What's going to look good this Eid? Ask Jelena Jakovljevic Bin Drai

A FORMER MISS Yugoslavia, fashion designer, nursery owner and salon proprietor, Dubai's Jelena Jakovljevic Bin Drai knows which outfits work with various occasions. Here she gives her views on her latest collection and a life in the clothes business.

What can you tell us about your latest collection? How would you describe the image and message you look to portray with your clothes?
My latest ready-to-wear collection is one of my favourite collections so far.  It is inspired by the winter season in London. This collection has 37 contemporary yet classic pieces and is mainly monochromatic with bold red colours.
 To me fashion is a form of art and communication. I express my uniqueness and individuality and add culture and feelings into my designs.

What do you advise fashion-wise during Ramadan and then how does that change for the Eid celebrations? How does you collection cater to these events?
Because Ramadan is the holy month of fasting, it's ideal to keep your style conservative and chic. During Eid, it's all about happiness and celebration, so wearing a nice glamorous yet modern look is perfect. I cater to women who want to feel confident, elegant and sophisticated when they wear pieces of my collections. Because I am married to an Emirati man and half of my family is Arabic, I understand what styles women are looking for in the region. I add the Middle Eastern culture and tradition into my designs.

You run other businesses alongside the designing, how do you manage your time?
I run beauty salons, a five-star nursery and multispecialty health clinic here in Dubai. Running multiple businesses is not easy when being a wife, mother and businesswoman all at the same time. I've learned that organisation and planning ahead is very important to balance personal and work life. My family comes first so I make sure to plan my day ahead in order to spend as much time with them as I can.

Who would you most like to dress?
I would love to dress Her Highness Sheikha Mozah and Princess Kate Middleton. I am so inspired by their fashion sense. I love how they look great in anything they wear.

Which customers do you believe are best suited for your clothes?
I cater to women's fashion needs in the region and use the highest quality of fabrics in my designs. Women who are looking for glamorous yet conservative pieces that are also appropriate, then my fashion label, Jelena Bin Drai, has that. I want them to feel comfortable, elegant and classy in my collections.

Are you optimistic about the future of the fashion industry in Dubai? What changes do you foresee?
Yes, Dubai is now known as one of the biggest international fashion cities in the world. I love seeing designers make their 'mark' by adding that personal touch of individuality and tradition into their designs. There are so many talented designers from different backgrounds, so it's good to see that in the region.

How has being in the UAE helped your career? Could you have achieved everything you have back in Europe?
I am lucky to be have launched my career here because the UAE is the prefect place for me to open new businesses and I've always felt like home. It may be difficult to start up anywhere you are, but having experience in both the West and East has helped my professional career. Every business has challenges and competition. Success is about how you good you are at your job you and how happy you are.

THE QUICK ONES
What are your top three fashion rules?
1. We all have clothes that we may forget or are bored of. Wear them in an interesting way you haven't ever tried before. Create new styles. Be unique!
2. Always buy clothes that you feel comfortable in. Don't try squeezing into clothes that are not your style or your size. Always be confident.
3. Trends never last. I don't follow any trends when creating my designs. Make your own trend with an editorial eye.

If you could only wear one outfit for a week, what would it be?
As a working mother with three children, it's very important for me feel comfortable and chic. Because I'm always busy, I wear anything that is easy to wear and looks classy.

Where else do you shop for clothes in Dubai if you are not wearing your own label?
That's a difficult question. My collections are suitable for any occasion or as a casual day wear, so there are so many options to choose from. I always look for designs that look professional and are comfortable to wear the whole day, while juggling work and family.

THE BIO
Born in Zabalj, Serbia in 1979, Jelena Jakovljevic Bin Drai's childhood wasn't without its drama, with the air raid sirens of the 1990s Serbia-Bosnia-Croatia war a vivid memory.
Encouraged by her parents, Jelena trained in architecture, business, and earned her Master's in Economics and Diplomacy. It was during her studies that she first got a taste for modelling, entering the industry professionally at 19 and soon earning the coveted title of Miss Yugoslavia in 1998. Jelena's modelling career took her on a global tour, with a brief stint living in Italy before arriving on Dubai's shores in October 2001.
After fifteen years in the modelling industry, Jelena developed a desire for a new challenge - to become an entrepreneur - using the insider knowledge of the fashion industry as her key.
david@khaleejtimes.com