THE MEANING

While navigating Dubai Mall, Jill Nidala experienced a revelation amidst the luxury. “I dashed from store to store until a grimy sensation hit me like a rock.” This moment of clarity made him question the value of the extravagant opulence on display. He then observed, “The extravagant opulence…appeared to be the least appetizing choices money could offer, purchasing expensive items no longer signifies exclusivity,” highlighting a shift in the perception of luxury and exclusivity in an era of increasing wealth.

A NEW WAY TO CONSUME FASHION

He delved into exclusivity beyond fashion, focusing on the party scene’s social dynamics. He observed, “The most exclusive parties are those that remain inaccessible; the ones you need an invitation for.” Inspired, Jill aimed to replicate this exclusivity in a Speakeasy-like concept, recognizing the challenge of balancing visibility with the allure of inaccessibility in fashion.

SCAN IT, SHARE IT, WEAR IT

After extensive research, Jill and his developers unveiled a website with a groundbreaking approach: an invitation-only store. “We coded nearly everything from the ground up,” Jill shared, emphasizing the effort to achieve a new level of exclusivity. This model allows members to invite others, offering access to unique items “beyond monetary acquisition.”