Khaleej Times
Tightly clutching a purse under one arm, she darted from one store to another across a bustling mall (Deira City Centre), squeezing through spaces between people towards every store in sight adorned with vibrant banners boasting white silhouettes of a family against the familiar backdrop of red and green.
To the untrained eye, it seemed like she was aimlessly stepping in and out of the outlets, but enthusiastic shoppers would be able to tell that 28-year-old Lana D’Silva was on a mission to nab the best deals as the Dubai Shopping Festival (DSF) fever takes over the city.
The Light and Sound show at the Festival City. — KT photo by Rahul Gajjar“I’m upgrading my wardrobe. For the office, evening galas and something to show off to my friends, of course. There’s so much here, I can’t tell you how much I’ve been looking forward to DSF,” exclaimed the Canadian-Indian expat breathlessly, as she stepped out of a popular footwear boutique.
Dressed in smart casuals, the marketing executive said that the DSF is a great season to discover a new self without breaking the bank.
“It (DSF) started just a few days ago but I’m already bingeing on it. I love it… I feel I get more in return than when stores have sales other days of the year. A friend once said that the DSF to me is like a fairy godmother to Cinderella,” she said, seconds before disappearing amid a swarming crowd.
The 18th edition of the DSF is now in full swing, ringing in yet another year full of fabulous discounts, offers and chances to win big, which showcases ‘Dubai at its Best’.
While the month-long festival lives up to exciting activities and entertainment for the young and old, shopping still remains a major highlight of the season. It also plays an important role assisting the fashion-conscious in their careers.
Clinical psychologist Dr Raymond H. Hamden, who runs a professional psychology practice in the UAE, said: “Appearance has substance in our world of the rich and famous or nouveau riche and those who wish to be famous. We tend to romanticise beautiful people. Research shows that those who are striking, typically receive preferential treatment across their life span. Therefore, the way we look has a great influence on our confidence and self-value.”
With a population of over two million, Dubai has rapidly grown as a hub for expat professionals.
“It is highly important to maintain a good appearance as it does affect our social behaviour. In the business world, competition gets high. If you don’t know what you are doing with your total image, you might be blocked in a position for a long time as the management doesn’t see you fit — not only in terms of experience and skills, but as a whole package,” added certified image consultant Nina Iskander.
She added that opting for a lifestyle makeover does not necessarily mean spending all those hard-earned dirhams.
“We should not ignore the fact that not everyone can afford to spend a lot of money on a huge wardrobe. There are many ways to maintain your look so it doesn’t affect your monthly budget”.
“Saving is a goal for everyone. It is important to strike a balance between saving money and looking good. We have a great advantage in the UAE with the DSF every year where we can easily plan our shopping trip and get what we need at a good bargain,” she said.
The DSF comes as a season of change as insane discounts on items, ranging from electronics and household goods to fashion wear and accessories, gives residents and visitors a chance to work on improving their professional images.
“The DSF is one of Dubai’s best ideas to date. Everyone loves a good discount,” beamed an excited Emirati shopper, Salem Mohammed Ghanim Graiban Al Mheiri, as he held up arms full of DSF purchases, including a new Samsung tablet.
“People, specially in the UAE itself, like to stereotype Emirati men and women, as well as the jobs we work in. Just because we wear our national dress, it does not mean we don’t have to look presentable. Even though I work as an engineer, I am expected to polish and present myself beyond expectations, especially because we are citizens of the country. Knowledge and intelligence is one thing but a proper dress sense reflects who you are. There is no excuse for looking untidy in a professional environment,” he said.
A 41-year-old visiting businessman Mustafa Ayoub, self-described as a “bubbly role model” at his office in Lebanon, strolled in The Dubai Mall alongside his family members, who admired the festive fervour and gaped at DSF offers, especially his five-year-old daughter Nadoush who kept tugging at his sleeve to take her to a kids’ wear store.
“When I look and feel good that makes me feel confident. I get a boost to take the next step in whatever I want to do… it does not matter how old or young you are. My family and I will be shopping a lot during the DSF, and hope to try our luck with the raffle draws,” said the father of three before departing with Nadoush in his arms.
I am dying to attend Dubai Shopping Festival 2013 as many of friends told me about it and some of them are there too.
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