How I got my job as… the founder of celebrity-favourite brands JANTHEE and FAINE

I started JANTHEE when I was 22, during my apprenticeship at a hotel, before I even went to university. It started as something I was passionate about and then it grew very quickly. At that point, I had to make a decision: follow the traditional path like my friends, or fully commit to building something of my own. I chose the second. My path was never very conventional. I learned everything by building, trying, failing and figuring things out along the way and looking back, that real-life experience shaped me far more than any degree could have.

What was your favourite subject at school?

Anything creative, I loved art and photography and even majored in art in high school. Funny enough, I never thought I would end up working creatively like this. Now I shoot most of my own campaigns. In stressful or fast-paced moments, I trust my own vision the most, I know exactly how I want to tell the story of my brands. I couldn’t imagine doing anything without that creative side. It’s the best part of what I do.

Technically, my first job was delivering newspapers at 16. After that, I went into hospitality and did my apprenticeship in a hotel, working everywhere, reception, waitressing, valet, housekeeping. It was very hands-on and taught me a lot about discipline and dealing with people, which still shapes how I run my business today.

What inspired you to enter the fashion and creative space and launch both your brands? What’s the idea behind both?

Both brands come from very different moments in my life. JANTHEE started out of a very practical frustration. At the time, Instagram and e-commerce weren’t what they are today, and my friends and I had to order swimwear from places like Hawaii or Australia, waiting weeks for delivery and paying high customs, just to find styles we loved, especially more cheeky silhouettes. So I started sewing my first bikini at 21. What began as a simple idea quickly turned into something I couldn’t let go of. I started designing my own pieces, sourcing production in Europe, and that’s how JANTHEE was born. High quality swimwear for an accessible price. Because shopping wasn’t as accessible back then, we were early in the market, especially in Germany, which helped us build strong brand recognition that still carries today.

FAINE came from a much more personal place. When I launched it, I already had an established business, so it wasn’t about revenue, it was more of a passion project. I wanted to create something cool, but also build a community for women, especially in Dubai. We started with hair accessories as an entry point, something simple and accessible to bring people in. But I always knew I wanted FAINE to evolve into something more meaningful. After my dad’s passing, my perspective shifted. I started questioning a lot, what really matters, what kind of impact I want to have, and how I want people to feel when they interact with my brand. During that time, journaling became something very personal to me. That’s when I created the journal series, grief, wellness, and heartbreak. They reflect experiences that every person goes through at some point in life. And that’s the beauty of it, no matter where we come from, our age, or our background, emotions like loss, love, and healing connect all of us.

With FAINE, my vision is to make vulnerability feel more approachable, even aesthetic. I often describe it as “cool girl, hot mess.” We all carry something, so why not be more open about it? The world is serious enough already. Going forward, the brand will evolve more into journaling and premium stationery, tools that allow us to express ourselves, but in a way that feels elevated and beautiful. Because when something feels good to use, you’re more likely to come back to it and that’s where real connection, both with yourself and others, begins.

What are the key elements of your role?

Vision, decision-making and staying close to the creative direction. I’m very involved in how the brands feel, from product to communication to overall positioning.

Talk us through your daily routine.

No two days really look the same, but I try to anchor my mornings, movement, a bit of quiet, and journaling (of course) to create clarity before jumping into work. My days are a mix of creative work, team calls, and decision-making. Over time, I’ve learned that protecting your energy and focus is everything when you’re building something. At this stage, it’s less about working more and more about working smarter. I delegate a lot to my team so I can stay focused on what really moves the brand forward, and also still have space for myself.

In the evenings, I like to slow down, cooking or baking is my way of switching off and grounding myself. And interestingly, since I stopped forcing things, I’ve started attracting more of the right opportunities, especially in business. Right now, my focus is on maintaining a calm, balanced energy, because your mental and physical health are the foundation of everything. You can only truly show up for your work, your business, and the people around you when you take care of yourself first.

What advice do you have for anyone looking to follow in the same footsteps?

Start before you feel ready, and don’t wait for everything to be perfect. Most of what you’ll learn only happens once you’re actually in it.  Stay close to your own taste, that’s your biggest asset. FAINE is a great example for me. I had a strong vision of where I wanted it to go, but in the beginning, a lot of pieces were still missing. Instead of waiting until everything was figured out, I just put it out into the world and learned along the way. Every step gives you more clarity, through real feedback, real customers, and real experiences. That allows you to adjust, evolve, and move forward much faster than if you try to perfect everything in advance. So don’t wait. Start, learn, and refine as you go.

What are the pillars that define JANTHEE and FAINE?

JANTHEE is about timelessness, quality, and confidence, pieces that feel like a second skin while making a statement. FAINE is about emotional wellbeing, softness, and intention, creating space for reflection in a very loud world, designed for a generation that values both depth and aesthetics.

JANTHEE has a unique one size fits all concept. What was the idea behind that?

When I moved to the UAE, I really wanted to connect with local and Middle Eastern women and understand what they were looking for. Listening to their feedback, I realized that when women invest in swimwear or premium fashion, they want pieces that evolve with them. That led us to develop a very special fabric with a production partner in the UK, a material that adapts to the body. It moves with you, whether your shape changes over time or even during something as personal as pregnancy. The idea was to simplify and empower at the same time. Women’s bodies are not static, so I wanted to create pieces that feel supportive, comfortable, and flattering, without overcomplicating sizing, but still keeping that bold JANTHEE identity.

What I felt was missing in the market, especially in more modest swimwear, was that balance. It was either modest or it was cool and confident, rarely both. With JANTHEE, we wanted to bring those two worlds together.

The concept of journal covers have been romanticized on social media. What were FAINE’s integral rules of thumb that you’ll stick by, and how do you integrate agenda within your own routine?

For me, it was never just about aesthetics, even though that’s what initially draws people in. FAINE covers came from a real pain point, and I think customers feel that. I didn’t want to bring something to market that people had already seen everywhere on TikTok. The concept was there, but it often lacked intention. Everything felt repetitive, overly chaotic, and not aligned with the level of style and quality I believe in.

My goal was to create something that makes emotional work feel more approachable. The notebooks themselves carry meaningful topics. But the way they are presented matters just as much. I wanted something more elevated. Something chic, clean, and considered, an agenda cover that reflects a certain lifestyle. For the girl who appreciates design, and who values aesthetics in every part of her life. Because when something feels good to use, you’re more likely to come back to it. And that’s where the real impact happens, in the consistency of showing up for yourself.

Journaling doesn’t have to be deep or perfect. Some days it’s one sentence, some days it’s pages. What matters is the habit of checking in with yourself. For me, it’s a way to clear my mind, reflect, and create clarity. So the rules of thumb are: Keep it simple and approachable, lead with intention, not just aesthetics, create something people actually want to use daily, design in a way that feels elevated, not overwhelming, focus on consistency over perfection. Since I have my FAINE croc agenda, it’s literally always in my bag. I keep multiple notebooks inside, each for a different part of my life. Even if I don’t track my wellness habits one day, I’ll still come back to it in the evening to write down my thoughts, or use a blank notebook to sketch ideas for JANTHEE. As a serial entrepreneur, I find it incredibly practical, each notebook has its own purpose, whether it’s for a specific brand or something more personal.

What do you think makes your brands unique?

Both brands come from a very personal place, but are built with a strong sense of aesthetic, quality and intention. It’s that balance between emotional depth and visual identity that makes them resonate. I’ve never built my brands purely around revenue. I genuinely love what I’m creating, and my goal has always been to make an impact and I think people can feel that authenticity. In a world where so much is driven by trends and speed, that kind of long-term emotional investment feels rare. I’ve been building JANTHEE for almost a decade, and I’m still as emotionally invested as I was on day one. With FAINE, it’s a different energy, a deeper sense of purpose and I’m excited to see how it evolves and grows in the future.

What are your favourite products from the brands?

From JANTHEE, definitely our core swim styles, pieces you can wear in multiple ways and come back to season after season. The AZIZA print, especially after being worn by Kendall Jenner, has become iconic for me. From FAINE, my black croc agenda. I carry it everywhere, it’s become part of my daily routine and honestly changed how I structure my life.

What is the best piece of advice you ever received?

Trust your instinct, even when it doesn’t make sense to others yet.

And what is the worst?

To play it safe.

What has been the biggest challenge you had to overcome?

Learning to navigate uncertainty while still making clear decisions has been one of the biggest challenges. When you build something yourself, there’s no blueprint, you have to create it as you go. At the same time, maintaining stability within the company while going through personal challenges has been equally demanding. After my dad passed away, I was still showing up every day, leading my team and making decisions. As a solo founder, there isn’t really anyone to fall back on, which comes with a certain pressure. In hindsight, I realize I didn’t give myself the space to properly grieve, which made that period especially difficult. It’s something I’m still learning, to balance strength with allowing myself to feel. Journaling became a big part of that process for me, and ultimately, it’s what led me to create our FAINE journals.

My goal is to continue building brands that go beyond product, creating experiences and communities that people genuinely connect with. With FAINE, I want to go deeper into emotional wellbeing and develop something that truly supports people in their everyday lives, in a way that feels both accessible and beautiful. With JANTHEE, the focus is on expanding within the luxury hospitality space.

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Disclaimer : This story is auto aggregated by a computer programme and has not been created or edited by DOWNTHENEWS. Publisher: emirateswoman.com