Princess Deena Abdulaziz’ highly individual fashion approach has been shaped by a cross-cultural background, as well as a mother who emphasized elegance in daily life. Speaking with DIA Magazine during New York Fashion Week in 2010, she mentioned her experience visiting designer showrooms without an entourage, and how unusual this is in today’s fashion world. At the same time, Princess Abdulaziz emphasizes the importance of maintaining a closely knit executive team to tie together the creative and financial aspects of operations.
In late 2012, Princess Abdulaziz led the launch of a pop-up in Doha’s Katara Cultural Village. Featuring commissioned pieces by the New York artist Eric Parnes, the pop-up previewed the offerings of a new Qatar shop that opened just a few weeks later. Like the Riyadh flagship boutique, the Doha store has rotating displays of artwork, as well as coffee table books, design objects, and wall projected projected art-house films. The D’NA emporium experience is designed as one that transcends clothes shopping and offers members a glimpses of far-off lands and cosmopolitan cultures.