商品敘述：

AWARD WINNER - 2025 AUB-OSB Case Writing Competition Over two decades, Maha Al Sibai, an award-winning jewellery designer and founder of a boutique luxury brand, Maha Al Sibai Jewellery LLC, in Dubai, United Arab Emirates, has built a reputation for handcrafted, emotionally resonant pieces rooted in storytelling and artistry. However, in mid-2025, she faces growing pressure to balance her creative identity with the operational demands of running a business in one of the world''s most competitive and price-sensitive jewellery markets. With limited resources, a small team, and the evolving tastes of younger buyers, Al Sibai struggles to scale her business without compromising her artistic vision. The case explores her personal journey from Damascus to Dubai, the development of her brand, and her marketing efforts grounded in authenticity rather than mass appeal. At a crossroads, she must decide whether to retain full control or bring in an investor to manage business operations, potentially freeing her to focus on design. Neha Mittal is affiliated with Temple University;Manju Menon is affiliated with Ivey Publishing

涵蓋領域：

Business management;Entrepreneurship;Operations and supply chain management;Strategy;Strategy management

相關資料：

, (W47985), p, by Neha Mittal, Manju Menon

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