Story

I was at the mall with my mom a few months back, and she decided to visit one of the fast fashion stores. While waiting for her to shop, I headed over to the jewelry stand near the entrance. I picked up a piece, checked the materials, flipped the package to see the price, and saw 300 AED — which would've been fine for most people, except I've spent enough time around suppliers to know roughly what something like that actually costs to make. And I was surprised by the result, the cost to produce this product was 85% less than its actual price.

That bothered me enough that over the next few weeks, I went to more shops across all the malls in the city and ran the same check, and every single time the gap was the same, the piece behind the counter and the piece on a factory site were identical, just with zeros added to the price for the store you happen to be standing in.

So I started Saélune. Same factories, same pieces, sold from Dubai without the 85% markup that you don't actually need to pay.

— Omar, founder