective, high-end lifestyle boutique that focuses on modernity and femininity.
CREAM specializes in style and is constantly in touch with the very latest catwalk designs. They are trendsetters, rather than followers of fashion. Jeddah Blog was lucky enough to score an exclusive interview with Dana Malhas, the driving force behind CREAM and we were able to delve a little into the idea behind setting up her own boutique, and what it is that inspires her.
What was the inspiration behind CREAM? Can you describe your journey towards setting up your own boutique?
When I graduated from the American University in Beirut and moved back to Jeddah, I noticed that there was a huge gap in the market for “up and coming designers”, the market was saturated with either high end brands like Gucci, Burberry, Armani..etc or low-end Brands like Zara, Bershka, Top Shop & so on. There was nothing in-between. I was 22 years old at that time, and like most girls, I was obsessed with fashion and everything related to it, especially styling & buying! So I decided to turn my passion into a business. I wanted to open a boutique where I can buy everything I like as I travel the world, style it the way I want, and fill in this gap in the market. I wanted to bring to Jeddah a lifestyle store where up and coming designers from all around the world meet, a boutique that has everything a girl needs, a place that has talented designers regardless of their age or nationality.. and CREAM Boutique in Beirut was the best candidate for that as it was my personal favourite boutique to shop in when I travel. So I brought it to Jeddah, expanded it majorly, started discovering new designers, and turned it into my fashion heaven. The best part is that I buy for my store, like I buy for my closet!