How a modest flower corner grew into a regional luxury floral and lifestyle brand.

Maison Des Fleurs began in 2014 as a small flower corner inside a furniture store in Dubai and later its first boutique on Jumeirah Beach Road. The business was started by Priya Jelly and her husband and centred at first on flowers sold in boxes, a presentation that remains one of its signatures.

The brand’s profile rose when Khloé Kardashian reposted a photo of one of those boxes on Instagram. The packaging has since widened, and arrangements now also come in tote bags, watering cans and cake stands. A Ramadan edition of the box was created in collaboration with the French-Tunisian calligraphy artist eL Seed.

Building the UAE Footprint

The Jumeirah Beach Road boutique was the first of several. The Dubai Design District store followed, and by November 2022 Maison Des Fleurs had seven boutiques across the UAE. 

Its locations have included Dubai Design District, The Dubai Mall, Mall of the Emirates, DIFC’s Gate Village, American Hospital Dubai and The Avenue at Etihad Towers in Abu Dhabi, alongside the original Jumeirah Beach Road boutique. Together they place the brand in some of Dubai’s major shopping and business districts, as well as a hospital campus. The Dubai Mall branch is on the first floor of the Fashion Avenue extension.

Growth Beyond the UAE

With the UAE boutiques in place, the company turned to franchising to reach other markets. By November 2022 it had franchise partners in Bahrain, Lebanon, the United Kingdom and Kuwait.

In the same month, it announced an exclusive franchise agreement with Al Hokair Group to enter Saudi Arabia, with plans to open multiple stores over the following years, beginning in Riyadh. A Riyadh boutique is now listed on Prince Turki Bin Abdulaziz Al Awal Road in the Hittin district, and the Saudi operation has its own website and online shop.

The Range

Across these markets, Maison Des Fleurs has expanded its range beyond the flower boxes on which it built its name. Drawing on French floral traditions, the company offers handcrafted arrangements of fresh flowers, orchids and long-life roses, alongside faux flowers and plants. Its wider collection includes home and garden products, gift sets, chocolates, dates and candles.

On the UAE website, arrangements available on the website included 50 Shades of Pink at AED 635 and Scorching Hot! at AED 850. The Saudi collection offers more elaborate gifting options. Its Barakat Ramadan gift set combines eight long-life roses with a Sarab candle, a box of Suhoor Sweets chocolates in four flavours. Another product, Blooms and Surprises, is a faux-leather chest topped with seasonal flowers that opens to reveal candles, accessories and artisanal chocolates.

The range is also organised around occasions and seasonal celebrations. Customers can shop for birthdays, anniversaries, newborns, congratulations and get-well wishes, as well as occasions such as Ramadan, Mother’s Day, Valentine’s Day and UAE National Day. Other collections have included Christmas, Easter and New Year. In Dubai, the company also offers same-day flower delivery, subject to availability and ordering conditions.

Events, Corporate Work and Gifting

Alongside the retail range, the company takes on larger commissions. It designs floral décor for weddings, private occasions and corporate events, with home décor offered as a separate service, and its website groups this work under weddings and events, corporate services and home décor.

For corporate clients, Maison Des Fleurs produces arrangements incorporating company branding and logos, together with gift sets for VIP clients, giveaways and floral assortments for offices. It also offers customised floral installations for commercial spaces, hotels and residences, including recurring arrangements.

Beyond Flowers

The boutiques, franchises and commissions now operate as one business with several revenue streams. Maison Des Fleurs has locations across the UAE, international franchise partnerships and a store in Riyadh. Flowers remain central to it, while candles, chocolates, confectionery and other gifts have become part of its wider offering.