Sima Barazi is the founder and creative force behind Boom & Mellow, one of Dubai’s pioneering concept stores established in 2005. Having lived in Dubai for over 26 years, Sima has been part of the city’s retail landscape from its early growth years. She first launched Tigerlily at Wafi, one of Dubai’s first multi-brand boutiques of its kind, before later exiting the business and founding Boom & Mellow.

Over the past two decades, she has built Boom & Mellow into a beloved destination known for its curated mix of fashion jewelry, statement accessories, gifts, and emerging international, regional, and local brands. With two physical stores and a growing online presence, the brand has become a go-to destination for women looking for pieces that feel personal, distinctive, and expressive — whether for themselves or a loved one.

Throughout her entrepreneurial journey, Sima has navigated the realities of building and sustaining a business in a constantly evolving retail landscape, adapting through economic shifts, changing consumer trends, and major personal transformation. Her experience as both a business owner and mother of three has shaped her perspective on resilience, reinvention, and the importance of evolving with authenticity.

More recently, her interest in wellness and conscious living led her to become certified in transformative and functional breathing, adding another dimension to her work centered around wellbeing, awareness, and personal growth. Known for her energetic and positive spirit, honesty, and strong creative instinct, Sima brings a refreshing and deeply human perspective to conversations around entrepreneurship, modern womanhood, wellness, and building a life and business with intention.