By now you're probably familiar with Boutique Inn, but if you don't keep up with everything new, let us introduce one of the most important multi-brand stores in Key Town: Boutique Inn.

Founded by fashion expert Al Jawhara Al-Mahdi, Boutique Inn is an independent and immersive fashion store in the heart of Kuwait City, which features a curated and selected collection of high-end contemporary brands. As a major purchasing agent, Al Jawhara puts her fingers on everything new and current in the fashion world, which contributes to the success of her store.

Oud.com spoke to the entrepreneur to learn more about her fashion journey and to take a look at what Boutique Inn has in store.

Tell us how and why did you enter the fashion world?

That started out as a passion project for me, my mom, and my sister. We've always loved fashion and design in general. We felt that there was a gap in the market, so Boutique Inn was born. I am currently in charge of the creative direction and purchasing process for the store, while my mother and sister have separate roles in the company.

How do you summarize the beauty of Boutique Inn and the purchasing process in it?

Renewed but still timeless at the same time, a bold fashion without being too “trendy.” We want to make sure you love what you buy, look great, feel amazing and can wear it for a long time. Some of our customers still own items they bought from us ten years ago

What do you look forward to most during your shopping trips in Paris?

I love to check out the upcoming trends and collections for the next seasons. Being surrounded by people working in the field is also inspiring because we kind of feed on each other's energy. I also love to keep up with fashion friends from Kuwait and around the world. It's a lot of work but it's also fun.

What spring models are you keen to try?

I'm excited to give up skinny pants and homewear for a bit and add lots of color to the store floor and my closet. I'm looking forward to the bright monochrome look and I'm especially looking forward to lots of matching separate dress pieces.

What's your favorite restaurant in Paris and why?

I love Balagan, the energy is perfect, the service is excellent and the food is very special.

I also like Castillion for fast food. In my opinion, you'll find the best burger in Paris!

What's the greatest lesson you've learned so far from running your own fashion business?

I learned to constantly adapt and grow. Fashion is always changing and we also have to keep growing and adapting season after season. The novel coronavirus was the biggest challenge for everyone and helped us breathe life into our e-commerce business when we were in the lockdown and quarantine phase. Therefore, e-commerce has become an important part of our business.

How would you describe your personal style?

Simple with a touch of modernity, I try to keep it polite but appropriate at the same time.

I love the simple designs with pleats and the easy-to-wear pieces. I think texture and materials matter, and I like to change accessories and jewelry very much.

What are your favorite fashion brands globally and regionally?

From our brands, I always love Rachel Comey. If September 17th is a new brand in our store and I'm a big fan of it now.

When it comes to big brands, my mood is always changing, but I'm definitely very excited to see what Phoebe Philo has come up with in her label of the same name.

What do you own that you'll never throw away?

My grandmother's emerald ring means a lot to me.

What inspires you the most?

Growth, the fact that we are always evolving, growing and improving ourselves and our business. I am inspired to always try to do better and become better in all aspects of life.

Describe your typical work day for us. How does it start and how does it end.

My typical workday starts around 8 or 9 am by checking my emails, communicating with designers, shipping processes, etc. Then I check my team in the store and then go to my store in Al Hamra.

If I have any meetings I'll attend them there or work on creating some content for the store. My day ends around noon but I can still be reached by email and phone throughout the day.

Being an entrepreneur means continuous work 24 hours a day, 7 days a week!