From Dubai to the World: Dana’s Journey to Ethical Fashion

Dana Odeh, the founder of Rock n Shine, has never taken the conventional route. Her journey into fashion didn’t begin with a design degree or a job in retail — it began with pop up shops selling unique jewellery she had found on her travels. This, combined with a deep love for style and an unwavering desire to create meaningful change, was the start of it all.

Born and raised in Dubai, Dana became financially independent at just sixteen. When she left the UAE in 2004 as a new mom to support her husband’s international assignment, she quickly realized the professional world wouldn’t be easy to access as an expat wife. So she adapted, studied credit management, and moved across continents — from Cape Town to Moscow, and later to Kazakhstan — carrying her entrepreneurial spirit with her.

It wasn’t until 2018, while living in Moscow, that Dana’s passion for fashion turned into something tangible. What began as casual pop-ups with handmade accessories evolved into something far more purposeful. A chance encounter at a pop-up in Lebanon led her to the late Marie Theres, a jewelry artisan crafting pieces from semi-precious stones. Dana, almost instinctively, offered to take Marie’s creations back to Moscow — and sold out within days.

But Dana knew she wanted to go deeper. Fashion was only part of the equation — she was drawn to brands that stood for something. That’s when she discovered SEP Jordan (now known as SEP the Brand), a social enterprise that works with Palestinian refugees in Jordan’s Jerash Camp to create high-quality, hand-embroidered cashmere pieces. Dana immediately felt a profound connection: as the daughter of Palestinians from Ramallah, she recognized the deeper value in representing a brand rooted in heritage, dignity, and impact.

Despite her small operation at the time, Dana reached out. SEP responded and a partnership was born. She began representing SEP in Moscow, launching Rock n Shine with just seven cashmere pieces that told stories of resilience and craftsmanship. In less than a year, she was hosting fashion shows and growing the brand’s presence among an audience hungry for something unique and meaningful.

The name Rock n Shine itself is a reflection of Dana’s approach: “Rock” for the semi-precious stones and grounded authenticity, “Shine” for the elegance and brightness she brings through each piece. By 2022, she had moved back to Dubai, bringing Rock n Shine with her and continuing her mission from a new home base.

Today, Rock n Shine is known as the UAE’s exclusive representative of SEP the Brand, but the vision doesn’t stop there. As has Dana evolved, so has her inventory. While SEP remains the brand’s winter bestseller, Dana is expanding her offering to include other ethical and sustainable brands that align with her mission.

Among them: Mayler, a Spanish eyewear label using recycled waste material from the ocean, and Michy, a designer transforming recycled leather into beautiful, olive tree-inspired earrings. Going forward, Dana has her sight set on a couple of certified B-Corp brands working with displaced African artisans.

For Dana, fashion is not seasonal — it’s a vehicle for change. Every piece sold through Rock n Shine supports real artists, many of whom are refugees seeking dignity, independence, and recognition for their craft. As Dana puts it, “The more we sell, the more we employ, the more families benefit.”

Rooted in authenticity, Rock n Shine is not just another online boutique. It’s a story of purpose, identity, and evolution — crafted with care, driven by values, and inspired by a woman who turned her love of fashion into a global platform for impact.