Mosika Abu Zeid, a Lawyer and an Entrepreneur, is 33 years old and currently lives in Dubai of the United Arab Emirates.
She was born to Palestinian parents, with her late father being a Medical Doctor, and her mother working in social welfare. She was raised and educated in Australia. As one of six children – family, education and hard work were always a huge part of her life, more-so after her father passed when she was 12 years old of cancer, and two years later her eldest brother Mohamad passed in a car accident. These life events propelled Mosika to a life of working hard, overcoming obstacles and reaching her goals in the face of adversity.
She went onto University in some of the top universities in Australia, to Study a Double Degree in Law and Commerce (majoring in Accounting), and obtained work as a lawyer in Crowe Horwath in Sydney Australia, as soon as she graduated. Before long, she was poached by Pricewaterhouse Coopers in Sydney, Australia, to work in their legal arm as a Disputes lawyer. She moved to Pricewaterhouse Coopers where she worked for for over 7 years ironically on a large portfolio of fashion clients including Louis Vuitton, Gucci, Estee Lauder and others.
She simultaneously completed her Masters in Law at the Uni of Sydney before moving to Dubai after she married in 2013, and working in legal roles here whilst growing her family and having now two young children, Yassin who is almost 4, and Fayrouz who is 1.5 years old.
Whilst excelling in the legal field in the UAE, and having over 10 years of experience as a Commercial and Disputes lawyer, her attentions and passions began to turn to entrepreneurship after the birth of her first child, Yassin. It was at this time that she started looking for more “family friendly” options that would allow her to whole heartedly be there for her family and child, but also at the same time use her mind and achieve her life goals. She began to conduct private legal consultation to a number of influential persons in the UAE, and semi-government organisations, and large retailers. Her legal work took her to negotiating private label clothing production contracts for a number of the largest retailers in the region, and she got a great working knowledge of apparel production, knowledge of fabrics, the design process and most of all she started building great worldwide relationships with clothes manufactures.
With all this, she could not ignore this pressing problem that she was seeing in the market for a lack of easy to wear, affordable, modesty-friendly fashion (both personally, and for other hijabis she knew).
In true Mosika style, she decided to take action about this problem that she was seeing, which was a huge gap in the market that provided this fashion. In early 2016 whilst pregnant with her second child, Fayrouz, who is now 1.5, she started to take steps to build Desert Cove Fashion. The brand had a soft launch in mid-2016, with the release of its first ‘Lifestyle Collection’ which consisted of a range of super basic, easy to wear, breezy wardrobe must haves, for every day ladies. The idea of the soft launch was intended to “test the market,” and also because she was pregnant at the time, she intended the first steps to have a soft pace with her pregnancy at the time.
After Mosika observed a positive response to the brand and the designs, she took steps to design her second collection, which was called the ‘Astir Collection” which was formally launched at DMFW in December 2017.
Since this time, Mosika has put full efforts, side by side with her legal consulting to grow the brand, and has seen amazing success both regionally and internationally. Now, with the help of a small specialist team, she is focusing on building awareness of the brand and growing it across international borders, and most of all connecting with the customers and audience of Desert Cove both in the MENA region, and as far away as Italy, Canada and the United States.