Recently, I had the privilege of meeting the exceptionally talented Amal Ameen from Qatar, an elegant and graceful woman who is considered one of the most accomplished and iconic figures in the region. We were honoured to connect with her and discuss her diverse range of talents, including entrepreneurship, art, interior design, and her status as a fashion icon.
Amal graciously invited us to explore her extraordinary career and discover how she became such a sought-after influencer in the Middle East. We planned to meet at the renowned Cafe Coco, located beside the Opera Garnier theatre in Paris, just days after the captivating fashion show by French designer Stephen Rolland, whom Amal serves as both an ambassador and muse.
Throughout our interview, Amal candidly shared her journey to success, highlighting the challenges she faced and the triumphs she experienced. From a young age, she aimed to make a difference, leading her to explore various fields until she flourished in the realms of fashion and design. Her unwavering confidence and passion were truly inspiring, emphasising the importance of authenticity and staying true to one’s beliefs in order to successfully embark on multiple roles.
Let’s start at the beginning, Amal, tell us about some childhood memories…
I have fond memories of my mother’s (Hessa Al Muraikhi) paintings. She was a trailblazing artist in Qatar, where at the time pursuing an artistic career was challenging due to the conservative culture. Sneaking into her atelier at night to paint on her artwork brought me immense joy and surprised her greatly. My father’s military career shaped my strict, organised, and punctual personality, while my artistic side comes from my mother. Moving to Egypt with my dad’s military career was unforgettable! He always treated us to dinner at Wendy’s, and I loved their hamburgers. It’s been 29 years since my last visit there, and during that trip, an old man recognized me as Amel the child, he told me he used to work at the Hamburger shop. It’s amazing how our personalities can leave an impact even at a young age.
My grades were always good at school; they were consistently high, which led to me being awarded a scholarship. I was happy, and my father was proud of me. In a way, he spoiled me, I don’t really know why, as my studies cost more than my sister and brothers because I always had this very expensive taste. I became the daughter who cost my father the most, but he never stopped believing in me. My sister studied to be a lawyer in Egypt, which cost less money. My ambition was to achieve and succeed.
My mother used to say to my father, ‘Don’t let Amal do these things; not everything is okay for her. You should not spoil her,’ but he would say, ‘No, she is my girl, and I cannot say no.’ She replied, ‘Why don’t you give her a budget and set limits?’ I did not mean to be spoiled; it was my taste. I was always attracted to the best things.
As a young girl, what was your goal or dream, and how did you envision it?
I dreamed of becoming a famous interior designer known for breaking records. I founded my own graphic and interior design company specialising in logo creation and branding. A pivotal moment came when my company was chosen to build an Islamic Museum for the Asian Games in 2006. The feedback was overwhelmingly positive, with some even converting to Islam after visiting. The project’s success led to awards and recognition, making me one of Qatar’s most successful women in the industry.
What motivated your transition from interior design to the fashion world?
The transition from interior design to fashion was driven by my deep passion for both creative fields. While I loved expressing my creativity through interior design, my love for fashion and personal styling had been with me since childhood. As an interior designer, I had a creative streak and explored personal styling as well.
The idea of developing my concept store emerged in 2011 when friends and family sought my advice on what to wear for big events. I became their stylist, showing them how to style outfits and look fabulous even with clothes from common stores like Zara. I emphasised the importance of personal presentation, attitude, and confidence, which contribute to elegance and class.
With their encouragement, I considered the market needs and conducted research. I discovered that people in Doha were getting bored with the fashion options available, and there was a lack of uniqueness in clothing choices. This gap in the market inspired me to create my concept store, offering unique and stylish clothing options for those seeking individuality and elegance.
I realised there was also a lack of extra-small and extra-large sizes, leaving many struggling to find clothes that fit properly. Additionally, customers wanted new brands, so I embarked on a global hunt for niche brands, building strong relationships with designers like Louis Azzar and Alex Mabelle.
Since opening ‘Blanch’ boutique in 2013 with 35 brands, we have expanded our selection to include 188 brands. Motivated by my passion for both fashion and interior design, La Boutique Blanche flourished, channelling my creative energy into the realm of fashion while carrying influences from my background in interior design. La Boutique Blanche quickly achieved remarkable success thanks to the support of an amazing team and a positive atmosphere. Encouraged by this triumph, I then launched Amici di Moda, a luxury department store with a distinctive haute couture concept. This venture received prestigious awards, including the Best Luxury Boutique in the Middle East at The Luxury Network International Awards in 2018, and the esteemed Best Independent Boutique award at The Grazia Style Awards in 2019.
The success of both ventures is attributed to an incredible team and a positive atmosphere that supports my vision. My vision was to create a fashion universe where diverse designers could come together in their unique expressions of creativity. I find motivation in respecting and appreciating my team, and I strongly believe in karma and the value of hard work to achieve goals. In my country, I aspire to see more support for emerging talents and sustainable fashion initiatives, fostering a thriving and responsible fashion industry.
When the dreaded COVID-19 arrived, it brought challenges. We faced a decline in clients due to the circumstances, and high expenses led to losses. However, my loyal fashion-forward customers and robust database ensured resilience despite reduced spending. By prioritising organisation, time management, and assembling the right team, I maintained a successful empire of businesses while sustaining a healthy work-life balance.
What about Arabic brands?
Arabic brands are indeed very good, especially Lebanese brands. They have incredibly talented and creative artists. Additionally, Palestinian designers are also making their mark with their unique styles. We have a lot of talented designers in Qatar, but they are more focused on abayas rather than couture and ready-to-wear fashion for daily wear.
Let’s talk about the new generation of women and their feedback when they discover what you have achieved.
I wish to see them become a better version of themselves. I encourage them to break the borders of stereotypes, focus on their careers, and reach their goals. At the end of the day, you are just a unique version of yourself. I can’t copy him, and I can’t copy you. To be honest, you don’t need money to become a famous person. Money is not everything; if you have brains and talent, money will come naturally. You can sell an idea or concept, and that is great! You can have a percentage out of it, and they can pay for it.
For you, what would you say is a woman that you admire?
A lot of women inspire me, but Marilyn Monroe is truly iconic; she cannot be replicated. Another woman I greatly admire is Sheikha Mozah. She is the epitome of an iconic figure, possessing a brilliant mind and unique style. She excels in areas of style, class, education, culture, and art – she embodies it all. I wish to emulate her in many ways.
What is your dream for Qatar?
To continue being the safest country in the world. It is a glamorous country with a strong vision, rich culture, and heritage. Qatar sets an example for the world in the way things should be done. I deeply wish for Qatar to become a top tourist destination, allowing the whole world to discover its beauty and charm.
And lastly, we have a special text dedicated to our readers from Amal Ameen:
Art and design are light that makes us see the truth for what it is, and realise that beauty could be in scars as much as it could be in perfection or what so called. They also make us realise that in life, we are blessed with so many good things, and in art in general, everybody can put aside their differences; political views, cultural diversity and their nationalities, for the art and its message is more sentimental and extravagant. And in the matters of the heart and open mind, there is only oneness. The lesson learned however, is to know that a part of us will always be human, and a human is the inner child, who shares love with those who are deprived of it; and teaches us the art of giving.
In art and design, you represent your own style; history and culture. And I believe we should Claim, love, and be the protector of Our identity, for to be a creator in this world, you must follow your intuition not the trend.
I have a strong mind that overcomes challenges. Our minds have evolved along the centuries and generations and adjusted with life circumstances, hardships & experiences.
And here we are in our oneness and all together, suffering from loneliness, shock, fear, anger and bewilderment.
These symptoms are not out of imagination, they are real, but in return and on the other side, there is trust, hope, love and mercifulness.
My experience is unique and yours is important. But when we join each other’s hands and experiences, we heal.
Text by Suna Ahmed
