Kamelia Mohebi is a young and ambitious citizen of the Emirates. She is the founder and owner of a unique Baby Bling boutique for very wealthy parents of newborn babies. What is the difference between Baby Bling and other children's stores, and why is it worthless for those who think that spending big money on babies is worthless? Camellia herself had to answer, because, in the end, she was the first to start all this.
Camelia, how was the idea of opening this unusual children's store born?
Baby Bling store appeared in 2007. It is located in the small Jumeirah Village Shopping Center in the Jumeirah area. The idea of opening it came from my friend, who once had a girlfriend who worked in Turkey and owned a similar business - decorated hospital wards at the time of the birth of the kids. At that time I was a marketing manager and was engaged in organizing various events and celebrations, their design, since I really like to draw. In a word, I decided that a children's store is a great idea. And today I occupy that niche that before that was not filled by anyone in Dubai. No, here, of course, there are several networks of specialized children's stores, but there was not one that would offer such a wide range of gifts created just at the time a new person was born, as well as goods to decorate the hospital room and mother of a newborn.
Why decorate a hospital room?
This is an eastern tradition. It is customary for us to congratulate a mother who has just given birth to a baby right in the hospital. Here in the UAE is a whole ceremony. Immediately after the birth of a baby, his mother’s girlfriends come to the hospital, decorate the room with special balloons and ribbons, put a decorative tree on which they hang small gifts for guests, flowers and so on. Then they brush the young mother, help her do the make-up, dress her in elegant clothes and jewelry so that she is ready to receive visitors. Typically, thirty to fifty people can come to the hospital within three days to congratulate and bless the mother and baby.
Indeed, an interesting tradition. In Russia, the first guests are usually called "semolina" when the baby turns one month old. Prior to this, only his parents and his grandparents see him. It is believed that you shouldn’t call the guests before, so as not to jinx them, bring an infection ...
In the East, they also come to congratulate the baby on reaching his first month of life. But the very birth of a baby in Eastern countries is akin to a miracle, therefore, as soon as a woman in labor is taken to the clinic, all her friends and relatives immediately “sit down” on the phone and start discussing what to give, who and when will go to the hospital, and so on . It is also traditional for the East to present a small gift (usually good candies and some small keepsake) to each visitor. This is done not only in the Emirates.
Where else?
It seems to me that today it is very common in India, at least in my store there are a lot of Indian customers. In addition, a lot of Russian visitors have recently appeared. I still have a lot to learn in order to begin to understand the Russians, but I'm sure I can offer them something unique. For starters, I’ll probably hire a salesman who speaks Russian (laughs). And if someone offers me franchising in Russia, I will immediately agree, since I already have offers from neighboring countries, but Russia excites me much more. For some reason, it seems to me that there is much in common between our peoples.
What exactly do you offer Baby Bling customers, and which of the presented assortment is most actively sold out?
We have luxurious gift baskets in the form of wicker prams or other forms in which there is everything from sweets for guests of mother and newborn to toys, clothes, bottles and nipples for the baby. At the request of the buyer, we can make each gift personalized, put the name of the baby on sweets, clothing and other things. The birth of a person in the UAE is accompanied by giving and receiving gifts. That is why they should be beautiful, original, and if sweets - then delicious. Some people tend to make and receive the best gifts, others are more modest gifts. Therefore, initially my idea was that anyone could buy in my store something for mom, something for the baby, something for guests and relatives, something for the house, especially for the children's room. Today in Baby Bling there are clothes for mothers, not as many choices as for babies, but still. There are also funny gifts, clothes and shoes for babies decorated with Swarovski rhinestones and funny inscriptions. Many are skeptical of such outfits, but I think it's great. And most mothers agree with me. We also have a jewelry line for newborns with precious stones matching the zodiac signs or without them. If you need something special, then you can create your own set in half an hour.
Not the cheapest, probably a pleasure?
Let's just say, not the most expensive, but not cheap. It all depends on the choice of each specific buyer. In my opinion, in Baby Bling, you can pick up gifts in accordance with any budget. But the calculation, of course, is on wealthy parents.
What factories do you work with to bring together such a variety of products under one roof and at the same time guarantee the quality of, for example, chocolate?
We have signed an agreement with a chocolate factory in Belgium, so we produce our own chocolate for Baby Bling. We even developed a packaging design for our chocolate on our own. I’ll tell you more, I did all the preliminary sketches of the future store myself. In addition, we have a wide range of designer products from leading brands, as well as our own lines and collections. In general, if you look closely, Baby Bling is a miniature children's department store.
Is it the only Baby Bling store in Dubai today?
So far, yes. But we opened it a little over a year ago. Prior to this, I was selling the whole assortment directly from the warehouse and at the same time I was looking for a suitable place for the store. Of course, I would really like to open Baby Bling in the Mall of the Emirates. In my opinion, it is the busiest, there are a lot of people from different countries. And I think that many shoppers will like my store there.
Do you have competitors?
Not. There was no such concept in the UAE before Baby Bling. You can, of course, go first to a children's clothing store, then to a branded chocolate boutique, then to some souvenir and flower shops to collect all the necessary components of one gift, or you can just come to Baby Bling. And that’s it. My target audience is those mothers who want their children to be extraordinary. In the end, my goods are, in a sense, luxury goods, and probably not everyone needs them. But those who need it are ready to follow them here in the UAE.
By the way, they told me that you are an artist and participate in many exhibitions in the UAE ...
Yes, I paint, but when I have free time. And it is just me that is sorely lacking. I started painting as a student when I studied in the UK. First exhibited in Dubai in 2002. In total, several of my exhibitions have been held in the UAE. I really like to paint at night, when no one and nothing distracts me. From the outside it may seem that I work around the clock, in fact, I am well able to calculate my time and correctly distribute it between work and rest.
Do you sell your work?
Yes, when they are bought. If there are wealthy collectors among your readers, I will be happy to sell them something from my painting. I’ll just make money for opening another Baby Bling boutique for children (laughs). It would not hurt, of course, to get another one of me, so that everything would be done as it should, but ...
What does Baby Bling expect in the future?
I want to expand our jewelry collection. I want to hold special shows and events for children and their parents in order to attract more attention to their store. And just work every day, for the joy of all mothers and their newborn babies.
Thank you, Camellia.
Good luck to you.
While making up the number
Kamelia Mohebi, owner and founder of the unique Baby Bling concept, was honored with the Al Tomooh Award for the Most Potential Business Idea. The Camellia Award was presented by His Highness Sheikh Majid bin Muhammad bin Rashid Al-Maktoum, Chairman of the Dubai Department of Culture and Arts. The Al Tamooh national small and medium-sized business financing scheme was established in 1998, and on March 31, 2009, under the patronage of Sheikh Majid, the fifth award ceremony for the best national innovative business projects was held at the head office of Emirates NBD Bank.
