Rumana Nazim has built The Edit into a place where fashion, art, beauty and everyday rituals can sit together. Its Alserkal Avenue space includes a matcha bar: a reason to spend time as well as a place to shop. The business’s own account sets out that mix.
In an August 2025 interview with Emirates Woman, Nazim describes the value of seeing customers find their style and designers find a platform. Her account of growth includes the team developing alongside the business. Achievement here is more than the opening of a store. It is the work of bringing different interests into a coherent place.
Care is a business decision.
Nazim also discusses holding to her values in an industry that moves quickly. That tension belongs to her account; it gives the curatorial choices their context.
Nidhi and Rashi Sethi built Skin Story around their different makeup needs. Their official story explains that starting point. In a March 2022 interview published by Powder Beauty, the founders discuss helping customers understand products before deciding to buy. They also recall difficulty finding like-minded people early on, while describing improvement. This is a dated account of their beginnings, rather than evidence of a current gap.
The question we would take into a conversation is practical: which relationship could help with the decision in front of you, and what already exists that works well?
Sources checked 10 October 2026. Interview dates are retained in the text. The people and businesses discussed are independent editorial subjects; inclusion does not indicate a client relationship or collective participation.
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