Elena Matveeva combines her expertise in fashion and her family’s bakery to create a unique business model in Dubai. From revitalizing her personal passions to celebrating women’s confidence through fashion, Elena’s journey exemplifies how diverse interests can harmoniously coexist and enrich one another.
Elena, you manage PE Store Dubai and work with your husband’s Pascal Clair Sweets Café & Bakery, located in the European Business Center, Dubai Investment Park. How do you balance these two distinct business ventures, and what skills have you found transferable between them?
It’s actually quite simple – promote my clothing brand, and customers receive a set of sweets as a gift. This way, they get acquainted with our bakery products and can order not only clothes but also sweets in the future.
What inspired you to start PE Store Dubai, and how has your vision for the online store evolved since its inception?
The idea of creating an online store came to me about a year ago. At that time, I didn’t have any hobbies or interests; I was just taking care of the house. I felt like I was losing myself, which led to feelings of depression. That’s when I realized I needed to do something, and the idea of opening an online store was born. It hasn’t been easy, but I continue to improve and refine the store step by step. The most important thing has been the support of my loved ones, especially my husband, for his patience and encouragement.
PE Store Dubai emphasizes celebrating women and enhancing their confidence through fashion. Can you share how this mission shapes your approach to curating collections and designing pieces?
The motto of my company is that beauty should be in everything. All women are beautiful in their own unique ways. When creating any piece, I always consider how it will help our customers shine at any event.
How do you ensure that the dresses in your store cater to the diverse tastes and silhouettes of your customers?
When customers order clothes from our store, I personally deliver them to their homes for a fitting. This allows us to get to know the client better and help them choose the perfect look.
Your collections feature both vibrant colors and sophisticated neutrals. How do you decide on the color palette and styles for each season?
Working with color palettes can be challenging. You can never go wrong with black and white – they’re timeless and always in fashion. However, not everyone is ready to wear bold colors like pink or neon shades.
Can you describe the process of selecting the high-quality fabrics and intricate details that make each dress in your collection a work of art?
Sourcing and purchasing fabrics is a complex and labor-intensive process, especially at the beginning. We buy our fabrics both in Russia and Turkey to ensure the highest quality.
What challenges have you faced as an online store owner in the competitive fashion market of Dubai, and how have you overcome them?
Starting out, there were numerous challenges – advertising, promotion, online store design, website creation. A well-chosen team is crucial to the success of your store. I went through about five teams before finding specialists who truly know their craft.
How do you stay attuned to the latest fashion trends while also maintaining the timeless elegance that defines PE Store Dubai’s collections?
Fashion changes rapidly, and it’s not always easy to keep up. But I have a few secrets that help, though I can’t reveal them.
In what ways do you see fashion as a tool for empowering women and allowing them to express their individuality?
Each woman is unique, and the same garment can look different on different people. But with the right accessories and personalized styling advice, I help my clients create a complete and confident look.
What advice would you give to aspiring entrepreneurs, especially women, who are looking to start their own online fashion business?
It’s important to have a goal and pursue it relentlessly. Never give up, and remember that your loved ones will always be there to support you.
As Elena continues to grow her businesses, she remains grateful for the support of her family, especially her husband. Today is a special day, and she joyfully shares:
“Today’s my favorite day because it’s the day the love of my life was born. Happy birthday!”
