L’Couture was founded in 2019 by Lyndsay Doran. Here’s your chance to to get to know the women behind the brand.
Hey Lyndsay, tell us a bit about your journey so far, where did it all begin?
It all began in 2016 when I first started my fitness journey and instantly fell in love with everything fitness related, including the clothes. I was spending a lot of money on gym clothes, so one day I thought I’m going to start my own brand and tweak the small things I felt were missing in the clothes I was buying.
When you started the brand did you feel there was a gap in the market and something other designers were missing for women like yourself?
Living in Dubai the selection is quite small so I would always shop from brands overseas. I thought having a Dubai based, feminine brand, that represented all women and didn’t compromise on the performance aspect of activewear is what Dubai was missing. We then moved into loungewear as I wanted to create the perfect wardrobe essentials for every woman.
What was the most challenging thing about starting your own brand?
Where to start! It has been super challenging in a lot of ways. It has been tough having no experience in building or running a brand, as the brand started as a passion project but I have been extremely lucky to have had the support of my incredible team. At the start I was involved in every part of the business; from packing the orders, customer service, designing collections, production, website management and marketing. Being so hands on from the beginning has allowed me to learn so much about the business and now I understand all the different aspects.
What advice would you give your younger self?
Anything is possible! I have no regrets, I have worked hard to push my business to the point where I could hire an amazing team of experts and I have achieved that, so I am extremely proud.
What do you like most about living in Dubai?
So many things! I have been here for 11 years and it’s such a beautiful city with amazing people, culture, food, beaches and the best gyms. Plus having blue skies and sunshine everyday makes it easier to get up and smash a workout.
What’s your favourite LC product and why?
Elevate Seamless. I have always been a big fan of seamless activewear and I am so proud that we have created the perfect seamless pieces.
What’s next for L’Couture?
We are very passionate about our community and we plan to continue to grow this on a global scale. We have plans for new categories and new boutiques too – watch this space!