ESCHEL was created by European former model Nicole Aisha in 2012 with the opening of the boutique in downtown Dubai, just minutes walk away from the UAE's biggest landmark The Burj Khalifa. Then in late 2019, with the success of the online sales, the team decided to relocate to a digital HQ and focus on the website.

ESCHEL pieces have been worn by fashionistas all over the Middle East, as well as worldwide, and have been seen on the pages of your favorite magazines and influencers. 

The website is also a multibrand concept, stocking consignment of some of our most loved quality brands in clothing, cosmetics and accessories.

Nicole is inspired by the most fashionable and iconic women, yet she understands that the price of most designer brands is not affordable by all, so she created a line that gives everyone the opportunity to dress in some of their favorite catwalk looks at an accessible price. 

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