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Tuesday, January 18, 2022

Brand Qatar: New venture aims to make the world associate Qatar with luxury


Christian Dior.




The country may soon join the ranks of international luxury brands with a new venture that Qatar plans to push globally in the next few years, according to a report in the Huffington Post.

The brand, whose name has not been disclosed by parent company Qatar Luxury Group (QLG) but was discovered by HuffPo nonetheless, is planning to launch in 10 of the world’s most fashion-conscious cities in the coming years, including New York, Milan, Paris and Hong Kong.

But QELA, which is registered under US trademark law to sell perfumes, jewelry, shoes and leather goods, among other things, will open its first branch at home, in Doha. 

HuffPo reports:

“We have filed for trademarks in many countries to date so that no one will be able to take the name,” (Caroline Guillon, QLG marketing director) says. “But our priority is launching in Qatar. This will start as a local brand. Do not expect a launch with great fanfare or fireworks …” 

In Doha, the goal remains to launch by the end of the year, but as always, construction is never free from delays.

It appears that any advances that the self-proclaimed luxury brand makes in the global fashion industry would certainly serve more than QLG’s bottom line.

A positive reception for QELA also spells success for image-conscious Qatar’s desire to be seen as more than just a tiny gas-rich Arab emirate with over-consumption problems.

In short, all of the superlatives holding it back (obesity, carbon footprint, political chess player) could be forgotten, or left behind, if Qatar = luxury. 

Job generator

QLG falls under the auspices of Qatar Foundation and QELA, which is already recruiting in Doha, could also help the country employ some of the young nationals who graduate from Education City universities.

“Our main shareholder is the Qatar Foundation, which has a mission to educate young Qataris,” Guillon told HuffPo. “Our future brand will allow us to train some in the luxury sector.”

Qatar is no stranger to the fashion and luxury market, having invested billions of dollars in recent years into brands like LVHM, Tiffany’s and Valentino’s.

But at the end of the day, deep pockets notwithstanding, “branding cannot be decreed,” and Qatar will have to earn its stripes to make it as a luxury brand, the HuffPo report asserts.


Credit: Photo courtesy of Creative Action Design

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