This week, we speak to Katie Randev, Founder & CEO of Club L London, the fashion industry’s go-to e-commerce brand known for its luxe pieces.

Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.

From bridal to occasional dressing pieces, the platform offers a variety of high-quality pieces crafted to perfection also now marking its presence in the UAE.

So, to delve into Randev’s journey in the floral industry and creative industry, Emirates Woman sat down with her to see how her journey in the industry began.

I was definitely drawn to numbers and anything business-oriented. Subjects that involved problem-solving, logical thinking, and process mapping really excited me. I’ve always been naturally inquisitive, constantly asking questions and wanting to understand how and why things work. That curiosity and analytical mindset have stayed with me throughout my career.

Growing up in a family with a retail background, I didn’t have a typical ‘first job’, I was immersed in the business from as early as I can remember. I became well-versed in supply chains, finance, product, and retail operations at a young age. My first self-led project outside the family business was a summer collection I developed for ASOS while still in college. It was something I took on independently to earn extra income, and it was successfully received. That early taste of independence and commercial success was incredibly inspiring and really fuelled my passion for building something of my own.

International growth is a core pillar of our brand strategy, and our first modest-focused collection was a significant milestone in that journey. We launched it with a clear commitment to continuously refining our offering to meet the evolving needs of the Club L consumer. The collection resonated particularly well in the Middle East, especially in the UAE, where there’s a growing appetite for luxury modest fashion that aligns with both personal style and cultural values. The strong response, combined with the region’s dynamic retail landscape and growth opportunities, has made the UAE a strategic focus for us.

Club L started off as started as a wholesale partnership specialising in occasion wear and later transformed into a standalone, self-funded DTC brand, and latterly repositioning into the accessible luxury space. I could see huge niche in the international market for a brand like Club L offering unique statement designs, unrivalled quality and fit at a more accessible price point. Growing up in the retail business gave me extensive experience in supply chain management and business development, and that’s how Club L London was born with a drive to provide accessible luxury to everyone underpinned with a solid understanding of supply chain management and a passion for numbers and data. At its core, Club L is also about female empowerment. We design for women who want to feel strong, confident, and unapologetically themselves. Our mission is to champion diversity, celebrate individuality, and offer clothing that empowers women to own every moment whether it’s a red-carpet entrance or an everyday win. It’s more than fashion; it’s about creating a community of empowered women who uplift each other through style, ambition, and confidence.

As CEO of a rapidly growing D2C business, my role is incredibly varied. While my primary focus is on growth strategy and international expansion, I remain deeply involved in all aspects of the business. Club L demands my full attention across its core areas, but I’m especially passionate about product and brand, these are the heart of everything we do. As a CEO, it’s essential to be genuinely passionate, constantly challenging the norm, inspiring innovation, and building an exceptional team that shares and drives the vision forward.

Katie Randev, Founder & CEO of Club L London

No two days are the same, and that’s something I truly embrace. Splitting my time between Dubai and the UK, my day can range from office-based trading and finance meetings to travelling internationally, visiting suppliers, building relationships, and exploring new opportunities for expansion. I’m an early riser and like to get a head start on the day. With a global team, I often find myself working across multiple time zones, which requires a high level of flexibility and commitment. Running a digital business demands agility, being able to adapt, evolve, and respond in real time. I’ve learned to be strategic with my time, ensuring I’m always where I need to be whether that’s leading from the front, supporting the team, or identifying the next big opportunity for Club L.

You have to have passion unrivalled passion, dedication, and commitment. It’s essential to have a clear, defined vision and not let anything stand in your way. From the very beginning, Club L has had a strong and unwavering USP, and we’ve stayed true to it. Delivering a high-quality product has been central to our success, along with the agility to adapt quickly to market demands. It’s just as important to stay humble, listen to your customer, and never stop evolving. In this industry, standing still is not an option.

At Club L, our design process is not only unique, it’s an authentic expression of who we are. Every piece is meticulously conceptualised, crafted, and perfected by our in-house team of designers, garment technologists, and industry specialists who are passionately committed to delivering the very best for our customers. Renowned for our occasion-wear—including wedding guest, red carpet, and party styles Club L has recently expanded to include resort, modest, and maternity collections, ensuring we cater to every moment in our customers’ lives with elegance and style. We’re constantly pushing the boundaries, refining our standards, and embracing innovation. Our team leverages cutting-edge techniques and partners with world-class suppliers to bring high-end capabilities to every garment. Each piece is developed with extraordinary attention to detail and craftsmanship, ensuring that it meets our exacting standards of quality and design and most of all- exceeds our customers expectation. Our creative process is fueled by insight real, meaningful data gathered by our talented and visionary team. These insights help us create styles that not only capture the essence of the Club L Woman but also meet her needs and desires. This agile, collaborative approach allows us to respond quickly to trends, stay ahead of the curve, and overcome challenges with confidence. As a globally focused brand serving multiple markets, we blend creativity, innovation, and data-driven strategy to ensure our luxury pieces are ready to make an impact just when our customers need them most.

Our Resort collections have always been my favourite, they’re a true playground for experimentation when it comes to colour, print, and silhouette. It’s also one of our newest categories, so I always feel a real sense of excitement around it. With Club L being such an international brand, I wanted to celebrate the diverse mix of cultures and community we represent. That’s why we took our inspiration from a European summer and brought it to Dubai. We shot the campaign in partnership with the prestigious Rikas Group, across Gigi, La Cantine, and Maison Revka venues that perfectly align with our brand ethos. It’s important to us that our collaborators share the same values, and the concept of bringing a European spirit to the UAE felt especially meaningful. This season, we explored traditional European artisanal craft weaving both art and culture into our prints and patterns. From porcelain-inspired motifs to handcrafted florals, each design carries a unique story and represents something truly special.

Stay true to your brand’s vision, but never stop listening. The fashion industry moves fast and trends change constantly, but authenticity is timeless. Lead with creativity and innovation while keeping a listen to your customers, your team, and the market. Embrace agility be ready to pivot quickly without losing sight of what makes your brand unique. And remember, building strong relationships with your people and partners is just as important as the designs you create.

Our commitment to excellence in design, quality, and fit combined with our focus on international trade, has fueled our phenomenal growth and success. However, the journey has not been without its fair share of unprecedented challenges. Club L emerged as a relatively new player in the industry right at the onset of the pandemic, a time that tested us in ways we had never anticipated. Since then, we’ve had to navigate complex macro and microeconomic factors almost weekly. Yet, we firmly believe that delivering true quality and maintaining agility in the face of change not only helps you survive, it makes you stronger. These difficult times have strengthened our team, sharpened our vision, and deepened our passion for what we do. Each challenge brings valuable lessons, driving us to become more adaptable and resilient.

International growth and brand evolution have always been central to our strategy. We’re committed to delivering a more localized, personalised shopping experience and an elevated customer journey for every Club L Woman wherever she is in the world. Our global expansion has recently taken an exciting leap forward through strategic partnerships with Ounass and Harvey Nichols Kuwait. These collaborations have significantly strengthened our presence in the Middle East, a key region where we’ve also expanded our production and marketing efforts. This next chapter not only amplifies our reach but also introduces a fresh and elevated perspective on the Club L brand. It’s an opportunity for our global audience to experience the sophistication, quality, and creativity that define who we are on a whole new level.

Images: Supplied