The Measure of Quality
Emirates Woman|April 2021
Founder of luxury brand Odeem, Fatma Al Otaiba hares her exclusive new collection, combining attention to detail and outstanding craftsmanship
AMY SESSIONS

What do the first 30 mins of your day look like, your morning routine? I’m an early riser so I like to get up by dawn. The first thing I do is brew my coffee, eat dates and pray. After that, I try to fit in a workout most mornings – I find this to be the perfect way to start my day with energy.

What is at the heart of ODEEM, the DNA? Timeless pieces and quality – both in material and production. Odeem pieces are ones that last forever. It’s something to be worn now and 20 years from today.

How has being based in the Middle East helped or hindered in continuing to grow the brand in the last year? The Middle East or, Dubai in particular, offers a lot in terms of diversity and talent. The support of those around me, especially the creative community, has added a huge amount to Odeem and we are continuously grateful for this support

How do the creative and commercial sides of the business work together and how does your role support this? As both the Founder and Creative Director, I have found that without the creative, the commercial side is non-existent. Wearing both hats gives me the opportunity to bring the vision of the brand to life and with that creative vision, I am always confident of the end product.

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