< PreviousDubai girls are opening up cafés in their homes, and this is how they’re doing it W O R D S B Y M E G A N T O M O S A N D A L E E N A N D E R I AS COFFEES ON THE HOUSE (LITERALLY)… J ust when you thought the city’s love for coffee couldn’t get any more voracious, Dubai’s café scene is getting yet another sweet glow- up. One of the newest trends in the city involves villa owners opening up their homes as bespoke cafés, bakeries and drive-by matcha stations to cater to the cravings of its residents. How, you ask? We chatted to the owners of Dubai’s booming villa-cafes to discover the secret recipe to drawing a crowd of sweet-treat lovers to your front door. Arguably, it all starts with Dubai’s love for the new and the niché. These villa-cafés provide an authentic experience, meaning the city’s it-girls can remain two steps ahead in their choice of happening social hubs. The uniqueness of the villa-café concept truly gives it its edge, resulting in more reshares on socials that drive more traf c to the business (pun de nitely intended). Other than the fact that it’s an exciting experience in and of itself to get your caffeine x at a new, somewhat under-the-radar location, hitting up a villa-café is also especially convenient. Simply place your order online, drive up, and receive your treats to your car. Waiting in line is so last season. up. O involv home drive cravi chatt villa- draw your Ar for th provi the ci in the uniqu gives on so busin than t in and new, hittin conve drive Waiti 68 Bites COS_118_068to069_BITES_Villa_Bakery_13387969.indd 6827/09/2024 14:28These business also give new meaning to the word ‘homegrown’. Operating from your home is much cheaper than running an actual café or bakery. It’s an attractive choice for young women of the region looking to explore their entrepreneurial spirit. “We started our business out of a love for local enterprises”, says Hessa Belobaida, founder of the uber- Instagrammable drive-by matcha café in her home, Oryx. “We wanted to create something special because small businesses inspire creativity and community spirit”. Support for Oryx’s home-brewed matcha has been soaring online. It’s speciality? The Panna Cotta Matcha. “We combined our love for matcha with the beauty of nature”, says Hessa. Aside from serving up top-quality brews, her home in Al Khawaneej is also frequented by gazelles and oryxes. By picking up an order from the villa-café, the customer gets a personal interaction with the nature of this speci c neighbourhood in Dubai, something you simply can’t get at your average coffee shop. “Seeing our customers’ faces light up is the best reward”, says Hessa. Another drive-by, Wave By MBM, was a fun project started by other matcha- lovers in the city. Based in Al Mizhar 2, their signature ‘Pink Wave’ and ‘Blue Coconut Foam’ matcha lattes are often dubbed the “best matcha in town” by their followers. It’s no secret that Gen Z place a premium on authenticity, looking for new things to try, trends to follow and new ways to express themselves online, the attraction to the villa- café concept, is thus a natural by-product. It’s an opportunity to support something different happening in the region, and DXB girlies are always ahead of the game. So, just how do these businesses take off? Just as any other venture, there are rules and restrictions for operations taking place from your home, too. Getting advice from experts on steps like obtaining a business licence in Dubai, is crucial. “Starting a home-based business can be a rewarding endeavour, but it requires careful planning and execution”, says Ayesha Alsuwaidi, founder of home-bakery 221b Baker Street in Al Twar 3. Drawing in customers to your home is also a big part of the challenge, “it’s not just about the products you provide; it’s about how you can align what you offer with the customers’ needs”, she says. Ayesha started her bakery business out of her long-standing passion for baking and cooking, with the aim to “open a bakery where the aroma of freshly baked goods greets the neighbourhood”. The homely feel of these businesses is (again, pun de nitely intended here). Ayesha plays into the narrative of the personality and authenticity of her business by naming it after Sherlock Holmes’ renowned location, “to give it an air of mystery and allure since I’m a fan of the show”. Perhaps, home-based businesses are a more approachable entry-point for young people to have fun with the idea of creating something meaningful in their communities. In a city like Dubai, where large-scale businesses are continuously booming, owning just a little slice of that corporate pie is easier when it can be done from the comfort of your own home. The villa-café venture is without a doubt rooted in creativity and local community spirit. As young people continue to reinvent the wheel of corp culture, perhaps you’ll nd that your next coffee and cake x is (quite literally) on your doorstep. IMA GE S : UNSPLA SH ; INS TA GRAM @WAVEBYMBM @ORXDUBAI 69 Bites COS_118_068to069_BITES_Villa_Bakery_13387969.indd 6927/09/2024 14:2870 Cribs you can’t go back to your dorm without these mini appliances Hey, Cribs Spoiler alert: They’re not just cute; they’re also super practical. 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Dhs249, nutricookworld.com Cribs IMA G E: FREEPIK; S U PPLIED COS_118_070to071_CRIBS_MiniAppliances_13365511.indd 7127/09/2024 14:2972 It’s the era of soft luxury, where couture and cuisine are served in equal doses W O R D S BY M E G A N T O M O S When did we swap designer bags for grocery baskets? F orgive me, credit card, for I have sinned. I fear I may have girl math-ed a little too close to the sun. There are few sobering moments quite like a noti cation from your bank that reads: “You’re spending more than usual on food this month”. The unwarranted ping on my phone arrived with comical timing as I was leaving Dubai Mall with a grocery bag in hand worth Dhs1,000 of healthy food, and the caffeine of an overpriced coffee coursing my veins. I’d just spent half the price of a Coach Tabby bag and had nothing to show for it. But it felt kind of… good. Welcome to the soft splurge revolution. Luxury spending has fallen into a more humble category, shifting excessive spending from big-ticket items in favour of smaller indulgences like coffee and groceries. Fashion hauls are swapped for expensive smoothies, high-fashion cafes have become happening hangouts, and the only status symbol worth caring for is whether your grocery run earns an IG photo-dump stamp of approval. In the region, the intersection of couture and cuisine is propelling food to the forefront of luxury consumption. After all, it’s only tting that Dubai’s coffee order is ‘designer’, right? THE SECRET SAUCE TO STATUS The pandemic accelerated this trend. During lockdowns, food quickly became our main form of social interaction. When we couldn’t show off new ‘ ts, we turned to gourmet meals, experimental cooking, and stylised grocery runs to ll that void. It wasn’t long before we started to see everyday routines as opportunities for luxury consumption. Coffee runs became an event, and, suddenly, everything from smoothies to sandwiches had Instagram potential. This evolution from material goods to everyday experiences wasn’t entirely unexpected. At its core lies the ‘Lipstick Effect’—a long-observed phenomenon where, in times of economic stress, consumers shift from big-ticket items to smaller, feel-good indulgences. For Gen Z, navigating a world of in ation, high rents, and environmental crises, this has manifested as a move toward everyday luxuries. Whether it’s a fancy coffee, a $90 smoothie, or a designer water bottle, these smaller purchases offer the instant grati cation that larger, more expensive items might not. And with 52.5 million views for TikTok’s ‘underconsumption-core,’ it’s clear that this shift isn’t going unnoticed. ERRANDCORE AND THE EREWHON EFFECT Spend some time on your FYP, and you’re likely to stumble across an Erewhon haul or two. The LA-based health food store is a fascinating example of a generational shift in luxury goods. The upscale supermarket chain, made popular by the starlets that frequent it to do their up-scale grocery shopping, has only ten locations, all in Los Angeles County. If Hailey Bieber and Kendall Jenner buy some Dhs130 lettuce from Erewhon, then consider me in uenced. And then, of course, there are the smoothies. Erewhon famously collaborates with Hollywood’s most happening ‘it’ girls to create a limited edition drink that has girls lining up (and even travelling across the world) to try. But why are they so popular? Aside from its Dhs90 price tag, which is still absurd but within reach for us normies, these smoothies allow the fans of these celebs to get that little bit closer to them, leaning into Erewhon’s aura of exclusivity, and getting a slice of that coveted LA luxury. The fact that a supermarket could evolve into a status symbol might seem strange, but it speaks to a larger trend in how luxury is being consumed. For Gen Z, the appeal of luxury is no longer de ned solely by price or exclusivity. Instead, it’s about experiences— moments that can be captured, shared, and validated online. This is why Instagram and TikTok are ooded with posts about high-end groceries, designer coffees, and wellness routines. The visual appeal of these items is as important as the actual For Gen Z,the appeal of luxury is no longer de ned solely by price or exclusivity. Instead, it’s about experiences COS_118_076to077_GenZ_V2_13381354.indd 7227/09/2024 14:4973 Chit Chat IMA GE S : UNSPLA SH & SHUT TERS TOCK consumption, if not more so. A Dhs90 smoothie might be outrageous to some, but when it’s photographed and shared across social platforms, it becomes a currency of its own. It was only a matter of time, most would agree, that the Erewhon effect would make its way to Dubai. Both cities are synonymous in their af uent luxuries and wellness-centric residents, and Dubai is certainly no stranger to exclusivity. And whether you like it or not, Erewhon dupes are already popping up across Dubai in heavy doses. IN THE DEFENCE OF THE OVERPRICED COFFEE But the soft splurge mentality extends beyond the aisles of a supermarket. Luxury seems to manifest itself in Dubai’s thriving branded cafe culture. Although brands have utilised food spaces worldwide, Dubai has embraced the high-fashion cafe like no other city. Iconic names in high-fashion have famously diversi ed into food and produce at Dubai Mall, to fold more people into their brand community without having to compromise on their clothing prices. A Gold Cappuccino at the Armani Caffé will set you back a hefty Dhs95, but it is much more affordable compared to anything they sell at their store. Luxury cafes offer exciting access points for engaging with luxury, catering not only to the city’s af uent and stylish clientele but to a generation operating very much under the realms of the Lipstick Effect. “We can see a trend of the younger generations increasing their engagement with high fashion cafes”, says Nazli Sonmez, Chief Brand Of cer Rikas Hospitality Group representing Dubai’s Tiffany’s Blue Box Café. “Nowadays, through social media, they are more interested, aware, and exposed to luxury. The combination of social experiences, aesthetic appeal, and the desire to be part of the luxury lifestyle narrative makes high fashion cafes particularly attractive to younger audiences”. For many, this shift towards food and café culture as a new form of luxury is not only more accessible but also more rewarding. A Dhs95 cappuccino or a spenny smoothie may still seem extravagant, but they offer something that a handbag or pair of shoes cannot—a shareable, consumable experience that ts neatly into the growing trend of aspirational lifestyle content – enter the ‘errand-core’ aesthetic. In late 2023 we witnessed Kim Kardashian arriving at the Balenciaga Fall 2024 show carrying a paper bag from LA- based health food store Erewhon, with models parading down the runway holding takeaway coffees. Around the same time, Bottega Veneta ran a campaign featuring A$AP Rocky and Kendall Jenner running errands with paper bags and newspapers. This mix of high-fashion and everyday tasks taps into a generational desire to elevate even the most routine moments into something worth sharing. As grocery shopping becomes an increasingly important part of the luxury equation, the lines between food and fashion are likely to blur even further. According to a 2024 report from McKinsey & Company, groceries are becoming a top spending priority for younger generations, noting that some even take out second jobs to afford their daily food splurges at expensive supermarkets. The luxury coating of food has truly seeped into the cultural zeitgeist of our generation. More concerningly, perhaps, evolving grocery shopping into a privilege in its own right. As social media continues to blur the lines between the exclusive and the every day, a post of an expensive coffee might actually warrant more clout and validation than a snap of a new season designer bag. The camera does, after all, eat rst. For many, this shi towards food and cafe culture as a new form of luxury is not only more accessible but also more rewarding. COS_118_076to077_GenZ_V2_13381354.indd 7327/09/2024 14:4974 CHIT CHAT Jacket: Noon By Noor Dress: Elisabetta Franchi Earrings: Swarovski COS_118_076to083_ChitChat Cosmicat V2_13389308.indd 7427/09/2024 14:3775 Chit Chat She’s the dentist turned DJ who hates nightclubs. Meet Nouf Sufyani, aka Cosmicat, the Saudi musician who subverts every stereotype going WO R D S B Y C R E S S I D A M E A L E PHO T O G R APHY B Y AM I N A Z A H E R S T Y L I N G B Y S E H E R K H A N H A I R & M A K E U P : S A R A H S E Q U E R I A S E NI O R P R O D U C ER : S T EF F H AW K ER P R OD U C T I ON C O OR DI NAT O R: CH L O E CH R I S T OD O U L O U PHO T O G R APHY A S S I S TAN T: AH M E D TA HA S P E C I A L T H A N KS T O T H E S AU D I M U S I C H U B J E D D A H To In nity and Beyond Cosmicat: I n case you haven’t noticed, something is happening in Saudi Arabia. A seismic shifting of the sands, a Kingdom moving with the times, creating a bubbling, building tempo that is palpable. From the steady but radical change that has taken place over the past 20 years in the Kingdom, a new creative scene has emerged producing internationally recognised talents, such as Jeddah-based producer and DJ Cosmicat. Known to her friends as Nouf – and of cially as Ms Sufyani – Cosmicat is a stage name dreamt up with a friend one day when a time-crunch demanded it. The name plays to the artist’s great love of space and felines, the former of which she describes as “vast, mysterious and beautiful. It’s everything. A bit like music.” When we speak, the musician is preparing to release a new EP with Vinyl Mode and has just returned from a holiday in Zanzibar, telling us she’s readying herself to “plug back into the matrix” of daily life. And what a life it is. The trained dentist, who segued from braces to beats, has played some awe-inspiring venues so far during her eight- year career – from London’s iconic Fabric to the legendary EDM festival Tomorrowland, and it seems that’s just the beginning. Describing her sound as “melodic house” but adding that it’s “constantly changing”, Nouf has a distinct Y2K feel to both her slick tracks and her current look. “I think for me, the early 2000s was the golden age of music. It was super inspiring to see how good music and clean production came together,” she says. “Nice choreographed dances and fantastic fashion. I remember some of Missy Elliott’s music videos – all the crazy things she used to put on were mind-blowing. Hip hop during that era had a big in uence on my style.” Aaliyah gets a mention too, along with Beyoncé and Alicia Keys. In fact, Nouf met Alicia Keys recently when appearing together on a Women to Women panel for International Women’s Day. Her reaction? “I froze! But I also got her to sign my CD!” Nouf laughs. Well, who wouldn’t? Nouf recalls listening to music “every day since she was a child.” To her, it was an escape and an outlet, her inspiration, and her place to feel. And it’s these things that she now wants from her career over accolades and “stuff” she says, though admitting she does like the other things too! “I want whoever listens to my music to get the same feelings I got when I was younger, and I had absolutely nothing but my cassettes,” she recalls. “I never felt understood. I didn’t have the tools to express myself through speaking. Obviously, I could speak, but I didn’t know how to articulate my emotions. And I felt like music did that for me. So, I want my music to address these emotions for people who can’t express them. To make them feel loved or give them that adrenaline rush whenever needed.” Like most adolescents, Nouf spent a signi cant amount of time in her bedroom. But unlike today, there was no streaming nor instant access to the worldwide wonder of music. “Growing up, we had one cassette player in the house. I used to steal it and play my music for hours and hours,” she smiles. “And it’s funny, because when I used to do that, I wanted to sing along with the tracks, but at that age my English wasn’t any good. So later on, when we had internet access, I would nd the lyrics online.” And her favourite album back then? “Craig David, when he rst came out with Slicker Than Your Average. I think that was one of my very rst cassettes. Now I have it on vinyl and I still love it. I think I memorised every single word,” she remembers happily. “But as COS_118_076to083_ChitChat Cosmicat V2_13389308.indd 7527/09/2024 14:3776 Chit Chat COS_118_076to083_ChitChat Cosmicat V2_13389308.indd 7627/09/2024 14:37Chit Chat Dress: Proenza Schouler at THAT Concept Store Trousers: Magda Butrym Dress worn as jacket: Huishan Zhang at Etoile La Boutique Earrings: Mango I got most of my cassettes from Saudi, they were copied, so you don’t always get the lyrics and the credits in the sleeve. So, I had to go and look it up, and every time I ran into a word or a term that I didn’t understand I had to nd it, and I indirectly learned a new language.” Bo-Selecta, thanks Craig. Flash forward to 2020 and her debut Dilemma was released with Yann Dulché, and to say it all kicked off would be an understatement. Often, when an artist rst makes public something laboured over in private, it can leave them feeling raw and open, but not Nouf. “Honestly, it felt like a dream becauseI always wanted to do music. I always wanted to make music and not just DJ or put a playlist together. I felt so powerful hearing that exact track that I made being played loud on a stage at a music event or through someone’s speakers. It feels surreal, especially because I didn’t get to pursue music academically. There was nowhere I could learn.” But plenty of academic learning she did. Nouf was studious in school and chose to train in dentistry as it felt like the “most artistic” of the sciences, she says, where you could work with your hands and be precise. It also had natural knock-on effects on how the artist works now. “I am one of the most organised people you will ever meet. I say that con dently. Everything has to be in order and checked. Especially when I’m touring or travelling. I have a pair of everything. I have notes written down. A full itinerary documented weeks before the trip.” And what happens if there’s a change in plans? “I freak out!” she laughs. This meticulous attention to detail and work ethic has been serving Nouf well so far, but the misconceptions about what she does as a DJ still arise. “People think I’m partying all the time and having fun. That’s not true. The reality is that I’m working, and it’s just like every job out there, except I travel more. I love what I do, but it’s much more tiring than, you know, going to places and partying. It’s not like that at all. There’s a lot of preparation and work going on behind the scenes. A lot of emails,” she explains. “In reality, I’m very introverted and quiet. I barely even speak. I like to live inside my head, to daydream. I think at this point I’m traumatised by loud noise! I would only go ‘out out’ to a concert. And I would choose a concert or a festival over a club 100 per cent of the time. And I would only go if there’s someone special that I want to listen to.” Not quite the 24/7 hedonism we’re used to from superstar DJs... But Nouf is skilled at taking stereotypes and turning them on their heads. To get to this point, from a place with such a nuanced history as Jeddah, is remarkable. “I never thought about [music] being a career given the circumstances I grew up in back in the 1990s in Saudi Arabia. The reality looked very different from now. It wasn’t an option back then,” Nouf explains. “I think [the change] was pretty gradual, but also almost fast-paced. What makes it as powerful as it is, though, is the fact that everyone was waiting “In reality, I’m very introverted and quiet. I barely even speak. I like quietness, I like to live inside my head, to daydream. I think at this point I’m traumatised by loud noise!” COS_118_076to083_ChitChat Cosmicat V2_13389308.indd 7727/09/2024 14:37Next >