Long before "concept store" became a buzzword in the region, Sima Barazi was already betting on it.

In 2001, she opened Tiger Lily, one of the first multi-brand luxury boutiques in Dubai, at a time when the city's retail landscape looked nothing like it does today. That instinct for spotting what's next, before it becomes obvious to everyone else, has stayed with her ever since, evolving into Boom & Mellow, the playful, eclectic concept store that has become a Dubai destination for fashion, jewellery, and gifts.

In this conversation, Barazi opens up about trusting her eye over formal training, building a business that feels personal even as it scales, and how motherhood reshaped what ambition means to her.

When you first started your concept store, luxury multi-brand accessory boutiques were rare in the region. What gave you the confidence that Dubai was ready for this curated experience?

Before Boom & Mellow, I had already taken that first leap with Tiger Lily in 2001, a multi-brand luxury concept store. At the time, this kind of retail was still quite rare in the region. Dubai was growing incredibly quickly, and I could see there was an appetite for something different - more curated, more individual and less predictable. There was definitely an element of risk, but I think entrepreneurship often starts with seeing a gap before everyone else sees it. Boom & Mellow grew from that same instinct and evolved into a very different kind of concept store in Dubai - more playful, accessible and eclectic. Over the years, it has become a destination for fashion, jewellery, accessories and gifts, with curation always at the heart of what we do.

How did your multicultural upbringing shape your aesthetic radar and "eye" for curation?

I genuinely believe that having an eye for things is partly instinctive, you either have a certain radar for aesthetics and trends or you don't. I've always had a strong instinct for spotting what is coming next, sometimes before it becomes an obvious trend. That applies not only to products, but to designers and brands too. One example is Kismet by Milka, which I discovered very early on and brought to Boom & Mellow before the brand became as internationally recognized as it is today. I love that feeling of discovering something and knowing instinctively that it has potential. Of course, that eye can also be developed and refined. Growing up across different cultures, traveling extensively and being exposed to different places, people and styles has shaped mine, but over the years I've also learned to trust that initial instinct. It remains a very important part of how I buy for Boom & Mellow.

With a background in history and education rather than traditional retail fashion buying, how has your academic background influenced the way you evaluate storytelling and craftsmanship in regional and global designers?

I'm not sure I can honestly say that studying history and education directly influenced the way I evaluate designers or craftsmanship. I studied history because I genuinely loved the subject, but my interest in retail, fashion and beautiful things was always there alongside it. Even at university, I was constantly buying and selling things and finding little entrepreneurial ventures.

I think the way I buy today comes much more from instinct, experience and having developed my eye over many years. I'm interested in the story behind a brand when there is a genuine story to tell, and craftsmanship is obviously important, but I don't think that comes from my academic background. If anything, my journey shows that you don't necessarily need a traditional fashion or retail education to build a strong point of view. You can develop it through curiosity, experience and learning to trust your own eye.

What was the biggest learning curve you faced when moving from founder to business leader?

I don't think I ever made a conscious transition from founder to business leader. For me, the two have always existed together. From day one, I've been involved in everything - from buying and discovering brands to staffing, finances, merchandising and dealing with customers. Perhaps the biggest learning curve has actually been learning when not to do everything myself, and understanding that as a business grows, you have to trust people, delegate and allow others to take ownership.

What criteria or standards do you look at before bringing a designer's piece to your ecosystem?

Quality, creativity and design are obviously important, but I also look for individuality. Whether I'm looking at fine jewellery, fashion or accessories, I don't want something you can find everywhere. And the price has to make sense for what the piece is. Something can be expensive and still represent good value if the craftsmanship, materials and design justify it. Equally, something inexpensive can feel overpriced. After so many years in retail, you develop a very quick instinct for that balance. Ultimately, I also ask myself whether it's something I would want to wear, own or give to someone myself. The buying at Boom & Mellow has always been very personal.

Dubai’s luxury market has shifted dramatically over the last two decades toward e-commerce and fast digital trends. How has Boom & Mellow maintained its intimate, boutique feel while adapting to modern consumer behaviours?

The digital shift has actually worked very well for us because we've managed to keep the intimacy of a boutique in Dubai while adding the convenience of online shopping. Many of our customers WhatsApp us directly. We'll send photographs, suggest pieces or gifts, answer questions, send a payment link and can often have something delivered anywhere in Dubai within three hours. So, technology hasn't replaced the personal relationship, it has extended it. In many ways, we've created a kind of digital concierge service around the store, which is particularly useful when someone is looking for a last-minute gift in Dubai. Even when a customer isn't physically with us, she can still have that very personal Boom & Mellow experience.

Between managing retail locations, brand buying, and regional philanthropy, how do you protect your personal time? What does a restorative day look like for you?

A restorative day for me needs a little bit of everything. I love dancing, it's my favorite form of cardio and instantly changes my mood. Give me a day at the beach with good friends and I feel completely recharged. I also meditate and practice breath work, so I need moments of quiet too. And I love going out. I've never believed restoration has to mean sitting silently on a mountain somewhere! For me, it can be movement, laughter, friends, the sea, breathing and stillness - all in the same day.

You started refining the vision for Boom & Mellow around the time you became a mother, which shifted your personal lifestyle. How did parenthood change your perspective on ambition, time management, and building a legacy?

I opened Boom & Mellow in Mall of the Emirates while I was pregnant with my second son, Ramzi, so motherhood and entrepreneurship have always been intertwined for me. I don't really believe in the romantic idea of multitasking. You can't be fully present with your child while simultaneously being fully present at work. I learned quite early to compartmentalize. When I was at work, I worked; when I was home, I wanted to give my children real, quality time. Motherhood didn't make me less ambitious, but it definitely changed what ambition meant to me. Success couldn't come at the expense of being present for my children.

With your line You & Eye, you transformed the ancient evil eye into modern jewellery, apparel, and lifestyle decor. What made you want to move beyond curating other creators to designing your own signature line?

You & Eye really came from play. I've always loved the evil eye, it's one of those symbols that somehow never disappears, particularly in our part of the world, yet it's also become universally recognizable. Over the years I would find evil eye jewellery and accessories everywhere I went, and eventually I started bringing them together under one collection: some pieces discovered, some created, all colorful, playful and a little unexpected. I love being creative, but I don't always have the time to develop an entire collection from scratch. You & Eye became this wonderfully spontaneous outlet for that side of me and also a natural extension of the jewellery and accessories we curate at Boom & Mellow.

Looking ahead, what is the next major chapter or creative passion project for both Sima Barazi and the Boom & Mellow universe?

This is probably the question I'm most conflicted about, and maybe that's a good thing. One part of me still has a huge vision for Boom & Mellow. I can see it in Ibiza, Mykonos, Madrid, London and Paris, taking a Dubai concept store that has grown and evolved here over many years and introducing that spirit of discovery to other parts of the world. And then there's another part of me that's increasingly drawn to wellness. I'm a certified breath coach and I'm currently studying hypnotherapy, and I've discovered a completely different kind of fulfillment in that work. Perhaps the next chapter isn't about choosing one or the other. Maybe there is a way for creativity, retail and wellbeing to coexist. I'm actually enjoying not knowing exactly what it looks like yet.