The role of female entrepreneurs on the start-up front has changed dramatically over the years, and
more often, their new business endeavours are playing a prominent role in the society. This is
exactly what is happening in the UAE, which has become home to amazing female business talents.
The government’s consistent effort to develop and advance the start-up system has enabled more
and more women to tap into their entrepreneurial spirit and turn their dream ventures into reality.
Business News is privileged to connect with Sama Soltan, the Founder and CEO of Dolce E Fiore, and
we ask her how she has let her passion lead her to the business of her dreams.
Tell us about Dolce E Fiore.
Dolce E Fiore is an upscale floral boutique known for luxuriously elegant handcrafted
arrangements and a well-curated collection of treats, including dates, nuts and chocolates. The
name ‘Dolce E Fiore’ – which means ‘sweets and flowers’ – is an invitation to indulge your senses
as you celebrate life’s biggest moments and most precious joys. We offer a wide selection of
floral arrangements and gift hampers for any celebrations and special occasions. We also do
bespoke services – with a team of highly-creative designers and florists, we can take on any
projects, be it individual orders or for events, no matter the size.
Our shop is located in the Avenue Mall in Nad Alsheba, Dubai. It is a purpose-designed space full
of blooms in vibrant pops of colour and absolute loveliness. An interesting feature of the store is
a relaxing corner, in which we have this charming coffee shop, serving a wonderful selection of
hot or cold beverages and a delectable range of luscious cakes and pastries.
With the flower shop business mainly dealing with a perishable product, not to mention
competition from everywhere, including online florists and gifts/chocolates shop, what are the
prospects that you see?
I am optimistic on the many opportunities in this business, despite the very stiff competition.
Putting aside the emotional benefits that flowers have on a person’s everyday life and attitude
in general – this as proven by several researches done – there is the concept of gift-giving in the
Arab culture, which is a very important factor for us in the industry. Anyone who has
experienced Arab hospitality knows, that this gift-giving tradition in the Middle East – special
occasion or not – is an aspect that’s impossible to ignore. At Dolce E Fiore, we go by the ethos
that outstanding quality and excellent service is the be-all and end-all. We put premium value on
the kind of craftsmanship and design we put into our floral arrangements and gift hampers.
And, equally important, we treat customer satisfaction as an essential business factor and
always strive on improving it.
Aside from the gifting market, do you have other revenue streams you plan to tap into?
We also do events and we undertake corporate partnerships. We especially see bright prospects
in the hospitality and event sectors, which definitely have been creating increasing demand for
flowers and specialized arrangements post the pandemic. Dolce E Fiore is not limited to fresh
flowers. In fact, a good portion of our business are non-perishable items such as artificial and
dried flowers and plants, so we are able to service the different needs across sectors. We are
also confident with our existing corporate partnerships and will continue to pursue other forms
of collaboration, wherein Dolce E Fiore becomes the exclusive flower provider/stylist of the
business or the establishment.
In essence, what makes Dolce E Fiore different from other flower and gift shops?
The quality and depth of our relationships, and our commitment to projects and clients, is
central to our work. We put the client’s needs and requirements at the forefront so attention to
detail should be exceptional at all times. This is in keeping to our luxury concept – with every
floral and gift design using a luxe aesthetic and is carefully tailored to perfection, keeping even
the smallest detail in mind. We have elevated the concept of gifting to the point that we have
signature Dolce E Fiore packaging, all designs exclusive and made for the brand. Yet, even with
this luxe and premium standard, we have a very straightforward pricing. We offer better price
points without compromising the perceived luxury value.
Where would you like to see the company in the next five years?
I would like for Dolce E Fiore to be the brand of choice when it comes to floral arrangements and
gifting, and be able to grow my team with people who genuinely love working together and are
passionate about the work they do. We work hard to achieve this mission and hope that
someday, we can open more stores across the UAE, and who knows in other Gulf countries as
well. Seeing my business in this way gives me a new burst of energy and a renewed sense of
purpose.
