Because an invite is the first experience guests have with your wedding and personal style then it’s no surprise why bringing on the experts is a major plus! We interview dubai-based Louma behind Design by Louma about her services, brides and internationally featured work
Q: Describe the exact moment when you said to yourself “I want to design celebrations stationery”
It was January 2013 while i was expecting my first baby, I took my love for print and combined it with my experience in design to set up Design by Louma. I wanted to give Arab brides more, I thought I would inject a little spark in the wedding stationery industry with my own take by combining modern designs with beautiful craftsmanship, my work would be inspired by 8 years in the design & advertising industry
Q: What is your design philosophy?
I am passionate about bringing a fresh approach to the traditional and treat the invitation as a piece of design rather than a piece of protocol that needs to follow specific colors, calligraphy font & format.
Q: How often do you reflect your personal taste when designing?
Most of the time it does! I work with a team of designers, calligraphers and illustrators and all the work is art directed and supervised by myself. I like to see each wedding invitation as a personal expression of my own taste, designs that are appreciated and loved by my clients
Q: Do you remember the details of the first wedding invite you designed? Given the chance, would you change anything about it?
The very first invitation I designed was for my sister’s wedding back in 2009. It was a destination wedding in both Colombia & Lebanon. The idea was a traveling pocket with the invitation in the shape of an airline ticket along with a dual passport design about the couple.I wouldn’t change a thing, the concept was unique and a proud highlight in my career
Q: Where do you go for inspiration to bring something new to every wedding?
Fashion magazines, florist shops, industrial food packaging and textile making like wall paper design, furniture fabric design…. Recently I go to wedding cakes for inspiration as they ooze of opulent details.
Q: How do you approach a bride who has a completely different style than yours?
First of all I would try to understand why I was approached, she must have seen something in my portfolio that tickled her heart. I consult her on the latest trends and present our recommendations, an expert service that not just executional so in most cases a mutual ground is reached and we take it from there. We also enjoy working with creative brides! They are often the ones setting new trends
Q: What is the main difference between designing in Arabic versus English?
To start off, the format is “right to left” for reading and unfolding of the invitation. English typefaces are widely available and in different styles, as for Arabic typefaces there is little variety compared to English but that also offers a creative challenge to our calligraphy team, for example creating custom bride & groom’s names in Arabic
Q: If you can design an event invite/stationary for one major celebrity event which one and why?
Definitely a celebrity who has a fun personality like Eva Longoria who recently got engaged in the Dubai desert, and although Lebanese film director Nadine Labaki is already married, maybe I’ll get the chance to design the invitation to her 10 year vow renewal?
Q: If you can use only one color to design a weddin invite which would it be?
White only, with subtle effects such as blind embossing & spot UV varnish, you can come up with a timeless piece of invitation with white.
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