As the UAE’s creative economy continues to expand, a new generation of homegrown design brands is emerging, led by founders shaping the region’s creative identity while navigating an increasingly complex global landscape.
One such example is Yla, a Dubai-founded furniture atelier created by engineer and long-time UAE resident Benoît Rondard, who has lived in the country for more than 25 years. Alongside his role as Founder of Yla, Rondard is also General Manager at Eurotech in Jebel Ali, a metalwork company that anchors the brand’s local production capabilities.
For Rondard, building a design brand in the UAE is not only a business venture but a reflection of the country’s growing creative ecosystem.
“Building Yla from Dubai is both a responsibility and an opportunity,” he says. “The UAE has created an environment where entrepreneurship, design, and industry meet in a very direct way. Being a homegrown brand means contributing to that ecosystem while demonstrating that high-quality design can emerge from this region.”
Launched in Summer 2025, Yla explores a material not traditionally associated with domestic interiors: metal. Its debut Audace Collection, developed with French designer Remi Damilleville, reimagines stainless steel and aluminium through sculptural seating, tables, and bookcases designed to bring softness and emotion to industrial materials.
Produced locally in Jebel Ali, the collection reflects a model that keeps design, engineering, and manufacturing closely connected – something Rondard believes is increasingly important as companies rethink supply chains and production strategies.
“Yla was conceived and developed in Dubai, and our pieces are produced locally in Jebel Ali using stainless steel and aluminium. This proximity between design, engineering, and production allows us to experiment, refine, and maintain a very high level of craftsmanship. At the same time, it reflects the spirit of the UAE itself: ambitious, international, and open to new ideas.
We are grateful to build the brand here because the country genuinely supports new initiatives and creative industries. It gives founders the possibility to transform an idea into a tangible project.”
In an increasingly unpredictable geopolitical environment, Rondard believes resilience for creative businesses lies in focus, adaptability, and community.
“Our approach is simple: we stay committed to our work while continuing to support the ecosystem around us. Our team continues to build, collaborate with architects and designers, and welcome visitors who want to engage with the brand.”
For founders building global brands, Dubai offers a rare combination of infrastructure, connectivity, and international energy.
“Few cities in the world allow a founder to design, produce, and present a brand to a global audience from the same place. The city is also incredibly international. Designers, architects, investors, and entrepreneurs from many countries operate here, which creates a dynamic environment for collaboration and exchange of ideas.”
For a brand like Yla, this environment is particularly valuable.
“We design pieces inspired by nature and contemporary living, but we present them to a global community of architects, designers, and hospitality professionals who reside in or pass through Dubai every day.”
Looking ahead, Rondard believes homegrown brands will play a defining role in shaping the Middle East’s creative future.
“As the region continues to invest in culture, design, and architecture, locally developed brands can bring perspectives rooted in this region while remaining globally relevant. The next decade will see more brands emerging with the confidence to compete internationally.”
For Yla, that journey continues with seasonal evolutions of the Audace Collection and additional nature-inspired colourways planned for Spring 2026.
“Design should evolve,” Rondard adds. “It grows, it breathes, and it transforms.”
Explore collections at www.yla-metal.com | @yla.metal
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