The brand

I think I have always had an entrepreneurial mind.

Even when I was very young, I loved the idea of creating something of my own. I am naturally analytical, constantly observing, questioning and thinking about how something could be better. And when I truly believe in an idea, I find it very difficult to give up on it.

Love Creations actually began with a very different idea: a children’s clothing boutique.

But quite quickly, I realised something was missing. It was beautiful, but it didn’t have that X factor I was looking for.

Then I combined one of the fabrics I loved with a bag.

And suddenly, it clicked.

Perhaps it shouldn’t have surprised me. I have had a fascination with bags for as long as I can remember — bags in every shape, beautiful little cases and boxes, all the things you keep your treasures in. That combination of extraordinary fabric and an everyday object became the beginning of Love Creations as you know it today.

Since then, the brand has evolved enormously. The products are better, the processes are better, the finishes are better — and I am still constantly looking at what we can improve next.

But perhaps the most important part of that evolution has come from the women who buy from us.

I love talking to my clients. Listening to what they are looking for, watching how they use our pieces and hearing about the people they are buying them for has shaped the way I think about Love Creations.

Some of my very first clients are still with me today. And one of the things that makes me happiest is seeing Love Creations within different generations of the same family — something for the baby, her teenage sister, their mother, an aunt or their grandmother. What began as a small idea is now reaching families and women I could never have imagined at the beginning.

There was another purpose behind starting Love Creations too.

I wanted to build something of my own.

Building a business as a woman has been incredibly empowering. It has introduced me to so many ambitious, talented and inspiring women, particularly here in the UAE. And knowing that my children are watching me create something, persevere when things are difficult and keep believing in an idea matters enormously to me.

Love Creations will keep evolving — because that’s part of who I am and part of what the brand has always been.

Lucia Fite
Founder, Love Creations