The Huffington Post has obtained the name of this self-proclaimed luxury brand, as of yet kept secret: QELA. Given the virtually unlimited financial means of the Qataris, established brands such as Hermes, Dior and Louis Vuitton are not likely to take this news lightly.
Caroline Guillon, the marketing director of Qatar Luxury Group, which launched the brand, told The Huffington Post, "Since its inception, the goal of our group has been to create a fashion brand in Qatar, and then, in time, expand to an international vocation. We are currently working on the collection." However, for the time being, Guillon preferred "not to disclose the name."