We were lucky to catch up with Dana Odeh recently and have shared our conversation below.
Dana, thanks for taking the time to share your stories with us today How did you find your key vendor or vendors? Maybe you can share the backstory and share some context and the relevant details to help us understand why you chose them, why they chose you, etc.
Finding vendors for Rock n Shine has never been a purely structured process for me, it’s often been instinctive, even spontaneous. I don’t actively go out looking for specific products or brands; I tend to recognize opportunities when they present themselves and act on them. In the very beginning, I was simply searching the internet for handmade clothing and accessories from the Middle East, and the first brand that came up was SEP the Brand. That initial discovery turned into something much bigger. What drew me in wasn’t just the product, but the craftsmanship and the purpose behind it. It felt aligned with what I wanted to build, and that’s how the relationship started.
A similar thing happened with another brand we work with, Mayler & Co. sunglasses. I came across them while on holiday in Spain, it wasn’t planned at all. I walked into the store, connected with the concept immediately, and felt it would add depth and meaning to the overall collection. Those moments of discovery have often been the most defining.
Because of how these relationships began, the process of striking a deal was very natural. It was less about hard negotiation and more about mutual understanding, shared values, trust, and a belief in what we could build together. I think what made them say yes to working with me was that sense of clarity and intention, even at an early stage.
Looking back, what I would do differently is introduce more structure from the outset. When things happen organically, you tend to rely on goodwill, but having clear agreements in place early on, around pricing, expectations, and operations makes a big difference as the business grows.
The biggest lesson I’ve learned is that the best partnerships don’t always come from extensive searching, they come from genuine alignment. You can’t always plan for that, but when you recognize it, you have to trust it.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I’m Dana Odeh, the founder of Rock n Shine, a concept built around bringing together design, purpose, and meaningful craftsmanship. My journey into this space wasn’t traditional, I didn’t come from a fashion background or follow a structured path into the industry. It started very organically, driven by a desire to create something that felt both aesthetically strong and impactful. Rock n Shine is essentially a curated platform for brands and products that carry depth, whether through the way they’re made, the people who make them, or the intention behind them. We work with social enterprises like SEP the Brand and MADE51, as well as independent sustainable and ethical brands, to offer collections that blend modern design with purpose. From abayas and kimonos to accessories and lifestyle pieces, everything we carry is selected with a very clear lens: it has to be beautiful, but it also has to mean something.
What we’re really doing is shifting the way people think about what they buy. It’s not just about the product, it’s about connection. Clients today are more aware, and they want to understand where things come from and who they impact. Rock n Shine bridges that gap by offering pieces that feel relevant, wearable, and contemporary, while still carrying that deeper value.
What sets us apart is that nothing is forced. I don’t actively go out searching for brands to fill a category, I respond to opportunities when they come, and I only bring in what genuinely aligns with the vision. That’s why the collection feels cohesive even though it’s made up of different designers and concepts. There’s a very strong point of view behind it.
What I’m most proud of is building something that supports others while still standing on its own commercially. Creating opportunities for artisans, underprivileged artists, particularly those working in difficult circumstances, and giving their work a platform in a modern retail setting is something that matters to me deeply. At the same time, maintaining a certain level of design and positioning has been key.
If there’s one thing I’d want people to understand about Rock n Shine, it’s that it’s not just a brand, it’s a mindset. It’s about buying with intention, appreciating craftsmanship, and surrounding yourself with pieces that carry both style and substance.
We’d love to hear a story of resilience from your journey.
Resilience, for me, has never been a single moment, it’s been a series of very real, very personal challenges that all came at once. I started Rock n Shine in 2018 in Moscow, and just as the business was beginning to gain traction, COVID hit. Like many others, it pushed everything back to square one. But that was only the beginning. Around the same time, my mother fell seriously ill while living in a different country, which meant constantly navigating between personal responsibility and trying to hold onto the business.
Then came the war between Russia and Ukraine, which led us to make the decision to relocate to Dubai for the sake of my children’s education. That period was one of the most difficult chapters of my life, managing the move, supporting my mother through her illness, coping with the loss of my father, and at the same time helping my three boys settle, each in a different school and environment and dealing with their growing pains. In the middle of all of that, I had to rebuild the business from the ground up in a new country.
There were moments where it felt overwhelming, but what carried me through was a combination of perseverance and belief, the belief that difficult phases do pass, and that there is always something better ahead. More importantly, I felt a strong responsibility to continue what I had started. Rock n Shine was never just a business to me; it was a commitment to the people we work with and support.
Looking back, resilience wasn’t about pushing through perfectly, it was about continuing, even when times felt uncertain. Staying consistent, honoring commitments, and holding onto purpose during those times is what ultimately brought me to where I am today.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
One of the hardest lessons I’ve had to unlearn is the idea that a verbal agreement and even a strong relationship is enough.
Early on, I believed that if there was mutual respect and trust, a handshake or a conversation would hold the same weight as something formal. I’ve always approached business in a very personal way, and I valued relationships above everything else. But experience taught me that no matter how strong a relationship may seem, circumstances change, and people don’t always follow through in the way you expect.
This was actually a lesson I first learned through personal life experience, which made me realize how important it was to implement the same principle in business. There were situations where I relied on trust instead of putting things in writing, and that led to misunderstandings and, at times, real setbacks. It’s not something you anticipate when you’re building something with good intentions, but it’s a reality of doing business.
What I’ve learned and had to consciously unlearn is that protecting your work doesn’t mean you trust people any less. It means you respect your business enough to give it structure. Today, I make sure everything is clearly outlined, agreed upon, and documented in legally binding contracts. It creates clarity, avoids unnecessary complications, and ultimately protects all parties involved.
Contact Info:
- Website: https://rocknshine.me/
- Instagram: https://www.instagram.com/rocknshinewithdana/
- Facebook: Rocknshine
- Linkedin: https://www.linkedin.com/in/dana-odeh-356663370/
- Youtube: Rockn Shine
- Other: TikTok: rocknshine.me
