Eastern Italy

Dubai is a city where nothing is impossible. A place where dreams become reality and innovation weaves effortlessly into the traditional narrative. Today, David Osikyan, founder of Yanetti, a furniture factory that marries Italian aesthetics with Eastern craftsmanship in Dubai's marketplace, shares his experience and vision.

When I returned to Dubai on business in 2008, the city looked entirely different. What many now consider the 'old quarter' was actually the emirate's engine. Deira, as it's known here, became the heart of all commerce. That's where the movement began that transformed desert into metropolis.

Nearly fifteen years later, returning in 2017, I found Dubai radically changed. An enormous social sphere had emerged. People were coming not merely as tourists but to live. With this came new needs. And here begins the story of Yanetti. When I arrived in 2017 for a long-term stay, I was struck by how the social landscape had shifted. Whilst Dubai had once been predominantly a tourist destination, it now had proper infrastructure for permanent residence. People weren't just coming to gaze at skyscrapers but to build their lives, families, businesses.

I already had several businesses in Dubai, including property. But when I started looking for furniture for my own flat, I was surprised to notice this market remained open to new possibilities. Yes, there are worthy companies here, but we saw a chance to join this family. What truly motivated us was the colossal demand: Dubai is growing rapidly, with new towers, private villas, commercial spaces rising constantly. And they all need quality furniture.

Aria, our creative designer, and I chose a direction based on Italian furniture, because it's not simply a style but a name that has become synonymous with world-class quality and refinement. Our philosophy is to complement this with Eastern subtlety and Armenian traditions, creating pieces where beauty harmonises with comfort and durability.
In Dubai, flats are peculiar: either very large or, conversely, extremely compact. I personally faced the problem of needing furniture that was not only beautiful and comfortable but also transformable, maximising storage space for clothes, shoes, and other belongings. That's why we strive to create multifunctional solutions.

Our production is built on a synthesis of tradition and innovation. All our machinery comes from Italy. Materials we use to emphasise quality are also imported from Italy. Yes, we understand this makes the product more expensive, as Italian furniture traditionally uses oak, mahogany, timber that costs dearly. But we also work with local materials and modern quality alternatives. It's no secret that today's market offers excellent materials, even from China, that match in quality. Everything depends on the client's budget.

We have no plans for mass production. Each project is individual. For each client, their own design, their own approach. This isn't simply a furniture workshop; we're partners with the customer, adapting each piece to their interior and lifestyle.

One of Dubai's major pain points is crude furniture execution and improper material use. In Dubai, everything happens quickly, easily, sometimes at quality's expense. But you can't work with wood like that; it requires a particular approach.
Our team comprises specialists from the CIS, people raised in a culture where woodworking craft passes from generation to generation. We employ engineers, surveyors, fitters, and master craftsmen with rich experience and a refined feel for materials. We have particular respect for our Armenian masters; each has professional training and deep technical knowledge. Team selection for us is a conscious and careful process: we choose not merely employees but like-minded people who share our philosophy of quality.

Dubai's market is actively changing now. We observe an interesting pattern in different nationalities' tastes. Europeans are typically ahead on trends. They've already passed through minimalism and are returning to naturalness: dark wood, natural stone. Russian-speaking residents are only now transitioning to minimalism, everything white, smooth, without visual noise. Arabic-speaking clients are partially discovering new styles, but many still prefer traditional solutions: more gold, more curves, heavy forms.

Regarding technology, we're actively implementing modern solutions. Built-in intelligent storage systems that open by voice command, push-to-open mechanisms for kitchens and wardrobes.

We combine classical and contemporary materials, paying particular attention to sustainability. For carcasses and facades, we use reclaimed timber and bamboo; for kitchens and bathrooms, quartz and natural stone valued by our clients. Metal and glass add modernity, wood panels and veneers create warmth, whilst innovative solutions such as Polygood panels from recycled plastic open possibilities for bold, futuristic projects.

We regularly attend exhibitions in Italy. But we also follow developments in China, Asia, Japan, trying to stay current.
For the Emirates, moisture-resistant coatings are crucial due to high humidity. Considering construction isn't always perfect, with leaks and water problems occurring, we pay particular attention to protecting our pieces. After installation, we maintain contact with the client, providing warranty and post-warranty service. We're always available, ready to come out, fix things, help at any time.

We have several interesting projects I'm especially proud of. For instance, we're currently working on interiors for a luxury car wash, a franchise of a well-known automotive brand. The entire interior is being created individually according to the design using expensive materials. I never thought one could create such a luxurious car wash; there are people ready to invest enormous sums in realising their ideas.

Another unusual project involves creating an art object for storing a perfume collection. Such non-standard tasks are particularly interesting. It both surprises and delights me that people are ready not only to collect what they love but to create special storage places for these collections using natural materials: wood, glass. This is another facet of creativity we want to develop. We're here to enthusiastically bring to life all our clients' requests and seemingly impossible ideas.

Currently, we're working on a Japandi-style project where approximately 80% of all elements will be wood, from small shelves and cabinets to large consoles, worktops, kitchen facades. Working on this project made me fall in love with wood anew.

I've done business not only in Armenia but also in America, and I can say Dubai is an absolutely extraordinary place for an entrepreneur. Here, everything from tax policy and logistics to potential clients' attitudes is incomparable with what exists in CIS countries. Government support and local hospitality create a special atmosphere for business development.

I often recall my first contact with the Emirates. Unlike Russian passport control, where you always feel uncomfortable, here a female officer simply looked at my visa and sincerely said, "Good luck". It's a small but telling example of how arriving businesspeople and specialists are treated here. Not as potential violators but as people bringing benefit to the country.

Sheikh Mohammed bin Rashid Al Maktoum inspires and motivates. I know many who moved to Dubai precisely because of his vision and leadership. His motto "Nothing impossible" has become our company motto too. When we encounter technical or other problems during work, this city itself becomes vivid proof that nothing is impossible. Everything can be achieved through one's labour.

I often tell our employees, colleagues, workers: "Nothing is impossible". It's the answer to any doubts, any "it won't work here" or "it might not turn out".

Dubai is a platform for people with creative ideas and dreams. The Emirates don't obstruct; on the contrary, they support and assist any technologies, ideas, innovations, and pursuit of quality. It's an incredible feeling to live and work in such a country.

People often ask why furniture manufacturing specifically. The answer is simple: I myself faced the problem of finding quality, functional, aesthetically appealing furniture for my flat. Many developers offer seemingly attractive solutions at first glance. But when you start living in these spaces and using the furniture, you understand its shortcomings: uncomfortable, insufficient storage, limited functionality. Often, it's merely decorative panels stuck on for appearance.
At Yanetti, we want our clients to receive genuinely multifunctional furniture. For example, we plan to create large separate wardrobes for men and women, a real dream for many. Though, of course, as my colleagues joke, men's wardrobes are often used by women, even if originally intended for men.

We're not limited to private commissions. There's interest in collaborating with companies like EMAAR and offering improved solutions for large projects. We're considering working with high-end hotels such as Aman, founded by Russian-speaking entrepreneur Vladislav Doronin. His hotels Amanpuri, Amanruya are known for their distinctive style, and our furniture could fit harmoniously into their concept.

By this September, our production facility in Dubai Investment Park will be fully operational. We're preparing to present material samples and finished pieces. This will be not simply a factory but a proper creative laboratory where ideas transform into tangible art objects.

Regarding technical equipment, we're investing in the most modern machinery. Italian machines guarantee precision and quality processing. But technology is merely a tool. What matters most is the people working with these tools. That's why we're assembling a team of real professionals, masters of their craft.

Our concept differs substantially from what large developers offer. When you buy a flat with finishing from a developer, you get a standard product. Perhaps aesthetic, but not reflecting your individuality. We create solutions that become an extension of the owner's personality.

I want to emphasise separately our approach to clients from different cultures. We notice how strongly preferences vary depending on origin. Even without questioning the client, you can determine where they're from by their wishes. This makes our work even more interesting; each project becomes a cultural dialogue.
As for price range, we don't want to position ourselves exclusively as producers of elite furniture. Yes, we work in the upper-middle segment, but we don't refuse middle-class clients if quality matters to them. It might be one small but original piece of furniture the whole team will enjoy working on, or a large order for fifty standard wardrobes; we're ready for different projects.

Our brand Yanetti isn't just a name. It symbolises the fusion of Eastern craft traditions with Italian aesthetics. We see how rapidly Dubai is developing, how demands for individual, quality solutions for residential and commercial spaces are growing, and we want to be part of this process.

I've worked in many countries and can say with confidence: what Sheikh Mohammed has created in Dubai has no parallel. His vision of a city of the future, open to all ready to create and develop, inspires millions worldwide. Dubai has become proof that even the boldest dreams can become reality if there's a clear plan and determination to realise it.

For me, Yanetti isn't simply business. It's an opportunity to create something beautiful, functional, enduring. Something that will make people's lives more comfortable and attractive. We're only at the beginning of our journey, but I'm confident our Eastern craftsmanship and Italian style will resonate in the hearts of Dubai residents and beyond. After all, beauty and quality have no nationality; they're universal. And for us, nothing is impossible.