Why collecting luxury items that hold meaning and value is increasingly becoming the new way to shop and splurge…

It’s no secret that luxury items have long been highly valued by women in the Middle East. However, in recent years, the way they buy has changed. Instead of purchasing luxury items as symbols of wealth, style, and prestige, more and more women now collect pieces that represent their values, culture, and stories, and which appreciate over time.

Katia Nounou Boueiz, Chairman of Sotheby’s Middle East and Head of Sotheby’s UAE, notes that the auction house has witnessed a strong growth in the number of women purchasing jewellery, watches, handbags, and other luxury goods. “What has also changed markedly, especially over the past five years, is the sophistication with which these luxury purchases are being made,” she says.

“Female clients are demonstrating a far more discerning understanding of quality, provenance, craftsmanship, and long-term value,” Nounou Boueiz adds. “Rather than just following trends, many are building collections with purpose, and selecting pieces that offer both personal enjoyment and enduring importance.”

Across different industries, there is a growing appreciation and understanding of how luxury assets can act as potential stores of value, and objects of legacy.

“There is no doubt that women still appreciate how luxury accessories can be an expression of individuality,” the Head of Sotheby’s UAE shares. “Yet, we are increasingly seeing both female and male clients think longer-term, selecting pieces that can be passed onto future generations, and which potentially appreciate over time. This is helping to shape a more mature collecting culture within the region.”

One such successful local professional who is building her own collections of artworks, hand-crafted jewellery, and fashion pieces from emerging designers is Mahsa Gholizadeh, Founder and Design Director of Dubai-born interior design practice DBM Studio.

She agrees that luxury is now about far more than price or exclusivity. “I am drawn to objects that have soul,” Gholizadeh explains. “Some of my most treasured pieces include a sculpture by contemporary artist Pooya Aryanpour, and a contemporary Persian carpet by Mirmola Soraya. For me, true luxury is found in originality, timeless craftsmanship, and artistic integrity.”

“It is not about owning something rare,” she adds. “It is about surrounding yourself with pieces that inspire you, tell your story, and remind you where you’ve been and where you’re still going.”

Having completed prestigious design projects for Isabel Mayfair Abu Dhabi and Dubai restaurants Khadak and Kiyoshi, Gholizadeh goes on to note that she doesn’t collect with the purpose of gaining financial return. “I believe beautiful objects preserve heritage and create emotional connections that last for generations,” she notes. “If they appreciate in value, that is simply a reflection of their artistic significance, rather than the original reason I acquired them.”

“However, I think women are collecting more purposefully than previous generations, and they are choosing pieces that reflect their values and personal narrative,” she continues. “After all, every artwork or piece of jewellery you collect represents a place you’ve discovered, an artist you’ve chosen to support, or a meaningful moment in your life.”

Farah Syed Shah, CEO of online luxury rental platform Your Bagsy, adds that the ethical practice of renting high fashion is encouraging, rather than discouraging, women to curate their own collections. “More women are comfortable investing in designer
bags because they know that they can rent them out when they’re not using them,” she says.

Thus, she notes, "Luxury collections are now not just something to enjoy personally, but a way of generating income. Renting allows you to experience different styles before making an expensive purchase.”

Working in the industry has also encouraged her to buy less and become much more conscious about what deserves a place in her wardrobe. “Rather than following every trend, I now focus on pieces that I love and know I’ll genuinely use,” she shares.

“I have around 15 handbags, and each one was purchased for a reason,” Syed Shah reveals. “Some remind me of a particular chapter in my life, while others are timeless classics that I know I’ll wear for years, or pass on to my daughter when she’s old enough.”

“Women today are more intentional with their money,” she concludes. “Compared to when we launched five years ago, our clients are much more educated about brands, craftsmanship, resale value, rarity, and most crucially, about their investments. Women are spending more wisely, and luxury has become much more circular. I think that’s where the future of the industry is heading.”

Photos: Courtesy of the interviewees