About Us

Our History

Founded in 2000 First Choice was a leader in showing that Abayas and Shaylas could link design with tradition and blending conservatism with fashion. High quality Abayas and Shaylas are designed and manufactured in-house and range from the classic through to pieces influenced by the catwalk.

Commitment to Quality

First Choice designs and produces some of the Middle East’s most popular local haute-couture dresses for women: Cut, detailing and colours are the key words which describe the collections. The inspiration for the clothing is drawn from numerous regional, cultural and international styles, offering new levels of elegance and accessible luxury.

A leader in 2000 First Choice became the first designer in the region to introduce leather, lace, silk trimmings into the design of its Abayas. In 2013 the company again set the agenda for all other designers by offering dresses which interpret the direction of the global fashion industry.

Al Mubarak Holdings

Created by Dr Malik Al Mubarak in 2000, the Al Mubarak Holdings (AMH) is an important United Arab Emirates family owned business group. AMH specialises in high-end retail, high quality construction. The Group is very proud of its family heritage and of its contribution to the growth of the country.

The Other Companies

The Group set-up the first company to design and make fashion Abayas in the UAE, combining innovation with tradition which revolutionised the local market. This willingness to lead rather than follow is a defining quality present in all the companies:

  • Retail: Allylak, Chateau des Enfants, Mak Jo Trading
  • Construction: Art Stone Construction, Art Stone Real Estate