Dubai: United Arab Emirates luxury decor brand Al Huzaifa has launched an interior design company – Design Studio – to offer bespoke services. The 8,600 square meter studio features concept settings, tour models, and chat rooms.
“All of our stores would have a section that talks about personalization but doesn’t show the strength of what can be done locally, in terms of manufacturing,” said Shiraz Jamaji, CEO of Al Huzaifa. “As the customer base grew, we became convinced that there is a huge gap in the market where personalization is not supported on a professional level. And that’s how the concept was born.
Al Hufaiza is known for its projects with epiphany hotels and F&B brands such as Tom Hortons, CK, Billionaires Mansion in Taj, Josette, Clay and the latest Drvn Cafe, Blue waters. “We already had a strong taste for high-end finishes. So the transition went smoothly when management and stakeholders made the decision to show strength, ”Jamaji said.
A team of 16 designers are working on various residential projects in the United Arab Emirates. Al Hufaiza has a factory in Emirates Industrial City in Sharjah which has been awarded the status of “Made in UAE” manufacturer. Therefore, Al Huzaifa is exempt from customs duties when it exports to any country in the MENA region.
Inside the workshop
The Design Studio is divided into two halves, the first shows a sample of TV furniture, custom furniture, curtains and decorative wallpaper flooring. The second half of the studio features large-scale offices to meet with clients and design the mood board. “Design Studio is all about making the imagination come true,” said Lama Al Awa, head of interior design and head of the design studio.
Step by step
“We start by planning the area and aligning the theme at the very beginning,” Al Awa said. “After that, we start working on the proposal and the design. Once the budget is defined, we go to our moodboard and start working in the backend. “
“In addition to the United Arab Emirates, we also serve customers in Kuwait, Saudi Arabia, Muscat and Qatar,” Jamaji said. “Currently, we are working with high-end luxury hotels and catering companies, but we may even start customization for residential in these markets very soon. “
Following Al Huzaifa’s expansion into the Muscat market, the CEO said, “Now we want to move the same to a very important market like Saudi Arabia. “
Doubling the workforce
Design Studio has doubled its workforce and capital to meet the demand for high-end luxury residences. “We have hired categories of managers such as designer, purchasing and procurement team, and procurement engineers for seamless delivery,” Jamaji said.
Speaking of the pandemic, Jamaji said people tend to upgrade their homes or move into larger ones when markets fall. “There is a shift towards real estate during the recession. We saw this during the 2008 crisis. And the idea is to be ready with stocks when customers come in.
“Now new buyers have the opportunity to step in. We have started to see our company increase in number and that gives us more confidence. The last quarter of last year was a bit choppy, but in January we really started to regain confidence.
“The storage capacity has increased almost three times or what we would usually stop, you know, our total inventory, we have tripled it.”
Jamaji believes the pandemic effect on luxury hasn’t had a huge impact. “To this end, people are not shaken too quickly. “