Amelia and Hollie are visionary entrepreneurs
Amelia and Hollie are visionary entrepreneurs with rich backgrounds in branding, advertising, visual merchandising, and bridal expertise. Their journey began with successful careers at renowned companies like Huda Beauty before they decided to pursue their entrepreneurial dreams.
Hollie Briant is a British expat and visionary entrepreneur with a background in bridal expertise and visual merchandising. She moved to Dubai in 2014, quickly establishing herself at Huda Beauty. In 2023, Hollie left her role to open You&I Bridal Boutique, a luxury, appointment-only bridal shop in Dubai Media City, featuring exclusive international designers.
Hollie’s boutique offers personalized experiences, drawing from her extensive bridal knowledge and retail management background. She has brought seven new exclusive designers to the Middle East and celebrated 100 brides finding their perfect dress in her first year. Her mission focuses on empowering women through body positivity and personalized styling.
In April 2024, Hollie, alongside her business partner Amelia Smith, launched Dazed & Engaged, a hen party e-commerce site offering trendy, high-quality accessories and essentials. The platform caters to diverse hen party styles, aiming to enhance the celebration experience.
Hollie also hosts a podcast, enjoys early morning walks, date nights, and discovering new restaurants. She loves traveling, listening to audiobooks, and hosting friends, making cherished memories at home.
Amelia Smith is a British-Canadian expat who grew up in Abu Dhabi and moved to Dubai in 2014 after completing her BA in Marketing, Design, and Communications in the UK. With a career spanning global advertising agencies and a significant role at Huda Beauty, where she served as Global Director of Brand Marketing and later as Global Senior Director of Visual Merchandising, Amelia left in 2023 to start her own consultancy, The 555 DXB.
In April 2024, she and business partner Hollie Briant launched Dazed & Engaged, an e-commerce site for hen party accessories. The platform offers a curated selection of trendy, high-quality items to enhance hen parties and a convenient and stylish solution for brides-to-be from party supplies to gifts for the bride. Amelia’s expertise is in branding and marketing and values the supportive and innovative environment of Dubai, which has allowed her to establish two successful businesses. Married with two children, she enjoys Reformer Pilates, travelling, and community involvement in her spare time.
Let’s hear it all in detail in this interview with Amelia and Hollie words below.
- Amelia and Hollie , Can you tell us about your journey and what inspired you to start your business?
We both come from design and creative marketing backgrounds so we’re always thinking outside the box, however whilst we were simultaneously planning hen parties for our friends, we noticed a big pain point and therefore, a gap in the market. There wasn’t a single, stylish place to get everything you need for a hen party and we wanted to create something fun and easy for brides and their friends, so we decided to launch Dazed & Engaged to fill that gap and make party planning stress-free.
- What were the biggest challenges you faced when starting your business, and how did you overcome them?
One of our biggest challenges was curating a unique product range that appealed to different tastes and styles. We also faced a few hurdles with setting up a reliable supply chain and logistics network. To overcome these challenges, we partnered with trusted suppliers, invested in a robust inventory management system and focused on really understanding what our customers wanted. It took a lot of trial and error, but we got there in the end.
- Amelia and Hollie , How do you differentiate your business from competitors in your industry?
Dazed &Engaged stands out because we offer a curated, stylish selection that blends chic and fun. We cater to all kinds of themes and styles, making sure every hen party is unique and memorable. Our user-friendly platform makes the shopping experience enjoyable and stress-free. Plus, we focus heavily on customer service and making sure every customer feels special and satisfied. We’ve also just launched our new hen party directory, The Little Black Book, which offers exclusive experiences with key venues in Dubai for ease of planning and to help you celebrate in style.
- What are some of the key strategies you’ve implemented that have contributed to your business’s success?
Social media marketing, has been crucial due to the visual appeal of our products. Collaborations with influencers has also expanded our reach. Additionally, we focus on excellent customer service and constantly look at ways to update our product offering to keep things fresh and exciting. Our new Hen Party Directory, The Little Black Book, for example also add a lots of customer value by offering exclusive experiences at top venues in Dubai.
- Amelia and Hollie , How do you stay motivated and maintain your vision during tough times?
Staying connected to our mission of making hen parties unforgettable keeps us motivated. We remind ourselves of the joy our products and services bring to brides and their friends. Leaning on each other and our supportive team also helps us stay focused and positive. We celebrate small wins and keep our eyes on the bigger picture, knowing that challenges are part of the journey.
- What role does innovation play in your business, and how do you foster a culture of innovation within your team?
Innovation is key to keeping our product offering fresh and exciting. We stay on top of trends, always listen to our customer needs and look for ways to bring new ideas to the table. Regular brainstorming sessions and a collaborative work environment foster a culture of creativity and continuous improvement. We’re always looking for new ways to surprise and delight our customers and our latest launch, The Little Black Book, does just that!
- What advice would you give to aspiring entrepreneurs who are just starting out?
Believe in your vision and stay persistent. Challenges will arise, but they are part of the journey. Surround yourself with supportive people, and don’t be afraid to ask for help. Stay connected to your customers and always seek feedback to improve your offerings. Also, don’t forget to celebrate your successes, no matter how small they might seem!
- Can you share a specific example of a failure or setback you experienced and how you turned it into a learning opportunity?
Early on, we had a couple of shipment delays that really impacted our launch. It was a tough experience, but we turned it into a learning opportunity by enhancing our inventory management system and improving our communication with logistics partners. It taught us the importance of having contingency plans and being transparent with our customers. We’ve been better prepared ever since.
- What are your future plans for your business, and where do you see it in the next five years?
We aim to be the leading global hen party e-commerce platform, known for our quality and unique products and services. Expanding our product range, entering new markets, and exploring ways to enhance our one-stop-shop mission are on our agenda. In five years, we hope to make every hen party unforgettable worldwide, with Dazed & Engaged being the go-to destination for brides and their babes. Our hen party directory, The Little Black Book, is one example of just that.
- How do you balance your professional responsibilities with your personal life, and what tips do you have for achieving a healthy work-life balance?
We prioritize time management and set clear boundaries between work and personal life. Regular breaks and time off help recharge our energy. Our tip is to schedule personal time just like work commitments and to be present in the moment, whether working or relaxing. It’s also important to lean on your support network and not be afraid to delegate when needed.
- Amelia and Hollie , How do you stay ahead of market trends and adapt to changes in your industry?
We stay connected with our customers through digital communities and constantly listen to feedback, whilst keeping on top of industry events, fashion and trends.We also adapt quickly by being flexible and open to new ideas and innovations. Staying ahead for us, means always being willing to learn and evolve.
- What impact has digital transformation had on your business, and how have you leveraged technology to your advantage?
Digital transformation has been crucial for our business. We’ve leveraged technology for seamless online shopping, efficient inventory management and effective marketing strategies. Social media and digital advertising have helped us reach a wider audience and engage with customers in real-time and embracing technology has allowed us to provide a better customer experience and streamline our operations.
- Can you discuss the importance of networking and building relationships in your entrepreneurial journey?
Networking has been vital for growth and learning. Building relationships with suppliers, influencers and other entrepreneurs has opened up opportunities and provided valuable insights. Attending industry events and engaging in online communities have helped us stay connected and inspired. It’s all about making genuine connections and learning from others’ experiences, as well as sharing our own!
- What role do social responsibility and community engagement play in your business model?
We believe in supporting small businesses and are proud to be a locally built brand in the region. We regulalry work with local suppliers and being involved in the community and contributing to its growth is essential to us. We also engage in initiatives that support local women entrepreneurs and strive to create a positive, uplifting and empowering impact on our community.
- Amelia and Hollie , How do you handle criticism and feedback, both from customers and within your organization?
We view criticism as an opportunity to improve. We actively seek feedback from customers and our team, addressing any concerns promptly and constructively. Open communication and a willingness to learn from mistakes help us grow and enhance our offerings continuously. It’s all about turning feedback into positive change and bettering ourselves and our business.
