Ingie Chalhoub has been shaping the Middle East’s luxury landscape for decades, introducing global fashion houses to the region while simultaneously nurturing homegrown creativity. When she launched Etoile La Boutique, not only did she open the country’s first curated multibrand retail space, she also redefined what luxury curation could feel like in the Gulf. With its emphasis on discovery, craftsmanship, and personal expression, the boutique quickly became a style compass for women seeking something more nuanced than traditional retail.
Today, Etoile La Boutique stands as a benchmark for thoughtful curation and experiential shopping, evolving in tandem with the region’s dynamic fashion identity. Under Ingie’s vision, it has grown into a network of distinctive spaces, each tailored to its location yet united by a shared sensibility: elegance, curiosity, and an instinctive understanding of what inspires the modern Middle Eastern woman.
As the brand enters an ambitious new chapter, with refreshed concepts, regional expansions, and deeper collaborations, Ingie continues to balance heritage with reinvention. Her perspective offers a rare lens into how luxury retail in the GCC has transformed, where it is headed, and what it means to build a legacy rooted in creativity, culture, and connection. Here, she reflects on that journey, the evolution of Etoile La Boutique, and the vision guiding its future.
Ingie Chalhoub
Etoile La Boutique has become a defining name in regional luxury retail. How would you describe its evolution since launch, and what do you think has shaped its strong identity in the Middle East?
Since its launch, Etoile La Boutique has evolved from a pioneering luxury space into a trusted style destination in the region. Its identity has been shaped by our commitment to thoughtful curation, introducing new designers, and delivering a boutique experience that feels both personal and inspiring. The boutique has evolved from a single destination into a regional network that brings together global fashion, emerging talent, and thoughtful retail experiences. By balancing global trends with the tastes of Middle Eastern women, we’ve built a brand that remains distinctive, relevant, and deeply connected to its clientele.
Etoile La Boutique, ALB London
Etoile La Boutique continues to expand its footprint across the region. What drives your strategy when choosing new locations, and how do you ensure each space feels uniquely ‘Etoile’?
When selecting new locations, we look for cities that reflect our clients’ lifestyles, dynamic, culturally rich, and engaged with luxury as an everyday expression. We also pay close attention to the potential of each area, carefully benchmarking where major luxury brands are opening, ensuring we position ourselves in the most strategic and desirable retail landscapes.
Each space is intentional; we never replicate. To ensure every boutique feels uniquely “Etoile”, we tailor each location with its own mood and energy while maintaining our signature elegance and curation. The design, the experience, and the assortment are all thoughtfully crafted so that, wherever she is, the client instantly recognises the Etoile spirit.
Etoile La Boutique is known for curating designers with strong narratives and craftsmanship. How do you decide which brands to champion, and what excites you most about new talent?
I’ve always believed fashion should move you, through craftsmanship, innovation, sustainability, or a compelling story. We champion brands that embody these values, including those redefining luxury with responsible sourcing and thoughtful production. What excites me most about new talent is their fearlessness. They bring fresh ideas, modern perspectives, and often a genuine commitment to sustainability. Supporting them keeps the boutique dynamic, forward-thinking, and continually inspiring.
Etoile La Boutique, Naghedi
You’ve championed luxury fashion in the GCC long before the industry reached today’s scale. How do you see the regional retail landscape evolving, and where is the greatest momentum right now?
The regional retail landscape has become incredibly dynamic. Consumers in the GCC are more informed, more experimental, and more invested in craftsmanship and authenticity than ever before. The greatest momentum right now is in experiential retail and in the rise of regional talent. Clients want spaces that inspire them, brands that speak to their values, and a level of personalisation that feels truly luxurious. It’s an exciting moment of creativity and confidence, and I believe the GCC will continue to set new benchmarks for the industry.
As someone who has made the UAE your home for many years, what does UAE National Day mean to you personally and professionally?
Personally, it represents gratitude for a country that has welcomed us, inspired us, and allowed us to grow. The UAE’s spirit of ambition, innovation, and cultural openness is something I deeply admire. Professionally, it reminds me of how much the nation has empowered the fashion and creative industries. Its vision has allowed brands to flourish and continually push boundaries. National Day is a celebration of that progress, unity, and forward-looking spirit.
How has living and building a business in the UAE influenced your vision as an entrepreneur and as a creative leader?
Living and building a business in the UAE has shaped me profoundly. The country’s openness to ideas, diverse community, and future-focused mindset inspire me daily. As an entrepreneur and creative leader, I am driven by that same desire to innovate, evolve, and create spaces and experiences that bring people together through fashion and design.
What can you tell us about the upcoming plans for Etoile La Boutique – new concepts, expansions, or creative collaborations on the horizon?
We are entering an exciting chapter with several new launches and concept evolutions. This includes the revamp of Etoile La Boutique at Galeries Lafayette Dubai Mall and in Doha, as well as the reopening of our Jeddah boutique and a refreshed concept for Riyadh. We’re also focusing on more immersive experiences and deeper connections between designers and regional audiences. There is much in the pipeline, and I look forward to unveiling more throughout the coming year.
No Pise La Grama
Across your career, you’ve launched brands, built institutions, and shaped the region’s luxury scene. What achievements stand out as the most meaningful to you?
I am proud of many milestones, but the achievements that resonate most are those that have contributed to the region’s fashion ecosystem, such as introducing global designers, creating platforms for emerging talent, and building institutions that continue to shape the GCC’s luxury landscape. Seeing our legacy carried forward by a new generation is deeply rewarding.
In parallel, what are some personal milestones you’re excited to explore, whether within the fashion world or beyond it?
On a personal level, I am excited to explore projects that blend fashion with art, culture, philanthropy, and education. Mentoring young creatives is particularly meaningful to me.
You’ve long advocated for elevating regional designers. How do you see your role in nurturing the next generation, and what support do you believe is still needed in the ecosystem?
Supporting regional designers has always been important to me. My role is to offer designers a platform, through visibility, mentorship, and opportunities that integrate them into the global luxury conversation. Through initiatives like the Marangoni mentorship program, I work closely with students to help them navigate the industry while staying true to their creative identity. The industry has made huge strides, but continued support is needed in areas like production, scaling, and long-term brand development.
Etoile La Boutique, Van Palma
The fashion industry is shifting toward more conscious, experience-led retail. How is Etoile La Boutique responding to these changes, and what innovations are you embracing?
Etoile La Boutique has always embraced experiential retail, and today we are taking it even further through exclusive collections, meaningful storytelling, personalised shopping, and curated events that bring designers and clients together. Conscious luxury is equally important. We champion brands that share our commitment to craftsmanship, longevity, and mindful production, and we are continuously exploring ways to reduce our own footprint, from more responsible material choices in our packaging to prioritising designers who lead with sustainability at the core of their process.
Looking ahead, what is something you still hope to achieve?
I still have many dreams. I hope to continue inspiring women, shaping the region’s creative landscape, and building a platform that outlasts me. My passion has always been to create, to uplift, and to open doors for others. Most of all, I hope to keep evolving, because fashion at its heart is about change, emotion, and deep personal expression.
By Lindsay Judge
