Meet Dana Odeh

We were lucky to catch up with Dana Odeh recently and have shared our conversation below.

Hi Dana , really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?

I was born and raised in the UAE, but my life has been a tapestry of different cultures and experiences, shaped by frequent moves due to my husband’s work. Our journey took us to cities like Cape Town, Moscow, and even as far as Almaty in Kazakhstan, before we eventually returned to Dubai, where I now reside.

Throughout these years, while my primary focus was raising our children and supporting my family, I always carried with me a deep entrepreneurial spirit and a longstanding passion for fashion and craftsmanship. I believed that one day, I would find a meaningful way to channel these interests into something of my own.

In 2018, while visiting a pop-up market in Lebanon, I had a lucky encounter with the late Marie Therese, a talented jewelry artisan. Her creations immediately captivated me with their beauty and authenticity. Without hesitation, I asked if I could take some of her pieces back to Moscow, where we were living at the time. To my amazement, the jewelry sold out within days. It was at that moment that I realized: not only could I succeed as an entrepreneur, but I could also help talented artisans reach new markets. This was the beginning of Rock n Shine, my entrepreneurial journey.

Initially, my business centered around Marie’s jewelry and a handmade clothing brand from Lebanon. But my purpose became clearer and more profound when I discovered SEP Jordan (now known as SEP the Brand) — a social enterprise working with Palestinian refugees in the Jerash Camp in Jordan. SEP empowers refugees by employing them to create hand-embroidered garments and accessories using high-quality, organic materials.

Learning about SEP Jordan struck a deeply personal chord. My roots are Palestinian; my parents were born there, and although life has taken me far from that land, my connection to it remains unwavering. Supporting Palestinian artisans through my business felt natural and deeply fulfilling. I reached out to SEP and began stocking and selling their products in Moscow. Today we are SEP’s official distributor in the UAE.

I found my purpose naturally over time, driven by a combination of personal passions, family heritage, and a commitment to making a meaningful impact. Through Rock n Shine, I am able to celebrate craftsmanship, empower artisans, and stay connected to my roots — and that gives me a sense of fulfillment and drive that fuels everything I do.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’m currently focused on growing Rock n Shine into a well-recognized concept store — one that champions sustainability, ethical sourcing, and the empowerment of artisans from marginalized communities. At its core, Rock n Shine is about redefining what fashion can be: beautiful, purposeful, and kind to both people and the planet.

My journey began in a very basic hands-on way by showcasing the work of talented artisans at local pop-up markets. These early collaborations opened my eyes to the incredible craftsmanship that exists in overlooked corners of the world. From there, I began working with SEP The Brand, a social enterprise supporting skilled refugee artisans. That experience deepened my commitment to creating pathways for displaced and underprivileged craftspeople to earn a fair wage and share their artistry with the world.

Today, Rock n Shine is starting a new and exciting chapter. I’ve teamed up with some amazing creators: Mayler, a Spanish eyewear brand making cool frames from ocean waste; Michy, a designer who turns recycled leather into earrings inspired by olive trees; and MELT, a women-led brand that transforms recycled plastic into bold, handmade sunglasses. These partnerships are all about combining great design with sustainability, because style and responsibility can go hand in hand.

Looking ahead, my goals are twofold. First, I want to continue uplifting artisans, offering them a platform and a fair income for their skills. Second, I aim to challenge the narrative around “fast fashion.” We don’t have to settle for polluting industries or exploitative practices. There is another way, one that respects people, protects our planet, and still delivers beautiful, wearable art.

The digital age helps me share my message with the world. Through an online platform, I can connect with people everywhere, raising awareness and encouraging a new way of thinking about fashion and consumption. With Rock n Shine, I want to show that fashion can make a positive difference.

At Rock n Shine, I’m building a global fashion brand rooted in sustainability, ethical sourcing, and artisan empowerment. I started by showcasing handmade goods at pop-ups, then expanded to supporting refugee artisans through SEP The Brand. Today, I’m partnering with eco-conscious designers like Mayler and Michy, proving that fashion can be both beautiful and responsible. Our mission is simple: uplift underprivileged creators and show the world that ethical, sustainable fashion isn’t just possible—it’s the future. Through Rock n Shine, I’m proud to bring meaningful, conscious fashion to a global audience.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

1. Resilience:
Throughout my journey, there were inevitable setbacks and moments of doubt. Having the ability to stay focused, adapt to challenges, and push through uncertainty made a huge difference.

Advice:
Resilience isn’t something you’re simply born with—it’s built through experience. Early on, try to see challenges as opportunities for growth. Reflect on failures without self-judgment and actively practice perseverance by setting small, difficult goals and seeing them through.

2. Continuous Learning and Curiosity:
Being open to learning new things, even outside of my initial field of expertise, expanded my opportunities and made me more adaptable to change.

Advice:
Commit to lifelong learning. Stay curious, ask questions, and don’t be shy to seek out advice.

3. Relationship Building and Communication:
Strong, authentic relationships and effective communication played a huge role in opening doors, creating collaborations, and finding mentors.

Advice:
Prioritize building genuine connections over transactional ones. Listen more than you speak, find ways to support others, and be proactive in reaching out to people you admire. Practice clear, empathetic communication, especially when facing disagreements or challenges. Collaboration, not competition, is often the most powerful driver in the sustainable space.

All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?

Running a business is never easy—it demands long hours, unwavering persistence, and constant adaptation. This is especially true in the fashion industry, which is dominated by multinational retailers that thrive on economies of scale, allowing them to slash prices and mass-produce clothing in enormous factories overseas. “Fast fashion” dominates the market, but it comes at a significant cost: it exploits workers, generates massive textile waste, and contributes heavily to global carbon emissions.

Beyond that, we also face the challenge of ethical storytelling. Many brands are jumping on the sustainability bandwagon, claiming to support vulnerable communities—such as those in Palestine—while in reality, their primary focus remains profitability. It’s easy for companies to throw around buzzwords, but unless they’re fully B-Corp certified or working with verified ethical suppliers, these claims can be misleading. As a small, genuinely conscious brand, it can be difficult to cut through that noise and maintain trust in a market flooded with misleading sustainability & ethical claims.

Another major challenge we’re facing is reaching the right customers—those who are not only interested in fashion but are also aligned with our values of ethical production, transparency, and sustainability. These customers exist, but they are often overlooked by mainstream marketing and may be skeptical due to the overuse of sustainability claims in the industry. Educating our audience and connecting with people who care about where their clothes come from is an ongoing effort.

To overcome these hurdles, we’re continuing to push Rock n Shine into the spotlight through a multi-faceted approach. We’re investing heavily in a strong social media presence, optimizing our website with SEO strategies to improve visibility, and building partnerships with like-minded publications that share our values. We participate in pop-up markets across the Emirates to engage with customers directly and share our brand story, while also partnering with like-minded concept stores to showcase our products.”

Contact Info:

• Website: https://rocknshine.me/
• Instagram: https://www.instagram.com/rocknshinewithdana/

Image Credits

Dana Odeh.