I came up with a huge desire to create a brand in Dubai ever since I moved to the UAE. I left Monte Carlo and my previous company Nina Tina Monaco, in 2008 in order to start my expat adventure with my husband. I enjoyed our successful projects both in Abu Dhabi and Dubai, but always thinking about creating my own company in future. I do have fifteen years of marketing, finance and business experience and I have both taken entrepreneurial and managerial classes through the International University of Monaco in which I earned my Bachelor and Master Degree in both finance and marketing.

I also attended several workshops for a few months and learned about the risk and opportunities of setting up your own label in the Arab world.

In 2018 I finally made my dream become reality. I applied for a trade license, fit out a beautiful boutique in Business Bay/ Downtown and after a few months of planning and executing; products were created, a website was up and running and I opened the doors to my first You Rock shop.