We’re delighted to share some exciting agency news – TishTash has been appointed
to lead PR for The Loft Fifth Avenue, the UAE’s New York-inspired beauty and
grooming destination, as the brand prepares to open its first Al Ain locations at Jimi
Mall.
The Loft Fifth Avenue has built a loyal following since launching in 2008, known for
bringing a distinctly New York energy to beauty and grooming across the UAE, with
locations spanning Dubai, Abu Dhabi and Sharjah, including Dubai Mall, Yas Mall
and Mall of the Emirates. This next chapter takes the brand into Al Ain for the first
time, with two dedicated destinations – The Loft Fifth Avenue Ladies and The Loft
Fifth Avenue Gents – bringing the brand’s full range of hair, beauty, grooming and
wellness services to an entirely new community.
We couldn’t be more excited to be part of this expansion. Al Ain is a market that
hasn’t had a beauty and grooming destination quite like this before, and getting to
help introduce The Loft’s signature blend of expertise, service and New York-inspired
style to a new city is exactly the kind of brief we love working on.
At Jimi Mall Ladies, clients will be able to access hair styling and treatments, nail
care, facials, waxing and threading, lashes and brows, massage and body therapy,
and make-up and bridal services, with packages starting from AED 253. Jimi Mall
Gents brings a dedicated grooming experience for men, covering hair, grooming and
wellness services from AED 161. Membership packages will also be available at
both locations for clients looking to make The Loft part of their regular routine.
Founder Jacob Hrayki, who brings more than 15 years of experience working with
major global beauty brands, has built The Loft Fifth Avenue around a clear vision:
making luxury beauty and grooming feel effortless and accessible, without
compromising on quality or experience. That vision is exactly what we’ll be helping
bring to life in Al Ain, working alongside the brand to introduce the new destinations
to the local community and beyond.
Our team is, working on everything from launch event, media relations to the wider
announcement strategy. It’s the kind of project that plays to everything TishTash does
best – beauty and lifestyle communications, built on genuine brand storytelling and a
real understanding of how UAE consumers engage with the brands they love.
We’re proud to be welcoming The Loft Fifth Avenue to the TishTash family, and can’t
wait to see the doors open at Jimi Mall.
To find out more about The Loft Fifth Avenue, visit theloftfifthavenue.com or follow
along on Instagram at @theloftfifthavenue and @theloftfifthavenuegents.
