The Middle East rapidly transformed into a receptive and hospitable region for foreigners and
tourists due to cultural transformation in recent years. The United Arab Emirates is among the
Middle East’s booming and most friendly states for visitors and expatriates. The UAE is also
among the region’s most developed nations due to significant infrastructure, commerce, and
industry investments. Thousands of businesses and entrepreneurs flock to the city to establish a
presence and cater to the rapidly growing local market. Dubai is also one of the most thriving
cities in the UAE, attracting millions of visitors and foreigners looking for jobs or business
opportunities due to its welcoming environment, culture, and policies. People of various
backgrounds and cultures can quickly adjust to the local environment due to the significant
cultural transformation in the last two decades. Citizens, expatriates, and foreign visitors in
Dubai can wear nearly anything, from beachwear on the beaches to sleeveless shirts, skirts, and
long gowns, without offending the locals or breaching cultural standards.
Dubai is also rapidly becoming a regional fashion hub in the Middle East due to the franchises
and outlets of numerous fashion brands. The regular visits of famous singers, actors, athletes, and
other celebrities rapidly transform Dubai from a regional business hub to one of the top fashion
cities worldwide. The presence of several fashion brands and outlets also makes Dubai the go-to
place for many celebrities and influential people to fulfill their fashion needs. The city’s hip and
trendy fashion scene motivates and encourages many fashion designers, boutique owners, and
entrepreneurs to develop and maintain a strong presence to fulfill local and foreign demands.
Tutus Kurniati is also among the prominent fashion designers and boutique owners catering to
the fashion needs of celebrities, socialites, and other influential people.
Tutus Kurniati is a fashion designer, boutique owner, and entrepreneur from Indonesia who
worked in IT and cybersecurity before shifting her focus to fashion design. Although she
previously owned a fashion boutique in Bali, Indonesia, her Celebrities’ Choice concept fashion
store in Dubai is making a difference in the local fashion industry. Tutus Kurniati was born in
Bali, Indonesia, on 26 th August 1983 and grew up in Surabaya. She studied aviation and worked
several jobs in the airline and cybersecurity agency before interning for Lenny Agustin, who
designed the dresses for Miss Universe from Indonesia. She opened and successfully operated
two fashion stores in Bali and Jakarta before relocating to Dubai with her husband in 2019. She
launched her namesake Celebrities’ Choice fashion concept store in 2019 to cater to the rapidly
growing demand for resort and evening wear.
The Celebrities’ Choice fashion concept store offers an array of clothing and accessory choices
from various brands and designers to clients. Tutus Kurniati utilizes her experience and expertise
in celebrity and luxury fashion to develop a clothing line that offers something for all customers.
Business acumen and entrepreneurship are in Tutus Kurniati’s genes because her father was a
successful entrepreneur and her mother also operated a clothing boutique. The fashion and
clothing industry involves numerous categories or groups that cater to different socioeconomic
segments and sections according to their emphasis on quality, style, uniqueness, and price. The
masses choose to wear economical clothes without considering their style or quality due to
affordability. The focus on quality, style, and uniqueness increase gradually within the fashion
industry through the premium, accessible luxury, aspirational, and supreme categories. The
social elite, celebrities, and other influential individuals choose the highest-quality clothes and
the leading brands like the ones offered by the Celebrities’ Choice fashion concept store operated
by Tutus Kurniati in the magnificent Nakheel Mall in the Palm – Jumeriah area of Dubai.
The top category, or haute couture, is at the top of the fashion pyramid involving exclusive
brands and clothing options made exclusively for royalty, celebrities, socialites, and other
influential or prominent people. Although the clothes and accessories in the top fashion category
are expensive, exclusivity makes up for the price due to the client’s preferences and priorities.
Businesses like the Celebrities’ Choice fashion concept store by Tutus Kurniati focus on
providing exclusive and top-rated clothes and accessories to celebrities and influential people
from Bollywood to Hollywood. The store is a refreshing change for people in the Dubai and
UAE region, offering resort wear, evening wear, beachwear, and swimwear varieties. Tutus
Kurniati offers luxury and celebrity fashion clothing lines and accessories from several
prominent brands and designers to create an impression in the UAE fashion world.