A Wedding is Forever: Finding Your True Calling with ADAMARIS
A wedding is the day when a woman should feel unique, inimitable, and the most beautiful in the world. The founder of the ADAMARIS brand in Dubai, Elena Pulcheva, and her partner Karina Zhosan know how to create such an image for every bride who has discovered the world of ADAMARIS dresses.
Elena Pulcheva: The story of the ADAMARIS brand began with my personal journey — with that very first dress that marked the beginning of an entire brand. At that moment, I was the bride. I wanted my wedding day to be remembered by my loved ones and me as a celebration of love and beauty, and I dreamt of being the most beautiful bride in the world. After visiting numerous salons and spending several months searching, I realised that my idea of the perfect dress did not match the offerings of Ukrainian and global brands. That's when I decided to create my own regal look. In collaboration with the best technologists, we developed an unusual transformative silhouette based on my sketches and adorned it with hand-crafted jewellery inlays — silver, diamond-cut stones, crystal, and beads. This dress caused a sensation and graced the covers of society magazines for a long time. Thus, the idea of the ADAMARIS brand was born.
Today, the ADAMARIS brand is represented on the international stage with three main lines: a range of exquisite bridal looks, refined evening outfits, a classic ready-to-wear collection, as well as cruise collections and beachwear capsules, transforming into a full-scale fashion empire with its own production facilities in the UAE and Eastern Europe, and a flagship boutique in the heart of investment Dubai, in Jumeirah-1.
At the time of creating the ADAMARIS brand, I already had a successful and recognisable eponymous brand, HELENBER, within which my creative team and I developed ready-to-wear and evening wear collections. For many years, we were accredited participants of Ukrainian Fashion Week, won the hearts of hundreds of fans, became regular designers for Ukrainian celebrities, television presenters, models, and socialites.
The partner of the flagship ADAMARIS boutique in Dubai is the well-known TV presenter, model, fashion blogger, and influencer Karina Zhosan, with whom we managed to create a unique fashion space.
Karina Zhosan: I joined Elena as a partner of the flagship ADAMARIS boutique in Dubai. Our goal is to create not just a store, but a fashion space where every detail emphasises the impeccable quality and style of the presented collections. We strive to surround each guest with an atmosphere of luxury, attention, and comfort, making the search for the dress of their dreams an unforgettable and enjoyable experience. Although I joined the project later, I fully share the philosophy and values of the brand and am proud to be part of the ADAMARIS team.
Elena Pulcheva: It's no secret that over the past decade, Dubai has become the de facto investment and financial centre of the modern world. As an important logistics hub connecting Europe, Asia, and Africa, it offers an ideal platform for export and international trade while developing its appeal to global celebrities and affluent tourists who prefer safety, comfort, high-quality service, and premium brands, among which ADAMARIS has found its place.
Here, in just one year of well-coordinated work, we managed to establish processes that allow us to create truly regal looks with an abundance of handwork, embroidery, and inlays. Our perfectionism and pursuit of the ideal help us create genuine masterpieces.
The only difficulty for me was not so much in building a new business, but in starting a new life far from home. Accepting circumstances and moving forward is always a challenging task. But looking back, it's hard for me to imagine a more comfortable place for both my business and my family.
Karina Zhosan: Nevertheless, building a successful business in Dubai from scratch was not easy. In addition to opening the boutique, we had to adapt to life in a new country. But we quickly realised that this city provides tremendous opportunities for growth. Thanks to the availability of innovations, materials, and talented specialists, we were able to reach full production capacity within just a year and offer custom tailoring and customisation services. The high competition in the local market motivates us to constantly improve and surprise our clients with impeccable service.
Elena Pulcheva: As someone who received their first higher education at Odessa State Economic University, I know that the success of any enterprise is determined by its financial performance and overall market growth. But from a woman's perspective, this has no practical meaning if the business is not built in harmony with family, your inner world, and life values. The brand's story began with love, so the philosophy and DNA of the ADAMARIS brand are built around love. It is our main message and driving force.
Karina Zhosan: In just one year, ADAMARIS has won the love of Dubai's most discerning clientele and guests from around the world. Our boutique has become a must-visit spot on the city's fashion map for all lovers of luxury and style. Following the latest trends and audience needs, we regularly update our collections, offer limited capsules, and provide personal styling services. Our plans include expanding the ADAMARIS network to other countries in the region, as well as opening representative offices in Europe, Asia, and the USA.
Elena Pulcheva: The secret to ADAMARIS's success lies in the combination of dreams, inspiration, a professional team, and self-belief. We turn challenges into opportunities and always find innovative solutions. Our mission is to bring happiness to women by creating dresses that will become part of life's most magical moments.
Karina Zhosan: ADAMARIS is the embodiment of femininity, elegance, and a sense of style. We draw inspiration from the beauty of the world around us, cultural heritage, and the latest haute couture trends. Each brand collection is a declaration of love to all women, a hymn to their charm and grace. We value individuality and strive to create looks that highlight the unique image of each client who steps into the world of ADAMARIS, where love and beauty are eternal.
Elena Pulcheva: "Love is the greatest blessing!"— this phrase has become not only the slogan of ADAMARIS but also our life credo. My personal love story intertwined with creativity and inspired the creation of an entire bridal empire. I believe that the key to success in any endeavour is love multiplied by skill and hard work.
My main principle in business and life is to love what you do with all your heart, trust your intuition, and stay true to your dream. I have been fortunate to meet amazing people along the way: my family, friends, and colleagues who believe in me and support me in all my endeavours.
It's too early to draw conclusions, as there are so many exciting things ahead of us. But I can say one thing: I am endlessly grateful for every opportunity given to me for professional and personal growth. I am lucky to do what I love. And if we believe in the saying of Confucius: "Choose a job you love, and you will never have to work a day in your life" — we have many days filled with joy and inspiration ahead of us.
