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Rosie's Story

At 26, with nothing more than a real problem to solve - born out of my own wardrobe problems - a vision and a tonne of grit, I launched Endless. Building what I called the “new way to shop” by combining rental and resale into one curated, luxe circular fashion platform. What started in the UK has now grown into the UAE’s leading destination for conscious fashion lovers, with over 500 brands and a growing community of women who want to shop smarter - without compromising on style.

Two years ago, I made the bold move to move to Dubai and start again - somewhere I knew I wanted to be longer term - no team, no funding, just a vision. Since then, I’ve rebuilt the business from the ground up, expanded into a new market, and watched the Endless community evolve into something truly powerful. I’m proud to say the vision I fought so hard for is becoming a reality.

Intwined in the business journey, I’ve also gone through a huge personal transformation. I’ve had to self-teach myself almost everything - from raising capital and managing logistics to navigating male-dominated investor rooms. Along the way, I’ve learned how to hold space with authority while staying grounded in my femininity - building confidence, clarity, and self-empowerment I never knew I had.