Beenas, one of the Arab worlds popular luxury and trendy Jalabiya brand, has launched its much-awaited Ramadan and Eid collection whose hallmarks are the exquisite golden and silver embroidery, imaginative patterns, cool colours combination and the use of silk and cotton for comfort ability.

The new collection is refreshing like a whiff of fresh and soothing air on a sultry day. The choice of fabric, colours, designs and patterns offers casualness along with appeal that both the occasions demands and deserves, said Beena Soni, the celebrated designer behind the brand which is celebrating its 17th successful year of business in the region.

Beenas has introduced a different cut to one jalabiya which can be worn with jeans for a more casual look and comfort. A sneak preview of the collection among the fashionistas and her customers generated rave responses. Beenas operates modern workshops which employ designers, tailors and embroiderers.

Beenas is also holding a series of exclusive roadshows for the notable families in the UAE who are part of her 15,000-strong customer base in addition to reaching out to the Emirati women circles through exclusive mini roadshows and tie-ups for the new collection in just the UAE but other GCC states like Qatar and Saudi Arabia which accounts for 35 per cent of her business source.

The new collection has been featured on the brands newly-revamped official website, www.beenas.ae. Facebook and Instagram forms part of the social media campaign launched by Beenas which operates four exclusive boutiques in Sharjah, Abu Dhabi, Al Ain and Mumbai (India), the last being an instant hit among the fashionistas in Indias cosmopolitan business capital with sizeable Arab visitors.

Each year, Beenas comes out with four collections for summer, winter, Ramadan Eid and New Year. The first non-Arab Jalabiya designer successfully gave modern cuts and unique patterns to the top traditional Arab women attire. She started the concept of bejeweled jalabiyas four years ago. She is credited for creating the most expensive jalabiya using 10 kilo of gold embroidery, thereby entering the women fashion world records.

Her Jalabiyas combines Arabic tradition and modern fashion. Each jalabiya is an individual work of art in terms of technique, design, material and cuts. Her passion for elegance and her love of colour combined to make each design stand out as a masterpiece. She has furthered this passion by experimenting with materials and blending them with creative embroidery, accessories and crystals.