I never imagined I’d find myself as a fashion designer. My journey began as a student nurse, then led me to Dubai as a sales executive, all in pursuit of a brighter future. And let me tell you, Dubai is BRIGHT - filled with shiny lights and bling!

Over the years, I’ve worn many hats—from FX broker to gym manager, photographer to wheelchair company manager. It’s been quite the adventure! But it was only when I stumbled into fashion that I discovered my true passion. At 36 years old, I realized I could create—and I couldn’t be happier.

ÚCHÈ is not just a brand to me; its my happily ever after, my saviour, my baby. I’m still navigating this exciting path, and I’m so grateful to have you along for the ride. With your help ÚCHÈ is not only supporting local artisans, but also empowering children in local communities through provision of computers.

I promise to bring you truly unique designs that make you shine as bright as the Dubai skyline, all crafted with the utmost care and quality.

I promise to be steadfast in our dedication to empowering children in local communities.

Thank you for supporting this former student nurse who’s still figuring things out. And to everyone still trying to figure things out, you are heroes!

With love and gratitude,

Joy