Meet the young Bahraini entrepreneur Yara Al-Dhaen,a lawyer with great vision and passion in the retail field, especially fashion. Yara is set to transform the retail fashion scene in the region by launching the September app. This AI-based shopping app will revolutionize the way we shop. The app aims to simplify and personalize the online shopping experience by curating lifestyle content for consumers.

The 3oud.com team met with the CEO and founder of the September app and the creative force behind it to learn more about the app's concept.

What is SEPT, and what is the meaning behind the name?

There are three reasons! September is when things really start to change, "winds of change." Before adding January and February to the calendar, September was the seventh month of the year, and 7 is my lucky number! Also, in Old Irish, SEPT means 'tribe,' which is something I’m drawn to.

How did you come up with this concept?

Honestly, every time I tried to find a dress for a wedding next week! As much as I love fashion, I found the process of searching for a dress overwhelming and time-consuming. I ended up sharing my picks with my friends on WhatsApp to ask if this dress represented me. I told myself, I love Netflix and Spotify because they understand what I like to watch and listen to. But when it comes to fashion, as personal as style is – I felt the personal touch was missing. SEPT is about building a company from the ground up with the customer’s preferences in mind.‍

How does SEPT work?

Our slogan is "No more scratching around," SEPT is a fully personalized shopping experience, and no two feeds are the same! The user takes a short 30-second quiz similar to Apple Music, where we learn more about the brands they prefer and the styles they like. From there, we start customizing content for them. Their homepage is a section called "Today for Me," where we send them daily items just for them. They swipe right for "ME" or left for "NOT ME" on the pieces, helping to refine their feed content. In their social feed, they see what others around them are doing and what's trending on SEPT. Once they click the buy button, they are redirected to our partner to complete the purchase. We partner with the world's best brands and stores to provide a truly magical shopping experience.‍

What sets SEPT apart from other shopping apps?

SEPT's approach is "Come as you are." We celebrate who you are #SEPTGIRL. There’s no mold to fit into, which is why SEPT is different! Being yourself is the only truth, and that’s what we try to reflect in SEPT.‍

Which designers or retailers can we expect to join the app?

Oh my! We have many brands/retailers on our wishlist! Everyone is doing a fantastic job delivering the best in fashion and accessories. I can’t reveal our wishlist, but download the app – we have new things every week!‍

What challenges did you face in creating the app?

Unlike many of my peers in the startup world, I don’t come from a tech background. So, I had to learn to speak the tech language without knowing how to code! It’s an amazing learning curve when you jump in and decide, "I’m going to build a platform to personalize fashion without knowing how to code." I surrounded myself with the best team, and they made the magic happen!‍

Are you personally involved in curating the clothes and accessories available on the app, or is it based on your partners' selections?

SEPT is a startup baby! On weekends, I answer emails and messages! It’s a lot of work, but building a company from the ground up with the customer’s preferences in mind takes that.‍

Do you feel the pandemic has shaped your business? How?

As an e-commerce startup, there has never been a better time to launch. Buying alone will become the norm in the region.‍

You advocate for sustainable fashion and strongly believe the future depends on conscious consumption. How will you integrate this philosophy into your recently launched fashion tech?

I am adamant about the fact that the fashion industry is one of the biggest environmental pollutants globally. But I also firmly believe that customers are smart, conscious, and stylish. More and more brands are trying to incorporate sustainability into their supply chain, and we’ve created a section in the app for sustainable products, where each item is labeled (we do the work for them!). I hope we can eventually eliminate the section and labels, as more brands understand that sustainable work is just "table stakes."‍

Describe a typical day in the life of Yara Al-Dhaen.

No two days are the same! Some are filled with creativity, trying to bring the world of SEPT together for these #SEPTGIRL. Others are filled with tech mode, sitting with the tech team and strategizing for our upcoming innovations. It’s incredibly exciting.