Yasmine Yeya was born in 1981 to an Egyptian dad and a mother of French descent. Raised in the city of Ismailia on the Suez Canal of Egypt – surrounded by French architecture – her inspiration stemmed from a cosmopolitan environment, that blends traditional Arab heritage with a modern European touch. From the early age of seven, her passion for hand-made clothing was cultivated, when she began knitting “perfect” patterns with utmost intricacy.Today, perfection is at the core of her brand’s DNA.

Her career reached heights after she showed at the international leading fashion designer competition “MBC’s Mission: Fashion” in 2008. In 2017, she was named “The Bridal Wedding designer that charmed the world” by international platform CNN. In 2019, her success regionally peaked after being selected to participate in the UAE Expo 2020 Pavillon Art Program. A year later, she was featured in Forbes’ “Women behind Middle Eastern Brands” list.