Smitten boutique opens its doors in Abu Dhabi

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Smitten boutique opens its doors in Abu Dhabi

  • New store at World Trade Center Mall houses an extensive selection of trendy pregnancy and maternity wear, kid’s clothing
  • ‘Buy one, take one’ deal throughout January to mark the opening celebrations


Abu Dhabi, United Arab Emirates: Here’s good news for expectant mums and their brood of babies and kids at the capital: Smitten, a fashion-forward boutique that houses maternity couture and funky kid’s clothes, has recently opened at the World Trade Center Mall in Abu Dhabi!

To celebrate the opening of its new branch, Smitten will treat its customers to a ‘buy one, get one’ offer, which will last throughout January.

A home-grown concept, Smaitten stocks an extensive selection of children’s wear and maternity clothing, as well as women’s dresses and accessories, all handpicked according to the latest trend. Gracing the racks of the boutique are some of the top maternity labels desired by expectant mums around the world, including Mothers En Vogue, Fragile, Noppies, and celebrity-favourite Seraphine Maternity, to name a few. Smitten also boasts an impressive line-up of babies and kids designer labels equally known worldwide, such as Agatha Ruiz de la Prada, Tutto Piccolo, Biscotti and Kate Meck, and Pediped, among others.  Complementing Smitten’s mum and tots range is a medley of specially selected pieces crafted for great fit and style for today’s modern women.

Smitten was founded by Roshni Shewakramani who saw a gap and an opportunity for stylish mum and kids wear in the market.  A London School of Fashion graduate, she opened her first store at Dubai Marina Mall in 2011 and not long after, Smitten has become a sought after boutique on every yummy mummy’s wish list.

“We’ve been working hard to help expecting mothers look sophisticated and fashionable during those long months of pregnancy. We had always envisioned taking things to the next level for the boutique, and realising that there is a much bigger void for chic maternity wear in Abu Dhabi, we couldn’t be happier that we now have a branch here where we can create a truly memorable experience for our customers,” said Roshni.

“This is very exciting for Abu Dhabi. The boutique is a thousand square feet of which, half is devoted to cutting edge maternity wear and the rest is uber stylish kids wear and kids footwear. We’re making a wide range of designs and labels accessible for fashion-conscious and discerning mothers and their young ones.  We also plan to offer a dressier range for our clientele in the capital, perfect for Emarati weddings and family functions. It will be something different for shoppers here,” she added.

Smitten has since radically transformed the idea that expectant mothers should only wear shapeless dresses and that style should be compromised for comfort when it comes to children’s clothing.  To this, Roshni hints at the boutique offering more surprises in the future for its clients, including opening new stores.

“We are hoping to open 1 to 2 more branches but we plan to keep the element of exclusivity. Of course, the collection will always be special and handpicked for our customers. The spirit of UAE and people holidaying will always find something unique and extraordinary in Smitten,” she concludes.

Smitten is located at Shop 38, Level 2, World Trade Centre Mall in Abu Dhabi, with telephone number +971 2 622 4303. The boutique’s Dubai branch can be found at Shop 53, Level 1, Dubai Marina Mall, Sheikh Zayed Road, telephone number +9714 451 9779.



About Smitten

Smitten launched in Dubai in 2011 as an exclusive clothing boutique for yummy mummies and their children. The brainchild of London College of Fashion graduate RoshniShewakramani, the boutique was created to fill a void in the UAE’s fashion scene by offering fashion-forward comfort, quality and competitive pricing through handpicked specialty brands from around the world, including a number of celebrity brands.

Smitten is dedicated to providing a blend of luxury and practicality through clothes and accessories that will leave clients enamoured after each purchase, whether it is glamorous wear for the adults or adorable wear for the little ones.