Last week I was in Dubai to celebrate the launch of in the Middle East.

After flying business class with Emirates, Emily from Fashion Foie Gras and I arrived at the Ritz Carlton hotel which was our base for four days and the location of the event.

We went straight into hair and make-up before donning our pieces. I wore an A.P.C. Batick print silk dress, whilst Emily wore a Seafolly black safari print dress.

Before the event, Emily and I met with founder and CEO of Sarah Curran.

She explained to us that at, their aim is to provide their customers with wearable pieces for the woman with a realistic limit on her budget.

With sales in the UK soaring, it was the right time to spread their wings and conquer the Middle East.

But how would sell this concept to women at this launch party who were carrying Birkin bags and wearing $6,000 Giuseppe Zanotti x Kanye West shoes?

They set up a shopping event the very next day.

Credit: Olivia Halvorsen Photography