Raised in the vibrant city of Dubai, Fatima Obaid Al Shammari always had an eye for fashion. Originally from Iraq, Fatima spent her childhood sketching dress designs and experimenting with fabrics, dreaming of one day creating her own clothing line. Alongside her younger sister, Latifa Obaid Al Shammari, she envisioned a brand that would redefine Arabian fashion by blending traditional elegance with contemporary luxury. Despite societal expectations and financial constraints, the sisters remained steadfast in their passion, often repurposing old garments into new creations for friends and family. In 2009, armed with minimal capital but boundless ambition, Fatima and Latifa co-founded Velvety Couture in the UAE.
The Birth of Velvety Couture
Their ambition was to make a special imprint on the world of fashion, creating a brand where simplicity and luxury meet. Initially operating from their home, the sisters focused on handcrafted, one-of-a-kind dresses and kaftans that seamlessly blended Middle Eastern heritage with modern flair.
The brand’s early days were fueled by online orders and participation in local fashion exhibitions, which allowed them to better understand their audience and carve a unique niche in a saturated market. Their unwavering commitment to authenticity and craftsmanship led to collaborations with local artisans, ensuring that every garment carried a unique story and bespoke touch.
A Brand Built on Vision and Values
Velvety Couture has consistently distinguished itself as a brand that combines authenticity with modernity. Every collection is carefully conceptualized to tell a distinct story, with each piece designed to elegantly complement those who wear it. The brand’s mission is clear — to create high-value designs that appeal to both local and global markets, blending delicacy, originality, and artistic flair to captivate admirers of divine, sophisticated pieces.
Today, Velvety Couture’s vision is to become one of the most iconic luxury fashion brands from the Arabian Gulf to the international stage, offering not just clothing, but pieces that celebrate individuality and empower women to embrace their authentic selves.
Overcoming Challenges and Expanding Horizons
Starting from scratch with limited resources in 2009 wasn’t easy. Fatima and Latifa faced numerous hurdles — from sourcing high-quality fabrics to competing with established fashion houses in the region. However, their resilience and innovative approach paid off. A significant turning point came during the COVID-19 crisis when Fatima and her team developed a capsule bridal collection for intimate house parties, catering to brides who chose smaller, meaningful celebrations amid restrictions. This pivot kept the brand thriving even during one of the fashion industry’s toughest periods.
The sisters’ dedication to maintaining in-house production standards led to the establishment of a UAE-based production house, ensuring control over quality and craftsmanship. In 2016, they opened their first physical showroom in Dubai, followed by a prestigious store in Abu Dhabi’s The Galleria in 2022.
From Local Luxury to International Presence
Velvety Couture’s growth has been marked by its presence in luxurious multi-designer department stores such as Galeries Lafayette and Harvey Nichols in Doha, and its online availability on Ounass.com. The brand’s digital footprint further expanded with the launch of its official website, thevelvety.com, offering worldwide access to exclusive collections. Their Instagram page, @velvety_couture, has also become a hub for fashion enthusiasts, offering behind-the-scenes content, new releases, and style inspiration.
The Creative and Business Minds Behind the Brand
Fatima Obaid Al Shammari, born in 1983, is the Creative Director and Co-Founder of Velvety Couture. Holding a Master’s degree in Law and having previously worked as a legal advisor, Fatima transitioned into fashion by studying at the FAD Institute of Luxury Fashion. She leads the brand’s creative vision, overseeing global fabric sourcing and the conceptualization of all collections, including seasonal lines like Fall/Winter, Spring/Summer, and specialized Ramadan and resort capsules. Fatima regularly travels to Paris, Milan, Seoul, and Istanbul to source exquisite fabrics and stay ahead of international trends.
Her sister, Latifa Obaid Al Shammari, born in 1987, serves as the Executive Director and Co-Founder. With a Master’s in International Business, Latifa manages business development, expansion strategies, operations, and PR. She has successfully positioned Velvety as a premium luxury brand ‘Made in the UAE’ and cultivated influential relationships with celebrities, social media influencers, and high-profile clients across the region.
Recent Highlights and Latest Collections
In February 2025, Velvety Couture made headlines during Dubai Fashion Week, unveiling its highly anticipated FW 25-26 Collection. This showcase reaffirmed the brand’s reputation for intricate craftsmanship and timeless silhouettes infused with contemporary accents.
Additionally, the recently launched ‘Elaya Collection’ has been met with acclaim, reflecting modern interpretations of classic Middle Eastern designs tailored for today’s confident, cosmopolitan woman.
Community Engagement and Future Aspirations
Beyond fashion, Fatima and Latifa are committed to empowering the next generation of designers. The duo frequently hosts workshops and mentorship sessions, offering insights into entrepreneurship and the fashion business. Their story serves as an enduring reminder that with vision, creativity, and perseverance, dreams can become reality.
Looking ahead, the sisters plan to expand Velvety Couture’s presence in regional and international markets, with new boutiques, exclusive collaborations, and fresh collections that continue to honor their rich heritage while embracing modernity.
Visit & Connect:
- Website: www.thevelvety.com
- Instagram: @velvety_couture
Velvety Couture — where simplicity and luxury meet, and every design tells a story.
