Reem’s inspiration comes from the most unsuspecting sources, from an obscure art gallery or artist such as Lawrence Alma Tadema, to a photograph by Sarah Moon that captures her soul.
After studying at the prestigious London College of Fashion and working at Michiko Koshino, Reem launched the label in November 2010.
Born and raised in Abu Dhabi, her beautiful designs reflect her international outlook. Her designs are as captivating to the sexy and sophisticated women of today as the Hollywood heroines of the past from whom they are inspired.
Her love of classic beauties such as Audrey Hepburn, Grace Kelly who she feels are the epitome of femininity, grace and beauty are the motivation behind her designs. 
The label focuses on high-end luxury womenswear. It encapsulates the beauty and simplicity of a woman, while capturing the essence of her.
Reem Juan the person is someone who understands the female form, has a love for design and a passion to make every woman feel unique, reinvigorated and ultimately reinvented into someone that they feel confident being.
The relationship between the two is one of unstoppable force to bring something new, fresh and timeless to the fashion industry.
