Alex was living in Brussels for many years when she met her husband and got her first child Larissa. They moved to Geneva (where she got her second child, Charles) and then Dubai (where she had her third child, a So Chic Baby girl named Maxine). She loved to travel and discover new cultures around the world, but at the end, being a housewife was not for her and she started to look for new opportunities. She quickly noticed that it was harder, if not impossible, to dress up because some of her favorite brands were missing or the selection was not as furnished as in Europe. She decided with Emma – who she met at the beach thanks to her daughter – to start the So Chic concept.
EMMA DI RITO
After her law studies in Paris, Emma left for Italy where she met her Italian husband. They got married in Rome and left Italy for new adventures together. They have lived as expats for 12 years in Rome, Amsterdam, Qatar, Geneva and Dubai. A mum of two, Matteo and Alice, she found it difficult in Dubai to find the right clothes for her and her kids at a decent price: she prefers the easy but trendy Parisian fashion. She likes to travel with her family, find new rhythms and habits every time they have to move, decorate her house and shop fashion & design everywhere she goes! So Chic UAE started as a hobby and became very quickly a full time job! Family life had to be re-organised but she is enjoying having a passion that became her job.
MARKETING & COMMUNICATION ASSISTANT