Princess Deena Abdulaziz’ Quality Seeking Approach in an Evolving Fashion World

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With D’NA, Princess Deena Abdulaziz has created a members only boutique that features cutting edge design and whimsical revolving installations that showcase far-off destinations and up-and-coming talents. In addition to clothing and accessories, the Riyadh, Saudi Arabia, store offers inspired elements such as art house films and Assouline coffee table books.

In describing the success of D’NA over the past seven years, Princess Abdulaziz emphasizes the importance of a strong collaborative team. She works closely with a childhood friend to ensure that the creative vision and the financial aspects of running a successful business are in harmony. As a fashion buyer, she visits design workshops worldwide and selects pieces of impeccable craftsmanship. With textile manufacturing knowhow diminishing in Europe, Princess Abdulaziz faces a distinct challenge in ensuring that the expectations of clients are fully met.

D’NA reflects a rapidly evolving fashion world through trunk shows and pop-ups that highlight the works of individual talents. Princess Abdulaziz recently led the opening of a Doha, Qatar, outpost that included coveted creations from an exclusive roster of designers, as well as commissioned works by New York artist Erik Parnes. The emporium carefully recreates signature decor elements of the Riyadh flagship location, including an inviting red door and creative use of PVC piping. Princess Deena Abdulaziz seeks to create an immersive customer experience through judicious use of art and design elements, as well as Assouline coffee table books.

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