Fatima I. Al Dirbasti is leading Qatar’s circular fashion movement with Match & Style, one of the first dedicated platforms for pre-owned luxury in the country. In 2024, she partnered with Japan’s Valuence Holdings Inc. to launch ALLU Qatar, introducing instant cash offers and expert authentication to the local market. With a passion for fashion and purpose, Fatima is redefining resale with trust, style, and sustainability.
Azqa Haroon chatted with her to learn more about her journey and the story behind ALLU Qatar.
QH: What does ALLU mean?
Fatima: ALLU stands for “All for You.” It reflects the Japanese philosophy of putting the customer at the heart of every interaction. The name embodies the brand’s commitment to delivering a personalised, thoughtful experience tailored to each client.
QH: How did the brand start?
Fatima: The brand began in 2011 under the name Namboya, which means “how much” in Japanese–capturing the essence of negotiation in the pre-owned luxury space. It later evolved into ALLU, shifting the focus from bargaining to service. Today, ALLU operates over 164 offices across 17 countries. With our partnership, we’re proud to have brought this global presence to Qatar.
QH: Why did you choose to launch it in Qatar? And tell us a little about Match & Style.
Fatima: We launched Match & Style in 2019 as one of the first Qatari e-commerce platforms dedicated to pre-owned luxury. Over the years, we built a trusted community of sellers and carefully curated a high standard of inventory. In 2024, Valuence Holdings, a stock-listed Japanese enterprise, approached us after noticing the quality of our pieces. We both saw the potential in Qatar as a sourcing hub for exceptional luxury items, and that led to our partnership and the launch of ALLU Qatar. Together, we introduced a new model to the market, combining Japanese expertise with local insight, with Match & Style merging into the ALLU brand as part of this evolution.
QH: How do you check if items are authentic?
Fatima: Every item we purchase in Qatar is sent to our expert team in Japan, where it undergoes rigorous authentication. Whether it’s a handbag, a watch, or a piece of jewellery, it’s verified by specialists trained in global luxury standards. Only once the item is cleared do we proceed with the transaction locally.
QH: What are the most popular selling items?
Fatima: Van Cleef & Arpels, Cartier, Chanel and Louis Vuitton consistently top the list. These iconic brands hold strong resale value and are in high demand, so we’re always looking to purchase them and offer competitive prices to sellers.
QH: What does luxury mean to you?
Fatima: Luxury is a lifestyle and a way of living. It’s found in the freedom to choose, to express yourself with intention, and to surround yourself with things that reflect who you are. Circular fashion empowers us to take ownership of our own style in a way that feels authentic, flexible, and conscious. It allows us to follow trends without losing individuality and makes fashion more inclusive by offering access to pieces with character, history, and lasting beauty.
QH: Any message for fashion lovers in Qatar?
Fatima: Qatar has a unique relationship with fashion, deeply inspired by Her Highness Sheikha Moza, a true global icon. H.H. has shown us that elegance and influence can coexist, and that fashion can be both expressive and empowering. To every fashion lover: make it your own, enjoy it, and embrace it. Redefine what luxury means to you, as long as it brings you joy and feels true to you.
