Dinz is a t-shirt brand that the 2 Zahran sisters started off together. There are some accessories but the main focus is different types of t-shirts for Ladies, Men and babies. Most of the things are hand made and have a contrast between the glamorous look and the street look; and that's where the entire "Ghettofabulous" comes from.
DINZ IS NOW AVAILABLE AT:
-Harvey Nichols, MoE
-Fivegreen, rd. Oud Metha
-50DegreesC, Souk Al Bahar, Burj Dubai
-Ounass, Marina Mall AD
-Ounass, Madinat Jumeira
-Ounass, Emirates Towers
-Aizone,Jordan, City Mall
-Salam Studio, Doha, Qatar
-Spoiled Brat, Glasgow UK
-I LOVE HISHMA-Jeddah,Saudi
-007- Marbella, Spain
-Eye Candy- Muscat, Oman
-Soho - Cairo, Egypt
-Beymen - Cairo, Egypt
How are you both today?
Before we proceed - can you give us a little background information about yourself – your names? Where you live? How old you are?
Rima is 25, Dina 21 we’re sisters. Both born and raised in Marbella, Spain but originally Palestinian and now living in Dubai. We both love and live for fashion but have different styles and attitudes.
Who came up with the name Dinz and what does it stand for?
Dina did. Dina originally started Dinz as a hobby and then when we teamed up is when we took it seriously and professionally. It stands for Dina and Zahran, our family name; together.
When did you start?
We started in 2007
Where do you get your inspiration from?
From the rich Arab culture usually. We try to have Arab influences in a Western style. But inspiration really comes from anywhere and at anytime. The best pieces we have made have been inspired while on holiday doing something random.
Fashion is our blood since we were children. We love it, it is what we know best. And this for us is a dream come true. Also our grandmother, great grandmother and so on were all amazing tailors.
What makes your designs unique?
They have a very cosmopolitan feel. They are a mix or Arab meets west. Sort of what Dubai is. They also have small details that you will only notice if you have one of our pieces.
Would you have done anything differently, if you could go back in time?
How did you raise money for your business?
Well that is a long story. Basically the plan was to invest most of our personal savings into the brand. After all the work, time and effort came the day to make the payment. When our father saw how serious we were and dedicated, he actually made the payment for us. Bless him. He always teases us until this day, that he has “shares” in our company.
Who are your competitors? (Customer profile)
We don’t really have a competitor at the moment, usually that’s great but other times, a competitor might be good thing. We were the first to do detailed Arabic scarves, and are the first Arab designers to make jeans. We do have lots of copycats though, that we find out about through our customers or friends.
Most Arab designers are more couture designers, that’s probably why we don’t have competitors just yet. And we are not quiet there yet to compete with international big designers, hopefully one day.
Who are your target markets?
Daring, hip fashion lovers with great energy. People who wear clothes in their own style, and don’t make clothes wear them.
What are your advertising strategies? (Do you use any social networking sites to promote your brand).
We rely fully on word of mouth as that is proven to be the most powerful strategy as well as the most real. Facebook is another great way to get to word of mouth.
How difficult, do you feel it is to break into the fashion industry?
It is not only difficult at first as most people think. It is difficult throughout every collection. Even if you are there, maintaining that position and to keep going up is a constant challenge. One has to be fully dedicated and have great passion.
You know i feel it is so difficult for family members or friends to work together, you girls are sisters!! How does that work?
Its true it is very difficult and if we were working with one of our friends or even a brother it would be a constant challenge but somehow we have no problems what so ever. We work together great and have great chemistry. We have very different styles and attitudes to life as well as to fashion so we use that to our benefit. We also don’t take life or ourselves too seriously and I think that helps. It is usually when people start to take themselves too seriously that problems happen.
What fabrics do you mostly deal with?
Mostly cotton since we are a t-shirts company, however we are doing jeans now and so it’s a whole different story and different sort of cottons there.
Describe your collection in ten words?
Loud, daring, energetic, seductive, conservative, powerful, confident, fun, easygoing and stylish.
Do you make your collection to season?
Yes we do, we sometimes also have limited editions in between.
I mean it must be intense, you girls must be really busy, and how do you do it?
Yes we are, it sometimes gets very crazy, and especially the week before a collection goes into production. We do have a great team though, they help us a lot. But we are involved in every single aspect and do work at least 10-11 hours a day and six days a week. Sometimes even seven, since the weekend here is different than most of the other world.
What was the most important lesson you have learnt so far?
To never give up on something you believe in.
Who are your role models/influences?
Our mother. She is a true fashionista and has influenced us since the day we were born with her style. Daring yet very classy.
What has been your greatest achievement so far?
Dinz jeans. It is something that was a dream. We worked on it for 18months. It is extremely difficult to get the perfect fitting jeans but all that hard work has paid off.
What do you do in your spare time? Any Hobbies?
We both love to travel, and of course shop. We shop a lot together and with our mother. Dina loves to go out with friends, parties etc. Rima loves to paint and spend time with her Husband and family.
What are your advices for Aspiring young entrepreneurs looking to break in the Fashion industry or other industries?
Not to ever give up, as long as you have passion and good fresh ideas you will eventually get there. Just don’t try to copy another designer, do your own thing.
So what’s next for Dinz Clothing?
To hit the US market.
So finally, before I leave you, I need to ask for your secret, come on, why have you been so successful, what’s your secret weapon?
Positive energy! We avoid people and places with negative energy and are always around ones with great energy and a positive attitude to live.
Till next time.