THE BOOM & THE MELLOW

Over the years, I’ve been asked about the story behind my little shop – so, to launch the Boom & Mellow blog, I thought I would tell you my story.

I had always been a bit of an accessory junkie. I loved the effect that a single accessory or piece of jewellery could bring to an outfit as simple as a white t-shirt and a pair of jeans and that feeling of added confidence that a unique piece can give you.

So, back in 2005, I approached Mall of the Emirates management with my lifestyle boutique concept that focused on unique accessories and fine jewellery – I felt there was a gap in the market for luxury accessories and I wanted a place which had something for everyone hand picked by me!

My favorite part of starting the business was creating the name and the identity. I had a brainstorming session with one of my sisters and it got us talking about my personality; she was under the impression that I was about the parties and socializing, but I was telling her how I had calmed down a lot since having kids! She came up with Boom – which means party in French, and I added Mellow – the two sides of my personality and fatefully, also of the shop’s, since our pieces are usually Boom or Mellow!

The shop is constantly evolving, as I discover new designers and brands, and of course as fashions change. I like to keep things fresh and love supporting up and coming designers. Supporting charities is also a big part of who we are, especially within the Middle East.

Twelve years on, and I still get a thrill every time I receive a shipment and open the boxes. I smile every time a customer finds that unique piece that reflects their style, or finds the perfect gift for their sister or mum or friend. I take pride in having something for everyone.

Boom & Mellow is for every woman’s party side and mellow side.

Sima Barazi

Owner, Boom & Mellow