Dina Eid Ghorayeb is a respected name in Dubai’s fashion and retail scene, known for her long-standing experience, resilience, and refined eye for resort wear. As the founder of Fashion Jardim, she has created a distinctive shopping destination that brings together premium summer and resort essentials under one roof. With Fashion Jardim now established at Dubai Hills Mall and previously showcased at Galeries Lafayette Dubai Mall, her journey reflects decades of dedication to fashion, entrepreneurship, and family.
Her story is not a sudden success, but the result of persistence, reinvention, and a deep understanding of the fashion retail world.
A Fashion Journey That Began in 2003
Dina Eid Ghorayeb’s fashion retail journey began in 2003 with the opening of her first store, PRAIAS, in BurJuman. From the very beginning, she showed a strong sense of direction and originality. In 2005, she expanded PRAIAS to Mall of the Emirates, where it became the only store at the time selling Brazilian bikinis, setting her apart in the regional fashion market.
PRAIAS quickly became known for its unique offering and international beachwear influence. For years, the brand served customers looking for high-quality, distinctive swimwear that could not be found elsewhere in the UAE.
However, like many long-term businesses, PRAIAS faced challenges, and in 2017, the brand was forced to close. While this moment marked the end of an important chapter, it also became the foundation for a new beginning.
The Birth of Fashion Jardim
After the closure of PRAIAS, Dina Eid Ghorayeb took time to reflect, reassess, and rebuild. From that period of change, Fashion Jardim was born. The brand first appeared as a pop-up at Galeries Lafayette, followed by a presence in DIFC, where it began to take shape as a refined resort-wear concept.
In 2023, Fashion Jardim reached a major milestone with the opening of its permanent store at Dubai Hills Mall, bringing Dina’s long-held vision of a curated summer destination to life.
Fashion Jardim was created to be a one-stop shop for summer and resort essentials, offering carefully selected pieces that reflect elegance, comfort, and international flair.
A Curated Resort-Wear Concept
Fashion Jardim specializes in resort wear and carries a curated selection of Brazilian, Colombian, and Greek brands, known globally for their craftsmanship, fit, and quality. From swimwear to beach-ready fashion and accessories, every piece is chosen with intention.
What makes Fashion Jardim truly personal is that Dina Eid Ghorayeb personally manages the buying process. She selects each item herself, ensuring that every piece aligns with her standards, aesthetic, and understanding of her customers’ needs. This hands-on approach gives the brand its unique identity and consistency.
Balancing Business and Motherhood
Beyond her role as a founder and buyer, Dina Eid Ghorayeb is also a mother of three. She manages the business personally while balancing family life, a responsibility she carries with pride and discipline.
Her journey reflects the reality of many women entrepreneurs who juggle leadership, creativity, and motherhood simultaneously. Dina’s ability to stay deeply involved in every aspect of her business, while raising a family, adds another layer of strength and authenticity to her story.
Growth, Resilience, and Reinvention
Dina Eid Ghorayeb’s journey is defined by resilience. From early success with PRAIAS, through the challenges of closure, to the rebirth of her vision through Fashion Jardim, she has continuously adapted without losing her passion for fashion.
She believes setbacks are not endings, but redirections. Her experience shows that reinvention is possible when guided by experience, patience, and belief in one’s vision.
Looking Ahead
Looking to the future, Dina Eid Ghorayeb plans to continue growing Fashion Jardim while staying true to its core identity as a premium resort-wear destination. Expansion, sustainability, and introducing new international brands remain part of her long-term vision.
Her focus remains on quality over quantity, personal involvement, and creating a shopping experience that feels curated, warm, and intentional.
Why Dina Eid Ghorayeb’s Story Matters
Dina Eid Ghorayeb’s journey is a powerful example of longevity in entrepreneurship. She represents a generation of founders who built businesses before trends, adapted through change, and emerged stronger with experience.
Her story offers inspiration to entrepreneurs, especially women, showing that success is not always linear, but resilience, reinvention, and personal involvement can create lasting impact.
Discover Fashion Jardim
Fashion Jardim can be found at Dubai Hills Mall, offering a thoughtfully curated selection of resort wear and summer essentials. Each piece reflects Dina Eid Ghorayeb’s decades of experience, personal taste, and commitment to quality.
Her journey proves that true success is built over time, shaped by experience, and sustained by passion.
Do follow her on Instagram
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