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Shaden started HeraCloset in 2018. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on HeraCloset?
The idea I had in mind when starting HeraCloset
People have become impatient and want quick results from everything in their lives. This is because of all the gadgets and rapidly advancing technology that have engulfed our lives. Customers want high-quality service that is efficient and does not waste their precious time. It is this thinking that gave birth to the concept of HeraCloset in my mind.
It does not matter how slowly you go as long as you do not stop.
Like ordering your favorite cuisine in Talabat without any delay. And an Uber cab that is at your doorstep in no time, I thought of HeraCloset where women could get a beautiful abaya that reflected the unique and beautiful Arabian culture whenever they needed one. I knew HeraCloset had the potential to spread the Arabian culture in a click of a button so I went ahead with the idea.
HeraCloset tries to fill the vacuum
There is no doubt that e-commerce has developed at a very fast pace in the Greater Middle East region but it is also a fact that there is huge potential in this industry. Even in real-world stores, there is a dearth of Arabic clothing to fulfill the requirements of the customers.
If one looks at the vast region of the Middle East and GCC, he finds that there is no single platform dedicated to serving the customers searching for Arabic and Khaleeji Fashion
Selling on social media platforms has its own limitations
To fill this vacuum, many designers and local brands have taken to social media platforms like Instagram, Twitter, and Facebook where they are selling Arabic clothing to cater to the taste of their followers. They are also using instant messaging apps like Whatsapp for this purpose.
These are not shops or stores in the real sense of the word and customers complain about several issues like refund, warranty, payment options, consumer rights, and so on. Delivery and shipping is also a big problem for these social media stores.
Give your brand the standing it deserves
If these social media local brands try to expand their reach and register their presence in physical stores, they have to compete with big global brands. This is a situation where these small brands have practically no chance to win. This is where the concept of HeraCloset comes handy. It gives a chance to the customers to find and buy their favorite local brands without any difficulty.
HeraCloset online stores have been designed to simplify the customer experience and to make available choices of local brands for them. And it provides a dedicated and focused platform for the local designers/ Labels which can give them the opportunity to differentiate.
HeraCloset strives to be a dedicated platform for women desirous of fashionable items of clothing, especially the brands that are local and emerging. I have a mission to make it a one-stop-shop for local brands that reflect Arabian and Khaliji look, personality and taste.
Contributors to this article:
- Pat Walls, Founder @ Starter Story