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Bahraini fashion designer Sima Ahmed has formally launched her first collection of party dresses.
Sima, who specialises in made-to-order wedding gowns and lingerie, added another line to her burgeoning business as she saw an incredible demand for custom-made party wear.
She said: "When I first started designing in 2005 I made everything from abayas, jalabiayas, party dresses and wedding gowns. But then I started focusing on wedding gowns and lingerie only.
"The demand for party wear was always there as relatives of the bride inquired if I could design something for them too. So, after developing my niche in the bridal couture market I have now tapped into this segment."
A former Gulf Air employee and a mother of an eighteen-year-old daughter, Sima initially worked out of her apartment.
Now she has a contemporary boutique in Muharraq which she runs with her Qatari partner and friend Ibtissam Al Amadi. Together they run a showroom in Doha.
Her bridal wear was recently featured in GulfWeekly where she endorsed simplicity and elegance as the hallmark of her style.
This philosophy is apparent in her party wear also where she focuses on fabric and cut rather than heavy embellishment.
She explained: "I acquire good quality fabric and play with it. My party collection is bright yet elegant and embellished with handmade fabric flowers, pearls and crystals. But the focus is certainly on quality and draping."
Sima's party wear starts from BD300 and she works through appointments. For more information visit www.simasfashion.com
