First Choice designs contemporary abayas and shaylas which are produced in-house. First Choice designs and produces some of the region’s most popular haute-couture and local dresses for women: Weaving and combining colours are the key words that best describe their collections. The inspiration for the clothing is drawn from numerous regional, cultural and extravagant styles, offering elegance and luxury.
First Choice designers combine different styles and fabrics to ensure unique pieces. It became the first shop in the region to introduce fashion into abaya designs using, lace, silk and other soft fabrics.
For 2013 First Choice has introduced the ‘n’ collection, a series of one-off designs inspired by the fashions of London, Paris, Milan and New York and brought to life as signature abayas’ by a young Emirati designer.
Today, First Choice has five shops in the UAE. The company employs over 100 highly skilled staff in its factory located in Abu Dhabi. It was founded and designed by the Al Mubarak Family.