The name, "Ninu Nina" stems from the alien language spoken by Robin Williams in "Mork & Mindy" ( a popular 1970's comedy show).



Rasha Khouri is a modern nomad, who's lived in Paris, Beirut and New York but has been based in London for 12 years and has always loved fashion.  She didn’t start off in a fashion, but as an investment banker at JP Morgan in New York where she was able to fuse her interest in fashion and career as a luxury goods analyst. After an MBA at INSEAD Rasha launched DIA-BOUTIQUE which sells niche independent designers in 2010 and has just launched a second venture DIA-style.com which sells over 50,000 pieces from global luxury brands and designers for delivery anywhere in the world.

How would you describe DIA-boutique?

The idea for DIA-BOUTIQUE came from my travels, where I saw the most gorgeous fashion pieces that you just don’t find outside of the country they’re made in. I’ve always been an avid user of technology and the internet so decided the best way to share and celebrate these pieces would be to set up an online store. We have a range of ready-to-wear and accessories; whether made-to-order leather gladiator sandals from Beirut, a unique twist on ‘it’ bags from a designer in Saudi Arabia, to linen kaftans trimmed with handmade Swiss lace.

Your greatest inspirations or influences?

Grandmother who had a fabulous wit and great sense of humour.

Fashion icons in your opinion?

Grace Coddington, Tilda Swinton and Kate Moss

Up and coming creatives you think we should know about?

Nilufer Tarzi Kuran a jewelry designer who is inspired by Afghan and Turkish heritage pieces.

What do you look for when you consider bringing on new talent to DIA-BOUTIQUE?

Craftsmanship and quality as well as a design aesthetic that offers a unique perspective. We have around 50 independent designers on the site and are constantly scouting for new and interesting additions to the site.

Three things you can't live without?

My ipad, music and my daily diet coke.

Favorite websites, blogs, publications?

Nowness, The Business of Fashion, Showstudio, Techcrunch and Mashable