Glamorous lights ablaze at the opening of the new Etoile Le Boutique at the Mall of Emirates. Exclusively curated selection of high-end brands presented, including Serena World bags and accessories, at well-known Middle Eastern boutique chains co-owned by the Chalhoub Group - the Middle East's leading partner for luxury since 1955.

The fashion press, celebrities, members of the Royal family, high-powered executives, and a variety of influencers were all present on the launch day.

Serena was pioneered by the Etoile family and is now exclusively available in three stores across the UAE, marking a significant step in expanding into this market.

Etoile le Boutique's 2023 year direction is identified with core components - sustainability and women empowerment - a perfect synchronisation between the two.