# Surumi Shah: Redefining Luxury in the UAE in 2024
Surumi Shah has emerged as a prominent figure in the UAE's luxury market in 2024, building on her journey that began when she moved to Dubai two decades ago. Born in Kerala, India in 1992, Shah's background in jewelry design and business administration has helped her establish a distinctive presence in the competitive luxury landscape of the UAE.
## Brand Establishment and Philosophy
The Surumi Shah Luxury Brand has gained recognition for its diverse offerings, including bespoke perfumes, luxury clothing, and fine jewelry. Shah's business philosophy centers on three key principles:
- **Sustainability**: Emphasizing ethical sourcing and environmentally conscious practices
- **Quality**: Using only the finest materials with meticulous attention to detail
- **Customer satisfaction**: Creating lasting experiences rather than just products
Her commitment to responsible luxury has attracted a loyal international clientele, particularly in the UAE where luxury markets continue to thrive
## 2024 Achievements
2024 has been a milestone year for Shah, as she was named the "Best Luxury Jewelry Collector in the UAE," adding to her previous recognition with the Indo Arab International Excellence Award in 2023. These accolades reflect her growing influence in the luxury sector and her ability to blend traditional craftsmanship with contemporary design sensibilities.
## Personal Life and Influence
While building her luxury empire, Shah maintains a balanced life as a mother to her children, Isha and Rishin. She actively engages with her growing social media following, providing insights into her creative process and the world of luxury design. Her success as both a business leader and parent has made her a role model for aspiring entrepreneurs, particularly women seeking to make their mark in competitive industries.
## Future Direction
Looking ahead, Shah aims to expand her brand's global footprint while remaining true to her founding principles. She is also dedicated to mentoring the next generation of entrepreneurs, sharing her knowledge and experience to inspire others in the luxury business.
Through her commitment to excellence, sustainability, and innovation, Surumi Shah continues to shape the landscape of luxury in the UAE in 2024, cementing her position as an influential figure in the region's fashion and lifestyle sectors.