In 1999 SWEETY was born, a retail paradise where we transform the black canvas of the Arab Local garment Abaya’s, and Sheila’s, into unique works of art. Headquartered in Dubai, our popularity continues to surpass the realm of glamour with a new age of elegance. The Abaya’s are fresh with innovations while maintaining the quality and attention to detail. Handembroidery, beading, and Swarovski crystals ensure the nest garments for our precious clients, with the most impeccable standards.

The SWEETY proposition is unique. SWEETY means fun, fresh and fashionable. SWEETY’S appeal among women is broad and transcends age because its vocation is based on a young spirited lifestyle.

The touchstone of the SWEETY brand is its products which are designed to consistently deliver innovation, newness and delightful details. The SWEETY design and product development teams combine fresh, trend-right style, innovation and a highly developed sense of color along with great quality, and comfort. Our passion is to enchant our clients with eminent design and contemporary ideas.

OUR INNOVATION
We recognize that all brands and companies must evolve and change. Continuous improvement and a passion for transformation are built into our culture. From our state-of-the-art manufacturing and distribution facilities to the emphasis we place on designing and developing innovative, new products to our commitment to play an active role in reinventing retail environments through remarkable packaging, point-of-sale materials and xturing. We embrace change.

We believe in comprehensive consumer testing for our new products. After all, our success is dependent upon bringing her products that she loves. We also listen closely to the ideas of our retail customers as they help us drive growth for our brands. We appreciate and look forward to collaboration

OUR CLIENT BASE
By fusing traditional elements with modern embellishments and chic styling, SWEETY has fast garnered a fan following that includes celebrities, dignitaries and members of the Royal families.

Over the years our target market has expanded signicantly. We cater to ladies, from the age of 15 to 65, with a mid to high level of income. Our pricing is competitive, and is appeasing to clients from all income levels.

WORLD-WIDE OPERATIONS
- SWEETY DUBAI, UAE – Abu Hail Center
- SWEETY ABU DHABI, UAE – Stand alone, next to Muhairy Center
- SWEETY MUSCAT, OMAN – Al Asfoor Center
- SWEETY DOHA, QATAR – City Center
In the pipe line – SWEETY JEDDAH, SAUDI

OUR TEAM
Our dedicated workforce of 150 employees, comprises of designers, fashion connoisseurs, machine embroiders, hand embroiders, crystal specialist, sales sta, technical support and sourcing experts are focused solely on the exploration and development of new, novel and improved abaya’s.

Our seasoned sales sta, who progress through advanced and vigorous sales programmes, are known and respected for their depth of product knowledge and for the solution-based approach it takes with our retail customers.

We hold creativity, passion, integrity, eective communication and collaboration in highest esteem.

MARKETING
Our marketing and PR professionals are dedicated to developing the SWEETY brand and elevate its reputation to another level. In addition
- Smart, innovative and well integrated packaging,
- Maintain contact with our large database of clients, periodically through email and sms to notify on new updates,
- Taking part in fashion exhibitions, and trade shows,
- Unveiling our collections on fashion runways,
- SWEETY abaya’s are regularly featured in popular fashion publications as well as several appearances on local and international television channels,
- The team spends a great deal of time talking to our consumers, helping us keep our brands relevant and aspirational.

MANUFACTURING
Our state-of-the-art manufacturing facilities are among the most ecient in the world, producing the highest quality products at competitive prices. Our model benets from vertical integration, advanced technical training and domestic control ensuring quality and delivery. Our team displays a passion about quality and attention to detail.