Published in Villa 88 Magazine, June 2016 issue

Emirati entrepreneur FATIMA AL SHIRAWI decodes color therapy and its many shades, writes PRIYANKA PRADHAN
VILLA 88 JUNE 2016 113-page-001
Download PDF here: https://www.scribd.com/document/321128083/A-colorful-Life

She lives, breathes and dreams in color. For Fatima Al Shirawi, hues have dictated every aspect of her life from home to work and from

her wardrobe to her inter-personal relationships. Perhaps this is why she chose to help people use colors to change their lives. “It’s been a very long and colorful journey,” says Fatima. “When I went to England to study fashion design, we had to take a class in color psychology and that’s when I was introduced to the world of color for the first time. It was an instant calling since the first day of my class and I’ve been mesmerized ever since.”

“When I came back to Dubai after my course, I realized this was something lacking in the market. People weren’t aware of how emotions could be associated with color. They didn’t know how in-depth the concept could go and how it could a ect various aspects of their lives. This was an opportunity waiting to be explored,” she says. This is how her brand The Gracious F was born.

Her client profile is truly diverse — ranging from age 26 to 50, working professionals to housewives, new moms to singles looking for love and from the newly wed to the newly divorced, who come looking for help to either change or simply enhance their lives through colors. The process is fairly simple. Starting with a general questionnaire about personality and preferences, a typical consulting session involves an in-depth analysis of the client as well as several color tests against their skin, to determine which palette suits them best. This palette is further customized into a personal color kit for the client, which can be used in their wardrobes, home interiors or workspace, depending on which area of life the client wants to work on.

“You also receive a full report on personal grooming according to your personality and body type- which colors to wear, hairstyles, fragrances, fabric, jewelry and make up choices, what careers suit you—it’s a complete lifestyle package,” she adds.

While working with clients to create personalized work and private spaces, she stumbled upon an idea to create a multifunctional piece for her clients— an interior décor project and her personal labor of love. “‘The object’ came about as a result of my own di culty while working in interior design,” says Fatima. “When I analyze an individual, I aim to customize and personalize their private space to the best of my ability. In the market, I couldn’t find something to match their individual personalities so I created something that my clients could use as an art piece in their homes and also something that was multi-functional. I further personalize ‘the object’ according to the client’s color individual therapy session.”

However, it hasn’t been the easiest journey to convince the market to buy into a concept that is fairly esoteric. “In order to create awareness about color therapy, I have been working on a lot of workshops and talks to educate people, which has in turn helped potential clients understand and try it for the first time, ” she says. “There was a considerable amount of skepticism when I started out first. I found that individuals are becoming more and more open to fresh, creative concepts to improve their lives as opposed to corporates, who are more hesitant to try something new,” adds Fatima. “In such a fast-paced environment such as Dubai, stress is a big problem amongst adults and they’re ready to try something new in their lives.”

The color therapy concept applies itself to the corporate world on a larger scale. Fatima will first assess the customer profile and target group of the store and carefully categorize them into groups. “We create each section for each type of personality. We blend in colors, textures and designs together to appeal to the customer profile or target group for the store. So when the customer enters the store, they automatically gravitate towards the section that appeals to them. For example, the majority of customers from the UAE, Levant and the Mediterranean belt are autumn personalities, so we can derive general characteristics of these personalities and determine the kind of colors they’re drawn towards.”

She may have scaled up her business by several leagues since she started in 2012 but she says her biggest achievement so far is something that cannot be quantified. “The feedback that I get and the happy faces of my clients —that’s the ultimate satisfaction for me and it keeps me going. They come in with questions and concerns and leave with a happy, positive feeling and that’s something that’s irreplaceable for me. My biggest achievement is seeing my clients’ lives turn around due to the positive e ects of color therapy.”

As for future plans, Fatima will continue to build The Gracious F and expand internationally, travel and acquire skills that will further enhance her work. With a wealth of experience, years of training as well as her inherent personal charm, Fatima aims to offer the world the ultimate color experience. http://www.thegraciousf.com

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