Five Minutes With…Dadkarim Mulla, CEO & Co-Founder, Amodoria

Lead by example and inspire those around you, says the co-founder of luxury technology brand Amodoria.



In a nutshell, what does Amodoria do?

Amodoria is a fashion, lifestyle and technology brand that manufactures and retails one-of-a kind luxury devices and accessories. In our short history this has included handsets and tablets encrusted with precious metals, exotic leathers and gemstones, as well as fine crafted smart-leather and jeweled accessories.

The company’s goal is to better integrate technology into a specific culture and lifestyle in order to create something of true lasting value. Specifically, offering value that either means something emotionally to the consumer or helps to facilitate self-expression.

How has the Middle East market responded to the idea and the products?

The response has exceeded our expectations with our latest collection being completely sold out in all six retail outlets that we have established in Dubai and Abu Dhabi over the first month of introduction.

The brand has drawn the eyes of world-renowned media outlets, exquisite boutique and global luxury brands, prominent retailers, notable corporations, global celebrities and HNWIs.

The product designs and innovations we have incorporated in our launch collection have featured a wider, precious and more exotic range of materials that has never been seen before in the consumer electronics and accessories market.

In turn, customers have welcomed our brand as a change to a luxury industry that has gone mass, with global chains that offer luxury products that no longer have a personal or emotive connection with the connoisseur.

What growth plans do you have for 2014?

Our growth plans for 2014 target a wider distribution and retail network in the GCC having assessed key growth opportunities in Qatar, Kuwait and Saudi Arabia. We are currently in talks with some of the major luxury retail chains and weighing the possibility of an exclusive partnership that would give us international brand exposure.

The milestone goal for the end of 2014 is to have launched our own stand-alone boutique store at the Dubai Mall.

What challenges have you encountered so far and how have you resolved them?

Attempting to reverse engineer the hardware of existing products made by companies such as Apple and RIM has given the company a steep learning curve in terms of what is feasible and what is not based on the materials and designs we develop for the devices.

This has come at a great expense in terms of R&D and has often made it difficult to maintain customer satisfaction with the overall experience the brand promises.

Three tips for becoming an entrepreneur

1. Don’t be afraid to take risks and persevere on the vision or ambition you believe in without looking back on hurdles and wrong decisions with regret or remorse.

2. Realize that there are always others who will be smarter and better at doing something than you are. Use these assets to your advantage by working closely with them to help you get to where you want to be.

3. Lead by example and inspire those around you to believe in you and your vision.

Define success in five words

To achieve your full potential.