JEDDAH — Tanween Boutique, a major division of Tashkeil was conceptualized five years ago in 2010. A creative entrepreneur, Sofana Dahlan, founded it a year later in 2011.



Tanween is a pop-up store, a trend of opening short-term sales spaces.  The temporary stores “pop up” one day and stay for weeks or disappear within a day. Pop-up stores allow a company to create a unique environment, harmoniously engaging the buyer and seller.



Initially, Tanween was supposed to be an online shopping portal. However, it did not materialize because of the challenging supply chain operation, high cost of e-commerce, and lack of demand for local designers’ goods.



Nevertheless, ever since Tanween Boutique came into existence, its small yet highly creative and dedicated team has been immensely successful in providing a platform themed around social messages or unique ideas to more than 65 independent designers from Saudi Arabia, Lebanaon, Oman, Kuwait, Egypt, Bahrain and United Kingdom.



“Nuqta,” “Bags and Shades,” “Secret Garden,” “Ramadan Bazaar,” “Backstage” are just a few events that were hosted by Tanween Boutique.



Some of the designers who exhibited their works through Tanween are Nivine Maktabi, Kashida, May AlQassar, Mukhi sisters, Maha Attar, Zaina Tahan, Anada, Amina K among others.



Yet, for the boutique to elevate further and conquer the pinnacle of success and glory, Tanween Boutique needs to be surrendered into hands of those who will take it to the next level.



“I know my limitations and I know that if I want Tanween to prosper I have to let it go. I have structured Tashkeil in a way that it will eventually branch out... allowing investors to intervene. I have reached that point successfully and now its time to let it go,” said Dahlan.



The founder revealed that she has sold Tanween to a Qatar-based company that, she strongly believes, with its 15 years of experience in retail would further take Tanween to heights.



“It was a major and hard decision but it had to be taken for the benefit of Tanween,” said the lawyer turned entrepreneur. 



Dahlan also told Saudi Gazette that Tanween Boutique’s new owners plan to open pop-up stores in various cities and create online stores by September 2015.



The boutique’s last event “Traffic” was held in September 2014.  It was a pop-store featuring 11 designers from Saudi Arabia, Lebanon, Bahrain and Egypt.



Tashkeil is a unique design-based consultancy and a multi-disciplinary center for culture and design that has carved a niche for it within a short span in the developing creative industry of Saudi Arabia.



During the course of just four years, Tashkeil has been instrumental in hosting around 50 events in the form of exhibitions, workshops, creative awareness campaigns and pop-up stores under its six other divisions: Fatha, Damma, Sukoon, Kasra, Shadda and Madd.   



Tashkeil will soon launch “Diwaniya,” a monthly interactive talk session focusing on important social issues. It will also launch Saudi National Creative Initiative (SNCI) in collaboration with the public and private sector. — SG